B2B marketing analysis that every team has to follow – my recording as a marketer

I work primarily with B2B customers and am very familiar with B2B marketing analyzes. Every month I report on marketing for the previous month and convert these marketing analyzes into stories and actions. Whether you believe it or not, B2B Marketing Analytics does not have to be boring.

I use different tools for my analyzes, including, but not limited to Google Analytics, Google Search Console, Looker Studio for Automated Dashboards (which does light reporting on marketing analyzes), Semrush and much more.

In this article I browse into B2B marketing analyzes, including the essential data that can be collected and how B2B marketing analyzes can be set up -and I also shared tools.

As I said, there is no way to report on B2B analyzes. That’s why I spoke to B2B marketers who manage the analyzes for B2B companies every day. I got their insights into their favorite tools and what they love about them.

Table of contents

What is B2B marketing analysis?

B2B Marketing Analytics are data that you can use to understand your product, service and/or your audience. Marketing analyzes use marketers to understand whether marketing successfully promotes a product or service and increases sales.

Through data, marketing stories can create stories that lead to actions on how marketing campaigns can refine in order to get closer to the corporate and marketing goals.

B2B Marketing Analytics includes:

• Collect data.
• Measurement and analysis of data.
• Use data to make data -controlled business decisions.

Collecting data and knowing what to measure is not an easy task. Marketers talk about an analysis paralysis that describes the feeling of overload when you have so much data available that you have difficulty making decisions.

The note is in the name, but Marketing analyzes are not the same as business analytics. However, business goals and performance should be taken into account when measuring marketing.

B2B marketing data for collecting

The best and worst Digital Marketing Analytics is that you can follow everything, That can be overwhelming.

The key is to follow what you need. The metrics you need should be things that help you understand your customers and your company so that you can make data -controlled decisions that improve your company.

In order to find out which metrics B2B marketers are pursuing, I turned to marketing managers who shared the B2B marketing analysis that they are pursuing and why.

Income and MRR

Income and monthly recurring income (MRR) are obvious metrics. In particular, income is one metric that is of crucial importance for all companies.

For Ivan BurbanMarketing manager at PaddleSales data are the most important. Burban describes the MRR growth as “North Star Metric”.

When I asked him why the tracking of income and MRR is important, Burban said: “Understanding data from all marketing channels (gives) insights into the effects of their activities on the MRR traction.”

Burban notes that teams can see how marketing channels were carried out during the period and how successful acquisition/storage efforts were. “This also enables you to promote good activities, to experiment and not to set efficient efforts,” he says.

For example, he told me that she invested in PPC for a few months and analyzed his performance. When it became clear that it did not strengthen their MRR growth, although they issued essential resources, they did the advertising and focused on the development of a partner program.

I love what Burban says here, especially how important it is to understand data from different marketing channels. With most tools for B2B marketing analyzes you can display and compare income from channels. With this functionality you can see what works and what needs to be improved.

Pro tip: For larger marketing teams with online and offline marketing efforts, I would like to determine how important it is to make the importance of media mix modeling here. While sales data in the screenshot above are incredibly useful, it does not always tell the whole picture. I wrote an entire article about the modeling of Medienmix, in which the relationship between marketing and sales is described, even if it is not directly obvious in reports. It is definitely worth reading.

In view of the above (that the income graphics do not always display the entire image), I wanted to know how Ivan Burban data makes sense.

He says: “In order to choose action points, you must also evaluate customer data (CLV and storage rates) and data per marketing channel (e.g. the conversion rate for your target pages and blog).”

In any case, Burban notes that sales -related data are most useful because they help prioritize marketing activities and understand the entire marketing state.

Burban agrees that revenue is not enough. You have to measure more to understand the full image.

Engagement metrics

Although revenues that are a metric that all companies comprise, the commitment metrics were most talked about metric.

Of all B2B marketers I spoke to, more than half of them mentioned engagement metrics. For this reason, engagement metrics are listed as a second metric.

Dominick Tomanelli is marketing expert, co -founder and CEO of Promobile marketing. He knows one or two things about B2B marketing analyzes.

