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Actionable Insights and KPIs for Marketing Analytics in
2014
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2014 Confidential 2
Your Hosts
Jeff MorrisVP Product Marketing
GoodData
Kevin JoyceVP Marketing StrategyThe Pedowitz Group
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2014 Confidential 3
What You Will Learn
Identify some quick wins for your organization to start tracking progress
Establish the top 5 KPIs that will define your success for 2014
Prove your value and contribution to revenue with marketing attribution reports
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2014 Confidential 4
Strategic Partnership
Full service Revenue Marketing agency
Transforms marketing from a cost to a revenue center
Cloud based, open analytics platform
Analytics for sales, marketing and social data
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2014 Confidential 5
REVENUE MARKETING
DEMAND GENERATION
TRADITIONAL LEAD GENERATION
Mutually set pipeline with lead rating and scoring
Integrated CRM & automation systems
Defined funnel stages & SLAs
RM dashboard
Repeatable, Predictable, Scalable
Set pipeline goals
Share definition of a lead
Nurture Marketing
Closely monitor lead conversion metrics
Enforce SLAs
Capture Revenue Metrics in arrears
Marketing and Sales managed in silos
Marketing focused on brand building and impressions
No agreement on aligned lead definition
SLAs not implemented
Implemented Marketing automation
Focus on generating leads
Focus on cost of lead acquisition
Little to no alignment between Sales and Marketing
Revenue Minimized Revenue Maximized
MATU
RIT
Y STA
GES
Revenue Marketing Journey
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2014 Confidential 6
Revenue Marketing Analytics Solution
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2014 Confidential 7
Marketing Analytics Overview
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2014 Confidential 8
Why Analytics Are Important For Marketing
Expose critical KPIs & trends for predictable, repeatable, scalable success.
Volume144 BILLION emails are sent every day
VelocityBrands on Facebook receive 34,722 Likes every minute of the day
Variety The average company uses 18 different marketing technologies
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2014 Confidential 9
Taxonomy of Marketing Reporting
Historical Pipeline/Funnel Predictive
Increasing Brand Equity #2 #2 #4
Lead Generation #1 #1 #4
Lead Nurturing #1 #1 #4
Customer Marketing, Cross Sell, Upsell
#2 #2 #4
Content, Assets #3 #3 #4
Channel Enablement, Sales Tools
#3 #3 #4
Marketing Activities
Types Of Data
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2014 Confidential 10
Don’t Get Dazzled by Data
“Obstacles are those frightful things you see when you take your eyes off your goals”
Focus maniacally on what you are trying to achieve by measurement:
— Improving Marketing Effectiveness
— Increasing Revenues
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2014 Confidential 11
How to get started?
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2014 Confidential 12
Lead Sources
Define marketing sourced lead sources vs. non-marketing sourced
— Use a picklist of 20 values or less
— Re-map existing values to the picklist
— Use lead source details field for additional info
— Make it required
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2014 Confidential 13
Define Lead Funnel Stages and Goals
Raw
MQL SQL
Purchase Lists
Campaigns
Inquiry
Nurture
Lead Scoring & Routing
Opportunity
Not ready, nurture
Not ready, nurture Converted
Qualified
NurtureContact / Account
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2014 Confidential 14
Marketing Automation and CRM Best Practices
Campaign Contact Opportunity Revenue
Return on Investment
Response
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2014 Confidential 15
Top 5 KPIs for 2014
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2014 Confidential 16
KPI #1 – Marketing Sourced Revenue
Tips: — Create quarterly goals and
monitor performance
— Break out installed base vs. net new revenue
Data Types: — Total & sourced pipeline
— Total & sources dollars won
— Marketing sourced goal
— Filters: Net new vs. non
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2014 Confidential 17
KPI #2 – Number of MQLs and SQLs
Tips:— Define goals and benchmark
— Regional analysis
Data Types: — MQLs and SQLs
— Goals and industry benchmarks
— Filters: Custom timeframes, regional breakdown
SQLs By RegionMonthly MQL Snapshot
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2014 Confidential 18
KPI #3 – Lead Funnel Conversion Rates
Tips:— Utilize benchmarks and best
practices
— Analyze cohort trends for a predictive funnel
Data Types: — Total Leads created
— MQL – SWO
— Filters: No recycled leads
31,653 8,297 556 203 43
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2014 Confidential 19
KPI #4 – Marketing Influence Goal
Campaign Influence
Tips:— Campaigns connected to
Opportunities
— Opportunity Contact Roles
Data Types: — Multi touch pipeline
— Multi touch dollars won
— Filters: Custom time frames
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2014 Confidential 20
KPI #5 – Customer and Prospect Engagement
Tips:— Define engagement
— Monitor quarterly performance
Engagement by Channel
Data Types: — Leads and sources
— Campaign details
— Impressions and click through rates
— Filters: MQL time frame
Engagement by Product
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2014 Confidential 21
Marketing Attribution
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2014 Confidential 22
An Epic Love Hate Relationship
First Touch Attribution
Join us on March 25th!
Revenue Attribution Best Practices
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2014 Confidential 23
Questions and Comments?
Jeff MorrisVP Product Marketing
Kevin JoyceVP Marketing Strategy
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2014 Confidential 24
Learn More
Follow Us@revenuemarketer @gooddata
Free Revenue Marketing Analytics Trialbit.ly/GDTrial-Mktg
Get In [email protected]
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2014 Confidential 25
Thank you!