John Thyfault, Vice President, Search Engine and Social Media Marketing for Beasley Direct and Online Marketing, Inc., will be teaching two live online Web Analytics workshops for the Direct Marketing Association of Northern California.

Web Analytics: Improving Your ROI with Google Analytics

(Friday, February 1, 2019. 10:00 AM to 12:00 PM Pacific Standard Time)

Marketers are being tasked to report on web activities and interpret the results to management. This session will help you go beyond taking the top line approach and introduce you to the full power of Google Analytics and other tools. This two-hour, intensive training will help you identify reporting goals and how to use web analytics to track and measure your success effectively.

What you’ll learn:

• Understanding how web analytics tools capture data on users and what it means when interpreting results
• Defining the metrics
• Creating your site goals and tracking them
• Deciding which analytics tools are the most appropriate for your site and business
• Incorporating Social Media metrics into your analytics picture
• How to blend different tools to create a comprehensive picture
• Going beyond the canned reports in the tools
• Setting up conversion funnels and goal setting
• Knowing the difference between being a data reporter and being an analytics analyst

Learn more.

Advanced Google Analytics

(Friday, February 8, 2019. 10:00 AM to 12:00 PM Pacific Standard Time)

You’ve mastered the basics of Google Analytics and how to use it to understand the interaction of your customers with your website using the standard reports available. But you know that there is more that Google Analytics can show you through digging in to its customization features. Whether you are trying to craft a custom report, segment or dashboard or trying to integrate third party data into your Analytics results, you know that there is more you can do.

What you’ll learn:

• Understanding the details on how Google Analytics collects and analyzes data and what it means to your reporting
• Optimizing your Analytics account and view settings to deliver what you need
• Setting up and understanding automatic Intelligence Events
• Setting up and understanding different Event tracking
• Creating and maximizing the use of Advanced Segments
• Enabling Cross Domain Tracking
• Ecommerce Tracking and Reporting
• Setting Up Custom Variables and Dimensions
• Importing and analyzing third party data

Learn more.

About the DMAnc (www.DMAnc.org)

The DMA of Northern California was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area.

We hold monthly luncheon meetings, workshops, periodic half-day seminars, and provide opportunity for the best in learning and job networking in the Northern California marketing community.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. We provide services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. We help clients in both B2B and B2C marketing and are privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go here.

For help with your e-commerce site implementation and marketing, Beasley Direct and Online Marketing, Inc., can help! Get a free consultation.

Find case studies and white papers at https://beasleydirect.com/resources/white-papers.

The post Join John Thyfault, Vice President, Search Engine and Social Media Marketing for Beasley Direct and Online Marketing, Inc., in Two Live Online Web Analytics Workshops appeared first on Beasley Direct and Online Marketing.

When you search Google on the phrase “Integrating your CRM with Google Ads,” about 2.8 million results are offered. Obviously, this is a common integration issue. Having an integration checklist will help you plan your process before starting (which is the reason I wrote this blog). I hope my checklist will save you time, money and create ROI for you in the long run.

For the sake of giving examples, we’ll use Marketo as our representative Marketing Automation Platform (MAP), and explain how it connects to SalesForce (our CRM). These are not the only choices in the market, but they will serve to illustrate common opportunities and challenges.

Integration Checklist Questions

We list here a series of questions we will explore in the following sections. You might want to jot down answers to these questions first before we review each in detail.

1. Do you have a separate Marketing Automation Platform (MAP) and Customer Relationship Management system (CRM)?
2. Do your MAP and CRM systems have a clean, well-documented connection/interface?
3. Is there a direct connection to the CRM from Google Ads?
4. Are the forms on your site native to the MAP/CRM or do they pre-date it?
5. Is your campaign naming convention consistent between the MAP, CRM and Google Ads?
6. What elements do you wish to track across the three platforms?
7. How long is your sales cycle in both time and number of touches to a closed deal?
8. Do you have steps in your sales qualification process that are manual, requiring a human to make a judgement call?
9. Will there be multiple touches before the MQL is handed off to the sales team?
10. How many people will own this process?