Tomanelli leaned into commitment metrics when data B2B marketers had to follow. For Tomanelli, engagement metrics are “the most valuable data”. He particularly likes to analyze how target groups interacted with campaigns.

He explains: “For example, it is not just about how many people see a campaign, but how many take the next step – register for a service, request further information or even spend additional time to deal with the content.”

In B2B, these microactions are key indicators for intent. “When a decision-maker clicks on a demo request or spends a significant time to explore a product page, we are given that we have reached the brand. It’s about quality about quantity. I would rather have ten committed leads than a hundred passive impressions, ”says Tomanelli.

As a B2B marketer, I agree with Tomanelli. Engagement metrics are particularly important in B2B because sales cycles can be long. Marketing could receive a conversion, but at the time when the prospect has checked options, the participants involved who deal with demos to support the decision -making, etc., it can take months before the completion of a business.

As a result, there are no immediate income data, but if the commitment is present, marketing has immediate feedback.

If you are a consultant in the B2B area like me, you may have customers who are not great in tying the loop to say exactly how the sales develop from their leads. In this case, you need to rely on commitment metrics such as Fills, WhitePaper downloads, etc.

In my meetings with B2B marketing analyzes, I report about commitment metrics and conversions, of which I believe that they lead to sales. Below you will find a screenshot from my customer’s monthly report. It shows:

• Formed form.
• Click to make a call.
• Click on an e -mail.

The great thing is that it is automated with the help of Looker Studio. I’ll tell you more about it later.

I put the above report in front of the customers and asked them to tell me what happened in sales. How are sales reporting on lead quality, for example? It is important to understand the data at the human level, otherwise they are only numbers.

Tomanelli agrees that the most important part of the marketing analysis always remembers the human side of the data. Numbers are great, but only useful if you connect them with real people and their behaviors.

“Regardless of whether it is a business manager who decides whether to deal with a campaign or evaluate a non -profit organization, how well we have achieved your goals, the data is only one way to understand and serve these people better,” says Tomanelli.

Pro tip: Lifting spots Marketing analyzes is a great tool for measuring the website engagement. The great thing about Drift Kings Media is that you are next to it a lot From other analyzes within the same tool that is sufficient to invest in several tools. Drift Kings Media is seamless.

Now take a look at the marketing analytics tool from HubSpot.

The sales cycle

Since I mentioned the sales cycle earlier, I wanted to dig deeper. With B2B marketing, the sales cycle is particularly influenced on analytics.

Arthur FavierFounder and CEO of Oppisiis here to tell us more. “Knowing the sales cycle – especially how long it takes for the path through the funnel – are one of the most important information because we know that our strategies do well for our customers.”

Knowing the typical duration of the first contact to the finished sale is very important in B2B settings, since the decision-making often affects several stakeholders, fascinated information.

“It helps you to find out whether a bottleneck slows down the process or whether your strategies shorten the cycle. For example, if your data indicate that the sales cycle takes 120 days if the industry average is 90 days, this is a strong indication that further examinations are required, ”says Favier.

I loved this point from favorites. You can use benchmarking to determine whether your marketing helps or hinders your sales cycle.

I wanted to know what these data have taught favorites.

He says: “I learned that not all leads or channels work immediately and that the analyzes are decisive about why. For example, the persecution of lead speeds across stadiums can result in which parts of your funnel need attention. Will leads fall after the demo stage? Do specific industries move faster through the cycle? “

According to the favier, this level of detail enables resources to focus where they have the greatest influence, e.g. B. adjusting messaging for slow segments or prioritizing follow-ups for high-quality leads. “Instead of guessing, you can make precise decisions that directly improve sales and efficiency,” says Favier.

When it comes to your user’s trip through the funnel, CRMS like Drift Kings Media follow this information. In the history of contact, you can see exactly what contact has done with your company throughout his story. This data can be used to make data -controlled decisions about what to do next.

Customer acquisition

I spoke to Zayed Ahmed out of ASL BPO About customer acquisition. Like every good B2B marketer, Ahmed began to speak to me with a restriction – one who was previously mentioned in this article, but is important enough to repeat here. Ahmed said: “The most important thing is to understand the data that is important for your business goals.”

