Marketing Automation Reports you should be sharing with management

According to a Gleansight research report, when asked what is the most challenging aspect

of marketing automation, 54% of those surveyed responded with “agreeing on the right

metrics to monitor.”

Source: http://www.gleanster.com/gleansight/2?option=com_content&view=article&id=566&Itemid=585

http://www.gleanster.com/gleansight/2?option=com_content&view=article&id=566&Itemid=585

Management wants to see reports around results.

Focus on measurable results:

• Revenue effects

• Data improvement

• Increased marketing effectiveness

• Return on investment (ROI)

• Insights across integrated technology (in-store, call centers,

• Customer response

• Leads

• Marketing efficiency

• ROI

• Areas of struggle

Reports

That Show

Results

Reports That Show Results

Customer Response – Top campaigns based on:

• Open rates or sales

• Personas

• Addressable market reach

Reports That Show Results

Leads – Quantifiable results based on:

• Quantity

• Quality (place in buying cycle)

• Close rate

• Value

Reports That Show Results

Marketing Efficiency – Productivity results based on:

• Number of campaigns

• Resourcing

Reports That Show Results

ROI – Financial results based on:

• Cost per customer

• Cost per campaign

• Cost per sale

• Revenue generated

Reports That Show Results

Areas of Struggle

• You should also monitor areas your organisation traditionally

struggles in and record the effect marketing automation has on

key performance indicators in those areas.

• Return On Investment (ROI)

• Lead Flow

• Close Rate

• Cost-Per-Customer

• Average Length of the Buying Cycle

• Revenue Generated

Which

Specific

Reports

Should you

Develop?

Return On Investment (ROI)

Return On Investment (ROI)Provide concise reports that demonstrate change over time

• Marketing automation makes measuring the ROI of marketing efforts easy:

o Campaign ROI (How much does it cost to build a new marketing campaign vs. how

many conversions are generated?)

o Content ROI (How much does it cost to create a piece of content vs. how much

traffic, how many leads, how many conversions it helps generate?)

Cost-Per-Customer

• How much, on average, does it cost your organisation to acquire one new customer?

o Determine your marketing budget based on revenue goals.

• How much, on average, does it cost to upsell existing customers?

o Know the smartest places to use your marketing resources.

Cost-Per-CustomerGet a snapshot of the investment you are making in customer acquisition.

Lead Flow

• How many total leads are in your funnel?

o Not all leads become customers.

o Use this as part of a ratio of leads to closes so you can make more accurate

revenue projections.

Lead FlowKnow where to focus your marketing efforts.

• Are there seasonal trends?

o Prepare for your busy season.

o Know customer buying cycle trends to determine when you should be marketing to

them.

• Do your target customers have allocated marketing money they must

spend before the end of the year?

• In Europe, many employees take vacation for all of August.

Lead FlowKnow where to focus your marketing efforts.

• How many leads are in each stage of the buying cycle?

o How can you incentivise leads to move through the buying cycle with automated

campaigns?

Lead FlowKnow where to focus your marketing efforts.

Average Length of the Buying Cycle

• How long does it take a lead/prospect, on average, to progress through the buying cycle

and become a customer?

o Determine how much content you need.

o Build campaigns that last long enough.

o Plan for future revenues.

Average Length of the Buying CycleIdentify bottlenecks and opportunities for accelerating the buying process.

• Have figures for each stage of the buying cycle through closing.

o Create campaigns to help move leads/prospects through to the next stage more

quickly.

Average Length of the Buying CycleIdentify bottlenecks and opportunities for accelerating the buying process.

Close Rate

• Out of all the leads/prospects that are generated, how many monetise and become paying

customers?

• How high is the quality of your leads?

o Should you be focusing your efforts on a particular segment?

• Compare this figure across each stage of the buying cycle.

o Know where you need to focus your marketing efforts.

Close RateMake accurate budget projections.

Revenue Generated

• How many deals close each month?

o Monitor sales quotas.

• What is the average worth of each sale?

o Reassess your buyer personas to focus on the types of deals you want to be closing based on

the characteristics and behaviour of the higher-value deals you have closed.

o Understand the balance of low and high deal sales your organisation needs to meet their goals

and build separate campaigns for each tier.

Revenue GeneratedKnow if you are meeting your revenue goals.

Leveraging Your Platform’s Reports

Leveraging Your Platform’s Reports

• Your marketing automation platform includes a customisable

reporting feature.

o Use this to quickly and easily create the most relevant reports.

o Set up automated weekly reports to key stakeholders.

o What other data points can be included in your reporting?

Using Reporting to Drive Decisions

Using Reporting to Drive Decisions

• Prioritise your campaign creation and content production needs

based on where you need those resources most.

• Compare your results across time to see short-term and long-

term effects.

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