Success of web strategy in a B2B environment depends on generating “qualified” leads for the sales teams. Although, growing brand awareness, increasing user engagement, drawing qualified applicants, etc. are also equally important, yet ignored, aspects that require increased focus. However, the data trends may not be as apparent as is the case with B2C online analytics. Hence, online analytics for B2B organizations need to be organized around the 3 guiding principles of Measurement, ROI and Management Communication.
In one of my recent engagements, I was working with a client to build an effective web analytics strategy and framework - the key was to monitor and achieve positive results on the above goals. The project success was mainly achieved by addressing the above 3 guiding principles; in that, once the metrics were identified that tracked the progress towards the established goals, it was a question of building frameworks for models that could define ROI and management commitment to effectively communicate the need and benefits of an effective online strategy.
Measurement – Google Analytics is one of the more popular analytics implementations among B2B businesses, which helps measure the key metrics that most organizations would need to understand their consumers and site usage. The key is to identify process of lead conversion between traffic to the site and a successful sale (read customer conversion). For this reason, it is important that the scorecard shows the traffic, engagement and sales metrics, from web and sales analytics packages, respectively. I have also recommended revenue metrics, such as, revenue per visit, revenue per lead, etc., based on average sales to quantify web traffic.
ROI – models and business analysis capabilities help establish the value of traffic to the site, prioritize investments and measure returns.
Management Communication – effective scorecards and metrics reporting helps senior management see the value web strategy drives for the business, however long the lead conversion process takes. Metrics showing engagement growth, positive reviews, more applicant inquiries, etc. are all good indicators of a successful web strategy, and should be included as part of regular business updates.
