📂 Marketing has a data problem. Here's how you can fix it.

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Today's newsletter is proudly supported by Supermetrics 🙌

What if I told you there was a way to get back days of work every month? Robust reporting requires an insane amount of integrations and data aggregation, which is why Supermetrics created 70+ marketing data connectors to do all the work for you.

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Today's newsletter is by my friend and SaaS marketer Fanny Heimonen.

Fanny is a marketer at Supermetrics and a marketing data pro.

I've asked her to share some of her top advice for improving marketing data flow and making the most of it for business decisions.

Hi there,

It’s Fanny from Supermetrics, and we’re thrilled to take over this newsletter.

Today, we'll discuss a hidden problem that can potentially slow your growth—data.

Selling software to companies is a challenging job—trust us, we know. Essentially, you’re working with an intangible product with a complex customer journey and buying process. To make the right business decisions, you need access to reliable data.

The problems with marketing data

But getting access to reliable data is easier said than done. We’re seeing 3 challenges with marketing data in B2B SaaS:

1. There’s more data available from different sources than you can manually handle and translate into useful business insights.
2. Your data’s scattered across platforms, including performance channels, web analytics, social media, and your CRM. Without centralizing your cross-channel data, you’re risking making the wrong decisions.
3. Combining your data into a report and turning it into a ready-to-use format may take hours or even days. And by the time you get your hands on the data, it's not so fresh anymore.

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How to make the most of your data

To overcome the challenges and make the most of your data, you need to:

1. Centralize all your cross-channel data in a single place. Instead of logging into each platform separately, you can easily do this with the help of a marketing analytics tool, like Supermetrics. You start by selecting a destination of your choice. Depending on your data volume and where you’re at in your data journey, you can start with pulling your data to a spreadsheet and gradually shift to a data warehouse as you grow.
2. Automate your data transfers to spend less time moving data and more time understanding and acting on it. With Supermetrics, you can pull data from 100+ data sources, for example, Facebook Ads, Google Analytics, or HubSpot, and easily automate and schedule your data transfers so that your data is flowing to the destination of your choice.
3. Make data accessible to everyone who needs it. Once you’ve got your data in one place, you can set up as simple or complex reports and dashboards as you want. Marketing analytics tools enable anyone to access the data and understand your performance and results more easily.

See Supermetrics in action.

Get better insights and make better decisions with Supermetrics

Supermetrics is the easiest way to move your siloed sales and marketing data to the reporting and analytics tools you use—whether it’s a spreadsheet, a data visualization tool, or a data warehouse.

Over half a million marketers—including SaaS companies like Asana and HubSpot—use Supermetrics to automate their marketing reporting.

With Supermetrics, you can discover the right insights to grow your business:

• Spend more time analyzing the data, finding and acting on the insights.
• Understand what channels, content, or ad campaigns work best for each step of the customer journey.
• Figure out the ROI of your marketing efforts.
• Stay better up to date with any sudden changes happening in your campaigns.

Every company is on its own data journey. Remember that you’re not alone. Supermetrics has a solution that can scale with you wherever you are on your journey. The most important thing is to start.

If you’re interested to see what you can do with Supermetrics, you can start a 14-day free trial here.

That’s it for today.

—Fanny

Thanks again to Fanny for sharing her insight.

What did you think?

—Corey

p.s. do you want 2023 to be your best year of growth yet? Let's make that ARR chart go up and to the right. Check out the Swipe Files membership →​

Thanks again to our featured sponsors:

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3. ​The Juice: “Spotify for marketing & sales content” to discover blogs, podcasts, and videos to help you grow your business.
4. ​42/Agency: My #1 recommended demand generation agency for SaaS to help you drive demos and signups.
5. ​Supermetrics: Get all your marketing data into your reporting tool of choice. Push data from 70+ integrations into Google Data Studio, Sheets, and more.

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