Here are Additional Details on each Question and what they Imply

1. Do you have a separate MAP and CRM?

Some CRMs have great marketing automation built into their infrastructure and do not need the addition of a MAP. Often though, companies start with a MAP and eventually move to a full-blown CRM.

If you do not have an integrated MAP/CRM connection, budget additional time and resources to connect the two. This often can be a major hurdle in launching your campaigns. One of Beasley Direct and Online Marketing’s (BDOM) clients ran into this issue and an additional 6 weeks of development time was required to launch the campaigns.

2. Do your MAP and CRM systems have a clean, well-documented connection?

Both Marketo and SalesForce have invested time and money into creating these connections at the API level. Take advantage of this and use what’s there instead of trying to recreate the wheel.

Be sure to test the connection between the MAP and CRM before launch. In spite of having off-the-shelf solutions, BDOM has found allocating time and budget for running initial tests is key to long-term campaign and larger marketing initiative success.

3. Is there a direct connection to the CRM from Google Ads?

Is it one way or two way? Being able to send sales data back to Google Ads will make a much more efficient campaign over time. BDOM has found that where this exists the integration process is easier, and we are able to see a much more detailed view of what’s happening from click to meeting to closed sale. Be sure to spend time familiarizing both your marketing team and sales team with what results say. Having your sales team understand results goes a long way towards getting them to take online leads seriously as they allocate limited time to what they view as the best prospects.

4. Are the forms on your site native to the MAP/CRM or do they pre-date it?

It will save you time and lots of effort if you bite the bullet and convert all your forms to the native version offered by your MAP. This is probably the biggest source of frustration and delay when going through this process.

One of our clients chose to have a hybrid approach with new forms being built in Marketo and older forms being “imported” into the system. While they were able to make this work, it required additional development time when a new campaign would target the marketing collateral associated with an older “imported” form.

Spend the time and effort up front to convert older forms to your MAP. It will allow your team to be more agile and effective for future campaigns.

5. What elements do you wish to track across the three platforms?

Make sure your SalesForce campaign fields match your Google Ads fields. Also, importing your cost data into SalesForce can make your ROI much clearer at a glance.

This comes back to the idea of managing your resources effectively. We all have limited budget to drive traffic to our site, whether from paid search or email outreach. Being able to understand which traffic is driving the best leads and how much those leads are costing your company will allow your team to make better decisions on which campaigns are performing best. It also cuts down on the number of “poor” leads your sales team needs to shepherd from marketing qualified to sales qualified.

Your sales team has limited time to devote to qualifying marketing leads and will begin discounting them over time if poor leads are being sent because they appear to be “affordable.”

6. Is your campaign naming convention consistent between the MAP, CRM and Google Ads?

Keeping the naming convention consistent from the start will cut down on significant data issues. It’s easier to match them up at the outset of your integration process than going back to retrofit the data later.

One key field that needs to be included in SalesForce is the “gclid” field. This is the container that Google Ads uses to transmit all the campaign, ad group, ad, search term, targeting and cost info into a nice little package that SalesForce can decode.

7. How long is your sales cycle in both time and number of touches to a closed deal?

The more touches needed, the more you need to make sure you’re getting a clean, two-way data stream between Google Ads and your MAP/CRM.

Our team spent a lot of time and effort ensuring we are able to follow the lead stream with our clients to understand what is working. Having good, two-way communication between the eventual sale and the click that drove it is key. This can be the area in which a well-connected MAP/CRM solution pays for itself, giving the marketing team the data they need to focus on the best source of high-quality leads for the sales team.

8. Do you have steps in your sales qualification process that are manual, requiring a human to make a judgement call?

This is known as shifting a lead from an MQL (marketing qualified lead) to a SQL (sales qualified lead).

BDOM will sit down with our client’s marketing and sales teams at the beginning of any new engagement and ask how they qualify the lead, what makes for a good SQL vs. an MQL and what history the two sides have. This will often result in a better understanding on both sides and better long term buy-in to a process that may not be turnkey.

