As a marketer, your job is sometimes like being a detective, sifting through investigative data to try and answer complex business questions.
To help you uncover valuable “evidence”, InfiniGrow offers an extremely powerful set of tools that allow you to dive deep into your customer journeys.
These tools are InfiniGrow Filters. Our filters offer a brand-new way to slice and dice your data, and we’ve recently rebuilt them to help you find answers faster and more easily.
To celebrate the release of these filters, we’ve decided to showcase exactly how they can help you answer crucial business questions about your marketing activities.
Let’s look at how you can use them in your business.
In this post, we’ll highlight five common ways marketers can use our filters to:
- Monitor content performance
- Conduct a geographical analysis
- Run a cohort analysis
- Identify marketing-generated customers
- Measure conversion velocity
Let’s get started!
???? Did you know? InfiniGrow filters journeys, not contacts or accounts
InfiniGrow’s analysis capabilities start with how it unifies and organizes data. With InfiniGrow, your data is structured into customer journeys on a contact, account, and company level. This is unlike other platform, where analysis is based on contacts, companies, page views, or events. By analyzing journeys, you can find answers to intricate questions, like finding journeys that include a specific touchpoint from a specific channel.
1. Content performance: How does content impact marketing performance?
Content is notoriously difficult to measure. It’s also expensive to maintain, so it’s essential that marketing leaders know how it is performing in order to sustain high-quality content production in the long run.
If you run one or more content activities, you probably have a lot of questions about how your content is driving revenue and moving prospects down your funnel.
Well, lucky for you, filters can help you get the answers you need.
Let’s say that in the last quarter, you published four different comprehensive eBooks.
Now, you want to find out if they were worth the investment.
Here is your filter setup:
- Go to Analyze > Overview.
- Add Filters > Content > Include any of > Content Type > Is equal to > E-book > Apply 1 Filters.
Now you can answer a variety of questions related to eBooks, including:
- What was last quarter’s ROI from eBooks? (Found in Analyze > Overview)
- How many opportunities and customers are attributed to eBooks? (Found in Analyze > Overview)
- What is the cost per opportunity for journeys that had an eBook touchpoint? (Found in Analyze > Overview)
- Which channel drove the most leads through eBooks? (Found in Analyze > Channels)
You can also answer similar questions related to a specific piece of content, like a blog post or a particular eBook.
2. Geos: How do marketing efforts vary by region?
This is a common business question for B2B companies who sell to a global market.
You might be wondering how your ads are performing in Europe, for example.
This filter is generated using the CRM field. You can also select the same field to filter different product lines.
Here is your filter setup:
Add Filters > CRM field > Select region/product.
Now, you can see how each channel or campaign is doing for a specific region or product.
3. Cohort analysis: What is the cohort conversion rate during a given timeframe?
Let’s say you had a special sale during the month of November, and you want to examine only the MQLs registered during that month that became opportunities.
Here is your filter setup:
Filter > Funnel stages > Became one of ‘MQL’
+
During [timeframe]: November
Now, you can see only the leads that became MQL during the time of your sale.
From here, you can analyze this cohort throughout the InfiniGrow platform.
For example, you can see how many of those MQLs became customers, or moved through the funnel in general.
Analyze Overview -> Historical Performance
In the menu outside of the filter, choose a 1-year timeframe, while in the timeframe inside the filter, choose only November.
If you wish to run further analysis, you can choose to examine only the MQLs that became customers, or that became customers on a specific date.
4. Marketing-generated customers – What is the effectiveness of marketing-generated leads?
A great way to examine the effectiveness of your acquisition efforts is to compare them with the efforts of outbound sales.
While you can do that using our “Marketing Vs. Sales” widget, you can also use filters to drill down further into each activity. For example, here’s how you can filter only the journeys that were generated by marketing.
Here is your filter setup:
Marketing Vs Sales: Include Only > Marketing Generated
5. Conversion velocity: How fast and slow converting journeys differ in terms of revenue impact?
Not all customers move through the funnel at the same speed. Analyzing journeys with fast or slow funnel velocities may have substantial benefits.
For example, you may discover that moving prospects through the funnel quickly is a key element of driving revenue. Therefore, speed should be a strategic focus for the marketing team over the next year.
For this analysis, we will examine prospects with short lead to MQL velocity versus prospects with a longer velocity. You will be able to identify exactly which channels drive revenue for fast and slow journeys, allowing you to determine where you should focus your spending.
Here is your filter setup:
Velocity: Lead-> MQL velocity > Is lower than / is greater than 7 days
Comparing both views can help you discover valuable insights regarding each segment’s conversion rates and costs.
Conclusion
In this article, we’ve given you just a glimpse of the vast capabilities that InfiniGrow’s filters offer. We plan to release more guides and tutorials on this topic, so be sure to subscribe to our blog.
