Silverpop Releases Revenue Analytics for B2B Marketers

Silverpop has launched Revenue Analytics, an application that lets marketers measure how much revenue their marketing activities are generating. Designed for the needs of B2B marketers, Revenue Analytics ties together all marketing activities generated by Silverpop with campaign, customer, and sales data from their CRM systems, immediately identifying the connections between marketing efforts and closed revenue from within the Silverpop platform.

Revenue Analytics also measures the revenue impact of email, Web site conten,t and traffic sources. It includes data-analysis capabilities, such as the following:

• Historical Revenue Performance that lets users determine whether current marketing campaigns are still delivering results or whether it's time to refresh content or revise messaging;
• Cohort Reports that let users track the performance of campaigns over time to determine if they are becoming more or less effective;
• Marketing-Influenced Sales Funnel that lets users access reporting on new sales opportunities that have been influenced by marketing; and
• Sales Lookback that lets users highlight successful interactions down to the recipient level, showing exactly which customers interacted with marketing campaigns and then made a purchase.

"With Revenue Analytics, we have created the ability to analyze each customer touchpoint in real time, giving B2B marketers a valuable opportunity to measure the revenue generated by every single one of their marketing activities," said Adam Steinberg, director of emerging apps at Silverpop, in a statement. "Whether you are managing events, sending personalized email campaigns, or publishing videos on your Web site, marketers are the owners of the buyer journey. To ensure success, it is critical to know what is performing best and also what isn't working. With the launch of Revenue Analytics, Silverpop customers now have a powerful view into each and every marketing investment. Not only will this improve the effectiveness of their campaigns, but it also helps justify ROI, allowing marketers to more clearly demonstrate their contribution to the bottom line."

Silverpop also plans to launch a similar application tailored for B2C marketers. It will offer deep strategic and tactical insight into the revenue generated by every marketing campaign by incorporating data from Engage and third-party systems, such as ecommerce or couponing.

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