Introduction
Google Analytics is a
powerful and productive tool. It offers a vast array of data, and that data is
free for the user. While there are several data collecting tools in existence,
Google Analytics is the most commonly used, and therefore also the marketplace
comparison for other data analyzation tools. Google Analytics can be used in
numerous ways across platforms and to provide data and feedback for a vast
array of activities including website and search optimization, email
interaction, and many more. While the tool by itself is quite powerful and helpful,
with the additional of an application, or additional service, Google Analytics
can become even more helpful to a company. There are many apps available for
coordination with Google Analytics, some of them free, and many others at an
additional cost. Each of these apps offers services to an organization or
company in order to provide, and improve the collected data. One such app that
is available to use in coordination with Google Analytics is Leadfeeder.
Leadfeeder
Companies and
organizations across the marketing sphere, are often looking to collect leads,
or prospects that are interested in a service or product. These leads are often
stealth leads meaning that they may come to a website, or read about the
product or service without the company knowing about them. This is not an ideal
customer for a company. In order to make the most of the marketing mix, and
therefore influence prospective customers or users throughout their customer
journey, companies want to be able to target leads in an effective and productive
way. In order to do so however, a company must collect data on a lead. This can
be difficult to do as leads are often very careful to avoid detection in their
search and research of a product of service. This is where Leadfeeder comes in.
“Leadfeeder connects to Google Analytics to show you these missed leads” (Leadfeeder,
2018). Leadfeeder is an app exclusively used as an online lead generation tool
for B2B companies (Leadfeeder, 2018). The application will allow the company to
view, through Google Analytics, when other companies visit their website and
what they are doing while there (Leadfeeder, 2018). This can provide incredibly
useful data. Now, the company is able to target their prospective customers
directly. As Leadfeed also collects the actions a lead took on the website,
Leadfeed also allows more direct and topical marketing to be completed. While a
general message could be sent to all leads, a more topical message could be
sent to those prospective companies that made it to the checkout page, but did
not make a purchase. Knowing this information, an email could be sent to the
lead with a coupon offering a certain percentage off of the available product.
Leadfeeder allows for this type of niche, and personalized marketing to take
place, and to be effective.
As if this type of
personalization is not enough, Leadfeeder also allows a company to set up an
algorithm so that employees can receive the highest quality leads directly to
their email inbox (Leadfeeder, 2018). This allows employees the chance to reach
out to hot prospects individually to ask if they need any help, assistance, or
would like any additional information. Each personalized step along the way
allows for an increased customer experience. “By 2020, customer experience will
overtake price and product as the key brand differentiator” so Leadfeeder is
aiding businesses in the quest to provide the ideal, personalized customer
experience (Betts, 2018).
While applications,
such as Leadfeeder, can be helpful and provide a great deal of additional data,
this data and process is only helpful if the data is being fully utilized. That
being said, the ideal application, is one that can integrate fully with a
current data system, which in most cases is a CRM, or customer relationship
management system. In order to utilize and being analyzing the accumulated
data, a company or organization, will want to make sure any and all captured
leads are accurately recorded and saved in the CRM. Leadfeeder is able to fully
integrate into four CRMs including Pipedrive, Salesforce, Zoho, as well as
WebCRM (Leadfeeder, 2018). Seeing as Salesforce is the number one CRM in the
world, Leadfeeder is providing productive assistance on integration (Salesforce,
2018). This wide array of integration makes the application much more
marketable and much more productive for marketing departments. The last thing
any company wants to do is collect and store data just to do so. In order to
leverage systems, it is important that the data be reportable and actionable as
well. The same issue of collecting and utilizing all collected data also
applies to email providers. Leadfeeder also integrates with MailChimp, an email
and marketing platform, that allows the company to see “real individuals” whom
are viewing and interacting with the company newsletter and additional
marketing materials (Leadfeeder, 2018).
In both
instances, including the integration with the CRM and the email and marketing
platforms, Leadfeeder allows a marketing team to work smarter, and not harder.
By ensuring that the data cleanly integrates into these marketing systems,
additional time does not need to be spent on downloading and then importing
data. A full integration allows for accurate and clean data to be used more
quickly and more efficiently. This allows the marketing team to start tailoring
personalized messages to customers much sooner and creates a seamless
transition from lead to inquiry to customer. When looking at the process in
this matter, it is easy to see why Leadfeeder could be a great addition for
companies looking to grow their B2B marketing campaigns to include and attract
even more leads.
Conclusion
In conclusion, there
are countless applications that work in coordination with Google Analytics.
These apps all provide different services that can assist companies in
collecting, understanding, analyzing, and deciphering data. But collecting data
is not enough. Data that is collected and analyzed must be used. Actions must
be taking and drawn off of the collection of data. Only then are companies
successfully utilizing the data they have acquired. Leadfeeder, through
integration with several key platforms allows for data to only be collected,
but stored, integrated, and used in the marketing mix for B2B business
marketing campaigns. For those reasons, Leadfeeder can serve as a very useful
and productive tool.
References
Betts, A. (2018, September 25). A new era of personalization:
The hyperconnected customer experience. Retrieved October 30, 2018, from https://martechtoday.com/new-era-personalization-hyper-connected-customer-experience-209529
Leadfeeder. (2018, October 17). Retrieved October 30, 2018,
from
https://marketingplatform.google.com/about/partners/company/5147885926612992/gadp/5629499534213120/app/5707702298738688/listing/5757334940811264
Salesforce. (2018, May 08). Salesforce Named #1
CRM Provider for Fifth Consecutive Year. Retrieved October 31, 2018, from
https://www.prnewswire.com/news-releases/salesforce-named-1-crm-provider-for-fifth-consecutive-year-300644062.html
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