Mais conteúdo relacionado
Semelhante a Metrics and Analytics Clinic (20)
Metrics and Analytics Clinic
- 1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Metrics and Analytics Workshop
How to Harness the Power of Data to
Maximize Marketing ROI
- 5. Page 5
© 2014 Marketo, Inc. @jonmiller
Topics
• Building Marketing
Credibility
• The Right Metrics
• Revenue Metrics
• Marketing Program
Performance
- 6. Page 6
© 2014 Marketo, Inc. @jonmiller
Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #Marketo
- 7. Page 7
© 2014 Marketo, Inc. @jonmiller
12%
20%
15%
9%
44%
Improve profits by
more than 20%
Improve profits by
10% to 20%
Improve profits up to
10%
No major change in
profits generated
Don't Know
What Profits Can Be Generated With 10%
More Budget?
#1 Answer:
Don’t Know
Source: 2010 Lenskold Group / emedia Lead Generation Marketing ROI Study
- 8. Page 8
© 2014 Marketo, Inc. @jonmiller
Where Metrics Go Wrong
Vanity Metrics
Sound good and impress
people, but don’t
measure impact on
revenue or profitability
- 9. Page 9
© 2014 Marketo, Inc. @jonmiller
Where Metrics Go Wrong
Activity Metrics
Measure what you do
instead of what results
and impact you have
- 10. Page 10
© 2014 Marketo, Inc. @jonmiller
When Metrics Take Away Credibility
Cost Metrics
Frame marketing in
terms of cost and
spending instead of
results and outcomes
- 11. Page 11
© 2014 Marketo, Inc. @jonmiller
Metrics That Give Marketing Power
“Speak the Language of Business”
Aggregate impact on
company revenue;
pipeline
performance;
predictive forecasts
Revenue Cycle
and Forecasts
- 12. Page 12
© 2014 Marketo, Inc. @jonmiller
Metrics That Give Marketing Power
“Speak the Language of Business”
Incremental revenue
contribution and ROI
of individual
marketing programs
Program
Performance
- 14. Page 14
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
TOFU MOFU
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
BOFU
- 15. Page 15
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Exposed to us via content, brand,
or word of mouth
- 16. Page 16
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Feels a relationship and trust
with us
- 17. Page 17
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Names are just names.
- 18. Page 18
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Meaningful interaction with us
- 19. Page 19
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Qualified potential customer Nurture until sales
ready
- 20. Page 20
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Marketing qualified lead (score > 100) –
Sales Development Rep (SDR) reach-out
- 21. Page 21
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Qualified as sales-ready by Sales
Development Rep (SDR)
- 22. Page 22
© 2014 Marketo, Inc. @jonmiller
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Accepted and actively worked by sales:
marketing quota attainment
- 23. Page 23
© 2014 Marketo, Inc. @jonmiller
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
- 24. Page 24
© 2014 Marketo, Inc. @jonmiller
Filter/Drill into
data, e.g. by
Program Type,
Business Unit,
Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
- 25. Page 25
© 2014 Marketo, Inc. @jonmiller
Use Metrics to Set & Justify Budgets
New
Targets
60,000
Inventory
Of Active
Targets
131,000
New
MQLs
Score>100
23,000
15.3%
Inventory
of Active
MQLs
10.5% 20,000
New
Opps*
1,000
6 Month
Created
Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR
capacity
driven
Inbound/
Programs
120,000
(900K DB
Total)
New
Names
New
SQLs
922
2.4%
1.9%
75%
Wins
35%
win
- 26. Page 26
© 2014 Marketo, Inc. @jonmiller
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://marketo.com/DG2MM
- 27. Page 27
© 2014 Marketo, Inc. @jonmiller
Introducing Marketing Forecasts
• Where the CSO lacks
“bottom-up” visibility,
marketing forecasts
can fill the void
• Marketing has long-
term view and visibility
into the early stages of
the revenue cycle
Traditional Marketing Forecast
The market will grow by an estimated
4.2% overall and by 5.1% in the Western
region.
