The Problem: The continued proliferation of end-user data across digital and physical channels has led to a new level of complexity for channel marketers. Online marketing strategies, such as search engine marketing and optimization, social media, and digital content present opportunities for organizations to optimize lead and demand gen efforts. However, poor reporting and visibility from both partners and vendors can do more harm than good. In fact, research from Aberdeen indicated that while 83% of organizations said it was important to maintain strong visibility into channel partners’ activity for forecasting purchases, only 50% have achieved that visibility.
The Solution: To help organizations better track and benchmark key online marketing metrics, marketing automation vendor Act-On Software, has added new tools to its platform. The dashboard was designed to offer the resources to turn digital footprints across web and social channels into actionable insights across entire partner networks. With this information, organizations also can compare information to competitors, and make any necessary adjustments to marketing messaging.
Organizations can track and benchmark the following marketing channels against their competitors via the Act-On platform:
Web site traffic and keyword effectiveness.
Blogging trends, topic/post popularity, and quantity/quality of blog-based interactions.
Social activity and number of followers across Twitter, LinkedIn and Facebook, as well as amplification of dialog.
ROI on multimedia content and videos published on YouTube.
The Perks: Fully integrated into Act-On’s marketing automation platform, Act-On Insight is available to all current and future customers. With an expertise in the SMB market, Act-On also enables companies to run campaigns with channel partners to collaborate on lead generation efforts through the channel. By setting up templates and campaigns, companies can then roll out initiatives for partners to run.
Channel Marketer Report (CMR) is a targeted e-media publication covering the latest solutions, trends and strategies to help companies optimize their marketing, both to and through their partner networks.