In marketing, knowing what’s working and what isn’t, is the most important thing you can do to ensure you’re getting the most out of your time and budget. End to end marketing is a strategy that can help you do that.
Understanding your business, your products and your customers is important. However, it only gets you so far. Understanding where your customers start and finish their buyers journeys, and the steps they take to a sale, is key to success.
What does end to end marketing actually mean?
Put simply, end to end marketing is the analysis of your buyer’s journey and path to purchase. The buyer’s journey generally follows three stages: awareness, consideration and decision.
However, each of those stages can have multiple touchpoints.
As a marketer, it’s important to understand how those who go on to purchase from you, find your business.
If you have even just a few sales a month, it becomes really tricky to track every time those users interact with your website and understand where they came from.
End to end marketing allows you to take the guesswork out of your marketing. You can use real data to monitor your performance and make data-driven decisions.
Why do you need end to end marketing?
Most marketers are adept at setting up new campaigns. Whether that’s on email, social, paid or just organic blogs like this one.
Just doing that can be a lot of work, and we don’t blame you for feeling proud of it. But it only takes you so far.
Understanding the outcome and impact of that work is essential to learning what to do next. After all, business leaders in your company will want to know what marketing is achieving in terms of the one metric that matters: revenue.
While you might see a large number of clicks, or huge reach across a particular campaign, what role is it playing as part of your customer’s journey?
Measuring your work in isolation, and assuming your work is having impact is a big red flag.
End to end marketing in practice
Let’s use an example.
You set live a new campaign around a particular topic. As part of your campaign, you get a budget of £2,000 to spend on paid campaigns. So, you spend £1,000 on a PPC campaign across Google, and the other £1,000 on paid social.
In the weeks of your campaign, you see ten new newsletter signups, as well as five new demo requests. Great!
But you should be asking yourself:
- Where did the demo requests and newsletter subscriptions come from?
- How many came from paid social?
- How many came from PPC?
- How many came from other channels and campaigns?
End to end marketing can help you answer these questions. This will allow you to make informed decisions about your future marketing campaigns because you’ll know what works best.
Problems you can overcome by using end to end marketing
There are a number of problems that marketers face when using channels and campaigns to attract website visitors and convert users into customers.
Lack of tracking
Unless you’re a Google Analytics whizz, chances are you won’t have maximised the options available to you to track actions on your website.
And, even if you are a whizz, there are some actions you just can’t properly track.
We advise tracking:
- Form SubmissionsYou can track forms directly in Google Analytics or by using Google Tag Manager, but the data stops there.
- Live chat sessionsYou can’t track live chat sessions within Google Analytics and so would need a third party application, such as a marketing attribution tool.
- Phone callsYou can track clicks to calls as well as calls that last over a certain period of time, but similarly to forms, the data stops there.
- Other offline conversionsWhat about offline conversions like direct emails to your sales team, or LinkedIn, or even a store visit? These are things that are difficult to get into Google Analytics.
Keep reading to find out how to get all of this data right in your dashboard.
Poor lead data
Another issue for marketers is lead visibility. If you have tracking set up to count your form submissions and phone calls, that’s great to see how many leads you’re creating. However, you can’t see how high quality those leads are.
It means you’re left without key data. And due to the lack of tracking between your sales team and your analytics, you can’t connect your leads to your sales.
Long customer journeys
Not only do long customer journeys mean lack of tracking as they last longer than the tracking timeframes of 90 days held by Google Analytics, but they’re complicated for another reason too.
Long customer journeys mean lots of touchpoints.
If a user interacts with your website 100 times, how can you even begin to understand which channels have worked well? And surely, even if a user engages with a PPC advert in those 100 touchpoints, that means the ad had some success?
How marketing attribution allows you to track your end to end marketing campaigns
Ok, so you know what end to end marketing is now. But how do you get started with it?
Well, marketing attribution tools are the best way to link your online and offline sales back to your website visitors.
Ruler works like this.
Someone visits your website. They clicked on a campaign URL you created. Ruler can scrape and hold onto that data, and pool all of the session data for that person.
When they convert into a lead, whether that’s by phone, live chat or form submission, Ruler will fire the session data over to your CRM (or wherever you’re holding your customer data).
Ruler will continue to track, while you work hard to convert them into a sale.
When that hard work pays off, and you place a revenue against that user, Ruler will scrape it and automatically fire it back into applications like Google Analytics.
This means you can take the guesswork out of your reporting, and get true visibility of your leads.