How to benchmark your marketing campaigns against competitors

Analysing traffic and engagement data across the sector allows you to better demonstrate ROI

Key points:

• For B2B marketers, understanding website and marketing performance over time is undoubtably helpful, but only identifies trends relative to past performance and lacks the broader context of how competitive they are.
• By benchmarking content and topic engagement across a peer set, marketers can quickly identify where they sit relative to the leading competitors and identify the real time opportunities that drive the greatest impact for a given marketing budget.
• Alphix overlays content consumption for specific topics of interest across the fund management sector, allowing marketers to know where on the journey to success they are, how the market is trending overall for a given topic, and what they would need to invest to compete against the market leaders.
• Valuing the sum of company’s readership and brand equity relative to their competitors for the topics/products they care about most enables them to gain a clearer understanding of ROI, justifying marketing budgets and demonstrating how efforts translate into long-term business value.

Competitor benchmarking provides valuable insights into how your marketing efforts measure up in the broader market. With tools like Alphix Solutions’ Market Insights, asset managers can access real-time market insights and competitor analysis, offering a clear view of their performance across the industry.

Traditional advertising metrics like click-through rates (CTR) offer limited insights into the overall effectiveness of your marketing. Alphix enables you to benchmark your content volume and site traffic against competitors in real time, relative to the topics and asset classes you care about most. By comparing pageviews and topic engagement across the sector, you can quickly identify areas where you excel and where the most important opportunities and optimisations exist.

Alphix analyses data from over 50 asset managers to help you identify shifts in topic consumption and investor interests. For example, if you notice rising interest in private credit or ESG, you can adjust your content and campaigns accordingly, maximising impact and delivering far greater efficiency of media spend.

Real-time insights help you adjust your marketing strategy as market conditions change. If competitors are seeing a spike in traffic for certain topics, Alphix enables you to shift focus and capitalise on emerging opportunities, as they arise.

Prove the value of your marketing spend

Benchmarking gives you clarity on how your marketing compares to competitors and the market as a whole. By analysing traffic and engagement data across the sector, you can set realistic, data-driven goals that reflect your current market position.

And when it’s time to report on your campaign performance, our data helps you to demonstrate ROI. Alphix values the sum of your readership and brand equity relative to your competitors for the topics you care about most, which enables you to justify marketing budgets and demonstrate how marketing efforts translate into long-term business value.

This helps you make informed decisions about resource allocation and proves the effectiveness of your marketing investments. Clear ROI insights help justify your marketing budget and secure future investments by demonstrating that your efforts are translating into long-term business value.

The digital landscape is always evolving, and adapting quickly is essential. Continuously benchmarking your results against competitors gives you the flexibility to adjust your strategy as new market data, competitor tactics, or changes in investor behaviour arise.

Traditionally, asset management marketers have been slow to adapt to market conditions, leading to significant media wastage. Alphix changes that by making marketers more agile, which ensures your campaigns remain relevant and competitive in a rapidly changing market.

Ready to take your marketing strategy to the next level and get the full picture? Download our Advertising Metrics vs Campaign Metrics whitepaper today and discover how Alphix Solutions can help you stay competitive in today’s ever evolving market.