Which solutions and tools should be at the top of your holiday wish list to help you become a data-driven marketer, impress your sales team with hot leads and launch an account based marketing strategy?
At 6sense we believe 2016 is going to be the year of customer-centric, data-driven marketing. Tools that help companies find, listen to, understand and reach their audience will be the keys to B2B marketers’ success. We’ve compiled a list to help you: monitor audience engagement; understand trends in content; see how your site is viewed by search engines and how visitors interact with your content; monitor your marketing ROI, and; personalize web experiences by target account.
Here are six B2B companies we love here at 6sense.
This free tool helps anyone with a website monitor and maintain their site’s presence in Google Search. You can better understand how Google views your site and, in turn, optimize its performance in search results. For example, you can see:
- Which queries caused your site to appear in search results?
- Did some queries result in more traffic to your site than others?
- Are your product prices, company contact info or events highlighted in rich search results?
- Which sites link to your website?
- Is your mobile site performing well for visitors searching on mobile?
What’s the best way to keep an eagle eye on the competition? Given all the different channels out there, this task can be quite a chore. TrackMaven’s competitive intelligence platform aggregates lots of different types of data (content marketing, traffic and SEO, etc.) from many sources (including Facebook, Twitter and YouTube) to tell you what your competitors are up to. It shows you what’s working for them and provides industry benchmarks.
TrackMaven can be a content marketer’s secret weapon. By keeping you up to date on what content is drawing the highest engagement rates (by both you and your competitors), you can inform your content calendar with topics based on the formats and styles of top-performing content.
Triblio provides account-based personalization software that creates personalized messages and CTAs in minutes. You can promote messaging, content and CTAs across multiple channels to unify your campaigns and extend your marketing-automation campaigns to website and other corporate channels. Triblio defines your campaign-audience segments by persona or account, and you can choose to personalize by any of the following:
- Acquisition, upsell or retention accounts
- Known and unknown accounts
- Funnel stage or firmagraphics
- Persona or visitor behavior
BuzzSumo is a great resource to understand what stories are trending across the Internet and how your posts are performing when it comes to shares across the major social media networks. Just plug in any search term and see the top-ranking content related to that topic, or plug in your website and see how your posts have been shared. BuzzSumo can help you understand the type of content your audience is interested in sharing, which you can use to craft messages more likely to reach a wider audience. (Tip: If you need help figuring out what keywords to plug in, you can use the Soovle to research keywords as a primary step—this tool will give you suggested keywords based on results from all the major search engines.)
Want a complete picture of your impact on sales pipeline and revenue? BrightFunnel is the pioneer in revenue attribution and forecasting for B2B marketers through multi-touch attribution and intelligent forecasting. You can use it to:
- Compare marketing channel performance (single vs. multi-touch).
- Analyze quarter-to-quarter trends across marketing channels.
- Assess pipeline and revenue impact—account-based attribution and/or opportunity role based.
Little Bird leverages social-graph analytics to identify influencers based on their ability to impact the perception of other leaders and key businesses. You can easily see those leaders in a ranked list. Little Bird also provides a variety of ways to engage with those influencers. Combined with a comprehensive influencer strategy, you can use Little Bird to get better results for:
- Trend analysis
- Product launches
- Press and analyst outreach
- Content curation
- Demand generation
What does it all add up to?
At the end of the day your marketing stack needs to be greater than the sum of its parts. Achieving a truly data-driven, customer-centric marketing operation will require your marketing team to be able to compile, analyze and distill actionable insights from data collected from your marketing campaigns and your customers’ behavior.
A true predictive intelligence platform will help marketers collect, clean and parse data from every tool discussed above and many more. To learn how 6sense approaches the challenge of deriving actionable insight from marketing technology, check out our Comprehensive Guide to Predictive Intelligence.