Yes, You Can Audit Your LinkedIn Targeting

Your LinkedIn campaigns may not be targeting the audiences you specified – this is both good and bad.

One of the most powerful aspects of the LinkedIn platform is the ability to precision-target very specific audiences (my last article was about this). You can tailor your campaigns to different audiences by job title, company, company size, industry and much more.

Yes, You Can Audit. This is great, but how can I be sure that the majority of my campaign spend is going to audiences I specifically targeted? Let’s go through an example of how we can audit our job title targeting.

In this example I have set up a campaign that will target 2 specific IT titles – 1) Director of Information Technology and 2) Head Of Information Technology

Now I want to know how the campaign has performed and spent across the job titles and to be sure that LinkedIn is in fact sticking to my 2 job titles. At Stoke, our data engineers have come up with powerful audit reporting that can give us these insights – we call it the Audience Targeting Audit. Here is what it looks like:

Let’s dissect this piece-by-piece.

Pie Chart. This shows what percentage of the campaign spend is going to other audiences vs. your target audiences. This shows 73% of my campaign spend going to other audiences.

KPI. The $17.52k represents the minimum dollars spent on audiences you didn’t target. It is at least this amount and likely higher because currently the LinkedIn API will give you only a subset of the full data when looking at this level of granularity.

LinkedIn Campaign Table. You can view all campaigns that have job title targeting and the amount spent on targeted audiences vs. other audiences. When you select a campaign it will filter the table on the right which brings us to our last piece …

Audience Targeting Table. Here you can see all of the job titles that the campaign actually targeted. The green checkbox indicates it is one of the titles I explicitly targeted. I can see impressions, clicks, spend, CTR and CPC by each job title.

This audit is quite useful to see what is actually happening with your spend. And now I can take some actions:

  1. Include The Winners. Chief Information Officer has the highest CTR and was not one of my original titles, I may want to include this into the campaign.
  2. Exclude The Losers. Technology Manager took quite a decent portion of my spend and performs well below average. I will explicitly exclude this from the campaign.
  3. Audience Expansion. I will double check that audience expansion is not enabled on the campaign so that it can narrow this further (other audiences may still pop up, just not as high a percentage).

Note: Some variation is always expected because members can have multiple concurrent titles. But obviously we should strive for the vast majority of our spend to go towards our ideal target audience.

As LinkedIn marketers, we need the ability to make sure our campaigns are targeting as designed. The Audience Targeting Audit is a powerful tool that will give you this information. The Audit is able to cover the following targeting facets: job title, company, company size, industry and seniority.

Stoke is offering the Audience Targeting Audit for a single targeting facet for free. Anyone interested please reach out and we will get it to you in minutes.

Happy marketing and happy analyzing!

The Benefits of Integrating Salesforce Into Adobe Analytics

Know your customers like never before by integrating Salesforce data into Adobe Analytics.

Revealing The Customer Journey

As marketers, we crave to understand the customer journey in order to provide true personalization that our prospects will appreciate. Being able to see actual customer journeys is dependent on one major key: data integration.

John Copeland, VP of Marketing and Customer Insights at Adobe, recently said in an article:

 

“It’s better for the customer experience overall if companies have an integrated view of the experience that individual customers are having. This single view lets companies optimize for the benefit of the customer, which ultimately yields benefits for the business.”

 

Adobe Analytics is powerful in terms of being able to show what happens on your website. For a visitor we can answer: Which ad did they click? Which page did they go to? What did they do?

Adobe Analytics holds much of the data necessary for customer journey analytics. But what about what happens offline? B2B marketers dream of being able to see what happens to visitors after they click on their ad and fill out a form. Did they end up a customer??

Integrate your Salesforce data into Adobe Analytics and you won’t have to wonder anymore.

This article will discuss some of the powerful things you can do in Adobe Analytics such as 1) closed loop attribution and 2) real-time personalization with more meaningful segments.

Closed Loop Attribution in Analysis Workspace

Imagine your Analysis Workspace looking like the image above. MQL, SQL, Closed Won and Revenue all available as metrics that can be used in reporting. A report such as this can answer the following questions:

  • Which campaign helps drive the highest number of MQL? (So I know how to optimize my spend)
  • Which content pieces help best push prospects at each stage of the funnel? (So I know what to show prospects at each stage)
  • How much revenue has been influenced by my campaigns and content? (To show stakeholders our value and get their respect and admiration!)