Highly Accountable Marketing Forecast
Marketing will generate an incremental
30 new deals worth $4.0 million of
bookings that are not currently in the
sales forecast.
- 28. Page 28
© 2014 Marketo, Inc. @jonmiller
The Single Most Important Metric
Revenue Engine
Effectiveness
- 31. Page 31
© 2014 Marketo, Inc. @jonmiller
Accurately Tracking “Investment” vs Budget
- 32. Page 32
© 2014 Marketo, Inc. @jonmiller
Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert a cold lead into a
sale
• Multiple influencers. Typical
buying committee has 5-21 people
- 33. Page 33
© 2014 Marketo, Inc. @jonmiller
Source: 2013 Lenskold Group 2013 Lead Generation Marketing Effectiveness Study
Ways that Companies Measure Program ROI
- 35. Page 35
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
- 36. Page 36
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
- 37. Page 37
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far:
high conversion, high velocity
- 38. Page 38
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
But we also use a Portfolio
of programs
- 39. Page 39
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Sponsored Email builds the
database, but low conversion
- 40. Page 40
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Webinar, tradeshow, PPC, and virtual
tradeshow are top paid TOFU
- 41. Page 41
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Paid Social & Display Ad drive
brand and amplify inbound as well
- 42. Page 42
© 2014 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to
Opportunity: 327
days
- 44. Page 44
© 2014 Marketo, Inc. @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
- 45. Page 45
© 2014 Marketo, Inc. @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
- 46. Page 46
© 2014 Marketo, Inc. @jonmiller
Example: Multi-Touch Attribution
A deal worth $100,000 recently closed.
Three people were involved in the deal:
• Person A attended Seminar A and Trade Show B
• Person B attended Trade Show B
• Person C was sent Direct Mail C
$100,000 Revenue
$25,000 $25,000 $25,000 $25,000
Seminar A
$25,000
Tradeshow B
$50,000
Direct Mail C
$25,000
- 47. Page 47
© 2014 Marketo, Inc. @jonmiller
Screenshot: Marketo Revenue Cycle Analytics (actual data)
- 48. Page 48
© 2014 Marketo, Inc. @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
- 49. Page 49
© 2014 Marketo, Inc. @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) Pipeline
Paid Programs = 42% of (MT) Pipeline
- 50. Page 50
© 2014 Marketo, Inc. @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline /
Investment
>10 is Great and <5 is Fail
Sponsored Email = 12.8, Tradeshow = 10.6,
PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
- 51. Page 51
© 2014 Marketo, Inc. @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5
e.g. Tradeshow has good average
but 49% programs “fail”
- 53. Page 53
© 2014 Marketo, Inc. @jonmiller
Example: Test and Control
Source: Lenskold Group
- 54. Page 54
© 2014 Marketo, Inc. @jonmiller
Planning for Marketing Measurement
Measure ROI to find not just what
works, but what works better.
Establish Goals
and ROI Estimates
Up-Front
Design Programs
to Be Measurable
Focus on the
Decisions that
Improve ROI
- 55. Page 55
© 2014 Marketo, Inc. @jonmiller
5 Main Opportunities to Improve ROI
Initial Prospects
Closed Sales
3. Reduce leakage
with better
integration
4. Accelerate
leakage of low-
potential prospects
5. Gain efficiency,
eliminating low
impact media
2. Improve
conversion later in
the funnel
Closing sales
Customer
Relationships
1. Target
High-Value /
High-Potential
Strategies, measurements and efforts to improve performance must be
prioritized to have the greatest impact on ROI
Source: Lenskold Group
- 56. Page 56
© 2014 Marketo, Inc. @jonmiller
Tweetable Takeaways & Q&A
1. Reporting is less important than
DECISIONS that improve ROI
2. Focus on financial metrics that matter to
the CFO (profit, cash, revenue)
3. Avoid cost and spend metrics – focus on
investment and return
4. Multi-touch attribution gives more
insight into the full funnel
5. Almost anything can be measured with
testing, but you can’t test everything
6. A trusted marketing forecast is the single
most important step to make marketing
a revenue driver, not a cost center
@jonmiller