Great marketing decisions are often the product of data-driven insights.
However, finding the right data at the right time can be a difficult task because, truth be told, how many A/B tests can you really do internally? How many marketing communications can you track, and how often?
That’s why, for this blog, we asked other companies to share their internal insights and data that have helped them improve their performance.
Take a look at what’s ahead, and see if you can copy the same strategies as these brands to make great marketing decisions for your brand, too!
Data-driven marketing insights #1. Find the right ICPs with Breadcrumbs
Before we begin sharing the internal insights of other companies, we thought it’d be only fair if we shared ours first.
So, here’s the thing: As marketers, if you use a CRM tool, you’re sitting on a mountain of customer data, but because it’s not consolidated, you don’t know where to look.
And that’s where Breadcrumbs Reveal comes in. As soon as you connect your CRM software to this tool, it tells your marketing team exactly who your ideal customer profiles (ICP) are and which customers are showing a high intention to buy, or if needed, you can also create specific goals.
Since this tool is entirely free to use, it’s the best place for marketers to get started on making data-driven decisions. You can take your marketing activities to the next level without breaking the bank.
Get immediate access to Reveal when creating a free Breadcrumbs account!
Data-driven marketing insights #2. Invest in reviews like PartnerStack
PartnerStack, a partner ecosystem platform, confirmed its hunch that customers now place importance on reviews after receiving feedback from its sales team.
“We found that the top review sites had visitors from more than 1,000 unique companies to our primary category, partner management, yet few were visiting our profile page because we were listed 9th.”
“Therefore, we decided to run review generation campaigns. Over two quarters, we generated over 100 reviews and rose from 9th to 4th to 1st. Our share of category visits to our profile page 3x from 4% to 12%. We also analyzed our data on closed won deals and found that nearly 40% were influenced by our reviews.”
Data-driven marketing insights #3. Try multiple CTAs like Mailmodo
Mailmodo, an email automation platform, suggests that companies should try to use multiple CTAs (call-to-action) for the same action instead of a single CTA.
“We changed our pricing page to have only one button that said “Free Trial” instead of two buttons for “Free Trial” and “Book a Demo,”” says Tarun Agarwal, VP of Growth at Mailmodo.
“But when we looked at the data after two weeks, we saw that fewer people were booking demos.”
Adding the same CTA in different sections is a piece of advice that’s supposed by many other experts (with the purpose of burying the lede). Still, please beware not to overwhelm the reader with multiple different CTAs at once.
Data-driven marketing insights #4. Put creativity at the forefront like Nadrich & Cohen
In the world of automation and AI, creativity and human input still matter—the data we got from Nadrich & Cohen backs up this point.
The company tested out two titles—one generic and one creative. Both topics were for the same blog (so this meant they had the same SEO score, length, content, value, etc.).
However, the latter headline got 23% more clicks simply because it was creative and drew in the user.
Side note: It’s always a great idea to use creative headlines for thought-leadership pieces and articles that have unique angles, but if you’re writing a how-to blog, it might be better to be clear than creative, so as to not confuse the reader.
Data-driven marketing insights #5. Don’t negate using undiscovered marketing channels like Yahoo News
When you think of political news, the distribution channels that come to mind are television, Twitter, and maybe YouTube.
However, Yahoo News took a chance on the younger demographic and went on a marketing channel that no other news channel dared to visit—TikTok.
With the aim of educating the younger generation, Yahoo News began an initiative called #LearnOnTikTok and created hilarious, platform-native content to engage with the audience there.
And if you analyze the data today, you realize that simply because it was one of the first news channels to jump on the bandwagon, it accumulated millions in followers, impressions, and likes.
For the cherry on top, it’s one of the few news channels that knows how to put a link in a TikTok bio to drive Gen Z to a lead magnet (subscribe to their daily newsletter).
And they even feature TikTok as one of the official social pages on its website. Well played, Yahoo News.
Data-driven marketing insights #6. Keep an eye on your competitors’ data like SocialPilot
“We analyzed our competitors’ top-performing content and saw how it helped them in crafting comprehensive, value-driven articles,” he said.
“Additionally, we utilized data-driven Google SEO tools, including Google’s page speed, GA4, and Google Search Console, to optimize on-page elements and enhance user experience.”
“Due to this, over a span of six months, the blogs we optimized experienced a 34% increase in organic traffic. This not only elevated our SERP rankings but also resulted in a 25% boost in lead generation, affirming the ROI of our data-driven approach.”
