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Cohort analysis for B2B marketing

B2B Marketing campaigns have started to adapt to a big data world. Modern marketing content is generated by analyzing data and creating materials that speak to a targeted audience. As companies utilize software and work with digital marketing agencies to collect data, they seek out new strategies of how to glean insight from the information.

Customer Think suggested B2B marketers should follow a common B2C strategy and use cohort analysis on their data. Cohort analysis is the process of analyzing different orders after grouping them together using company defined metrics. Locating the similar details behind successful sales provides insight on how customers responded to marketing and sales materials.

B2B marketers can practice cohort analysis on leads. A company can group different leads and see which marketing materials brought them to the business. Kissmetrics, a marketing analytics platform, said B2B marketers could group leads based on time they reached out to the company, which platforms they interacted with or type of company the lead represented.

If a group of leads all responded to the same piece of inbound marketing material in a given week, then they are prime candidates for cohort analysis. The data generated from their interactions informs a company on why their particular companies responded to the content.

(1). The One Attribution Strategy B2B Marketers Must Steal From B2C
(2). Learning More About That Other Half: The Case for Cohort Analysis and Multi-Touch Attribution Analysis

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.