5 Must-Read Articles on B2B Analytics

5 Must-Read Articles on B2B Analytics
B2B Inbound Marketing Strategy


Many people associate marketing with “fluff”. When you say you’re in marketing do people jump to the question: “Oh, you’re not a numbers person?”. For many, that might be true, but today marketers need to realize the importance of incorporating numbers into their daily routine.

No, you don’t need to be a genius or calculate Screen_Shot_2016-08-31_at_12.31.44_PM.png in your head, but you do need to dive deep into analytics in order to improve website performance and marketing results.

Why? Because that’s how B2B marketers can overcome their reoccurring challenges when trying to measure their digital marketing performance.


Guide: How to Score Your Leads and Win the Conversion


Google Analytics is probably the most effective free website reporting tool on the market. Don’t waste this opportunity and start learning how it can help you. 

Here are 5 articles you should read to get tips on how to properly and efficiently use Google Analytics in B2B marketing:


1. Improve B2B marketing results with Google Analytics

Wondering how B2B marketers can make the most of Google Analytics? In this blog, columnist Stela Yordanova some practical tips to help you better analyze your website, engagement, and conversion.

Stela doesn’t only explain which numbers you should focus on, but also highlights the possible insights you can extract and what her recommended actions are.

“Measuring overall traffic is helpful, but it’s probably not sufficient. B2B marketers must understand how results vary by each channel. Specifically, look at metrics and trends that provide insights into engagement and conversion.” Get some actionable tips from the blog here.

2. 8 Essential Google Analytics Reports for B2B Marketing

It’s possible that you’ve been using Google Analytics for a while, but aren’t using it to it’s full potential. Or, you could be brand new to Google Analytics. Either way, if you’re looking to get very valuable insights specifically for B2B marketing you’re in the right place.

In this blog, Luke O’Kelley explains the fuss about Google Analytics, and gives tips about website development, content marketing, audience analysis/buyer personas, and SEO reports.

He brings clarity to Google Analytics beginners by showing a step by step guide how to maneuver different pages, but also gives actionable insights you may not have thought of. Read the full blog post.


3. Top B2B Website Metrics to Monitor Using Google Analytics

When evaluating the performance of a website, many only focus their attention towards the amount of overall traffic. Yes that metric is important, but there is so much more to learn about your customer’s needs, behavior, and interests.

Kevin Bloom does a great job pinpointing the following 6 key metrics to focus on in order to properly evaluate the overall performance of your B2B website.

  • Pages per session
  • Average session duration
  • Bounce rate
  • Channels
  • Landing pages
  • All pages

“While total traffic to your site is an important metric to monitor, it almost never tells the whole story. Dig deeper into Google Analytics to find the opportunities your professional services firm may have to improve the overall performance of your B2B website.” Read the blog post here.


4. How to Uncover Critical Content Marketing Insights Using Google Analytics

“The best way to use analytics is as a decision-support tool”

It’s very possible that you’re looking at Google Analytics every day, week and month but still might be overlooking critical insights you need to have greater success. The potential to understand insights that impact the performance of the content on your website is endless.

If you’re looking to make smarter marketing decisions, answer your key questions about what’s working and what’s not, then keep on reading this blog by Jodi Harris.

5. 7 Ways to Increase Accuracy and Insights in Google Analytics

A recent study found that 50% of marketers reported issue with accountability and accuracy of reports.

The facts are clear. That’s why Google Analytics in B2B marketing is crucial to regain control of their data, improve accuracy and efficiency.

Matt Diehl focuses on these points while giving a list of 7 do’s and don’ts for making sure Google Analytics data is accurate and insightful.

Matt addresses common issues marketers face today, and goes into detail about the necessary steps you should take to fix them. Better yet- he tells you what you shouldn’t do. Don’t underestimate how helpful that can be especially when they’re common mistakes. Read the post here.


There you have it! 5 new articles to read that will help deepen your understanding of Google Analytics in B2B marketing today. 

May the numbers be ever in your favor.

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The Penguin Team

by The Penguin Team on September 01, 2016

As a leading B2B digital marketing agency, We help B2B Technology Companies, enterprise software, and hardware companies increase brand awareness, reach more qualified leads and close more customers. Penguin Strategies is a Diamond Partner of HubSpot.