This morning, I gave a webinar to Moz fans (a Mozinar, if you will) on a concept troubling a lot of B2B marketers today: truly “closed loop reporting” between analytics and customer relationship management platforms.
Tracking the B2B Customer Lifecycle
I talked through an ideal integration in true Moz fashion, with a whiteboard:
I mentioned a few articles at the beginning that fully encapsulate the issues B2B marketing folks face and some good rhetoric on it, if nothing else:
- Marketing Profs’ Key B2B Marketing Challenges & Strategies
- Google’s Zero Moment of Truth series
- Pardot’s Closed Loop ROI Reporting
But where all of those guides fall short is giving practitioners an actual use case to mimic with their platforms.
A Guide to Integrating Analytics & CRM Platforms
With the help of Che-Crawford’s lovely Fifth Element fan art, I presented a demo for establishing a connection between Google Analytics and HubSpot using Google Tag Manager.
Here’s the recording, for those of you who missed it:
A Quick CRM Integration Reference Deck
And if you don’t have time enough to watch the video, tab through the deck quickly:
Stay tuned for more on analytics integrations. It’s quite a bit beyond 101, but let’s face it: our livelihood as tech marketers relies on building sophisticated campaigns. Our audiences demand it!