As the scrutiny on marketing initiatives continues to intensify, the CMO is increasingly expected to demonstrate marketing’s contribution to revenue. With so much at stake, B2B marketers need to be able to clearly and convincingly prove the value of their contributions, while also improving and optimizing results in-flight. The best way to do this is with digital marketing measurement tools.
What Are Digital Marketing Measurement Tools?
Digital marketing measurement tools are business applications that help marketers track and analyze the performance of their online marketing campaigns. These tools provide valuable insights into how effectively your marketing efforts are reaching your target audience and achieving your goals.
With the right tools, B2B marketers can collect data from various sources, including websites, social media platforms, email marketing campaigns, paid advertising campaigns and CRM systems.
The best tools for your business will depend on your specific needs and budget. However, all businesses can benefit from using some form of digital marketing measurement to track their performance and optimize their marketing efforts.
Let’s take a look at some of the most popular digital marketing measurement tools.
18 Tools to Measure Digital Marketing Performance
Meltwater
Meltwater is a comprehensive media monitoring and social listening platform that helps B2B marketers understand the impact of their digital marketing efforts. By tracking online mentions, sentiment analysis and media coverage, Meltwater provides tools to gauge the effectiveness of campaigns across various channels and extract valuable insights into brand perception, identify potential crises early on and measure the effectiveness of PR initiatives.
Google Analytics
Google Analytics is one of the most popular measurement tools for digital marketers, offering in-depth analysis of website traffic and user behavior. B2B marketers can assess the performance of their campaigns by examining metrics such as page views, bounce rates and conversion rates. Google Analytics also helps marketers identify popular pages, understand user journeys through their website and pinpoint areas where users drop off, all of which can be used to guide website optimization.
Google Search Console
Google Search Console complements Google Analytics by focusing on the performance of a website in search results specifically. B2B marketers can use it to monitor the visibility of their website on Google, identify search terms driving traffic and address any technical issues that might impact search performance. And because Search Console integrates with Google Analytics, using both together can provide an end-to-end picture of your SEO efforts.
Ahrefs
Ahrefs is an SEO tool that assists B2B marketers in evaluating the performance of digital marketing campaigns by analyzing backlinks, keyword rankings and competitor strategies. Ahrefs enables you to identify opportunities for improvement, track the success of link-building efforts, and refine your content strategy based on keyword insights.
Hotjar
Hotjar is a user behavior analytics and feedback tool that helps B2B marketers understand how visitors interact with their website. With features like heatmaps and session recordings, marketers can visualize user engagement, identify pain points and optimize the user experience. Hotjar provides valuable insights into areas where users hit snags or click away, and which elements are most engaging, giving you a unique view into the effectiveness of your website’s experience.
Hootsuite
Hootsuite is a social media management platform that allows B2B marketers to measure the performance of their social campaigns across multiple channels. Marketers can track key metrics, metrics such as likes, comments, shares and mentions. They can also engage directly with their audience and analyze the success of their social media strategies from a single platform.
HubSpot
HubSpot is an all-in-one inbound marketing platform that provides B2B marketers with tools for lead generation, email marketing and customer relationship management (CRM). Marketers can measure the performance of their digital campaigns by tracking leads, analyzing email engagement and gaining insights into customer interactions throughout the marketing funnel. This data allows you to optimize your campaigns, improve lead generation, and nurture leads effectively.
Mailchimp
Mailchimp is a popular email marketing platform that enables B2B marketers to measure the effectiveness of their email campaigns. With features like open rates, click-through rates and audience segmentation, marketers can assess the impact of their email marketing efforts while refining their content and nurturing leads through personalized communication.
Kissmetrics
Kissmetrics focuses on customer analytics, helping B2B marketers understand the behavior of individual users across their digital channels. You can track specific actions like purchases or sign-ups, identify user journey bottlenecks, and measure the impact of marketing touchpoints on customer retention and acquisition.
Adobe Analytics
Adobe Analytics is a powerful web analytics solution that empowers B2B marketers to measure and analyze the performance of their digital marketing campaigns with custom dashboards and advanced data segmentation. It features real-time analytics, segmentation and customizable dashboards, allowing marketers to analyze trends, identify patterns and make data-driven decisions for marketing optimization.
Tableau
Tableau is a data visualization and business intelligence platform that allows B2B marketers to turn complex data into actionable insights. You can use it to create interactive dashboards and share visually compelling reports, making it easier to communicate key metrics and trends to a variety of stakeholders.
Datorama
Datorama, part of Salesforce Marketing Cloud, is a marketing intelligence platform that aggregates data from various sources, providing B2B marketers with a unified view of their campaign performance. Marketers can track and analyze key metrics, automate reporting, and gain insights into cross-channel marketing effectiveness. This equips you to make informed decisions based on a holistic understanding of your marketing efforts.
SEMrush
SEMrush is a robust SEO and marketing analytics tool that helps B2B marketers measure the performance of their digital content marketing campaigns. Marketers can conduct keyword research, track rankings, analyze competitors and gain insights into the effectiveness of their SEO and content strategies.
Sprinklr
Sprinklr is a unified customer experience management platform that makes it easy for B2B marketers to measure the impact of their social media campaigns. It provides marketers with tools to schedule posts, track engagement metrics, monitor brand sentiment, analyze performance and manage social media challenges.
Meta Business Suite
Meta Business Suite is a unified platform for managing and measuring the performance of Facebook and Instagram business accounts. B2B marketers can use this tool to schedule posts, track engagement metrics and analyze the success of their paid and organic campaigns on these social media platforms.
Salesforce Marketing Cloud
Key features of Salesforce Marketing Cloud include email marketing, social media marketing, mobile messaging, advertising and customer journey management. This platform allows you to track and measure performance across various digital marketing channels such as email, social media, and mobile messaging. This integrated approach provides a holistic view of your B2B marketing efforts.
Bit.ly
Bit.ly is a link management and URL shortening tool that provides B2B marketers with valuable insights into link performance. Marketers can track click-through rates, geographic locations of clicks, and other metrics to measure the effectiveness of their link-sharing strategies across various digital channels.
LinkedIn analytics
Last but certainly not least, your LinkedIn analytics dashboard is an indispensable source of analytics data for B2B marketers. It provides rich detail on metrics like engagement (likes, comments, shares), follower demographics (industry, job title, location), and website traffic generated from your LinkedIn activity. Marketers can track the effectiveness of their content and campaigns, discover actionable insights about their audience, and refine their strategies with data-driven decisions.
To learn more about B2B performance marketing and which metrics to track using the tools listed here, read our blog post Your Guide to Performance Marketing in B2B: Techniques and Metrics.
Topics: Measurement and ROI
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