David Raab presentation on marketing performance measurement from Silverpop B2B University, November 2009.

1. Measurement, Accountability and ROI B2B Marketing University December 1, 2009 David M. Raab Raab Associates Inc. www.raabassociatesinc.com

3. www.racombooks.com

10. Marketing / Sales Integration Marketing Sales then… metrics measures # new leads marketing cost / qualified lead marketing cost # qualified leads # accepted leads # closed sales / # accepted leads sales cost / $ sales sales cost # closed sales $ sales

11. Marketing / Sales Integration … now metrics measures # new leads marketing cost / qualified lead marketing cost # qualified leads sales + marketing cost / $ sales # accepted leads # closed sales / # accepted leads sales cost / $ sales sales cost # closed sales $ sales Marketing Sales

14. Understand Process (1)

15. Understand Process (2)

16. Understand Process (3)

19. Strategic Alignment Strategic Objective: penetrate SMB market Marketing Objective: generate SMB leads Marketing Sales Funnel Stage Metrics / Goals Metric Type (all marketing) 30 % of marketing spend against SMB leading reach top 5 Google page rank leading interest 20 % of new leads from SMB coincident desire 65% of SMB leads are sales qualified coincident convert 25% close rate on sales qualified SMB leads lagging convert 15% of sales to SMB lagging

26. Marketing Measurement Maturity Model level data needs system needs measures skills / processes 1. Count Response _ campaign tracking codes, universe, budgeted cost and response _ campaign costs _ campaign responses _ response quality _ campaign management _ marketing planning _ capture responses & link to campaigns _ calculate measures & compare vs. history _ campaign response [varies by channel] _ campaign cost _ cost per response _ plan vs actual results _ response quality _ campaign design _ tracking discipline 2 Show Impact (acquisition programs) _ sales results on leads _ sales & costs on existing customers _ marketing treatments and costs per lead/customer _ marketing lead database _ import sales results & link to marketing leads _ campaign attribution method _ report marketing costs by lead _ estimate long-term value _ new leads per campaign _ sales per lead _ simple ROI (sales / acq cost) _ long-term value per lead _ long-term costs per lead _ full ROI (long term value / all sales & marketing costs) _ long term value forecasting _ cost allocation 3 Understand Process _ customer attributes _ customer behavior _ stage assignment / scoring _ track funnel status over time _ calculate summary measures on transitions and time-in-stage _ correlate stage changes with marketing treatments _ calculate flow through funnel _ funnel counts _ treatment impact on conversion and time-in-stage _ treatment impact on flow through funnel _ treatment ROI (net change in value / change in cost) _ funnel stage definition _ funnel change analysis 4 Optimize Results _ test setup and reporting _ business modeling _ automated optimization _ budget and revenue projections by period _ test design, execution & analysis _ business modeling 5. Strategic Alignment _ strategy tags on campaigns _ Web visitor behaviors _ report budget by strategy tag _ Web surveys & visitor profiles _ social media monitoring _ sales analysis (upsell, etc.) _ trend analysis _ marketing spend vs. target (by strategy tag) _ market perceptions vs. target _ visitor attributes vs. target _ trends _ strategy measure definition _ data interpretation

29. Thank You David M. Raab email: [email_address] blog: http://customerexperiencematrix.blogspot.com/ Twitter: @draab phone: 914-241-2117