What was the question?
For the Data-driven smarketing service, which we provide for your customer together with Relevant, the question arose to create insight into certain Smarketing campaigns. Where first an Excel was used to measure the results of the campaigns, the need arose to make this vision through a dashboard with the “Smarketing funnel”.
Sentia wanted to be able to see at a glance what the various lead sources, and in particular the online lead source in combination with marketing automation, actually deliver in sales.
So there was a need for one overview where it is visible what the conversion is from a website visitor to a paying customer. All intermediate steps and those responsible in this process also had to be visible from the dashboard.
What are we looking at?
- Google Analytics
- Marketing Automation system Hubspot
- Intern CRM system
- Number of website visitors
Number of downloads of white papers and e-books, but also contact requests with a specific sales question
Number of marketing qualified leads (i.e. the leads that actually fall into the target group and have viewed multiple cases online)
Number of sales qualified leads (i.e. the leads that have actually been picked up by sales)
Number of agreements that came out with final order value
What is the added value of the dashboard?
Many marketing departments stumble over data. Nowadays there is so much (online) data available that reports are hardly legible. What are we actually looking at? And what do these figures say about whether or not various campaigns run smoothly? The added value of this Smarketing funnel dashboard is that we can now very easily see (per week, per month but also per quarter and ultimately per year) what all marketing activities have yielded in “hard euros.”
This makes the result of the efforts more tangible and makes it easier to make adjustments in/during or after certain campaigns. Ultimately, we only want to achieve 1 thing with Smarketing: Visibility that leads to conversion and loyal customers. The dashboard makes it possible to achieve this objective by making the user king of his own data.
Do you also want a sales and marketing dashboard for your organization?
It was a nice challenge that more marketing departments seem to need. It is always important to conduct data-driven marketing.