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B2B Marketing Math: Solving for ROI
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B2B Marketing Math: Solving for ROI
8 de Jun de 2016•0 gostou•2,143 visualizações
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In this webcast, you will learn from LinkedIn's head of marketing about how LinkedIn drives qualified leads, collaborates with sales, and attributes revenue impact by going "beyond the lead". You'll also hear from HubSpot, a certified marketing partner, about how B2B marketers are thriving by integrating inbound marketing and advertising, through the LinkedIn + HubSpot integration.
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Millennial Marketer I Global Content Creator I Contributor, Social Media Examiner & Featured in Inc. em LinkedInAnúncio
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B2B Marketing Math: Solving for ROI
- B2B Marketing Math: Solving for ROI Keith Richey Director, Marketing at LinkedIn Marcus Andrews Senior Product Marketing Manager, HubSpot
- Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
- For the first time in the history of media you can engage with the world’s professionals in one place
- Achieve your goals from awareness to engagement to new business The most effective platform for marketers to engage professionals
- 61M senior-level influencers 40M decision makers 10M opinion leaders 6M C-level execs 22M Mass Affluent 4M IT decision makers 433Mprofessionals are on LinkedIn The largest global community of professionals
- Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
- Customer MarketingBrand Marketing Acquisition Marketing Focus today on Acquisition Marketing ROI
- Marketing ROI Defined Return (what you earned) Investment (what you spent) ROI Return on investment
- ROASReturn on Ad Spend ROI • Spend on paid media + (maybe) • Creative cost • Spend on paid media • Creative cost + • Sales & marketing salary cost • Systems cost • Incentive cost • Etc . . . ‘Fully Loaded’ ‘Fully Loaded’ ROI adds more investment categories. For simplicity, most companies use ROAS to mean ROI.
- The ROI calculation Ad-sourced Revenue Ad spend ROIAd spend Ad-sourced Revenue Ad spend ROI Alternative: simplified version
- Measuring ad spend =Easy Measuring ad-sourced revenue =Harder
- Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
- HubSpot The Inbound Marketing Methodology Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention.
- The HubSpot Ads Add-On It’s inbound, Amplified 1. Your Ads, Inside HubSpot • LinkedIn Sponsored updates • Google AdWords • More on the way 2. Conversions over Clicks • Close the loop on reporting by combining HubSpot and Ad Network Data. 3. Get More from Inbound • Drive more leads from your best performing content and offers.
- The Curve of Marketing Math Success Move from clicks to conversions
- The Curve of Marketing Math Success Move from clicks to conversions
- Putting the Math to Work Move from clicks to conversions Inbound Campaign and Goal Build Ads Conversion Funnel Run the Numbers Measure Success Optimize Start Here!
- Putting the Math to Work Move from clicks to conversions Inbound Campaign and Goal Build Ads Conversion Funnel Run the Numbers Measure Success Optimize CPC/CTR CPC/CTR CVR CVR CPA
- Ads and Inbound through HubSpot EHS Insight Example All results from ads after implement HubSpot ads and focusing on other key optimizations EHS Insight increase ad conversions 90% with HubSpot Ads Add-On “Inbound and Paid campaigns absolutely must be in harmony to maximize the value for us. HubSpot Ads makes it much easier to keep an eye on both and to correlate the results of campaigns across channels. We can make better decisions in less time.” Gary McDonald CEO, EHS Insight SMB - Software Houston, TX HubSpot customer for 12-months. Have used the Ads Add-on for 4-months to optimize, search and social ads inside HubSpot. 225% More Visits 90% More Conversions 211% More Contacts 70% More MQLs
- Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
- Our Marketing Goals MQLs for sales team Marketing Qualified Leads (MQLs) BookingsTraffic Bookings $ from new customers Quality traffic to our properties
- How we measure ‘beyond the lead’ Inquiries (aka Leads) Marketing Qualified Leads (MQLs) BookingsOppsTraffic
- Inquiries MQLs BookingsOppsTraffic ‘Last touch’ attribution Individual inquiries tracked through to bookings $ Website Eloqua Salesforce Systems enable measurement
- Ad-sourced measures direct impact on new business Influenced • Brand awareness • Retention / upsell • Pipeline acceleration • Sales enablement • Customer onboarding • NPS Sourced • Field customers • Self Serve activations
- Manage to ROI by channel, using cost per X as a leading indicator to optimize more quickly Inquiries MQLs BookingsOpps Ad spend Cost/Inquiry Cost/MQL ROICost/Opp
- We track 1st year customer $ actuals for reporting, and use 1-3 yr projections for investment decisions Ad-sourced Customer Qtr 1 revenue Qtr 2 revenue Qtr 3 revenue Qtr 4 revenue Qtr 5 revenue Labeled as “Ad sourced” in each reporting period Not labeled as “Ad sourced” Optimizations and investment decisions are based on 1-3 yr profit projections Mktg + Sales Customer Acquisition Cost Projected 1-3 yr Margin LTV 1-3 yr ROI
- Reaching our goals 113% to plan for MQLs in 2015 Marketing Qualified Leads (MQLs) BookingsTraffic 30% of new biz sourced by marketing 72% of visitors to our site Manager+
- Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
- Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
- Lead generation using LinkedIn Sponsored Updates
- Sales Cycle A prospect gives names and contact info Lead Opportunity Closed Won Deal Name After the prospect expresses real sales interest After successful meetings with leads who show intent to buy When a contract has been signed
- Three steps to calculating ROI Calculate cost per Name by channel Calculate value per Name by channel Calculate ROI by channel # of Names by channel Ad Spend by channel Name Conversion rate by channel Annual Contract Value (ACV) Value of Name Cost per Name 1 2 3 Names from LinkedIn 50% more valuable than from AdWords
- Sponsored Updates delivers 5X+ the ROI of AdWords Channel ROI (Name value / Cost per Name) LinkedIn Sponsored Updates 17.6 Native Ads 14.9 Google AdWords 3.1
- Engaging the right professionals gets results 1 B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs; 2 The State of B2B Digital Marketing, Fall 2015, Demandwave
Notas do Editor
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- LinkedIn presents a truly unique opportunity for brands. It’s the first time in the history of media you can engage with the world’s professionals in one place. With LinkedIn, you’re targeting a quality audience in a professional context. And, you can engage them in a very meaningful way: by sharing valuable content through products tailored to how professionals engage. By doing so, you become part of your audience’s conversations and education on the platform.
