B2B Marketing Budget Optimization Solution
Benefits
Data-centric and analytic-powered budget optimization solution delivers significant marketing benefits .
Instant Justification
Relate every dollar of input to a dollar of marketing-created pipeline output. Justify marketing budgets by talking about revenue impacts, not leads created.
Be Agile
Rapidly replan through the year with continuous data inflow and scenario analysis
Do more with less
Budget reductions are the norm. Evaluate tradeoffs and spend wisely.
Solution Overview
1DATA PREP & ANALYSIS
2MODEL CONSTRUCT
3BUDGET OPTIMIZATION
4OUTPUT ANALYSIS
5SCENARIO PLANNING
6IN MARKET TESTING
Take 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 10 questions, and get an understanding for just how unified your marketing analytics is.
Other B2B Unified Marketing Analytics Solutions
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.
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