Your data should be integrated at the visitor-level which means that you can slice any of the above data by any dimension available in AA or filter by any segment as well. You want to see how CMO’s from the Financial Services industry respond to my 3 different ads? No problem!

Furthermore, with Analysis Workspace you can take full advantage of Attribution IQ to measure any of the above data from a first-touch, last-touch, any-touch or custom model basis. I can write another article on that later.

Powerful Customer Segments

With Salesforce data at the visitor-level in your Adobe Analytics, you can create powerful segments that allow more meaningful personalization in the other Experience Cloud tools.

The above image shows a segment of current MQLs who have not yet turned into an SAL. Let’s say our data shows that this segment responds well to a discount offer. We can push this segment to the Experience Cloud and you will now be able to flash that offer using Adobe Target to this segment … or via an ad in Ad Cloud … or you could email that offer via Campaign … you get the picture.

Now you are personalizing in a way that will move the prospects down funnel faster.

These segments can be as detailed as the data. Going back to our example earlier … CMO’s from the Financial Services industry who are at the SAL stage. You can now message this segment in real-time fashion.

Conclusion

As marketers we aim to excite and delight our customers. By integrating your Salesforce data into Adobe Analytics, the Experience Cloud becomes extremely powerful as you will be able to perform closed loop attribution reporting in Analysis Workspace and perform real-time personalization on more meaningful segments in the other Experience Cloud tools. Now that’s marketing!

Stoke Data Releases Adobe Analytics + Microsoft Dynamics Integration

PROVO, UTAH, Sept. 20, 2019The 60-minute integration for Adobe Analytics and Microsoft Dynamics (AA+Dynamics) from Stoke Data is now available on the Adobe Exchange application marketplace. 

 

AA+Dynamics Integration from Stoke Data quickly connects lead status and contact attributes from a customer’s Dynamics CRM into Analysis Workspace in Adobe Analytics. For example, one result is more accurate insights around campaign traffic — which visitors become leads and how they progress through the sales funnel as they interact with digital touchpoints. 

 

“The integration we offer is a game changer,” said Sam Fonoimoana, founder of Stoke. “Our solution is the first of its kind and brings together valuable information from the top to the bottom of the marketing and sales funnels in about an hour instead of having it take months — if attempted at all.”

 

“This is a timely integration for Dynamics users to see full funnel insights directly in Analysis Workspace,” says Jeff Chasin, principal product manager for developer experience at Adobe. “Stoke Data’s solution makes the data integration process painless and delivers real-time data for marketing and sales teams to uncover their greatest opportunities while optimizing resources.”

 

In addition to seeing lead status on campaign traffic, Analytics users also can see that information in terms of pipeline and revenue. On the flip side, Dynamics users don’t know all the digital experiences their leads have. This integration provides accurate attribution to last touch, first touch — any touch.

 

Key benefits of AA+Dynamics Integration include:

  • Set up in one hour — Eliminate months of consulting and engineering with AA+Dynamics Integration that automatically stitches data from Dynamics into Adobe Analytics via a visitor ID pass-through and proprietary algorithm.
  • Track unlimited conversions — Track customer conversions through every step of the customer journey, from MQL and SQL to closed deals and revenue.
  • See more customer attributes — Don’t stop at tracking lead status. Look at multiple dimensions with the opportunity to select both lead and contact attributes, pipeline, and revenue.
  • Connect multiple CRMs — Many enterprises use many instances of a CRM across different departments and business units. The AA+Dynamics Integration can connect multiple CRM databases into Adobe Analytics for more robust customer understanding.
  • Receive automated daily updates to keep you and your teams informed.

 

An integration is also available for Salesforce CRM. The AA+SFDC Integration was released from Stoke Data in March and is also available on Adobe Exchange

More About Stoke Data

Stoke Data is a marketing analytics firm that offers data integrations, analytics strategy, reporting and predictive modeling. The company was founded by Sam Fonoimoana, an analytics expert with extensive analytics knowledge from data engineering to machine learning. Sam has helped companies such as DOMO, Franklin Sports, Ancestry.com and Adobe connect their marketing efforts to revenue. Stoke Data clients include Adobe, Highmark Health, Pluralsight, Workfront, Claravine, InMoment, Bamboo HR, SeaVees and Purple. For more information, visit https://stokedata.com

Learn more about the AA+Dynamics Integration from Stoke.