Data-driven marketing insights #7. Use the “Qualitative Data > Quantitative Data” methodology like Deep Cognition
John Pennypacker, the VP of Marketing at Deep Cognition, believes that many folks rely on quantitive data (which he agrees might be great to provide a snapshot understanding of what’s going on). But the focus should instead be on qualitative data.
Instead, he recommends conducting a Voice of Customer (VoC) analysis to understand your customer’s feedback, thoughts, and feelings. It’s a simple way to improve customer interactions.
Another expert, Cayla Thurman, says she uses perception mapping to understand how customers perceive her partner brands by tracking conversations online and identifying gaps between desired and actual perceptions.
You can do the same with the help of data from social listening tools or by asking your customer-facing teams like a customer service virtual assistant for the most common feedback.
Enterprises with more substantial budgets can utilize SAP Analytics tools and tap into valuable expertise through their specialized SAP consulting solutions. These cutting-edge tools and methodologies empower businesses to extract maximum value from their data and stay ahead in today’s dynamic marketplace.
Data-driven marketing insights #8. Look into customer history like Travel Lingual
For many industries, data isn’t a tool. It’s a treasure. One industry in particular, that it can help out? Travel.
Travel Lingual tapped into one of the oldest small business owner networking tips in the book: to make a personal connection. So it used data to create the most personalized experiences for its customers.
Here’s how they did it:
- By looking at booking trends and tailoring their sales pitch for each customer based on their booking history. This led to a 20% increase in repeat business.
- They also looked at how many clicks they got on their blog posts and how many people engaged with their videos and tailored content to meet their wanderlust needs accordingly.
Data-driven marketing insights #9. Use heatmaps like Money Mongers
One of the best tips for small business owners who want their leads to stay on the page for longer but don’t want to invest heavily in data tools is to use heatmaps.
We’ve got an example to go with this statement, and that’s from The Money Mongers.
“We realized people weren’t sticking around on our longer blog posts–anything over 500 words just wasn’t cutting it,” said Sudhir Khatwani, founder of The Money Mongers.
“So, based on some cool tools like heatmaps, we decided to shake things up. We started keeping our posts shorter and threw in some catchy infographics.”
“Guess what? People stayed on our site 18% longer, and we saw way more shares on social media. It just goes to show paying attention to the data can make a world of difference.”
You can use free heat map tools like Lucky Orange, Mouseflow, Smartlook, etc., to get the same insights as them.
Data-driven marketing insights #10. Define a customer profile matrix to keep things interesting like SwagMagic
Like SwagMagic, you can also use data to keep things interesting and relevant to the reader, and to achieve this, you should tap into your CRM data to create a customer profile matrix.
Doing so will allow you to follow conditional logic.
“With data insights, you can refine your customer profile matrix to each role’s unique needs,” says Jas Banwait Gill.
“This will help determine which type of content is most relevant for specific positions. For example, a Buyer will be more interested in downloading a cost analysis report, while a User will be more likely to click through to a how-to guide.”
“The more targeted your message is, the higher the engagement.”
Data-driven marketing insights #11. Use your knowledge about the industry like YUPLAY
Like Deep Cognition, YUPLAY, a company that sells PC games, relied on qualitative data instead of quantitative data.
However, instead of using VoC to understand what their target audience thought about their product, they used it to understand what they thought of the industry.
Here are the pain points it discovered:
- PC games were far too expensive
- There were almost hidden costs involved
- Users didn’t have enough payment options
- Its competitors weren’t responsive to their customers
- There was little to no social proof provided
So, when they developed its website, they kept all of these factors at the forefront.
It priced PC games competitively. It avoided those pesky hidden costs. They listened to the demands of their potential customers. Answered questions along the way. And provided numerous checkout options to reduce friction in the buyer’s journey and boost conversion rates.
This data-driven marketing strategy has worked wonders in helping YUPLAY establish itself as a top player in the gaming industry.
Make data-driven decisions with Breadcrumbs
In today’s day and age, data surrounds us everywhere. Every piece of media we consume, every conversation we have, and everything we do online makes a part of our data history.
If you’re on the other side of this coin, consider the way you communicate with your customers. Every single touchpoint is a way for you to assess and improve the customer experience based on the data you have (read: make informed decisions).
At Breadcrumbs, we understand the importance of data. More importantly, we understand how you can leverage this data to create smarter decisions around your marketing efforts—and we help you use that data to your advantage through our lead scoring models and ICP tools.
To find out how you can use Breadcrumbs’ data manipulation capabilities to your advantage, create a free account today!
And that’s it for now, data-driven marketers. Best of luck with your data-driven strategy!