I wanted to repeat this because I know too well how easy it can be to read an article like this and become blind by all the tracking opportunities. Stick to what is important for your company.

Ahmed claims that the customer acquisition B2B marketing data that is important to him is because ““ It shows me how people find us and why they choose us to others. This data indicates which marketing channels bring leads, how people interact with their website and what steps they take before they contact them. “

When I asked Ahmed for an example, he said: “I saw patterns in which most of our qualified leads come through organic searches or LinkedIn. That tells me where I should invest more time and resources. I have also learned that when you hand over leads it is usually due to the fact that something is not connected to you about messaging or that the process is too complicated. “

Ahmed is well together with an earlier point and says: “I don’t try to follow everything. This is overwhelming and pointless. I focus on data that answer certain questions: Where do my leads come from? Why do people fall off? What are the most interested in customers? “

Ahmed notes that if he gets these answers, he can make practical changes that help the business grow.

“It’s not about the numbers themselves. It’s about using them to solve real problems or find opportunities,” says Ahmed.

I notice a topic in which I am able to create stories and humanize data in B2B marketing analyzes.

Pro tip: You can make you laugh at a hub -spot.

A second B2B marketer, Christian HedCMO from DstnyAlso estimates the role of customer acquisition. HED notes that his marketing team mainly collects data that measure the success of the campaigns we carry out.

“If the SEO is, for example, we collect data about the volume and growth of sessions, clicks, click rates and organically produced conversions. If it is paid, we measure the respective creative exactly and how well they do, ”says Hed.

Hed recommends the careful persecution of results because we often prove that our courage is wrong.

“Without having to pursue data, ittery and improve it continuously – or even know whether something was a success. We once carried out an entire campaign that we were so safe that they would work … and it flopped so badly. We were happy to know that this was the wrong direction, even if it hurt our creative soul a little, ”says Hed.

What I like: I really liked what hed said that they false their intestine. I work closely with my co -founder Leigh Buttrey, who has amazing marketing instincts. She wanted to carry out an email campaign with a brand new, minimalist email style. I was firmly convinced that it would not work. She was confident that it would.

Buttrey carried out the test and the data spoke for itself: the e -mail received a higher commitment, and everything I knew about e -mails was questioned.

I learned to trust my stomach that day because mine was so wrong! Recharge in data. When the data supports your feelings, great; If this is not the case, what an opportunity to learn.

Use multi-touch attraction models

When it comes to multi-touch attribution models, those who work in an agency have a lot of experience. Agencies juggle many campaigns about many channels for many companies. You also have to be your reporting in time, precise and useful.

I spoke for findings about multi-touch attrution models Aaron WhittakerVP of demand regeneration and marketing Thrive Internet Marketing Agency.

Whittaker fits the invoice of a multitalized B2B marketer. He works on content, SEO, PR and media relationships and uses multi-touch attribution models to analyze marketing success.

He says: “Instead of concentrating only on last touch metrics, we have developed a multi-touch attribution system that pursues interactions for potential purchases over months of buying travel. For example, we have found that technical white papers, although the final conversion point rarely played an important role in corporate transactions by building credibility at the beginning of the decision -making process. “

Pro tip: If you manually pursue the multi-touchattribution, you won’t have any easy time. So look for Marketing analysis tools That can make it easy for you. HubSpot does an easy work in the persecution of B2B analyzes.

source

Whittaker attributed an integration between Drift Kings Media and GA4 for unexpected insights into the commitment of content.

He says: “We have found that potential customers who used to deal with product comparison content on their trip had shorter sales cycles and higher conversion rates. This discovery led us to restructure our content strategy in order to introduce comparison tools earlier. “

According to Whittaker, Whittaker pursued the most valuable on the entire buyer trip. Instead of just measuring fillings or demos booked, the team monitors actions such as repeated visits to the price pages or several team members from the same company that shows certain content. These behavioral patterns have helped them identify high -quality accounts before they reach themselves.

