getting started with marketing measurement
TRANSCRIPT
www.act-on.com | @ActOnSoftware | #ActOnSW
Getting Started with Marketing Measurement
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Welcome! Thanks for joining us today.
Janelle JohnsonDirector, DemandGen
Act-On Software@janelle_johnson
www.act-on.com | @ActOnSoftware | #ActOnSW
Agenda
• Overview and Insights
• Picking the Right Metrics
• The Payoff of Marketing Measurement
• Closing / Q&A
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Overview & Insights
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Overview and Insights
“One of the biggest investments a company makes is in its marketing organization. The pressure on marketers to say how these investments are paying off is enormous, and it’s going to keep growing.”
David LewisPresident and CEODemandGen International
of B2B marketers are turning to metrics to help them justify their budgets
90%of marketing organisations increased their analytics efforts over the previous 24 months
of CEOs now actively track their marketing teams’ impact on revenue
* DemandGen Report – 2011
70%
40%
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Picking the Right Metrics
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Picking the Right Metrics
• Many Choices
• Keep it Simple
• Small Set of Metrics
• Big Picture – Revenue vs. Program
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Revenue Metrics – Painting the Big Picture
Marketing Lead Metrics• Inquiries • Net New Leads• MQL – Marketing Qualified Leads
KEY: Big picture metrics that answer the simplest of questions prove most useful
Sales Lead Metrics• SAL - Sales Accepted Leads• Opportunities• SQL – Sales Qualified Leads
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Revenue Metrics – Painting the Big Picture
• Conversion Metrics• Conversions• Velocity metrics
• Nurturing Metrics• Lead nurturing• Re-engagement metrics
KEY: Metrics that identify when a prospect should move to the next stage in the funnel
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Program Metrics – Dealing with the Details
Database and Data Quality Metrics
Lead Source Metrics
Social Media Metrics
Benchmarking Metrics
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Program Metrics – Dealing with the Details
• Benchmarking Metrics• Email open rates• Content/asset download• Website visits and page views• Form completion• Abandonment rates
KEY: Keep your benchmarking metrics easy, understandable, and insightful
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Program Metrics – Dealing with the Details
• Social Media Metrics• Mentions• Connections• “Likes”• Followers
KEY: Followers are good but converting them to leads, opportunities and revenue is better
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Program Metrics – Dealing with the Details
• Lead Source Metrics• Email campaigns• Direct mail efforts• Website navigation habits• Purchased lists
KEY: Single attribution allows you to calculate the ROI for your campaigns
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Program Metrics – Dealing with the Details
• Database and Data Quality Metrics• Select the right DQ measures• Identify data dependencies• Establish improvement targets• Monitor and adjust for success
KEY: Create measurements that quantify conformance to business user DQ expectations
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The Payoff to Marketing Measurement
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The Payoff of Marketing Measurement
• Strategic Revenue-Building
• Coherent Story
• Effective Measurement
KEY: Invest today to profit tomorrow
30%Companies that track revenue metrics as part of an integrated marketing automation strategy are 30% more likely to outgrow their competitors
Lenskold Group study – 2012
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Next Steps and Q&A
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Closing
White PaperIntroduction To Integrated MarketingGetting Started With Marketing Measurement
Download the White Paper
Or visit Act-On-> www.act-on.com
-> Resources-> Measurement
& Analytics
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Next Steps
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Q&A
• Janelle Johnson• Director, DemandGen, Act-On Software• [email protected]• @janelle_johnson