See all solutions from Stoke Data.

Contact us to talk about how data can answer your business questions.

 

Stoke Takes Second Place In Adobe Partner Contest

STOKE TAKES SECOND PLACE IN ADOBE PARTNER CONTEST

Adobe Analytics + Salesforce Integration Recognized for Value, Innovation and Usability in Launch Extension Idol Competition

PROVO, Utah — March 27, 2019 — Stoke, a marketing analytics company, today was recognized at Adobe Summit in Las Vegas for its Adobe Analytics and Salesforce (AA+SFDC) Integration. The AA+SFDC Integration, made available March 25, was named second-place winner in the Launch Extension Idol competition.

“The AA+SFDC Integration extension is a gamechanger for Adobe Analytics users because it makes integrating important full-funnel data directly into Analysis Workspace so easy,” said Jeff Chasin, principal product manager for Adobe Experience Platform. “Most clients we know get their CRM data integrated in about an hour, giving Adobe Analytics users a real advantage.”

AA+SFDC Integration stitches Salesforce CRM lead status and contact attributes into Analysis Workspace in Adobe Analytics in about an hour. Users can track unlimited conversions through the sales and marketing funnel, analyze data by a variety of customer attributes and connect multiple instances of Salesforce to Adobe Analytics.

The result is more complete analytics across the customer journey, more strategic marketing and sales decisions, and, ultimately, a more relevant customer experience.

Adobe Experience Platform Launch is a client-side platform for web tag management and allows technology providers, such as Stoke, to directly develop and maintain integrations. These integrations, called extensions, let users deploy technologies and route data.

AA+SFDC Integration was selected from 35 entries in the Launch Extension Idol contest for its customer value, innovation and usability. Sam Fonoimoana, founder of Stoke, presented product capabilities during the Launch Idol session at Adobe Summit. You can view a similar product introduction video here.

Visit the Adobe Exchange for Experience Cloud to download AA+SFDC Integration.

About Stoke

Stoke is a marketing analytics firm that offers data integrations, analytics strategy, reporting and predictive modeling. The company was founded by Sam Fonoimoana, an analytics expert with extensive analytics knowledge from data engineering to machine learning. Sam has helped companies such as DOMO, Franklin Sports, Ancestry.com and Adobe connect their marketing efforts to revenue. Stoke clients include Adobe, Highmark Health, Pluralsight, Workfront, InMoment, SeaVees and Purple.

Adobe Analytics + Salesforce Integration Now Available For Download

Adobe Analytics + Salesforce Integration Now Available For Download

Get the holy grail for tying top-of-funnel marketing analytics with bottom-of-funnel sales data.

The 60-minute integration for Adobe Analytics and Salesforce (AA+SFDC) is now available for download from Adobe Exchange for Adobe Experience Cloud! And, if you’re attending Adobe Summit in Las Vegas this week, don’t miss Stoke’s presentation of the technology during the “Launch Idol” session (S610) tomorrow, March 27 at 2 p.m. PDT in Delfino 4005.

AA+SFDC Integration quickly connects lead status and contact attributes from Salesforce CRM into Analysis Workspace in Adobe Analytics. The result is more accurate analytics across the customer journey, more strategic marketing and sales decisions, and, ultimately, a more relevant customer experience.

“The effort to integrate Salesforce data into Adobe Analytics dies at most companies because of the complexity of the process,” said Sam Fonoimoana, founder of Stoke. “The integration we offer is a game changer because we can bring together all of this valuable information from the top to the bottom of the marketing and sales funnel in about an hour instead of having it take months.”

Key benefits of AA+SFDC Integration include:

  • Set up in one hour — Eliminate months of consulting and engineering with AA+SFDC Integration that automatically connects Adobe Analytics and Salesforce via a visitor ID pass-through and proprietary algorithm.
  • Track unlimited conversions — Track customer conversions through every step of the journey, from MQL and SQL to closed won and revenue.
  • See more customer attributes — Don’t stop at tracking lead status. Look at multiple dimensions with the opportunity to select both lead and contact attributes.
  • Connect multiple CRMs — Many enterprises use many instances of Salesforce across different departments and business units. The AA+SFDC Integration can connect multiple Salesforce CRM databases into Adobe Analytics for a more connected customer view.