“If we look at the effectiveness of the platform, we use Tableau for custom reporting that combines marketing activities with the actual income. This helps us to understand which content types and channels drive the highest possibilities, not just most leads, ”says Whittaker.

I loved this insight into the integrations of Whittaker, especially because I know my co -founder, Leigh ButtreyFind that too. Buttrey is a PPC specialist and incredible B2B marketing -data analyst. Your reports are revealing. She knows how to get the best data most efficiently. I would be lost without her!

Buttrey says: “I like to use CRM integrations as part of my monthly reporting. I can identify the leads until closing. “

You will remember that I mentioned earlier how consultants may have difficulty seeing what happens to the leads acquired by marketing if customers are not transparent or particularly good at pursuing it. Buttrey’s solution brings the strength into the hands of marketing.

I wanted to know if there are tools or tips for CRM integration.

Buttrey says: “Make sure that the CRM is properly set up with UTM tracking and automation workflows. Drift Kings Media and even some smaller CRMs have powerful reporting tools, but they are just as good as the data they feed them //

Buttrey says that customers should always ensure that customers have a clear lead source assignment. This helps to follow the campaign effectiveness until income.

Buttrey warns: “It is simply that a CRM will become messy over time. I plan monthly checks to clean up data, ensure that the persecution is still correct, and the reporting refines to ensure that we concentrate on the most valuable metrics.”

How to set up B2B marketing analyzes

There are a variety of ways that B2B marketing analyzes can set up. For a moment, even I was overwhelmed, which I could tell you to set up. However, I knew that I wanted to concentrate on GA4. I chose GA4 because I think we should use it all (even better if they Integrate it into your CRM).

Fortunately I know Kyle Rushon McGregorWHO has extensive Experience in the persecution of B2B marketing analyzes in a number of companies and industries. He knew exactly what reports every B2B business should set.

Rushon McGregor is GA4 Pro and CEO of Krm Digital Marketing Ltd. He devotes his entire working life of the support of people to follow better, to train people on GA4 and to implement the GA4 reporting for customers.

When Google Analytics came at the end of life, Rushon McGregor did what many did not do: he learned the advantages and disadvantages of GA4. As a result, Rushon knows McGregor a lot. He helped me to reach this section and advised them to set up these main reports in GA4:

• Event tracking.
• Key events.
• Exploration reports.

The nice thing about setting up these B2B marketing analyzes is that you can adapt them to your business and marketing goals. I have already mentioned the meaning of this.

My familiarity with Rushton McGregor’s work meant that I had a few funny analytical setups that I wanted to include, and that’s

• Persecution of visits to AI (there is nothing better than being prepared for the future!).
• Adjusting reports because it is fun and a report as you feel.

This guide assumes that you already know it How to set up GA4 And that they have administrator access. If you don’t have GA4, there is a thorough tutorial video here:

Okay, let’s go into it, starting with the event tracking.

Step 1: Create the event.

You need admin access to create events in GA4. You have to go to Administrator consolePresent Data displayand click events In the menu.

Then click Create event.

source

I went through that in real time to provide the latest screenshots. As soon as you have created an event, you may need to select your data stream if you have many. After completion, you can create or edit existing events.

We create an event, so I clicked Create How to configure the event details.

Step 2: Configure the event.

When it comes to configuring the event, you would like to keep some best practices you want to stick to. In order to avoid confusion later, Rushon McGregor recommends: “If you create a custom event name, I recommend that you use small letters and underlined for spaces. You would like to determine your agreement conditions with Event_Name and additional parameters. “

When you start, GA4 has Improved measurements This includes events such as:

• If someone downloads a file.
• A click on an external site.
• A video view.

If you understand this, you can understand how to configure additional, more detailed events.

Rushon McGregor offers an example of how the configuration says according to a form.

You can create custom events for a number of actions. I have set up for my own websites:

• Manual clicks (only to key button on my website).
• Forms filled.
• Downloads.
• Engagement and clicks in certain areas of a website (e.g. a blog side strip).
• And even more!

