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I’m a marketer, how can I justify marketing ROI?

Kim Walsh

Head of Enterprise Sales, HubSpot

Head of Enterprise Sales

4+ years @HubSpot

Originally from Alberta, Canada and I have sold 1,200 pairs of shoes on air with QVC in 8 minutes.

@kwalsh07

KimWalsh

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33%of B2B marketers don’t even attempt to measure the financial impact of marketing!!

Source: http://blog.hubspot.com/insiders/marketing-analytics-vs-business-analytics

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Let’s all promise to not be part of the 33%

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Marketing roles are changing.

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The Modern Marketer Is• An Experimenter • A Lover of Data• A Content Creator• A Justifier of ROI

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By 2017, CMO’s will spend more on IT than CIO’s.

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We have to find a way to drive repeatable, predictable and scalable revenue.

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1 Understand the metrics of your marketing funnel.

2 Create accountability.

3 Establish achievable goals.

4 Map out your plan.

5 Forecast on return, not on investment.

Agenda

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1 Understand the metrics of your marketing funnel.

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Understand your funnel (metrics)

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2 Create accountability.

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A marketing SLA is vital to establishing accountability.

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Create a Smarketing (SLA) commitment

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“The service-level agreement (SLA) is a two-

way process between sales and marketing.”

What is an SLA?

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How many quality leads does the sales team need to make quota?

What % revenue comes from marketing vs. sales-generated leads?

What is the average sales deal size?

What is the average lead to customer close %?

HubSpot’s SLA

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Calculate SLA - $ value

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3 Establish achievable goals.

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Share revenue goals

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Monitor your goal progress

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Track your SLA’s

You can track these metrics through marketing platforms.

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4 Map out YOUR plan.

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Develop your personas

• Customized marketing SLA, sales effectiveness, and customer success metrics to persona

Marketing Mary(100-2,000 employees)

Enterprise Erin(2,000+ employees)

Owner Ollie Team(1-100 employees)

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Pay attention to the way your personas consume your content

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Persona based marketing SLAs

Lead Type Lead Value

Webinar $.35

eBook $.45

Free Trial $2.10

Demo Request $2.75

Marketing Mary Leads(100-2,000 Employees)

Lead Type Lead Value

Webinar $.85

eBook $1.00

Free Trial $4.25

Demo Request $6.10

Enterprise Erin Leads(2,000+ Employees)

* Data has been altered from actual HubSpot data for the purposes of this presentation

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What channels are working?

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Is sales following through on the plan?

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Is YOUR plan on track?

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5 Forecast on Return not Investment.

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Show the impact of lead generation

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Show leads transferred

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Dashboard

Understand your overall marketing performance and tie it back to customers.

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Revenue Reporting

Understand how much revenue has come from contacts in your database.

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Key take-a-ways

1. Know your visitor metrics

2. Know your cost per lead metrics

3. Know your avg. cost per customer

4. Marketing SLA’s are important and necessary

5. Reporting will allow you to make real time adjustments

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In true Jerry Maguire fashion

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THANK YOU!

Kwalsh@hubspot.com

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QUESTIONS ?

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Consistent Cadence of MetricsMetric Persona 1 Persona 2 Persona 3

LTV/CAC 5.2 11.5 19.0CAC $6,250 $15,500 $28,750

MRR Churn 1.3% 0.7% 0.5%Avg MRR $425 $1250 $2725

LTV $32,700 $179,000 $545,000Months to Payback 14.7 12.4 10.6

Revenue Growth (Q3) 18% 27% 34%

Revenue / Rep $4,750 $7,250 $10,500Leads per Cust. 540 2,400 6,625

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FACT:“70% of the buying process is now complete by the time a prospect is ready to engage with sales.” SiriusDecisions, Inc.

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2 How can we measure ROI?

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What is our lead goal

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Fun fact: Rhode Island has America’s only naturally occurring lighthouse.

@kippbodnar

KIPPBODNAR

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A caption about these dogs would be great right about here.

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For a second option, consider this nice shade of blue. Thanks.

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57% of web activity occurs in the evening.

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The way people do business has changed.

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How do you stand out in a crowded market?