One of Stoke’s customers, Pluralsight, is already enjoying the benefits. “Working with Stoke Analytics to integrate Adobe Analytics with Salesforce was a quick connection,” said Rick Tolman, vice president, B2B Digital Demand Generation and Customer Marketing at Pluralsight. “Now we can see a complete view of our customers in our marketing and sales funnel right in Adobe Analytics to help us in our marketing and customer experience efforts.”

More About Stoke

Stoke is a marketing analytics firm that offers data integrations, analytics strategy, reporting and predictive modeling. The company was founded by Sam Fonoimoana, an analytics expert with extensive analytics knowledge from data engineering to machine learning. Sam has helped companies such as DOMO, Franklin Sports, Ancestry.com and Adobe connect their marketing efforts to revenue. Stoke clients include Adobe, Highmark Health, Pluralsight, Workfront, InMoment, SeaVees and Purple.

PRESS RELEASE: Stoke Pulse Ties Content to B2B Deals for Real ROI Measurement

Marketing managers now have a better way to measure the value of their content

PROVO, Utah—March 27, 2018—Marketers measure the success of their content with visits, clicks, impressions and anecdotes. But measuring the bottom-line value of content to determine ROI has been elusive—until now.

Stoke, a full service content marketing and analytics agency, today launched Stoke Pulse™ at Adobe Summit in Las Vegas. Stoke Pulse is a first-of-its-kind analytics solution that helps B2B marketers close the gap between knowing how customers engage with content and understanding what that has to do with their offline sales.

“Marketers are spending significant budget to develop and distribute digital content, and the need for that content continues to accelerate,” said David Acheson, managing director at Stoke. “We’ve developed Stoke Pulse to help marketers know where their content budget can have the most impact and justify that spend in the dollar-figure language the C-suite is fluent in.”

While tools like Adobe Analytics and Google Analytics provide data about how people arrive at a website, the time spent on a page and even a customer’s path to purchase, these tools don’t paint a full picture. The same thing goes for CRM software like Salesforce that lets you follow the progress of offline deals.

“Stoke Pulse is the missing link between marketing analytics and CRM tools,” said Laurie Lohner, managing director at Stoke. “Stoke Pulse plays a significant role in not only showing results, but also in closing the feedback loop to develop a content strategy for the entire customer journey that can very effectively deliver on the most important performance indicator, which is revenue.”

Stoke Pulse allows marketers to visualize every sales opportunity in every stage of the customer journey. Three main dashboards make it easy to track and interpret information:

 

  • Customer Journey. Visualize the entire customer journey, from first touch to deal close. See every piece of content your contacts touched, visualized by author, content type, title or campaign.
  • Revenue Influence. See every deal that’s been influenced by content. Measure, rank and filter all your influenced deals by industry, region and deal size.
  • Content Analysis. Measure and rank your content in real revenue terms, not just visits. See what content impacted your business the most — including leads, sales pipeline and closed deals.

 

Technical requirements

Stoke Pulse is not designed to replace your current analytics solution and does not require any software installation. The technology is currently compatible with Adobe Analytics or Google Analytics and Salesforce CRM.

“Stoke Pulse is easy to get up and running,” Sam Fonoimoana, Stoke chief analytics officer, said. “It connects your current analytics solution with Salesforce via a visitor ID pass-through and then uses proprietary algorithms to extract data from both sources and generate meaningful insights.”

Fonoimoana is an analytics expert and has extensive working knowledge of analytics from extract, transform and load (ETL) to visualization to machine learning. He has spent his analytics career helping companies such as DOMO, Franklin Sports, Ancestry.com and Adobe connect their marketing efforts to revenue. Prior to joining Stoke, he was global director of marketing at DOMO and then founded Fahui Analytics.

About Stoke

Stoke (http://www.thestokegroup.com) is a full-service content marketing agency based in Provo, Utah, that offers strategy, editorial, design, and analytics solutions to enterprise content marketers. Stoke Pulse helps clients get the most for their marketing budget and gives them the information they need so they never have to guess what their content is worth. Major clients include Adobe; Micro Focus; Certiport; and Ethicon, a Johnson & Johnson subsidiary.  For more information about Stoke Pulse click here.