Rushon McGregor provides further examples in his guide Create events in GA4. His examples are:

• Side views.
• File downloads (I recommend it).
• Outbound clicks.

Now you have set up your custom events. Let’s take a look at how you can visualize them using GA4 exploration reports.

Step 3: Create an exploration.

To build an exploration, you will find the Explore Tab in the left menu of your GA4 account. Then click Free form.

From here you will receive options for creating a tailor -made exploration, in which you can see exactly the most important B2B marketing data for you.

For the purpose of this example, I wanted to show how they could follow the commitment from certain cities. As you can see in the screenshot below, I accepted the “Bio -Transport” segment, so that the data is only directed to organic and then a number of cities.

From this graphic I can now see where most of my organic traffic comes from City.

Step 4: Think of AI traffic sources.

This may be (still) a must for every company, but I think this report is particularly exciting. Rushon McGregor found out how they can pull their prospects from AI sources. For most companies, the data will not be so effective, but it does not hurt to pursue this data in order to make their marketing for future-proof if the inevitable change to AI search takes place.

For this report you have to repeat a few steps from step 1. Make sure you have administrator access and then go to AdministratorPresent Data displayAnd Sewer groups.

source

Click Create new sewer group.

Rushon McGregor recommends that you define the condition by doing the following:

• Parameter: Source
• Condition: agreement with regex
• Regex pattern: (Use a regex that contains common AI tools like Chatgpt \ .com | confusion \ .ai | Beacons \ .ai | Coursfinder \ .ai)

This is how it looked like me:

Another tip from Rushon McGregor is to reorganize the report so that your new AI group is at the top. So I did it:

As soon as newly ordered, press press Save group.

After all, you have to click on the pencil (see illustration below because it took me an irrational long time to find it).

Choose Primary channel with AI as standard.

And that’s it! Data should be analyzed in traffic reports.

Step 5: Have fun with B2B Analytics!

B2B Marketing Analytics can feel intense, without a doubt, especially if you can follow so much, press from above and much more.

You want to create reports that you love and use, and reports that feel like yours.

Kyle Rushon McGregor has a last fun tip to create her reports about her own. He says: “This will not change your analysis game, but you can use emojis to create reports in GA4. It is a great way to add visualization and pictures to illuminate the interface. “

Below is an adapted GA4 report that is as functional as fun.

source

B2B Marketing Analytics Tools

We have already mentioned tools above, but in the section below I will respond to some details. If you would like further tool recommendations, I have already written about them Best AI tools for B2B marketing. To say, I really think these tools are the best because there are some repetitions in this shortlist.

1. Lifting spot

source

Drift Kings Media has acquired his reputation as a leading provider in the B2B marketing area. G2 recognizes Drift Kings Media In 2024, the platform received nine G2 awards as marketing software number one and, as shown below.

Drift Kings Media has for B2B marketers everything. I will withdraw the features on some favorites.

CRM with workflows and automation

With the HubSpot CRM you can set up workflows, monitor the interested party of the prospect and display the customer history and contact points. With the data you can make data -controlled decisions about what to do with the conclusion of a lead. Better, with Drift Kings Medias AIYou can rely on the recommended actions that are delivered to you.

Katherine González RodríguezInternational marketing and partnership manager at WeuniUse Drift Kings Media CRM to support B2B marketing.

González Rodríguez says: “My favorite marketing analysis is HubSpot. Weuni used his CRM function to optimize our lead care process. We have set up automated workflows to pursue the commitment and evaluation lines based on the behavior, which significantly improves our lead qualification process and the conversion rates. “

In another revealing application, the Rodríguez Drift Kings Media team applied to the segment audience based on engagement metrics. This segmentation enabled them to personalize content and to aim more effectively, which improves the commitment and conversions.

Customer Journey Tracking

I mentioned the customers journey earlier, but Dominick Tomanelli offers tips for the persecution of engagement metrics with a hubspot.

Tomanelli says: “A great application that we had is to persecute the customer trip from the first point of contact -such as an e -mail click or a landing page -visit to the final action, regardless of whether you are planning a meeting or making a purchase.”

