Properly targeted ad campaigns enable integral touchpoints with key accounts where they are already engaged. But how do you know your campaigns are driving business the way you need them to? And what happens next?
Instead of relying solely on output – delivering ads and trusting that they’re reaching the right accounts – analytics reports that capture engagement and interest will help you learn about your target audience in ways that fuel effectiveness and efficiency in subsequent campaigns.
This information also helps sales teams personalize outreach. While your marketing team is delivering advertisements and content to your key accounts and warming them across multiple digital touchpoints, your sales team can use that shared information to personalize outreach. Equipping your sales team with these insights will help them deliver tailored messages that resonate with each lead, pushing them through the stages of the funnel and motivating them to purchase in an organized, effective manner. This will, in turn, increase ROAS (return on ad spend) and create a virtuous cycle of business growth in both the short- and long-term.
A report becomes even more actionable when context is applied to the numbers on the page. Instead of simply accepting the provided metrics, exploring the meaning behind them and strategizing around avenues for future engagement will allow you to spend your marketing budget wisely, reduce wasted spend, and focus on the accounts that matter most to your business. Doing so increases ROAS and makes insightful analytics reports an indispensable business tool.
Explore the pathway from targeted ad campaigns to brand engagement through to ROAS here: