Using event data to understand your marketing/ABM funnel

What we did, and the the thing that had the biggest kind of value for us, internally at CAN was to to move from this idea of counting marketing actions, but instead to look at the the metrics that could help us decide what to do next. So we we got really big into this idea of having a funnel and being able to say, here here is the journey people come to count through. So whether they first hear, you know, where they first hear about us, when we hear about them, whether they start looking at our content, when they sign up for trial maybe, when they, you know, go through a more formal proof of concept, and starting to go, well, how can we actually put all of our leads and determine where they are in this bucket? So what are the actions that on and the insight and the signals that we think determines when they're unaware, when they you know, they're starting to look at us more. It's easy to say, you know, they sign up for our products, so we know they're considering. But to use that as a way to say, well, let's put all of our leads in each of these buckets, and then let's use that as the way we determine what to do. So we can write campaigns that target just these people, and then we can write campaigns that target just these people. And we can start to be really, really critical and evaluative over what are the actions we do that actually drive people through this purchasing decision. This, think, is is literally the the most one of most powerful things you can do as a marketing team. Even if you don't subscribe to account based marketing, kind of just understanding the actions that you take and what what it the impact it leads to is really, really eliminating. And it's really simple. If we've talked about people saying they have too many tools, the the first thing we did, and it was a really quick kind of task, is we just looked at all of our tools that we could get data from. We tried to avoid anything that involved CSVs, anything we could ETL into a warehouse, anything that had an API, anything that had a webhook. And we started to turn it into one big list of events. So every page view from our web analytics, every webinar registration from our webinar platform, and just turning it into this big ongoing list of events. And then you can either do this based on, I don't know, I want people who have seen my pricing page to move on to the next step, or you can say, well, I want people who have connected to three webinars, looks at six web pages in the last six months, apply some points, and then just use thresholds. Once you've got this kind of joined up, story of your data, it's really easy to connect it to the other things that matter to you as a business, so your CRM. So if you know everything about these organizations, you can kind of enrich the things you don't know. Start you know, for us, we care a lot about where people are, the size of their business, what industry there is maybe, you know, the ingredients that help us decide, is this an ICP company? Is this someone where we're going to actively kind of market to them? So going to the effort of saying, well, how do I segment my my leads? How do I put my data in a world where it tells me what I should do next to these people and how well individual step is going, is is really, I think, transformational. And when organizations and marketing teams get this right, it kind of puts them on, to some extent, autopilot that you you know, know what to do when someone gets to this stage. I need to hand over to sales, for instance. People know what to do when people get to this stage.