You can hire an erudite team of marketers and set up the most efficient digital marketing campaign out there. But an unregulated campaign is as good as studying hard for an exam whose results you will never get. Because how do you expect to know the scope of improvement and your areas of strength?
Marketing analytics is the missing piece of the puzzle that answers this question. Analytical tools garner data to discern the patterns of consumer activity and trends within your B2B marketing campaigns. The utility of this practice is to use these observations to optimize future campaigns based on what was successful previously.
A B2B marketer who understands analytics can dramatically increase lead generation and sales while minimizing wasted marketing dollars. So, without further ado, let us dive straight into the 10 best B2B marketing analytics tools that will take your marketing game above and beyond.
This software includes A to Z of everything you need to run successful inbound marketing campaigns for your B2B business. HubSpot’s Marketing Hub is one of the five core products that HubSpot offers.
One of the most utilitarian features of HubSpot Marketing Hub is the Marketing Analytics & Dashboard Software. With built-in analytics, reports, and dashboards, it is the one-stop solution for measuring the performance of all your marketing campaigns. This tool lets you be in control as a smart data-driven marketer, with no worries.
With HubSpot Marketing Hub you can expect the following B2B marketing analytics features:
Option to add any report to the dashboard to track critical metrics and share insights with the rest of the team
HubSpot’s Marketing Analytics & Dashboard Software gives you a clear picture of the impacts and failures of your inbound marketing campaigns and shows how it affects your bottom line. It is the right analytics tool for modern B2B marketers who want to avoid juggling various point solutions and navigating complicated software but still get excellent results.
RELATED: HubSpot’s Top 5 Features and Why You Should be Using Them
As one of the best B2B marketing automation and customer relationship management tools in the world, Pardot by Salesforce is a marketing automation solution.
It helps companies create meaningful connections by generating more customers in the pipelines within the marketing funnel, thus empowering sales to close more deals.
With its advanced marketing analytics, you get insights into your marketing performance, get to explore your data, and quickly take data-driven actions.
The key B2B marketing analytics features that Pardot offers are:
This analytics tool is ideal for B2B marketers since it is built with the concept of approaching the right person at the right time with the right tone. It is also great for large organizations.
Thanks to its pre-built marketing KPIs and best practices embedded within the platform, you get effective solutions to all your problems. You will be able to comprehend what has happened with your campaigns and why. It also gives you foresight into what will happen and provides smart suggestions on your next steps.
With Pardot’s analytical insights and recommendations, you will be able to amplify ROI at every stage of the funnel.
CHECK THIS TOO: When Should You Consider Marketing Automation? A Guide for B2B Businesses
Marketo Engage by Adobe is an end-to-end software for marketing automation that covers every stage of the marketing journey from start to finish. It is an all-in-one solution for B2B companies of all sizes.
Marketo Engage’s impact analytics tool imparts unmatched visibility of your campaign performance. It reallocates resources to high-performing efforts, thus increasing marketing qualified leads (MQLs) without increasing the budget.
In fact, a case study shared on Adobe Marketo Engage’s website shows how a company named Upserve increased their MQLs by 90% with the help of Marketo Engage and Bizible (another excellent marketing attribution and reporting software by Adobe).
Marketo Engage’s impact analytics comes packed with the following features:
With Marketo Engage’s accurate attribution data, you can expect 2x more pipeline as seen from the case study of a company named Mittel.
Marketo Engage’s impact analytics is one of the best tools of its kind in the market right now. It promises to translate data into happy customers.
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Tableau is a data-driven visual analytics engine that makes complex data comprehensible by visualization. It can study marketing analytics of different B2B campaigns through interactive visual analytics such as dashboards and interactive graphs. As a marketer, you can easily visualize your data by dragging and dropping, with no need for scripting. Tableau makes the job easier for nontechnical analysts who are not trained to navigate through thickets of data.
The key B2B marketing analytics features that Tableau offers are:
Keep in mind that this is in no way an exhaustive list, instead, it is a very brief gist of the key features that Tableau offers. There are tons more you can do with this software.
Tableau’s intuitive analytics transform marketing for the better. It changes the idea of what data can do for a company when analyzed well and used to its full potential.
Buzzsumo is specially designed to create analytics for your content marketing campaigns. It is a social media analytics platform that curates data for content marketers.
This cloud-based application searches your content based on enquirer reports and user search queries. Then it calculates the success rate of a content marketing campaign by analyzing the shares, likes, and other engagements.
Buzzsumo can analyze the top-performing content across all types of markets. Since content marketing guides your prospects at the top of the funnel, any B2B enterprise must pay special attention to it.