9. Will there be multiple touches before the MQL is handed off to the sales team?

Be sure that these are used to score the lead and it transmits to your CRM when the lead is transferred.

This again is a key step for getting sales and marketing on the same page in understanding the process and developing trust with the quality of the leads as they go through the pipeline.

10. How many people will own this process?

Is it just one person or are you splitting the work among different people and teams? Getting the multiple parties involved at the outset to discuss goals and possible issues is vital to having a successful process. Be aware that different team members will have different goals for the integration. Some may not want to do the work required and will need to be convinced of the final result’s value.

The ins and outs of the process will be very dependent on planning details before any steps are taken. Like any project, a road map with clear responsibilities will make your integration much more successful.

Additional links that can help you get started.

Link Salesforce and Google Ads accounts
https://support.google.com/google-ads/answer/7538740

Import conversions from Salesforce
https://support.google.com/google-ads/answer/6299296#setup_steps

Google Ads Integration Questions? | Marketo Marketing Nation
https://nation.marketo.com/thread/44948-google-adwords-workings

Google Ads Integration: Optimize Ads Using Marketo Offline Conversion Data
https://www.marketo.com/cheat-sheets/google-adwords-integration-optimize-ads-using-marketo-offline-conversion-data/

Do you need assistance integrating your Marketing Automation Platform and CRM with Google Ads? We can help. Request a free consultation here.

For digital marketing case studies, go here.

By John Thyfault
Vice President of Search and Social Media Marketing
Beasley Direct and Online Marketing, Inc.

The post 10 Steps to Integrate Marketing Automation Platforms and CRMs with Google Ads appeared first on Beasley Direct and Online Marketing.

The Direct Marketing Association of Northern California (DMAnc) and Online Marketing Institute (OMI) are offering a Live Online Web Analytics Training Certification Workshop this coming November 17th.

Web Analytics: Moving the ROI Meter

(Friday, November 17th, 10:00 AM to 12:00 PM Pacific Standard Time)

Marketers are being tasked to report on web activities and interpret the results to management. This session will help you go beyond taking the top line approach and help you take full advantage of Google Analytics and other tools. This two-hour, intensive training will help you identify reporting goals and how to use web analytics to track and measure your success effectively. Learn more.

About the DMAnc (www.DMAnc.org)

The DMA of Northern California was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area.

We hold monthly luncheon meetings, workshops, periodic half-day seminars, and provide opportunity for the best in learning and job networking in the Northern California marketing community.

For More Information, Contact:

Laurie Beasley
Chair, DMAnc
President, Beasley Direct and Online Marketing, Inc.
408-782-0046 x21
lbeasley@beasleydirect.com

Read how Data Analysis reduces cost per lead by about 50% within six months.

The post Learn Google Analytics. Live, Online Training Certification Workshop. appeared first on Beasley Direct and Online Marketing.

MORGAN HILL, CA

News Facts:

Beasley Direct and Online Marketing, Inc. (www.BeasleyDirect.com) of Northern California has been appointed by Libratone US as their online SEM agency in the San Jose area. The initial work will focus on managing pay-per-click advertising, display advertising, and re-marketing. Beasley Direct and Online Marketing will be writing ad copy, designing display ads, ad bid management and reporting.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc. (www.BeasleyDirect.com) is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc. helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California.

For more information, go to www.BeasleyDirect.com or call Laurie Beasley, President, at 408-782-0046 x21 or email lbeasley@beasleydirect.com.

About Libratone

Libratone (www.Libratone.com) is on a mission to liberate sound and to expand peoples’ experiences with music in the era of streaming. Founded in 2009, Libratone is one of the first audio companies to consider the aesthetics of speakers – to move them out of the corner of the room and into the center and onward, for the consumer on the move. Designed in the Scandinavian tradition, Libratone creates high performing sound refined through plush fabrics for a warmer, brighter listening experience. In 2014, the company welcomed Chinese investment and technological insight, enabling an unprecedented technological leap forward. The 2015 launch of SoundSpaces and the new ZIPP family is the first launch under the new ownership and marks a refresh of the Libratone brand. www.Libratone.com

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