Improve Your Marketing Measurement If you’re like many B2B marketers out there, you know that your measurement isn’t good enough...but, hey, what can you do about it? Your manager comes to you with questions and you just don’t have the right data to give a good answer. It’s a huge problem, but it’s just something you have to deal with, right? Not anymore! Join Jordan Con and Lillian Smith for their webinar, 5 Reasons Why Your Marketing Measurement Isn’t working (& how to fix it), where they discussed how you can get prepared to answer all of the measurement questions that come your way. We discussed: - Shortfalls of current measurement technology - Real-life challenges that come from those shortfalls - How to get started with better measurement - A preview of what it’s like when you can answer your manager’s questions

1. 5 Reasons Why Your
Marketing Measurement
Isn’t Working
(& how to fix it)

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Lillian Smith
Senior Demand Manager
Jordan Con
Product Marketing Manager

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Our goals for the webinar
Challenge your
mindset
Ideas that you can
implement now
Ideas that you can
implement in the
medium-term

4. Only 15.2% of B2B Marketers rated
their ability to measure marketing
performance as “effective”
[2018 State of Pipeline Marketing Report]

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MARKETERS ARE GREAT AT KNOWING THEIR CHANNEL METRICS
Marketing Data
Optimize Optimize OptimizeOptimize Optimize
WEB PAID
MEDIA
EVENTS EMAIL SALES
DEV
Badge scans /
registrations
Open rate,
click rate
CPM, CPC,
CPL
Pageviews,
bounce rate
Calls, emails
sent

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“We’re behind on our quarterly pipeline
target. What can we do?”
“The CEO wants to know what we’re
going to do this quarter. Can you give me
data to back up our strategy?”
“We have $50,000 left to spend in the
next month. Where should we put it?”

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So why is your current
way of measuring
impact not working?

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Our Example Buyer Journey
$100K

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Conversion!
Reason #1: Digital-Only Attribution
Click!
Success!
Success!
Open &
Click!
Reply!
Click!

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Reason #2: Offline-Only Attribution

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Reason #3: Campaign-Based Attribution
$100K

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Reason #4: Lead-Based Attribution
$100K

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Reason #5: Binary Attribution
$100K
Opportunity
Created by
Marketing!

14. How do we fix it?

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Badge scans /
registrations
Impressions,
CPM/CPC
Open Rate,
Click Rate
Dials,
Connects
$100K
Clicks,
Keyterm rank
Impressions,
CPM/CPC
Badge scans /
registrations
Dials,
Connects
Open Rate,
Click Rate
Open Rate,
Click Rate
Open Rate,
Click Rate
RSVPs, Cost
per Head
RSVPs, Cost
per Head
From Channel Data to Revenue Data

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$2K
$20K $8K $2K
$100K
$2K
$20K $2K
$2K
$2K $8K
$15K$15K
$2K
From Channel Data to Revenue Data

17. 1. Capture 3. Model 4. Analyze2. Unify

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Capture
DIGITAL OFFLINE SALES

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Unify
$100K

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Model
$100K
FIRST TOUCH
$22.5K
LEAD CREATION
$22.5K
CLOSED WON
$22.5K
OPP CREATION
$22.5K$1.1K $1.1K $1.1K
$1.1K $1.1K $1.1K $1.1K $1.1K
$1.1K

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Analyze
$100K
$200K
$50K
$30K
$80K
$110K

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Analyze
$100K
$200K
$50K
$30K
$80K
$110K
Revenue from LinkedIn
$22.5K
$2K
$2K
$1K
$10K
$20K
$23K
$80.5K revenue from LinkedIn

23. Things you can start
doing today

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1. Conduct an Audit
DIGITAL OFFLINE SALES
Starting Questions
● What are you able to track?
● What are you missing?
● What mechanisms are you using to track
your channels?
● How much of the measurement process is
manual vs. automated?
● Is your measurement sufficiently granular?

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2. Use Consistent URL Parameters
Medium
Source
Campaign
Content
Term
Channel: email, display, social, etc.
Subchannel: newsletter, DoubleClick, Facebook, etc.
Campaign name (internal)
Ad copy, ad dimensions, etc.
Keyword (where relevant)
Find a template or create your own, as long as you’re consistent and know what your system means

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3. Identify Your Key Stages
FIRST TOUCH
LEAD CREATION
CLOSED WONOPP CREATIONMQL
DEMO
SQL

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4. Identify What Matters
For every channel and campaign, figure out what 3-5 metrics matter
(whether or not you can measure them today), what you want to report out,
how you’re going to make decisions
Impact
Pipeline
Revenue
ROI
Journey
Stage Velocity
Stage Conversion Rates
Win Rate
Activity/Engagement
Visits / Pageviews
Registrations / Attendance
Leads / MQLs
Touchpoints

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5. EDUCATE
Make data part of the
culture
Talk about it!
All.
The.
Time.
Do the work

29. THANKS!

30. QUESTIONS