Why Marketo Measure for Email Marketing

Hi, I’m Jordan, and I’m a marketing manager here at Bizible. As an email marketer, you need to determine what kinds of emails and content are working best to drive demand at every stage of the sales funnel. Evaluating the success of your email marketing programs typically involves looking at open rates and click rates, and for some, it extends into lead an MCO generation rates.

These methods may tell you the impact that email has on lead generation and will certainly provide you with vanity metrics such as views and opens, but to generate emails that have a broader impact, you need to know which emails led to opportunities and which of those opportunities led to revenue. Bizible’s multi-touch attribution gives you this visibility, which looks at more than just the first or last interaction that prospects have with your brand. Multi-touch attribution shows the impact of your email marketing efforts in the broader context of the entire sales cycle. Email automation is certainly one part of the email marketer’s skillset, but knowing how and where to direct your automation and how to measure the results of your emails that you can engage more effectively is essential. Without this visibility, you may end up automating messaging that doesn’t work or overestimate the impact of your emails. In other words, automation is only as good as the power and accuracy of the insights behind it.

Getting visibility on the impact of your emails enables you to craft the right messaging, content, and landing pages for each point in the sales funnel and to better understand what combination of tactics work best for which segments, personas, and stages visible integrates with all of the major marketing automation tools and puts your attribution data into a broader context alongside things like BDR outreach events, direct mail campaigns, and digital marketing efforts.

By looking at the full combination of your marketing efforts, you can put email marketing into a larger context to understand the role that it plays in driving prospects down the funnel and generating revenue.