In this guide, you will discover how to begin your journey of using company level data in Google Analytics (GA) to drive more revenue with less budget.
It's becoming widely accepted that GA is a poor tool for B2B marketing teams. After all, GA shows only individual users and people often change devices along the buyer's journey.
There is also typically more than one person involved in purchasing decisions.
The result, is an incomplete picture of what marketing initiatives are actually driving revenue. Leading to wasted budget spend and investment in actions that don't contribute to topline business goals.
To help marketers get back in the driving seat, we built an integration with GA that enriches sessions with company information such as industry, size and domain in real-time.
This enables you to see a complete picture of how your target market finds and engages with your website. Leading to better budget utilisation and the ability to continuously improve marketing effectiveness at generating revenue in a data driven manner.
What do you need to get started?
Let's dive in with an Ideal Customer Profile Segment.
We are going to create a target company profile Segment that will serve as the basic building block to view and compare reports, design a buyers journey or build ad audiences.
1️⃣ Log in to GA.
2️⃣ Navigate to any report - let's say Audience ➡️ Overview
3️⃣ Add a new Segment.
4️⃣ Navigate to Advanced Conditions
5️⃣ Search for a company metric to filter on e.g. industry.
6️⃣ Input your target company profile, here's an example of ours
7️⃣ Save your segment and you will be able to see your enriched overview report.
Looking at the example above, we can see that our ''ideal customer profile'' (ICP) group interacts and engages better with the website than the ''all users'' group.
Better than this, when we look at new vs returning users, we can see a much higher proportion of ICP users.
However, the total percentage of ICP users visiting our website is lower than we would like. Especially since the initial results indicate if we did a better job of driving them to our website, they engage more and have a much higher likelihood of returning and by extension eventually converting into customers.
This leads us to investigate our sources to see which perform better or worse at attracting target visitors.
💡 If you would like to take your analysis a step further, create another Segment that excludes ICP users to assess how the two groups behave differently from one another.
Adding behavior to the mix
Before we take a look into using the Segment we created in different reports to pull insights. Let's create a couple more by adding behavior into the mix.
1️⃣ Copy your Segment.
2️⃣ Add behavior on top of your ICP filters and save.
3️⃣ Repeat this process to create a Segment for each behavior variable you would like to analyse.
💡 We use goals for each Segment. effectively allowing us to map how our ICP moves through each stage of our funnel or buyer's journey in relation to the variable we want examine.
With the Segments in place, you can now analyse your marketing performance by target company profile.
Here's a couple areas we like to regularly drill down into.
Which campaigns, channels and ads attract a higher percentage of ICP visitors?
Are there sources that attract a proportionally small percentage of ICP visitors? If so, what is the budget spend on them, is it proportional to the amount of ICP visitors? Is there high further engagement from the few ICP visitors? If not, we pull the budget and put it into new tests or existing top performers.
What is the engagement from ICP visitors like by source? Are there sources that attract a high number of target visitors but have a proportionally high bounce rate? If there are, we look into our landing page performance by ICP to see if we can replace the poorly performing page. Or make changes to increase engagement with inspiration from top performers.
From an organic perspective, we know what keywords pieces of content or clusters rank for. This enables us to asses the keywords we rank for by the amount of ICP visitors they drive. We aim for a balance between driving traffic volume and quality, which in turn in forms our content plan and the keywords we aim to rank for. Enabling us to ensure our SEO strategy drives revenue and not just volume.
Content (on site engagement)
What content does your ICP audience view the most, spend time consuming and return to?
We've found the answers to these questions particularly valuable and at times a little disheartening. Realising a piece of content we thought was going to blow the socks off of our target audience actually performs better with an audience that's just not going to buy from us can be painful. Thankfully the road to optimisation is in the same data.
Essentially, what we look to accomplish when analysing content by ICP is finding the best performing pages, guides and blogs. We then double down on creating more of them, while optimising the poor performers with ideas from the best pieces. At the same time, we also change internal links or CTA's to drive ICP visitors to pages we know hit home with them.
Are you paying for referrals or backlinks? Running co-marketing programs with other companies?
We track all of our referral sources by ICP visitors so that we can make informed decisions on if the level of monetary or resource investment translates into enough target traffic.
If you want to take it a step further (which we recommend), compare the referral source to other traffic source e.g. paid ads. If the ROI is higher on other sources, then you are better off moving your budget there and looking for new referrals or co-marketing partners that drive better quality visitors.
Buyer's journey (goals)
Chances are you already have a buyer's journey and goals in GA. If you don't, we highly recommend getting goals set up to track the progress of visitors against target objectives.
While there are varying opinions on creating a visitor funnel and or a defined buyers journey. We believe quite simply as website visitors engage more with your website, the likelihood of them converting increases. This doesn't end when the sales cycle begins, as prospects will continue to consume content and interact with your ads.
Through analysing vast quantities of data, we have come to understand that there are key moments (pieces of content) in this engagement journey that serve to push visitors through to the next stage.
We also discovered visitors from different types of companies follow different paths as their priorities and interests are different. For example, security is a big concern for a large Financial Service organisation. Whereas, a small software company is less concerned with security and prioritises the amount of resources it's going to take to see an ROI.
With this in mind, while taking a look into our top performing sources and content by ICP we plotted a buyers journey for our ICP and created goals for each stage of the journey. In our case, conversion was the 5th goal in a series of 10, which in turn allowed us to track the % of ICP visitors that converted (even when they use a Gmail address), ensuring that quality over volume is emphasized.
From there we tracked the progress of ICP visitors through our buyers journey, looking for drop off points, potential retargeting programs and areas requiring improvement. It also made it possible for us to understand the impact a x% improvement in any of the stages would have on our end goal.
Once you have a strong understanding of what drives different types of companies to engage and convert, the next step is setting up website personalization with out real-time Spotter API. This will ensure your target visitors are served the right content at the right time.
If you would like to build custom dashboards and or merge data with other sources, check out the guide to Supercharge Google Data Studio.
We are currently beginning to forecast sales using this method now in conjunction with an accurate understanding of how many ICP visitors are in stage. Allowing us to understand well ahead of time if there is going to be enough in the pipeline to hit target. We then know if need to pick up the volume or make a quality fix to stay on track.
As always, feel free to drop us a message with any comments, ideas, questions or just to say howdy. Team Snitcher signing off 👋