Building Your Data-Driven Marketing Toolkit

Marketing Tools & Tips

Digital Marketing Toolkit Marketers are constantly being pulled in multiple directions. Building your own marketing toolkit gears you up for success. It gives you a set of tools to ask informed questions, measure results, and make data-driven strategy decisions.

While a single blog post can’t tell you how to answer the right questions for your business, it can definitely help you prepare to find the data you need, and deliver results that make sense to your co-workers, boss, and prospective customers.

So what makes up a marketing toolkit? Regardless of the tech or process you follow, your marketing toolkit should be able to help you in the following six areas:

  1. Consider – what are the questions you want to answer? How do you account for the people and technology limitations in the process? What metrics will you measure and why?
  2. Collect – how will you collect data in your organization and from your customers? Does your data collection match the metrics you need to measure?
  3. Analyze – how will you look at the data you have to gain insights? What will you do to make decisions based on point-in-time (snapshot) data and series (longer running data) data over time?
  4. Present – who is your audience and how do you need to format and explain your data to make your point clear? What data points and metrics did you collect, and what was the result of your analysis?
  5. Publishwhat channel and format will you use to get your point across. How will you promote the idea (organic, paid?) How will influencers or industry sources play into your effort?
  6. Adjustwhat response did you get and what would you change for the next idea or campaign?

Let’s start putting together your own marketing toolkit!

The 6 Components of a Marketing Toolkit

 1. Consider: Ask the Right Questions

Use the mantra of “A.B.C.” (Always Be Considering). Ask yourself and your team questions about your customers and market landscape constantly. Record and keep a list of questions you want to answer. While you might not answer all of them, it’s good to record and keep thinking.

Marketing Toolkit Ask the Right Questions

Here are some example questions you might want to consider:

Tools that are great for this process include:

2. Collect: Capture and Manage Your Data

It’s difficult to ask questions that require data to answer if you don’t collect that data in a repeatable and scalable way. Some of the best methods of doing this are automatic and behavioral, while others just don’t scale (but are still necessary).

To answer the kind of questions we suggested earlier, you’ll need to look at:

  1. The actions of your product/business trialers and customers (look at what they do)
  2. The feedback you get
  3. Any patterns or correlations you see

Here are some tools to help you measure these things:

Customer Development

3. Analyze: Make Sense of Your Data

Data is great, you say, and what do I do with all of it? Here’s where Rival IQ comes in – we make it easy for you to understand the audience growth and content effectiveness for your business across five social channels. We also ping you with alerts so you know where to look to learn more.

Analyze Data in your marketing toolkit

You’ll need to contextualize the data you’re seeing for the sources and date ranges that make sense for your company. This means observing the data and identifying patterns and surprising insights.

Here are some tools to help you with that:

4. Present: Understand the Data and Tell a Story

Now that you have a better idea of what’s going on, how do you tell that story? Whether you are evangelizing to internal stakeholders and team members, sharing a great insight with customers and trialers, or shouting to the world, you’ve got to get good at presenting information.

Key tools for this include:

Internal Tools

External Tools

marketing toolkit tell your story5. Publish: Get the Word Out

Tell the world what you are doing! There are a lot of ways to do this and getting better at the process and product of delivering your message will make you a better marketer. Not everything is a tool – so build your go-to-market playbook to be tool agnostic and use the best tool for the job.

Here are some of the tools we use at Rival IQ.

Refine Marketing Toolkit6. Adjust: Identify What Worked, What Didn’t, & Refine

Now, breathe. Pause while you build your marketing toolkit and think: how are we doing? Understanding what worked and what didn’t is important for a marketing team. Use the tools at your disposal to decide what do more of, and what you should let drop.

Use these questions to get the Big Picture of your marketing effort and to assess progress:

Building your marketing toolkit won’t happen overnight. It’s a process of asking the right questions, testing approaches, gathering data, analyzing, and presenting results. We’d love to learn more about your “go-to” approaches and the tools and processes you use to share your success.

Greg Meyer

Greg loves helping customers and takes lots of photographs when he's not at work. Follow him at @grmeyer on Twitter.

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