Once Tomanelli carried out a campaign that aimed at medium -sized technology companies. With Drift Kings Media he could see exactly which e -mails were opened, which links received most clicks and even how long prospects on our website.

“This level of detail enabled us to refine the messages in real time and to concentrate on the really interested prospects instead of waste resources for a broader, less targeted approach,” says Tomanelli.

Collecting the data is one thing, but I wanted to know what the data meant to Tomalli. How did he use the data to take measures?

He says: “The way I use this knowledge is pretty simple, but effective. For example, if we find that certain content consistently advanced-z. B. a case study or instructions, we double the creation of similar materials. “

On the other hand, Tomanelli says: “We have something or rotatable if something does not swing. It’s not about perfection; It is about being adaptive and willing to make changes based on what the data tell you. “

Best for: Every marketing team, big or small who wishes a comprehensive solution with everything in software.

Pricing: You can get access free of charge, then the pricing increases as required. Drift Kings Media is definitely a platform with which you can grow.

Drift Kings Media -Marketing -Hub G2 ratings: As above, HubSpot is heavily rated on G2. At the time of the letter of this article, the platform has over 12,000 reviews and an assessment of 4.4/5.

2. Pardot and Salesforce

source

Salesforce Pardot is a B2B marketing solution solution.

Like Drift Kings Media CRM, it is known for the fact that B2B marketers are provided with a number of functions, including lead scoring and level as well as engagement metrics. Arthur Favier uses Salesforce to analyze the sales cycle (its recommended metrics above).

Favier says: “We combine Salesforce with a platform like Marketo. An application that comes to mind is when we found that the leads from a channel converted almost twice as slowly as leads from other channels. This channel didn’t seem to go well at first glance. “

However, the Favier team found that these slower leads actually had larger transaction sizes -about 35% larger than the average -if they added pipeline data.

“We were able to boost our budget for this channel and change our follow-up expectations based on this information, which ultimately increased our income without compromise in efficiency,” says Favier.

Best for: Those who are already familiar with Salesforce and want to stay on the platform.

Pricing: Pardot begins at $ 1,250/month.

Pardots G2 reviews: Pardot’s reviews are now combined with the commitment of Salesforce Marketing Cloud account. The software has 2,376 reviews and an assessment of 4/5.

3 .. Google Analytics (GA4) & Looker Studio

I have already mentioned both GA4 and Looker Studio and how much I like these tools for managing my reporting on B2B marketing analyzes.

Google tools are amazing because they are free, And if you think about what you can access with these tools, it is a must-tool in the B2B marketing analysis.

Examples of data that you can analyze in GA4:

• Demography.
• Engagement metrics.
• Devices and technology.
• Assignment data.
• And so much more.

As I shared with the user -defined events of Kyle Ruishton McGregor, you can make GA4 your own and make reporting with Looker Studio easier.

If your marketing analysis becomes more demanding and you start using tools, you can integrate GA4 into software such as HubSpot and bring all this insightful data to one place.

You will remember Zayed Ahmed from the past; He recommended that the key figures for customer acquisition follow. Ahmed relies more on GA4 than any other tool. He says: “Google Analytics is one of the tools that I can rely on. It’s easy, but gives you everything you need when you know how you read it.

“Once I noticed that one of our service pages for virtual support did not convert as well as others. The data showed that people spent only a few seconds on this page before saying goodbye. This is a clear red flag, ”recalls Ahmed.

Ahmed Grub in the side and recognized the problem – there was too much text and the specific services that the company offered to be unclear. He simplified the content, added a FAQ section and made the contact form more obvious. A noticeable increase in inquiries within one month.

“I will warn that GA4 is greatIt can only collect data from those that accept cookies so that you never get all your data in GA4. For example, if you use GA4 to persecute income, you will find that GA4 will probably investigate income, ”says Ahmed.

When it comes to GA4, you don’t want to see any statistics by more than 10%. If you see a difference of more than 10%, this can signal that there is a problem, Ahmed states.

Best for: I will say again that everyone should use GA4 and Looker Studio. They are free and there is nothing to lose and win everything.

