“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Sound familiar? Today’s marketers continue to face the same challenge John Wanamaker wrote about nearly a century ago: Difficulty knowing what marketing or advertising tactics are truly producing results.
Thankfully, in today’s age of digital marketing, online lead generation, and integrated content and customer relationship management systems, we CAN know which of our marketing channels are generating leads and leading to successful sales.
Closed loop marketing links every visitor to your website to the marketing channel that led them there, then follows that visitor’s journey, tracking interaction with the website until the point that they become a customer. With the proliferation of marketing automation tools, including those offered by JONES partner HubSpot (and many of the 49 other companies mentioned in this NGDATA blog post) tying customer acquisition back to specific marketing campaigns and channels is becoming increasingly simple.
Our advice: Take full advantage of the data provided by your marketing automation system to put closed loop marketing’s information to work. Learn what is working and what isn’t so that you can improve your marketing ROI.
If you aren’t using a marketing automation system yet, or aren’t clear on how closed loop marketing works and could benefit your company, download our Introduction to Closed Loop Marketing ebook today or request a demo of HubSpot’s system.