As a marketer, it's increasingly important to connect your work to the bottom line. Learn the secrets to delivering reports to executives, clients and laterally within the organization for greater respect and more importantly more budget.

1. Presented By:
MARKETING SUCCESS WEBINAR SERIES
REPORTING
FOR SUCCESS
Join the Conversation
#MSWS16

2. Brands and agencies work with Brilliant Metrics to
better measure, optimize and automate their marketing
while applying their insight and strategic guidance.

3. PODCAST
STEVE ROBINSON
Founder/CEO, Brilliant Metrics

4. 1.Why Report
2.What to Report
a. ROI
b. Assets
c. Insights
3.Summing It Up
TODAY

5. IT’S A MATTER OF RESPECT

6. REPORTING CAN MAKE
OR BREAK A PROMOTION

7. IT’S ALL ABOUT THE BENJAMINS

8. HOW DO I STRUCTURE MY REPORTING?

9. GROUP YOUR REPORTING BY PROGRAM
FOR MAXIMUM INSIGHT

10. A PROGRAM IS THE INTERSECTION
OF AN AUDIENCE AND AN OBJECTIVE

11. New Business Cross-Sell Referral
Consultants
Program
Insurance
Program Program Program
Healthcare
Program Program Program

12. MARKETING SHOULD BE
A REVENUE CENTER

13. INVESTMENT & RETURNS
$$ $$$$
$$
$$
Investment (Projected)
Revenue
<

14. MARKETING’S RAW MATERIALS ARE
MEDIA, SHORT-TERM CREATIVE & LABOR

15. KPIs Projected Revenue
What
Leading indicators of
future performance
Actual estimates of future
performance
Why
Trajectory of KPIs indicate
the trajectory of overall
performance
The business does not
care about MQLs, brand
awareness, etc. The
business cares about
money
Examples
MQLs, SQLs, Brand
Awareness, Leads, Phone
Calls, Demos/Trials

16. HOW TO PROJECT REVENUE
KPI
X Magic
Number = Projected
Revenue

17. HOW TO PROJECT REVENUE
200
Leads
X $3,450
Close Rate X
Avg. Lifetime
Value
= $690,000

18. Calculate ROI
TO CALCULATE PROJECTED REVENUE, LOOK
AT 3-12 MONTHS OF PAST PERFORMANCE

19. HOW TO CALCULATE ROI
X =ROI100
Attributable
Revenue
Marketing
Investment
Marketing
Investment-

20. GRAPH KEY METRICS OVER TIME TO
DEMONSTRATE DIRECTION & MOMENTUM

21. MARKETING ASSETS IMPROVE ROI
IN FUTURE MARKETING EFFRORTS

22. KEY MARKETING ASSETS
Brand Content Data

24. MARKET RESEARCH FIRMS CAN
MEASURE UNAIDED AWARENESS

25. ADWORDS BRAND INTEREST HACK
= Total Brand
SearchesImpression
Share
Search
Impressions

26. VIEW YOUR CONTENT AS A
REVENUE-PRODUCING ASSET

27. TO BE AN ASSET YOUR
CONTENT MUST BE EVERGREEN

28. CONTENT MUST ALSO BE HIGH QUALITY
• Tightly targeted
• Generate new visitors
• Enhance the Brand
• Drive Action

29. Content Quantity Content Quality
Number of content
pieces
• Minutes of
Engagement
• New Visitors
• Leads or Sales

30. MAY THE BEST DATA WIN

31. ADDRESSABLE
AUDIENCE PERMISSION CONTACT
INFO= +

32. YOUR OPT-IN LIST
IS YOUR MOST
VALUABLE
MARKETING
ASSET

33. FIRST-PARTY DATA IS TARGETING DATA
FROM OBSERVING YOUR VISITORS

34. FIRST-PARTY DATA
Social DMPDSP

35. MARKETING & SALES PERSONAS
ANDREA
Marketing Director
Floors Unlimited
“Keeping up is not enough - I need to
be ahead of the curve.”
BACKGROUND
• 39 years old
• Married, two kids (elementary age)
• Lives in Milton, Georgia
• Bachelors in Business Administration
• Marketing generalist whose education
didn’t include many of the tactics she
uses today
PROFESSIONAL ROLE
• Oversees marketing strategy and
implementation for the company,
including Advertising, Branding and PR
• Relies on external vendors to fill holes in
team
• Trying to balance traditional and digital
• Tasked with producing results, but
doesn’t have the oversight to do so
FRUSTRATIONS
• Constant flux in advertising and
technology landscapes
• Never enough budget, or time, to do
everything that needs to be done
• Questioned at every decision point,
especially by Sales
• Always reactive, never proactive
ASPIRATIONS
• Develop strategy that connects the
dots, clearly showing the“why”
• Understand if the campaign is working
• Showing ROI
• Understanding the value she brings
WHAT SHE READS
• AdWeek, BrandWeek, CRM Magazine,
AMA Newsletter
• Industry-specific publications
SOCIAL MEDIA PROFILE
• Facebook, Instagram and Pinterest for
personal use
• LinkedIn, professional
OTHER INFO SOURCES
• Quick internet search to fill skill gap
• Personal Network (including agency),
networking events, trade shows
A DAY INTHE LIFE OF ANDREA
• Feels overwhelmed by unrealistic
expectations placed on her
• Everything is important; there is no
guidance on prioritization
• Under pressure from Sales to provide
“quality”leads, but not sure what that is
• Pressured to produce campaigns, but
unsure how they support objectives
MAKE HER JOB EASIER
• Provide a means to prioritize marketing
• Increase digital proficiency, both for the
company and Andrea
• Connect marketing activities to top line
results
• Guide her on strategy
KEY BRAND AFFINITIES
• Direction
• Collaboration
COMPANY PROFILE
National floor covering distributor selling
carpet, hardwood, ceramic and more
INSIGHTS GIVE THE ORGANIZATION A
CLEARER PICTURE OF THE MARKET

36. STEVE ROBINSON
Founder/CEO, Brilliant Metrics
@SteveRobinson
Steve.Robinson@BrilliantMetrics.com
Questions? Let’s Connect
Read More of Steve’s Work
BrilliantMetrics.com
IterativeMarketing.net