According to Gartner's CMO Spend Survey, ROI of total marketing spend is at the top of CMO’s list. Gone are the days of just generating top of funnel leads with little insight into what happens after a lead becomes a prospect and then a customer. To improve lead quality, PPC campaigns should be measured beyond leads down to pipeline contribution. Your PPC campaigns are driving relevant traffic and leads at a fantastic conversion rate and cheap cost per lead. But how many of your leads are actually converting into sales? This cost-per-lead mentality proves that marketing is a cost center rather than a pipeline driver. In this Hero Conf session, JD Prater shows how you can change that by syncing your marketing goals and business metrics across campaigns to grow your business. Attendees will learn: - How to improve lead quality by tracking and measuring deeper funnel metrics - Tips on how to customize and optimize campaigns based on ROI - How to create impactful reports to get CMO buy-in

1. Improving PPC Campaign
Effectiveness through
Pipeline Measurement
JD Prater
Director of Growth Marketing
@jdprater

2. How many times
have you heard this?
@jdprater

3. How many times
have you heard this?
Clients:
We need to drive more leads.
@jdprater

4. How many times
have you heard this?
Sales:
These leads low quality.
I need better quality leads!
@jdprater

5. How many times
have you heard this?
CMO:
How many leads turned into customers
(revenue)?
@jdprater

6. How many times
have you heard this?
CEO:
Where should we double down on budget to
drive more revenue?
@jdprater

7. 1. Track every dollar spent
2.Create KPIs and measure outcomes
3.Track pipeline back to campaigns
4.Determine ROI and report regularly
Road Map
@jdprater

8. 1. Track every dollar spent

9. CMOs Want to
Accelerate
Revenue Growth
— CMO Council & SAP

10. — Accenture, C-level disruptive growth
Guess who is
most likely to
shoulder the
blame if growth
targets aren’t
met?

11. ● Monitoring budgets & KPIs
● Visualize metrics quickly
● Project goals
Invest in an automated
tracking system

12. 2. Create KPIs and measure outcomes

13. “
— Forrester Research
Less than 1% of leads will ever become
customers
@jdprater

14. @jdprater

15. The Conversion “Funnel” Is Complex
Traditional funnel

16. The Iceberg Principle

17. It’s important to establish
and track goals at each
point in the funnel.
The Marketers Iceberg
@jdprater
Don’t stop at MQL. Go deeper!

18. Goal = Engage / Nurture
● Newsletter Sign Ups
● Calls
● Downloads
● Demos
● Trialers
● Salesforce Opportunities
● Customers
Track all possible
conversion
touchpoints to
understand how
users engage with
your brand
throughout their
lifetime.
Which conversion online conversion
goals to track?
ALL of them!

19. Marketing Math
know your conversion rate at each stage of the funnel
CONVERSION RATES
Lead = 5%
MQL = 20%
SQL = 50%
Opportunity = 20%
Customers = 50%
NUMBERS
Visitors = 50,000
Leads = 2,500
MQL = 500
SQL = 250
Opportunities = 50
Customers = 25
@jdprater

20. Marketing Math
know your conversion rate at each stage of the funnel
CONVERSION RATES
Lead = 5%
MQL = 20%
SQL = 50%
Opportunity = 20%
Customers = 50%
NUMBERS
Visitors = 50,000
Leads = 2,500
MQL = 500
SQL = 250
Opportunities = 50
Customers = 25
Takeaway
The less companies know about their KPIs,
the less likely they are to meet their
revenue goals.
@jdprater

21. 3. Track pipeline back to campaigns
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22. “
~ Peter Drucker
If you can't measure it, you can't improve it
@jdprater

23. Channel Spend Lead (MQL) CPL
AdWords $15,000 30 $250
Bing $5,000 25 $200
Facebook $5,000 50 $100
LinkedIn $10,000 20 $500
Total $35,000 125 $280
Focus here
Cut here
If you’re only tracking leads
@jdprater

24. Optimization: Pause high CPL campaigns
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25. Your optimizations may cost you revenue
Channel Spend Lead
(MQL)
CPL Customers Revenue ROAS ACV
AdWords $15,000 30 $250 4 $32,000 213% $8,000
Bing $5,000 25 $200 3 $15,000 300% $5,000
Facebook $5,000 50 $100 1 $4,000 120% $4,000
LinkedIn $10,000 20 $500 4 $32,000 320% $8,000
Total $35,000 125 $280 12 $83,000 243% $6,917
@jdprater

26. Better Optimization: Increase LinkedIn spend!
@jdprater

27. Your optimizations may cost you revenue
Channel Spend Lead
(MQL)
CPL Customers Revenue ROAS ARPU
AdWords $15,000 30 $250 4 $32,000 213% $8,000
Bing $5,000 25 $200 3 $15,000 300% $5,000
Facebook $5,000 50 $100 1 $6,000 120% $6,000
LinkedIn $10,000 20 $500 4 $32,000 320% $8,000
Total $35,000 125 $280 12 $85,000 243% $7,083
Takeaway
Not all leads and networks
are created equal
@jdprater

28. Bonus! You now have the data to ask for more budget
Channel Spend Lead
(MQL)
CPL Customers Revenue
LinkedIn $15,000 30 $500 6 $48,000
Channel Spend Lead
(MQL)
CPL Customers Revenue
LinkedIn $10,000 20 $500 4 $32,000
Projection: $5,000 more ad spend will net another $16,000 in revenue
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29. Show me your ways!
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30. Modern Marketer
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31. Online Tracking
Visitors to Leads
Offline Tracking
Leads to Customers
We have a tracking dilemma
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32. Use hidden fields to pass more data into CRM
@jdprater

33. Campaign
information
passed into CRM
Salesforce fields

34. Create marketing
SQL lead source
dashboards to
align with sales
Salesforce dashboard by source

35. Marketing
dashboards
Salesforce fields
Takeaway
Marketers need to get comfortable
navigating CRMs
@jdprater

36. Connecting CRM data back to ad performance
Online Tracking
Visitors to Leads
Offline Tracking
Leads to Customers
@jdprater

37. We like G-Connector for Salesforce to pull reports into Google Sheets or export into Excel
*you’ll need a Salesforce login to complete set-up
Pulling CRM Reports
@jdprater

38. Import conversions back into AdStage
@jdprater

39. Offline conversions mapped to online
campaigns
Show the value of your ad campaigns in the context
of business goals
@jdprater

40. 4. Determine ROI and report regularly

41. “
—Hubspot
Marketers that calculate ROI are 1.6X more
likely to receive higher budgets.
@jdprater

42. What happens when you report on clicks to the
CMO?
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43. What happens when you report on revenue?
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44. Contribution to
Pipeline
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45. Go deeper and determine ROI from
campaigns
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46. • SQLs are the new MQLs
• Contribution to pipeline
• Contribution to closed own deals
• Actualized revenue from marketing campaigns
KPIs to measure in 2018
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47. Walk out of that meeting like a boss
@jdprater

48. Recap
✓ Track every dollar spent
✓ Create KPIs and measure outcomes
✓ Track pipeline back to ad campaigns
✓ Determine ROI and report out regularly
✓ BONUS: Test, iterate, and optimize
@jdprater

49. “CPC is not a Key Performance Indicator. . .
Here's what you should actually care about:
Profit Per Click.
~ Avinash Kaushik
@jdprater

50. #SMX #22c @jdprater
JD Prater
JD is the Director of Growth Marketing
at AdStage.
Host of the PPC Show podcast. Let me
know if you’re interested in being a
guest!
@jdprater