Software tools popular with small and medium-sized businesses (SMB) can provide valuable assistance in B2B marketing. The effect can be obtained almost immediately after their implementation.
Mailtrack
An extension for the Gmail email client that allows you to collect and process statistics on sent and received messages: number of reads, delivery status of the letter, response to it, forwarding, and so on.
The free package only allows rich people data package you to get data on the number of clicks, but the advanced version of the application, which costs five US dollars per month, allows you to perform click analytics.
Mailtrack
Let's look at a specific example. Let's say that a manager sent a commercial proposal to the company director, but he doesn't get in touch. Mailtrack will let you know whether the message was read, whether it was forwarded to anyone, which parts he spent the most time reading, and so on.
Having analyzed this information, you can prepare a second letter, which will take into account the errors and will pay special attention to the points that are most interesting to the addressee.
Analogues: B2B family, Yesware, MixMax and others.
DocS
A program for processing attachments to email messages. The principle of operation is as follows. After downloading attachments in PDF format, the user sends them to the program, and it gives links contained in the documents, which the recipient should follow.
With this feature, the sender of a letter can track how many times the recipient opened it, what pages he viewed and how much time he spent on it.
The link can be protected with a password, which will limit the ability to follow it when forwarding the message to other recipients. Teamwork, use of a custom domain, cloud services are possible. You will have to pay $45 per month for this.
The service is used by the sender of the letter to understand what activities the recipient performs with the message.
Analogues: CRM, HubSpot and others.
Wistia
One of the best video hosting sites for B2B marketing. Includes a convenient player with wide possibilities for integration, analytics, and video design.
When used together with Segment, this extension allows you to collect data about which users opened the video, how many times, which fragments they watched, and so on.
Wistia
A useful feature of the extension is the presence of its own API, built-in tools for collecting leads, automatic adjustment of video quality taking into account the data transfer rate.
Example of use. You can record videos, presentations and send them to clients via email. After the recipient receives the letter, you can track many indicators that will allow you to evaluate the dynamics of KPI depending on the campaign.