Free registration to view the entire program on-demand<\/em>.)\u00a0<\/p>\nBelow are some of the highlights of the conversation between Adam Altmark, senior manager, solutions engineering, at security technology company CHEQ and Alex Schutte, senior director, marketing demand generation for human resources software company Paycor.<\/p>\n
What they discovered was that marketers need to understand all facets of the funnel and have data ready to make decisions. Beyond that, marketers can use that data to test and improve specific touchpoints and stages in the customer journey. And through it all, keeping aligned with sales helps establish a feedback loop for continued optimization.<\/p>\n
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Here are some of the details on these three important points.<\/p>\n
Understand and analyze your marketing funnel<\/h2>\n
To optimize your marketing funnel, you need to have a good idea of where your customers engage with your brand. You also need to look at the data to see how these channels are performing.<\/p>\n
For most businesses, this begins with your company\u2019s homepage. As Alex pointed out, there should be a steady stream of traffic coming in, and it can be analyzed with GA4.<\/p>\n
Here he explained more about starting with the homepage to identify \u201clow-hanging fruit\u201d and moving out from there to better understand the events your business will want to optimize moving forward.<\/p>\n