In B2B marketing, pay per click ads can be a blessing and a curse. A great way to selectively get your message/offer in front of the right audience, yet they are often a black hole when it comes to measuring their effectiveness. In B2C and some B2B cloud/ecommerce businesses, PPC is easily measured in cost per click (CPC) and earnings per click (EPC) multiplying customer value and your conversion rates.Yet in B2B marketing, PPC is one of many marketing channels used to contribute to or influence a prospect to become an opportunity that eventually buys. When customers typically purchase off-line, directly through a sales rep, as the transaction evolves from the website into the CRM, Google AdWords and Google Analytics has no view into what’s happening.

Self-service data preparation enables marketing to access and blend the necessary data sets from the right sources to get a sense of PPC’s impact on opportunities and ultimately Closed/Won deals.

Your marketing team wants to evaluate the effectiveness and ROI on your Google AdWords spend.  While you can get click-through rates, session information, and conversion counts from Google Analytics, for budgeting and strategic planning you may want to quickly get a view into any contribution PPC is having on your demand generation numbers – inquiries, opportunities and closed business.

Pay-per-Click Marketing Insights

  • The relationship between PPC campaigns and landing pages
  • Campaign details on web pages having the most traffic
  • Who are respondents to campaigns and how are they linked to the top visited web pages (what industries they belong to, what positions they hold, etc.) and how do they match up to your buyer personas/what’s their score
  • Are and they truly a new inquiry or is it someone who already existed in your database
  • How many clicks led to content downloads or form fills that became a marketing qualified lead, a qualified opportunity and a closed/won deal

Not all these questions may be answered by Google Analytics alone – pertinent details on campaigns and campaign members will need to be picked up from SalesForce and potentially enriched by combining data with other sources like Dun & Bradstreet, Hoovers, Data.com, DiscoverOrg, etc. And while your marketing automation system may import associated Google Analytics data into your programs, this is often time consuming to access and can be difficult to combine with other data. Salesforce.com will contain opportunities and closed/won deals, but it won’t include attribution to multiple marketing sources very easily.

Using Monarch you are able to access and blend data directly from both Google Analytics and Salesforce.com directly or from historical reports and PDFs, and combine it with 3rd party data sources and HTML pages. Monarch also provides advanced techniques like fuzzy matching that can help join two data sets where the fields are not perfectly identical but should match (like Daniel Potter from Datawatch should equal Dan Potter from DataWatch, Inc.).

By quickly matching campaign ID fields and blending Google Analytics and Salesforce data, marketers can identify opportunities AND closed/won deals that have:

a) AdWords as an original lead source;
b) AdWords as a most recent lead source; or
c) AdWords an an influence source (sometime in the process)

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