Many businesses have shifted spend from in-person events like lunch-and-learn gatherings to digital marketing campaigns due to lingering public health concerns. This shift to digital highlights the importance of having robust digital marketing metrics capabilities. WI Harper-backed Full Circle Insights delivers sales and marketing performance management solutions to optimize a company’s marketing mix and drive more revenue. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology.
Bridging the Digital Marketing-CRM Divide
To get digital marketing metrics right, you need a way to connect clicks from digital ad campaigns, social media channels and other digital marketing campaigns to leads inside the CRM system. That can be a challenge because digital point solutions generate their own metrics, which creates silos. The volume of digital interactions is generally too great to store in the CRM in raw form.
Full Circle’s Digital Source Tracker can bridge the divide between digital marketing metrics and the CRM. It has an architecture that stores raw digital campaign data, converting it to aggregate information that it sends to the CRM. This is critical because it allows marketers to get a big picture view of digital and non-digital marketing performance inside the CRM.
The Full Circle Method for Digital Marketing
Full Circle customers realize huge marketing efficiency gains by following the Full Circle Method, which is a data-centric framework to allocate spend more effectively. It’s a four-part strategy: planning, achieving, optimizing and evaluating. The Full Circle Method gives marketers a framework to make more effective plans, measure against goals accurately, improve performance and invest wisely.
Digital Source Tracker now has new dashboards that give marketers the power of the Full Circle Method for their digital marketing campaigns across four key performance indicators:
- Engagement:This dashboard connects the dots between digital offers and buyer actions, letting you know which campaigns buyers engage with and which aren’t working. It provides a comprehensive understanding of how buyers engage with campaigns and your site.
- Cost:A great budgeting tool, this dashboard lets you analyze costs to determine whether to cut or add campaigns and identify vendors that aren’t providing the ROI you need. The Cost dashboard shows digital campaign cost effectiveness in relation to non-digital campaigns.
- Effectiveness:This dashboard shows how buyers are responding to campaigns, highlighting the most effective outreach. It allows you to track the impact of your full funnel digital marketing efforts in terms of pipeline and revenue.
- Revenue:The Revenue dashboard shows which digital marketing programs lead to opportunity creation and sales. It provides a granular look at the revenue impact of digital campaigns.
The ability to generate digital marketing metrics to determine the impact and efficiency of a full funnel digital marketing strategy is a game changer. Being able to quantify the pipeline and revenue impact of digital marketing campaigns inside the CRM is huge, and it can also facilitate better alignment with the sales and marketing teams. Find out more here.
| About WI Harper Group:
WI Harper is a pioneer and leading cross-border venture capital firm investing in early and expansion stage companies globally. With offices in San Francisco, Beijing, and Taipei, the firm actively oversees more than $1 billion in assets under management. Since inception nearly three decades ago, WI Harper has invested in over 400 startups and has successfully experienced more than 100 IPO and M&A exits.
We look for innovative companies and visionary founders in healthcare, technology and sustainability fields where there are high synergies and meaningful value added cross selling opportunities. While our healthcare team is presently honing on bioinformatics and digital biology, our technology team is focused blockchain, big data, analytics, artificial intelligence, AR/VR, IoT, robotics, drones, autonomous driving, as well as digital media and green energy projects.