How are you incorporating Google Analytics to your strategy?
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Improve B2B marketing results with Google Analytics

Improve B2B marketing results with Google Analytics. Many B2B marketers have unique challenges when it comes to measuring digital marketing performance.

Difficulties include long sales cycles, complex products and services and multiple influencers and decision makers. How can B2B marketers best use Google Analytics to improve website performance and marketing results?

In this article I offer several get-started tips to help digital marketers analyze website traffic, engagement and conversion — by channel. A subsequent article will address customer personas and custom segments.

Understand website engagement by channel. User engagement metrics like Bounce Rate and Time-On-Site can help you analyze the effectiveness of website content.

Since content is marketed via a number of channels, gaining insights on how each digital channel performs is essential to analyze where content marketing is suffering and where strategies need to be revisited and improved. There a couple of ways to look at user engagement by traffic source.


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marketingland.com

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