A recent study published on Marketing Charts showed that 23% of top B2B marketers rate their corporate website as their top lead-generation tool, while 41% cite referrals and personal connections. If you’re in the former group, a strong analytics and tracking system can help you extend customer lifetime value by identifying up-selling opportunities and shortening the buying cycle. If you’re in the latter group, a solid analytics package might just make you change your mind on the value of your web presence.
With the use of strong analytics tools, like Google Analytics, you can monitor customer and prospect behaviors to make sure you’re getting the most out of your online marketing campaign.