B2B ANALYTICS Certification Course

Background

www.localu.org

www.sixthmanmarketing.com

Agenda

• B2B Analytics – It’s Different• Measure Influence (Brand)• Go Local (Segment by Geo)• Education as Conversion• Google Tag Manager to the Rescue!• Get Visual & Tell Great Data Stories

Analytics Strategies for B2B

B2B AnalyticsIt’s different. Engine heaters for the world

B2B AnalyticsIt’s different. Internet security sold through over 2,000 partners around the world.

B2B is Not…typically a spontaneous sale. It’s an educated (and often technical) purchase through a 3rd party.

Success is not..Defined by typical metrics like cart conversion rate and other frequently used goals & KPI’s

B2B Data Success

• Measure Influence (Brand)• Go Local (Segment by Geo)• Education as Conversion• Dashboard Domination • Google Tag Manager to the Rescue!• Get Visual & Tell Great Data Stories

A Different Measurement Strategy

BrandAlways measure the strength of your brand

Brand DemandAdvanced segmentation makes it easy

Brand InsightsMeasure what’s driving brand growth

Go LocalYou need to know the local conditions

Local DemandCheck to see if the locals are interested

Get Inside InfoMaybe the North Idaho market isn’t a good fit

Local SearchBut what about a lot of different partner locations?

Local SearchWhere are they interested. Look for trends.

Find Maps InterestFind your top referrals from local maps searches

Top LocationsFind your top referrals from local maps searches

EducateEducate & empower your channel!

Teach Them WellProvide enough training & materials for both

End-user clients and the channel their 3rd party.

Educate & Motivate

Make it compelling for both end-users and

Channel partners to learn about your products.

Dashboards

• Training registrations• Brand demand by region• Campaign tracking by source• Top reseller / partner referrals• Downloads of PDF’s• Educational content viewed / read

Great great dashboards to help tell the story

Dashboard DetailsDon’t worry about creating only a few. Make as many dashboards as makes sense.

MeasurementB2B’s face a challenge in the need to measure downloads, offsite clicks, etc.

Google Tag Manager Can Help!

Tag Power

Tag Example 1

Example 1a

GTM Resources

• www.google.com/tagmanager• Developers.google.com/tagmanager/devguide• Online-behavior.com/analytics/googlt-tag-

manager• Cutroni.com• Kaushik.net• AnalyticsPros.com/blog

Here’s some online help for learn how to

Get started with Google Tag Manager.

Make it VisualThis is a visual representation of the number

of visits to the packages page for each package

And Tell a StoryBut these are the number of packages actually booked (tracked via GTM & event tracking by click)

In Summary

A B2B analytics strategy is different. Take advantage of your data to tell compelling stories that improve your business.

QUESTIONS ?

Q &A

THANK YOUed@sixthmanmarketing.comSixthmanmarketing.com@ed_reese