Mozinar Recap: Integrating Analytics & CRM Systems

Michael Wiegand, Director of Analytics

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:

Mozinar 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:

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!

Michael Wiegand, Director of Analytics
Director of Analytics

In nearly two decades as a marketer, Michael's experience has run the gamut from design, development, direct mail, multivariate testing, print and search. He now heads Portent's analytics practice, overseeing everything from Google Tag Management, to CRM integration for closed-loop analytics, to solving ponderous digital marketing questions. Outside of work, he enjoys recording music, playing D&D, and supporting Seattle Sounders FC.

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