Growth marketers are responsible for attracting sales leads to fuel their company’s business. There are many tactics for recruiting prospects including: paid media, organic media, events, content marketing and more. These efforts drive awareness and start prospects down the sales conversion funnel.
Growth marketers deploy outreach and lead generation efforts spread across dozens if not hundreds of channels. They use tools such as customer relationship management (CRM), marketing automation and content management systems that make up a company’s marketing stack.
The truth is: growth marketers have a lot of data, but don’t always use it effectively.
Marketing tools have analytics, but value is found in centralization
A company’s growth marketing stack (the tools and cloud applications used on a daily basis) includes tools such as MailChimp, Salesforce, Uberflip, Marketo and others; all have built-in reporting capabilities.
Some even have CSV export capabilities. These reporting facilities are a good starting point, but what about being able to connect records across different tools to paint a picture of success (or failure) and report on learnings? Growth marketers need to be able to answer questions such as:
- Which content pieces are generating the most marketing qualified leads?
- Which nurture emails are most successful and which resources are of highest priority
- What types of events are driving leads and questions to inbound sales teams?
As a company’s campaign volume grows, the pain of managing all the disparate data will become very real, very fast. Teams that spend too much time assimilating data don't have time to actually analyze it. Also, other problems arise around data quality, keeping data up-to-date and potential human error.
Solution: A modern data stack
Data-savvy teams know the freedom automated data pipelines bring to their day-to-day. For data-driven growth marketers, it may be that data transfer is simply copying and pasting data from Marketo or similar tools and pasting them into a spreadsheet. This is also known as ‘Excel hell”.
We explained the concept of a marketing stack earlier in this article. To reach an ability to truly analyze and report on growth marketing data points, we need to introduce the ‘data stack’. Many companies have a data stack in place, unbeknownst to team members. Users access tools such as Chartio or Looker (or other analytics tool), to visualize and report on marketing data — that’s a data stack! However, the missing piece for this sample workflow is a data pipeline that automatically routes all marketing data into a single place for easy analysis.
To be able to report on foundational data points such as ROI, attribution analysis and customer journey analysis, a company’s growth team needs to know which channels are working and invest in them heavily. This is why rapid insight into channel performance (and ultimately the company’s growth marketing dollars) is crucial - and an automated data pipeline can pay dividends.
The good news: automated data pipelines can be set up in a matter of minutes and in doing so, marketers have constant access to reliable and analysis-ready data to draw insights from. Fivetran is the leader in automated data integration that integrates with 150+ data connectors (sources) such as Marketo, Salesforce, Mailchimp and more.
Regardless of which marketing tools are used in your company, Fivetran is the data utility that pipes data in so the team can analyze it smartly and automatically.
Let’s dig in
Looking to know more about growth marketing analytics? We have written an ebook that’s perfect for learning from and sharing within your company.