You're analyzing B2B marketing channel ROI data. How do you make sense of conflicting information?

Make sense of opposing information about B2B marketing channel ROI data. Ensure data source accuracy in unison. * Segment into Assign periods/sets of data to demographics of customers or campaigns. * Use your team and get the most varied points of view and insights. * Dip into available visualization tools to help you see patterns, outliers, and trends. This implies, in addition to this aspect, that outcomes can also be affected by extraneous variables, such as market conditions or industry changes. Considering this big picture and taking a teamwork approach will help you iron out possible inconsistencies within the data and come up with actionable insights to grow your marketing strategy.

As a B2B marketer, I've often found myself analyzing conflicting marketing channel performance data and trying to make sense of seemingly contradictory results. One example is when I was managing paid search and paid social campaigns for a B2B software company - paid search consistently delivered strong ROI, while paid social showed lower direct ROI despite playing an important role in building brand awareness and credibility. To get a clearer picture, I dug deeper into the data, looking at assisted conversions and audience demographics, and found that while paid social wasn't driving direct sales, it was attracting a high-quality audience more likely to convert down the line and become long-term customers.

To make sense of conflicting 𝐁2𝐁 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐜𝐡𝐚𝐧𝐧𝐞𝐥 𝐑𝐎𝐈 𝐝𝐚𝐭𝐚, first, ensure data accuracy and consistency by cross-verifying sources. Segment data by time periods, campaigns, or customer demographics to identify patterns. Use statistical methods to analyze variances and identify outliers. Consult with stakeholders to understand contextual factors. Employ A/B testing to validate findings and refine metrics. Lastly, integrate qualitative insights with quantitative data for a holistic view of ROI performance.

Before you delve into the complexities of ROI analysis, ensure the data's accuracy. In B2B marketing, decisions must be based on reliable information, so cross-reference data points from different sources. If discrepancies arise, verify the methodologies used to collect and calculate the data. Sometimes, conflicting information is simply the result of errors in data entry or differences in analytical approaches.

When conflicts arise in the ROI data of B2B marketing channels, it's crucial to investigate the root causes: Common causes include: Different methods of attributing revenue to marketing channels (e.g., first-touch, last-touch, multi-touch attribution) can produce varying ROI values. Incomplete or non-standardized data collection can lead to inaccurate or conflicting ROI calculations. Various departments or teams might use different metrics and KPIs, resulting in inconsistent ROI calculations. Differing cost allocations or ignoring certain hidden costs can lead to varying ROI outcomes. And many more.

Consider the context behind each B2B marketing channel's ROI data. For example, social media might generate high brand awareness, while email marketing might excel at driving conversions. Analyze data within the context of each channel's specific goals.

Context is indeed crucial. Understanding why the audience is there, getting insights into their motivations and all the engagement metrics can really help with ROI analysis. Keep in mind the bigger picture and your B2B goals for the year. Some tactics seem to have an immediate effect while others are brand (and trust) building. Together they are helping with brand awareness and “lift”. It’s important to constantly review and tweak your marketing plans to hone them for your specific industry and finds the opportunities where your product can differentiate.

Muy importante para este canal, entender no solo la categoría, el canal y los diferentes tipos de shoppers, así como la segmentación de las tiendas y de los arreglos en la distribución; para lograr con esto, visualizar oportunidades de mercado sobre las tendencias, limitaciones en distribución propia del cliente y la estandarización de procesos de adecuación de precios del mismo, para poder tener objetividad en nuestras evaluaciones.

It's not practical to assume one storyline in marketing...because different people engage with different channels and platforms in different ways! YES, at the end of the day we need to create a holistic view of what's going on. But, if you're confident in your data accuracy, there might be something else that needs to be uncovered. Perhaps this is where you can leverage A/B testing to get a deeper dive for clarity - perhaps it can be as simple as different audience behaviour on different channels. In any case, I like to look at each channel as it's own "character" part of a bigger "play". What's everyone doing in their own storyline, and how does it interrelate to the others?

