SaaS Dashboards Improve Marketing Performance
In today’s competitive market, SaaS companies constantly seek ways to gain an edge and stand out. However, success is not guaranteed, with McKinsey & Company reporting that only 50% of SaaS companies achieve multi-billion dollar status despite annual growth rates of 60%. In such a high-stakes environment, accurate data is critical for making informed decisions by SaaS businesses.
At CnC, we understand the importance of accurate data and effective dashboards’ role in enhancing team decision-making. Our experience has shown that properly utilizing SaaS dashboards can be a crucial success factor for our clients.
Source of Truth for Data
In the fast-paced and highly competitive marketing world, having access to accurate and timely data is crucial for gathering actionable insights that can make or break a team’s success.
Dashboards effectively track key performance indicators (KPIs) daily, weekly, and monthly, providing teams with a clear understanding of their marketing performance and highlighting areas for improvement.
With a well-designed dashboard, teams can quickly identify trends, spot opportunities, and make data-driven decisions that optimize their marketing strategy and ultimately lead to better outcomes.
Without this “source of truth,” team members may struggle to stay on the same page and make informed decisions based on consistent and accurate data, leading to missed opportunities and suboptimal outcomes.
Real-Time and Historical Data
Dashboards offer real-time and historical data critical in evaluating campaign performance and making informed decisions. With access to this data, media buyers can optimize accounts, sales teams can forecast and provide lead quality feedback, and the C-suite can quickly check performance, improving team communication and alignment.
Here is an example SaaS analytics dashboard used to track the volume of qualified leads and meetings in real-time for the client and also allows us to monitor performance in the current month against prior months.
In this data visualization, each bar graph color represents a different landing page or form through which the leads came in. Each source (paid search, paid social, direct, etc.) has its landing page, which allows for attributing leads and meetings back to its source more accurately than if everything went to a single landing page.
Improving Communication and Alignment
Inconsistent use of dashboards can lead to confusion and mistrust among team members. If different people look at other data sets, it can cause conflicting assumptions about performance and hinder the ability to make informed decisions.
It’s crucial to be intentional about the SaaS dashboards created and the metrics included and ensure that everyone using them is on the same page. Alignment between SaaS business departments can significantly improve communication between teams allowing the entire company to operate at a higher level of efficiency.
The dashboard presented here is a key component of a larger report that enables Sales and Marketing teams to align on target revenue goals and closed deals. This dashboard provides real-time insights and KPIs to track progress toward revenue targets and identify areas for improvement, empowering data-driven decision-making and strategic planning.
Making Data-Driven Decisions
Dashboards are an effective tool for monitoring marketing performance and can provide valuable real-time and historical data. Using dashboards improves communication and alignment about key metrics across teams leading to better results.
As a CMO, making data-driven decisions by focusing on dashboard metrics is essential. The next step is determining the right metrics to include in your dashboard.
This dashboard tracks current-day performance vs. the previous day. This marketing dashboard allows our team to monitor performance internally. It acts as a point of reference for our team to know if immediate action is needed in the ad accounts based on lower-than-expected leads or meeting volume.
Tracking: The Key to Successful Advertising Campaigns
Tracking is an essential aspect of any successful digital advertising campaign. In this section, we will dive into the importance of tracking and how it can be improved using HubSpot. We will also review why setting things up correctly in ad platforms and landing pages is crucial to collecting the data for informed decisions. Lastly, we will discuss the benefits of using active lists to monitor specific campaigns and other important initiatives.
Why Tracking Matters in Advertising
Tracking is a fundamental part of advertising success. If you can track your closed business, leads, and website traffic back to its source, making informed decisions about advertising budget allocation becomes easier.
Without accurate tracking, you can’t identify winning creative or copy, which makes it a game of luck if you’re trying to scale your advertising efforts. Guessing which advertising campaigns are working and not working can result in misallocated resources and decreased ROI. In short, tracking is crucial to prove the impact of advertising campaigns to stakeholders and decision-makers.
This dashboard is a small piece of a more extensive client dashboard showing two reports used to track the volume and cost per contact generated from each campaign in Google Ads. The report tracks MTD data on the left, and on the right, it is YTD data.
Regular Testing Ensures Accurate Results
HubSpot is a powerful tool for improving the tracking efforts of your marketing strategy. It lets you send data back to advertising platforms and monitor specific campaigns using active lists, like with any tool you need to maintain and perform regular checks and updates to your tracking systems.
Testing your tracking is an essential aspect of ensuring its accuracy. By regularly testing your tracking, you can identify any issues and resolve them before they become a bigger problem.
Frequent testing of your systems will give you the confidence to make informed decisions. This proactive approach enables you to continually fine-tune your campaigns, improve your return on investment, and stay ahead of the competition.
With robust tracking and trustworthy data, your SaaS company can confidently optimize, manage, and scale its advertising efforts, while demonstrating the impact of your marketing campaigns to stakeholders.
Want to see how accurate your data is? Book a call with our CEO today!
Knowing Your Numbers
With a team aligned using SaaS dashboards pulling accurate data on important metrics, you can now understand your numbers to optimize your marketing efforts. Utilizing HubSpot as your source of truth and measuring ad platform costs directly against the KPIs in your SaaS Dashboards will provide you with accurate data to make informed decisions.
This dashboard serves as a centralized platform for tracking the sales team’s inbound and outbound opportunities. Its color-coded bar graph clearly shows opportunity types, including outbound calls, outbound emails, and meetings scheduled through paid traffic sources.
Forecasting Lead Volume and Expected Demand
It is crucial for the marketing team to know these important numbers as it allows you to forecast lead volume, sales demand, and customer acquisition cost (CAC) and track the actual customer lifetime value (CLV). With key business metrics like this at your fingertips, you can unlock new growth opportunities for your ad accounts. However, many companies struggle to scale their marketing efforts due to a lack of understanding of what drives new customers and the costs of customer acquisition at scale.
Why does it matter?
Knowing your SaaS metrics gives you and your team not only the ability to adjust ad spend, change creative, or pause keywords all in an effort to increase the qualified leads in your sales pipeline.
With this type of data you can trust, you can reverse engineer your product pricing, conversion rates, and lifetime value to accommodate any increase in customer acquisition (CAC) cost as budgets increase.
These marketing analytics are essential for sustained growth and avoiding the common pitfall of a marketing campaign that begins with success but can’t be sustained due to a lack of rising media spend. Understanding your numbers through accurate data tracking and measurement is critical to making informed decisions, forecasting success, and achieving sustained growth.
Utilizing HubSpot as a source of truth and measuring ad platform costs against KPIs in your dashboards can provide the data necessary to achieve this understanding.
With the expertise gained through our 90 Acquisition Evolution program, we can help improve communication and alignment across departments while tracking your SaaS metrics more accurately.
Want to create high-performance advertising campaigns? Book a call with our CEO today!
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