Pricing: Free.

4. Semrush

I am surprised that I have reached this point before I mentioned SemrushHonest! I love it and use it almost every day.

SEMRUSH is ideal for SEO and competitive research in connection with SEO. You can also use the tool to manage your website.

The screenshot above is a picture of the position -tracking diagram for one of my clients. I like to pursue keywords with Semrush because I can easily pursue certain keywords. I can also make notes that I have made that can influence the position (see the red notes at the bottom of the diagram).

Further advantages of Semrush are the analysis of competitors and the website of the website.

Zayed Ahmed also rates Semrush high.

He said: “I learned that the persecution of keywords does not always work with high competition. Instead, I concentrate on certain phrases that potential customers may be looking for, e.g. B. “Outsourcing Back-Office tasks for startups”. These keywords may not have that much traffic, but the people looking for them are usually those who are willing to make a decision. “

Best for: Companies that mean SEO very seriously. Although they also monitor the health of the website, pursue keywords and carry out the competitive analysis, I want a company to be serious to justify the price.

Pricing: Semrush costs 139 US dollars per month for the persecution of up to five projects and 500 keywords. For companies with a website, this is probably the most suitable package. However, if you want to increase the persecutionable keywords or the reporting results, the Guru package is 249.95 $/month.

Semrushs G2 reviews: Semrush has an assessment of 4.5/5 and was rated by 2,411 people.

5. Microsoft Clarity

Microsoft Clarity Is an excellent tool and it is free. So why shouldn’t you use it? I am not the only one who highly rates the clarity for B2B marketing.

Collins Agbonghama Is a web developer at Profile press. He also recommended Microsoft Clarity.

Agbonghama says: “If you know how visitors use a website, how long you stay on what you click on and how you make a purchase, you can improve your website to keep you interested.”

Microsoft Clarity is a free tool for analyzing site interactions. It offers heat maps that highlight the most viewed parts of your pages and help them place important information where it is most effective.

You can use session to take a look at how users navigate your website so that you can recognize and fix all problems. Clarity also pursues clicks and scrolls and indicates which buttons or links get the greatest attention. “This information helps you to understand what works well and what needs improvements, which leads to better user experiences and more successful marketing efforts,” notes Agbonghama.

I very much agree with everything that Agbonghama says. I will add that screen recordings are fascinating. You can see in real time where users are most committed and where they may have to fight. You can also filter on your most important pages to recognize the behavior in certain areas of your website. Starting with an analysis on these money generation pages, my recommendation is.

Clicks and scroll depth are also interesting. Below is a picture of what it looks like.

source

Best for: All shops. It’s free, it is useful, it is a must.

Pricing: Free

Claritys G2 reviews: I am very surprised that Clarity, a free tool, has only 37 reviews. It is rated at 4.5/5.

6. DreamData

source

Dreamdata is an incredible team. I was introduced Dreamdata for the first time because a customer had set up it. My co -founder Leigh Buttrey immediately got a grip on this tool, and she loves it even more than me.

The tool is brilliant in helping B2B companies to understand and optimize their sales cycles. It offers insights into lead behavior, including points of contact during your entire trip.

Buttrey used this tool to close the loop for suggestions worth over 320,000 US dollars and, thanks to the tool, was able to attribute the suggestions of their advertising work. We also knew who the leads were and that they were qualified.

Best for: Companies that mainly want to concentrate on the attribution.

Pricing: Free

Dreamdatas G2 reviews: 194 reviews and a score of 4.7/5.

Follow the B2B marketing analysis that are most important to you

When I started writing this article, I didn’t expect to write a lot, but there is a lot to say what B2B and marketing analyzes have. I could have written so much more!

As a B2B marketer, I had a lot to say; After all, it’s my passion. Even after 10 years in marketing, I don’t know everything, so it was a great pleasure to hear from other B2B marketers and manage and analyze the data.

If I could remind you of one thing, it would be the following: Don’t be discouraged by marketing analysis. Think strategically about the right metrics for your company and initially only pursue the essentials.