What challenge do professionals in intermediated industries face when evaluating marketing success?

Many professionals in intermediated industries find it difficult to evaluate the actual impact of their marketing efforts, as traditional marketing metrics may not fully apply to their context. Measuring marketing success in intermediated sectors such as asset management involves complexities beyond tracking direct conversions. In sectors characterised by intermediated sales cycles, conventional marketing metrics like click-through rates (CTR) and cost-per-click (CPC) may not provide a comprehensive view.

How does Alphix Trends assist marketers in intermediated industries?

Alphix Trends offers B2B marketers a method to evaluate the significant impact of their marketing activities compared to others in the field. Specifically designed to assess marketing performance in intermediated industries, Alphix Trends adopts a data-driven approach to evaluating the substantial impact of your marketing initiatives.

In the below video, Angus Maclaine, Alphix Solutions’ Strategic Advisor, explains how Alphix Trends provides marketers with unique insights into the performance of their web traffic and content relative to their competitors, and allows them to measure the performance of their marketing campaigns.

How do Alphix Trends Tiles work?

Alphix Trends Tiles can help asset managers track their marketing effectiveness in distinct topics, like fixed income ETFs. Each Trend Tile consists of four key data points:

• Hits trend line (blue line): Represents the volume of human visits to an asset manager’s content on their website, relative to the broader market.
• Unique pages (grey line): Shows the total amount of content published on the topic by the asset manager, compared to competitors.
• Marketing spend (purple lines): Tracks the level of investment in paid media, including display, search, and social advertising.
• Total hits (background area chart): Displays the total traffic volume across all competitors in the sector for the chosen keyword or investment strategy.

By overlaying these metrics, asset managers can correlate traffic trends with their marketing spend and assess their position relative to competitors.

How does Alphix Trends help detect competitor impact?

One of the essential insights Alphix Trends offers is the capacity to identify when competitors effectively divert traffic away from your content. For instance, if the blue line (visitor trend) decreases significantly while the market-wide traffic (background area chart) is rising, it indicates competitors are drawing interest with their own marketing efforts. In one scenario, an asset manager witnessed a 40-point decrease in their traffic index, indicating competitors were seizing an uneven portion of market attention.

How does Alphix Trends evaluate marketing response and effectiveness?

The core strength of Alphix Trends is its capacity to assess the impact of marketing actions. When faced with declining traffic, an asset manager in this case study launched a defensive marketing campaign, increasing their spending on display and search ads. The results were clear:

• The total hits line rebounded significantly, rising from an index of 5 to nearly 30.
• This confirmed that the marketing spend was driving traffic back to the asset manager’s content.
• However, while the campaign successfully mitigated losses, it did not fully recover the previous traffic levels -suggesting that competitors were still outspending or outperforming in their own campaigns.

Why is Alphix Trends important for B2B marketers?

For asset managers and B2B marketers, your website functions as your display window. The more time your target audience invests in engaging with your content, the greater the support for your sales cycle. On the other hand, if they spend more time on a competitor’s website, you may be losing attention and possibly business.

How can Alphix Trends be utilised for a competitive advantage?

Alphix Trends provides marketers with tools to:

• Monitor market-wide content consumption and compare it against competitors
• Evaluate the efficiency of marketing investments in real time
• Identify shifts in competitor traction and adjust strategies accordingly.
• Assess the actual functionality of marketing campaigns, whether defensive or offensive

By utilising real-time insights from Alphix Trends, asset managers and marketers can adopt data-driven strategies to bolster their market standing.