Leaders within complex or technical industries must rely on critical data to help them manage their business operations. From your service teams, to production lines, to warehouses, to general operations, an abundance of data and analytics tools provide you with the insights you need to make everyday decisions that affect efficiency, productivity and profitability.
It’s no coincidence the same technologies and tools that are leading the charge toward Industry 4.0 are also the same advances that help sales and marketing leaders grow and differentiate their b2b companies.
As the author and consultant Geoffrey Moore once said, “Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway.”
Windmill Strategy provides sales and marketing teams with a broad range of analytics and insights capabilities designed to help you make faster and better-informed decisions, which ultimately generates more leads, closes more sales and grows your business.
Windmill Strategy’s Continuous Improvement Analytics Process
Through proven, disciplined analytics, our team will help you use data to continuously improve your marketing strategies and business outcomes. We custom fit your analytics program to your company’s needs instead of forcing you into a one-size-fits-all plan. A simplified version of the typical process looks like this:
- Gather critical information from your sales and marketing teams
- Establish and prioritize your marketing goals; e.g., win rate, lead quality, time to close, no. of leads
- Conduct any necessary voice of the customer (VOC) or persona interviews
- Align the marketing goals with your company’s business goals and create a typical customer journey
- Create a plan, which includes how often you review analytics and start
- Begin gathering performance data
- Create easy-to-read reports using colorful data visualizations and key performance indicators you can share with anyone
- Review data and compare to your goals
- Adjust your plan and tactics; repeat
At the start of the analytics plan process, the more we can learn about your customers, the better. But, because we have broad experience working with marketing to technical and industrial audiences, brief discussions with you and your sales team is all it typically takes.
After all, our goal isn’t to bog the process down with burdensome (and expensive) research, but to provide you with expertise and a plan that delivers fast results.
During the process, we’ll also review existing performance and analytics data with you regularly—biweekly, monthly or quarterly.
Mine Data and Gather Insights from 3 Principal Areas
We’ll work closely with you to shape your marketing strategies and tactics with deep insights from data sets we collect from three principal areas. Through a continuous cycle of measuring results and adjusting tactics, you’ll drive more visitors to your website, learn to create content your customers will crave, and convert more prospects into raving fans.
Digital marketing analytics
User experience (UX) and engagement analytics
Digital Marketing Analytics
Is your online presence attracting the right customers?
Are your pay-per-click campaigns generating high-quality leads?
Are you optimizing your site for the best performing keyword phrases?
To help you answer these questions and others, a digital marketing analytics plan will help you wring the most from your marketing budget. Marketing analytics data will tell you if you’re driving the right traffic to your site and keep tabs on the performance of all your initiatives, including search engine marketing (SEM), email nurturing campaigns, content marketing programs, social media (Facebook, Twitter and LinkedIn) campaigns and more.
What’s in the Toolbox
To track your digital marketing initiatives, we rely on an eclectic set of tools that includes:
- Google Analytics
- Google Search Console and Bing Webmaster Tools
- SEO auditing tools—Moz, Siteimprove
- Keyword tools—SEMrush, Google Keyword Planner, Buzzsumo
- Advertising tools—Google Ads, Bing Ads, LinkedIn Ads, Facebook Ads Manager
User Experience (UX) and Engagement Analytics
Are your website visitors reading your weekly blog posts beginning to end?
Which web pages attract the highest number of unique pageviews?
How many visitors are downloading your e-books or white papers and watching your videos?
Are people doing what we want them to do on your key site pages; are CTAs clear?
For most B2B companies, the tip of the marketing spear is your website. That’s because, for most of your prospects, the site is their first interaction with you. User experience and engagement analytics help us discern how your users interact and experience your website. Do they watch your videos, download your content and fill out contact forms? Do you know the best colors to use for your call-to-action buttons and what messages your visitors respond most favorable to?
What’s in the Toolbox
To help us dig deep into user behavior, tools like heat mapping, A/B testing, usability testing and analytics reveal how users engage your website. These tools include:
- Google Analytics
- Usability tools—Hotjar, Crazy Egg, Optimal Workshop
- A/B split testing—Google Optimize
- Advertising engagement—Google Ad Manager, Google Adsense
- Content performance—WP Engine
Website Security and Performance Analytics
When was the last time your website was updated?
Who has administrator-level access to your website?
Are your website forms sending notifications to the right people?
Does your website load quickly and display your content correctly?
For Windmill Strategy, the process of securing, maintaining and hosting your website is a responsibility we take very seriously. We focus on regular application/plugin updates, quality assurance, form testing, performance measurement and summary reporting that is designed to keep your website running smoothly.
What’s in the Toolbox
We have a variety of methods that may be included as part of your security, maintenance and hosting plan:
- Website rendering speed and performance evaluation
- Site crawl testing for broken links
- Forms test, ecommerce transaction test and notification
- Application core and plugin security monitoring
- Administrator accounts manifest
“Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.”