Are you data driven?
B2B Unified Marketing Analytics joins Data, Insights, and Actions for the top data-driven business-to-business marketing use cases
Delivering B2B Unified Marketing Analytics
Marketing in business-to-business industries is different. There’s less data than B2C. Segments may include dozens of prospects, not thousands. Account-specific data is needed. And most prospects may already be customers of your other products, so you need enterprise data from CRM and ERP to understand your customer.
B2B Unified Marketing Analytics is a solution that combines data, analytic insights, and marketing actions via marketing applications into a single, automated, and easy-to-use solution. It leverages existing data management sources and tools, existing analytic platforms and tools and integrates insightful actions with your existing marketing applications.
Q Spark Group’s solutions for Unified Marketing Analytics for business-to-business are delivered as micro Data-Insight-Action pipelines. We believe that macro solutions (cloud data warehouses, data science platforms, marketing automation suites) are just the foundation. Real problems are solved only when those enterprise platforms are customized to solve specific challenges. That’s what a micro Data-Insight-Action pipeline does, using your existing technology to solve pressing data-driven problems in B2B.
Q Spark Group B2B Unified Marketing Analytics Solutions
Budget Optimization
Budget is precious. In B2B, there are so many options for how to spend marketing dollars. But it never seems like there is enough data to determine what will work best. Automation for gathering the right data is the foundation.
Q Spark Group’s Budget Optimization solution delivers a Data-Insight-Action pipeline that gathers attribution and spend mix data, optimizes marketing mix based on your goals, provides user-friendly scenario planning for marketers, and observes marketing performance in real-time to create a continuous learning feedback loop.
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Forecasting and Planning
Forecasting in B2B is part art and part science. But does it seem to be too much art and not enough science? It is possible to forecast multiple quarters accurately, monitor forecast health, and take corrective marketing actions in time to improve the pipeline. It’s all based on data.
Q Spark Group’s Forecast and Planning solution delivers a Data-Insight-Action pipeline to automate data acquisition and preparation of forecast data, historical data, and current factors (marketing mix tactics and predicted outcomes, and sales force productivity and tactics), analyze and predict outcomes and confidence intervals for those outcomes, and determine dates by which corrective actions must be taken.
Journey Analytics
B2B journeys are complex. Interwoven micro-journeys by multiple decision makers and influencers must be understood. What constitutes a good journey? Using data, you can determine optimal journey paths for individuals involved in a purchase decision, and how and when those journeys should interact.
Q Spark Group’s Journey Analytics Solution analyzes existing marketing channel and sales force automation data to determine real journey paths by buying personna. Macro and micro journeys are analyzed and compared to optimal journey paths. Suggested actions are taken to automate nurturing and sales actions to ensure each persona is on the right path.
Account-based Marketing
Account-based marketing (ABM) in B2B is the ultimate level of personalization. But how personalized is it today, and is it only for your biggest accounts? When you are data-driven, ABM can be the norm, not the exception. Automating data acquisition, analysis, and delivery of tailored actions for each account is the only way ABM can be effective for all of your accounts and prospects.
Q Spark Group’s Account-based Marketing solution automates collection of account-based data and delivers account-based insights for lead scoring, time to buy, price sensitivity, and more. The Data-Insight-Action pipeline understands the entire customer relationship for multi-product sales, so you treat your customer like a client, not a prospect, each time they are interested in one of your offerings. QSG’s solution enables marketing into accounts after the initial purchase to drive adoption, usage and ultimately renewals and repurchases of your product offering.
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Multi-touch Attribution
Attributing leads to tactics and channels is essential for optimizing marketing mix and sales tactics. In B2B, it’s complicated. How automated can MTA be when every account becomes an existential discussion of “what came first …”? The key to automated MTA lies in data. Automated acquisition of tactic and channel data, combined with sales force data, determine true attribution. From that foundation, insights about attribution for accounts and contacts can be automated, and account-based path insights and optimizations can be acted upon.
Q Spark Group’s Multi-touch Attribution solution automates data transformation and preparation for MTA, and combines known and anonymous user data to model touch attribution. Analysis of touch attribution helps identify tactics that work vs. ones that don’t, and optimize journey paths.
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Experience and Product Usage Management
A deep understanding of your customers’ experience and usage of your product is essential to guide those experiences and drive ongoing consumption/repurchases. Increasing digitization of all products is delivering what is needed to make that a reality – Data. Automating data collection from your products as your customer use them provides a wealth of raw information that can be analyzed, and specific actions suggested.
Q Spark Group’s Experience and Product Usage Management solution automates the collection and combination of product usage data. Analysis of usage patterns determines usage journeys and actions needed to promote optimal journeys. Insights on personalized product usage recommendations, in-context walk-throughs and case studies to provide customers help when needed, and timely campaigns to market customers to use, consume, and repurchase your products.
Pipeline Analytics
The marketing & sales pipeline is the lifeblood of B2B companies. Yet many of those companies don’t know if their pipeline is healthy because it is hard to analyze automatically. Unified data, insights and actions makes it possible. Analyzing historical and current pipeline data helps predict future quarter outcomes, in enough time to take corrective actions.
Q Spark Group’s Pipeline Analytics solution delivers a Data-Insight-Action pipeline to drive leads to deals. Through analysis of lead generation, opportunity qualification, sales velocity, pipeline aging, conversion rates, and loss vs no-decisions, QSG’s solution is able to deliver actionable insights quarter by quarter, with enough lead time to ensure those actions are effective at improving quarterly performance.
Learn MoreTake the Unified Marketing Analytics Maturity Self-Assessment
Everyone says being data-driven is a journey. But how can you plan that journey if you don’t know where you are starting from? Based on our experience in delivering unified marketing analytics for other organizations, we’ve put together a Unified Marketing Analytics self-assessment.
Take 2 minutes, fill out 12 questions, and get an understanding for just how unified your marketing analytics is.
The QSG Difference
QSG is uniquely positioned to address B2B marketing analytic needs. We understand the B2B technology industry very well. We’ve innovated in high-tech B2B marketing for 25 years. We believe in solving specific business problems vs. building generic solutions. Our expertise is focused on solving specific business-to-business use cases with our pre-built solutions.
Those solutions are based on marrying data, insights, and action into micro data-insight-action pipelines. “Micro” in the sense that they acquire and prepare the data required for that use case, have pre-built analytics for that unique use case, and integrate actionable events with your existing marketing applications.
We’ve developed a unique implementation model we call “The Spark”. Our Innovation Squads are made up of data, analytics and marketing experts, all of whom have experience in solving the most complex challenges. Let us be the spark of innovation for your company.
One of our core values is 100% customer success. We believe excellent delivery builds good relationships and long-lasting partnerships. It is how we have always run our business. We are as invested in your success as you are. Learn more about why QSG is uniquely positioned to be your UMA partner.
Making B2B Unified Marketing Analytics a Reality in your Organization
The most important word in Unified Marketing Analytics is “Unified”. Unifying the right data with the right analysis to create useful insights that trigger actions. Unifying multiple B2B solutions so insights from one feeds into the others. Improved pipeline analysis feeds into forecasting and planning. Experience and product usage insight becomes foundational for account-based marketing, and so on. Insights grow intelligence exponentially.
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