- We are the most effective platform for marketers to engage professionals. Today we have clients across industry and around the world that trust LinkedIn to achieve their goals and grow their businesses. At the core, we help them target the right professional audiences to Create awareness early in the purchase process, Engage audiences with content, Drive quality leads and acquire new customers.
- So, LinkedIn is where by far the largest number of professionals gather to stay connected and informed, advance their career and work smarter. Over 433 million professionals are on LinkedIn. These are the decision makers, influencers, the leaders of today and tomorrow -- the people you want to target, all in one place. On LinkedIn, we have <customize these stats to your audience> 61 million senior-level influencers 40 millions decision makers 10.7 million opinion leaders 6.8 million C-level execs 3 million MBA graduates 22.8M Mass Affluent 6.3M Small Business Owners plus 1 customizable vertical-specific slides (e.g., 4.1 million IT decision makers)
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- Background on HubSpot – how long we’ve been around, what we do. Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more. Major Themes: Content and distribution Lifecycle based marketing Personalization Multi channel All in one Integration
- Who am I and what do I do. Ads add on and what we are doing with Ads.
- This is the curve of advertising success … it shows that traditional ad campaigns, which are measured by clicks, are less effective than conversion focused campaigns. By doing ads in an inbound way, we are allowing our customers to be CONVERSION focused. This allows for closed loop reporting on ad campaigns, which significantly increases their ability to optimize all ads for the highest ROI. This approach is especially important for you, our agency partners, since quantifying ROI for your clients is critical.
- This is the curve of advertising success … it shows that traditional ad campaigns, which are measured by clicks, are less effective than conversion focused campaigns. By doing ads in an inbound way, we are allowing our customers to be CONVERSION focused. This allows for closed loop reporting on ad campaigns, which significantly increases their ability to optimize all ads for the highest ROI. This approach is especially important for you, our agency partners, since quantifying ROI for your clients is critical.
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- Let’s now talk about your objectives and how we can help. Once you’ve defined your goal, you’ll use a range of LinkedIn targeting options to reach the right people. On our platform, you’ll then engage them with valuable content, and a range of ad formats. And you’ll use our measurement tools to optimize your performance, which creates a virtuous cycle as you continue to optimize your Targeting & Engagement tactics, and ultimately performance.
- Let’s now talk about your objectives and how we can help. Once you’ve defined your goal, you’ll use a range of LinkedIn targeting options to reach the right people. On our platform, you’ll then engage them with valuable content, and a range of ad formats. And you’ll use our measurement tools to optimize your performance, which creates a virtuous cycle as you continue to optimize your Targeting & Engagement tactics, and ultimately performance.
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- Let’s now talk about your objectives and how we can help. Once you’ve defined your goal, you’ll use a range of LinkedIn targeting options to reach the right people. On our platform, you’ll then engage them with valuable content, and a range of ad formats. And you’ll use our measurement tools to optimize your performance, which creates a virtuous cycle as you continue to optimize your Targeting & Engagement tactics, and ultimately performance.
- If you think about it, the people you’re looking to market to are just like you and me. We’re online and on our favorite mobile devices all the time, looking for information to make big - and small - life decisions and important - and everyday - decisions at work. But, we’re ultimately looking for the right destinations and online communities where we can get relevant information, guidance, or inspiration - and to feel connected.
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- Brands are making an impact with LinkedIn. Here are just a few stats that talk to how we’re being used, and the impact. <Above> - LI is the #1 social media platform for content distribution -- 94% of the B2B marketers use LinkedIn to distribute content (B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs) - LI is the #1 social network for lead generation by a long shot: LinkedIn: 59%; Twitter 28%; FB: 24% (The State of B2B Digital Marketing, Fall 2015, Demandwave)
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