From insights to excellence: Leveraging first-party data for GTM measurement
In the world of B2B marketing, the mantra “what you can’t measure, you can’t improve” has never been more relevant. Yet, according to a Forrester survey, a mere 6% of B2B organizations are considered advanced insight-driven businesses. This is more than just a statistic—it’s a wake-up call.
For most B2B companies, the anonymity of their website visitors and engagement levels makes full funnel measurement difficult. Traditional metrics, like click-through rates (CTR) and conversion rates, are no longer adequate to measure the true effectiveness of marketing campaigns with average CTRs falling below 1% for B2B. Marketers are desperate for data to help them understand and demonstrate the full impact of their efforts.
Enter website identity resolution– a powerful tool that transforms anonymous web traffic into actionable insights, bridging the gap between non-existent clicks and campaign performance.
The critical role of visitor identity in GTM measurement
As a B2B marketing leader, you’re likely struggling to show the true impact of your go-to-market (GTM) strategies. Anonymous activity creates a blind spot as more organizations can only identify 3% of website traffic. With a limited view of this engagement channel, you’re missing out on a wealth of insights that could transform your strategy and measurement capabilities.
Consider how your GTM efforts would be impacted if you could…
- Identify when accounts on your target list land on your site and which pages they visit
- Capture the interests and persona-level attributes of visitors to your landing pages
- Track site engagement pre and post-campaign against a defined set of accounts
- Leverage a comprehensive overview of your site visitors to inform future campaign targeting
Visitor identification solutions, like Bombora’s Visitor Insights, make this possible. By identifying visitors on your site, enriching them with known demographic, firmographic, and interest intel, and aggregating the data into relevant insights, you improve your ability to measure the impact of data-driven GTM strategies. In a time when traditional metrics leave something to be desired, B2B organizations need these insights to stay ahead of the curve.
Getting started with visitor data for GTM measurement
As your organization considers incorporating visitor data into your GTM measurement strategies, consider the following:
1. Robust identity resolution technology
Choose a provider that can accurately identify and enrich anonymous website traffic at scale, delivering comprehensive firmographic, demographic, and behavioral data.
2. Data portability to your existing technology stack
Ensure your visitor identification solution will allow you to seamlessly send data to your CRM, marketing automation and analytics platforms, and CDPs and data lakes for an integrated approach to holistic performance measurement.
3. Alignment with your KPIs
Establish a clear connection between your organization’s key performance indicators (KPIs) and the data provided. This should allow you to measure engagement rates, content consumption patterns, and progression through the funnel across different segments.
The future of GTM excellence: mastering measurement with first-party insights
In an era when first-party data is essential, organizations that thrive will master the art and science of incorporating visitor data into GTM measurement, creating a virtuous cycle of insight and improvement.
Join the elite 6% of businesses pursuing a data-driven approach to measurement with Bombora’s Visitor Insights. Transform your anonymous web traffic into actionable data and gain a deeper understanding of visitor engagement needed for GTM excellence.