Buzzsumo comes packed with the following content analytics features:
As a cloud-based business intelligence (BI) platform, Looker explores and analyzes data. It operates 100% in-database and allows business teams to evaluate marketing campaigns and present insights through customizable charts, graphs, and reports.
The unique modeling language of Looker lets any employee replace the expertise of data analysts. From defining data metrics and exploring relationships between various data sets, to presenting data-rich visualizations, Looker provides a data-driven solution for businesses.
You can expect the following B2B marketing analytics features when using Looker:
Looker capitalizes on modern cloud databases’ native scalability and performance to get real results, in real-time. It is reinventing business intelligence for the modern B2B marketer.
RELATED: How to Make the Most of Analytics
Chartbeat is a real-time analytics and optimization software. It helps leading organizations around the world engage audiences by monitoring and optimizing their content for long-term audience loyalty.
Chartbeat helps you accomplish multiple tasks, including:
In simple terms, Chartbeat provides a complete look into what works and what does not, by monitoring individual website visitor events rather than page views. This software is most suitable for handling analytics of B2B media companies.
The most helpful features of Chartbeat for B2B marketing analytics are:
Chartbeat helps you understand what it is within your content that keeps people engaged and replicate that pattern in future campaigns. As a result of using Chartbeat, companies have seen their content marketing campaigns bloom.
Mailchimp is an all-in-one marketing platform that can help small B2B businesses develop a smarter marketing model which aids growth. Their AI-powered, user-friendly tools make analytics their strong suit.
Mailchimp connects your audience with the right message and connects you with data that helps you understand your audience better. It makes complex marketing data digestible, so it’s easy to monitor trends, track performance, and create better campaigns as you go.
The key B2B marketing analytics features that Mailchimp offers are:
As the name suggests, Mailchimp is a potent tool for B2B companies that rely heavily on email marketing. They even offer a free version, which is ideal for small-scale B2B businesses with limited subscribers.
RELATED: 15 Email Marketing Checklists: Grow Your Sales By 114%
Mixpanel helps you build better products and services by providing “powerful, self-serve product analytics to help you convert, engage, and retain more users.”
Any good marketing campaign is incomplete without a wholesome assessment of the complete customer journey. Mixpanel’s user-based analytics track the most sophisticated metrics find anomalies, and influence marketing behaviors across platforms.
It is not without any reason that Mixpanel was awarded the award for best analytics product by the Proddys in 2020.
The following Mixpanel analytics features will come in handy for B2B marketers:
Mixpanels offers many more analytics features like team dashboards & alerts, interactive reports, limitless segmentation, group analytics, integration directory, and more. Most of these features are extremely useful in analyzing B2B marketing campaigns.
Semrush is one of the most reputable online visibility management and content marketing SaaS platforms. It gets measurable results from online marketing and enables businesses to optimize their online presence across all key channels.
With Semrush you can do SEO, content marketing, competitor research, PPC, and social media marketing, all in one place. Not to mention that Semrush data and analytics are among the most trustworthy in the market.
Here is a comprehensive list of all the analytical features Semrush offers:
SEO
Content
Market
Traffic
Semrush allows companies to operate their entire digital marketing campaigns on one platform. It uses analytical data to provide feedback on every aspect of marketing in real-time. As a result, your campaign improves while it’s running and you can get the most out of it.
As a bonus we give you a tool that every digital marketer in the world knows about, but few use it to its fullest potential. It is none other than Google Analytics.
Even if you have paid analytics tools that are applauded as the best of the best, Google Analytics is a tool that you just cannot ignore. It can not only provide a basis of all your analytics insights, but the fact is many “leading” analytics tools use Google Analytics as one of their sources of information. So, why not go to the source of the raw data yourself?
And, do you know what the best thing about Google Analytics is? It is completely free but comes with tons and tons of amazing features.
Indeed, there is a paid version too. But the features offered by the free version are enough for most small and mid-level B2B companies. You can try to move on to the paid version as you scale your business.
Some of the most important features of Google Analytics include:
The list given here is nowhere close to exhaustive since Google Analytics is a treasure trove of great analysis features. Discussing all that Google Analytics can do for your B2B business analysis is beyond the scope of this article. Just make sure you don’t ignore this analytics tool in the crowd of all the “superior” ones available in the market.
No successful B2B marketing has ever been accomplished based on just gut feelings and guesswork. Even the expertise of seasoned marketers is not enough. What a successful B2B marketing strategy needs is hard-set data that shows you the reality without a shadow of a doubt.
The above-given list of 10 best B2B marketing analytics tools will help you answer complicated questions regarding the results of your marketing initiatives, proper allocation of resources, and the future of your brand. These are factors that should be at the top of your mind as a B2B marketer. Take the smart decision and choose the best marketing analytics tools for your business now.