External Factors: Consider external factors such as market trends, economic conditions, and competitive actions that might impact channel performance. Campaign Variables: Evaluate the specifics of each campaign, such as budget, duration, and creative strategy.

En la planeación de las estrategias y tácticas; es necesario contemplar las ventas de consumo actuales y las que el cliente va generando; buscando que en cada ventana, analicemos el impacto que tuvo en nuestro negocio y así evaluar, la factibilidad para futuros eventos.

Analyze B2B marketing channel ROI data over a relevant timeframe. Consider your sales cycle length and customer journey when evaluating the impact of each channel. Long-term data analysis provides a more holistic view of ROI.

Yeah it is very important to visualise the data from short term and long term perspective. In a 3 month view any SEO strategy for a B2B campaign might not show revolutionary growth. Whereas the same consistency in SEO efforts will show a huge boost in growth in 18 month dashboard of ROI.

Este punto es clave para poder conseguir información en cada punto de contacto del shopper en el túnel de conversión y sobre todo, tener alineado nuestros propios procesos en todos los canales, como promociones, cambios de precio, lanzamientos y distribuciones exclusivas.

Map your B2B customer journey to understand how different channels interact and influence buying decisions. This might involve analyzing data touchpoints across various channels. By identifying the role of each channel in the customer journey, you can better understand its contribution to ROI.

Conflicting ROI data from B2B marketing channels can sometimes arise because they target different stages of the customer journey. What if paid search ads show a high lead generation rate, but a low conversion rate to sales. This could be because they capture prospects early in their research phase. Meanwhile, content marketing might show a lower lead volume, but with a higher conversion rate, indicating it attracts qualified leads further along the decision-making process. So, if you map your ROI data to the customer journey stages influenced by each channel, you can gain a clear picture of how each piece contributes to the overall sales funnel and optimize your marketing mix for better results.

El punto de vista holístico, abarca no solo la información del cliente, sino también nuestra capacidad de adaptar nuestras estrategias a la información que vamos descubriendo en la implementación, desde la presencia de nuevos productos de la competencia, estrategias de venta de nuestros clientes que nos ayuden a hacer más branding, sistemas de informacion del cliente mas transparentes a la fuerza de ventas que nos permitan incentivarlos, y sobre todo, cambios sobre la tendencias del consumo, como lo que nos pasó en COVID, siendo una área de oportunidad de venta en muebles de baño, la alta demanda de llaves con sensor y tinas de baño, cuyos patrones de consumo fueron únicos e inesperados.

Move beyond analyzing individual channels in silos. Combine data from various marketing channels to gain a holistic view of your B2B marketing efforts. By looking at the bigger picture, you can identify areas for improvement and optimize your overall ROI.

Conflicting Data isn't an error, instead it's platform wise bifurcated, for example Meta Ads serve to already gathered audience pool from keywords to retargetting, compared to search or native. It's always a best practice to Analysize both in terms of performance, however, best of analysed separately and match some of the best performing cohorts to check with Growth altogether.

Develop actionable insights based on your analysis of conflicting B2B marketing channel ROI data. Identify channels that require further investment, optimization, or even potential reallocation of resources. By taking informed action, you can maximize the return on your B2B marketing efforts.

When faced with conflicting B2B marketing channel ROI data, delve deeper by examining the methodologies behind data collection to ensure consistency. Cross-reference multiple data sources to identify patterns and anomalies. Engage with cross-functional teams to gain diverse insights and interpretations. Utilize advanced analytics to uncover hidden trends or correlations that may explain discrepancies. Factor in external influences, such as economic shifts or competitive actions, that might impact results. Continuously refine your data collection processes for greater accuracy. Embrace conflicting data as an opportunity to uncover complex insights, leading to more nuanced and strategic decision-making.