It’s Time for B2B Marketers to Get Smarter with Analytics

Clicks, impressions, unique visits.

They’re all standard metrics marketers use to gauge content performance. But while these metrics may paint a sufficient picture and, with it, steer future business to consumer (B2C) campaigns, these data points likely aren’t enough for a business to business (B2B) marketer.

Think about it. A B2C marketer can simply track unique links, attributing actions taken to a specific piece of content. From there, they can develop a holistic view of individual customer journeys as well as collective trends, understanding that piece of content’s impact on a host of KPIs, including cost per click (CPC) and cost per acquisition (CPA).  

B2B marketers don’t necessarily have this luxury. While most have data in their CRM and from a web analytics platform, there’s a level of technical expertise needed to connect the dots and devise an actionable consumer profile from this information.

Likewise, it takes more extensive analysis and testing to fully understand and deliver meaningful experiences during the customer journey. It’s not uncommon for B2B customers to engage on one channel, act on another, and convert on a third — they read a white paper, reach out via phone, and purchase from a sales rep, for example. If your brand can be present and deliver relevant touchpoints as customers move through the pipeline, you’ll be better positioned to drive action and conversion.

 

A new approach to B2B metrics

Given the diverse touchpoints in a B2B customer journey, it’s easy to miss that the white paper — or blog or social content or podcast — started it all. This, then, makes it more challenging for B2B marketers to understand how a given piece of content has influenced the consumer journey.

However, by leveraging smarter analytics solutions B2B brands can visualize and analyze the entire consumer journey, from first touch to final sale. This will help marketing teams effectively and efficiently steer future content and meaningful customer engagement.

Granted, this doesn’t mean ignoring core metrics — there’s always a place for clicks, impressions, and views in B2B and B2C analytics. That said, these data points should be considered in the context of real revenue and ROI — specifically, by collecting and interpreting revenue and content analytics.

In this sense, revenue analysis enables marketers to analyze deals, sales pipeline, and leads, all within the context of the content engaged with or viewed by a particular consumer. On the flip side, content analytics looks at cumulative revenue and deal size, cumulative sales pipeline, and potential revenue based on considerations such as author or media type.

 

Making the most of B2B data

Armed with these critical B2B analytics, marketers can move the customer conversion needle in a big way.

Being able to look at data at the deal level or sales pipeline level gives any marketing organization a clearer picture of the value and business impact that’s being driven by a specific piece of content. It also helps show tangible value that can drive organizational buy-in for a content program from the top down — everyone wants to see that their content efforts are paying off and, if they are, it’s easier to generate financial and resource support to do even more.

Beyond that, though, this data can be used to improve content development and distribution. Knowing what type of content closes deals or decreases the sales cycle can give brands a foundation for future testing. Do people who view specific social content convert days or even weeks faster than non-viewers? Are more deals closed from people who subscribe to our newsletter versus those who don’t? This information, together, helps drive future campaigns and helps B2B brands do more of what works and less of what doesn’t.

Analytics are crucial to great content marketing, but simply looking at clicks and impressions doesn’t give B2B marketers the best view into content performance and attribution. Smarter analytics can empower B2B marketers to create more effective content programs that drive value and true impact for their business.

Learn more about Stoke Analytics, and see how your company can better leverage insights and analytics to drive engagement and action.

Marketers Don’t Care About ROI

As much as they say they do – they don’t, not really. Because if they did, they would stop doing things that don’t work — in favor of things that do.

Let me give you an example:

Have you ever heard a marketer tell you about an idea for a campaign that will drive great awareness? I have. Typically these initiatives are things like celebrity endorsements, ‘viral’ social media campaigns, Facebook live videos, and my personal favorite — sponsoring “tent-pole moments.”

When a marketer tells you something is going to drive great awareness, what they’re really saying is that they don’t actually know what value it will provide. That’s because they don’t know. What they do know is that lots of other brand advertisers do these things, and they get a lot of exposure, and sometimes even awards. Some marketers also love to do things for the sake of doing them. It’s rare in a marketing organization that anyone can concretely answer the question: ‘What value does this activity really provide to the business?’ Continue reading “Marketers Don’t Care About ROI”

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