The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns

#INBOUND14
the
metrics
that
ma'er
how
to
build
performance-‐driven
inbound
marke2ng
campaigns
sept.
18,
2014
presented
by
paul
roetzer
(@paulroetzer)
CEO
|
PR
20/20

what’s
holding
businesses
back
from
achieving
performance
poten7al?

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
29%
36%
short-term impact proven long-term impact proven
just
36%
of
CMOs
have
quan7ta7vely
proven
the
short-‐
term
impact
of
marke2ng
spend.
that
figure
drops
to
29%
when
demonstra2ng
long-‐term
impact.
source:
2014
CMO
Survey
@paulroetzer #inbound14 www.pr2020.com

on
average,
marketers
depend
on
data
for
just
11%
of
customer-‐related
decisions.
!
source:
CEB

B2B
marketers
say
just
9%
of
CEOs
and
6%
of
CFOs
use
marke2ng
data
to
help
set
corporate
direc2on.
source:
ITSMA,
VisionEdge
and
Forrester

agenda
1. perform
a
marke2ng
assessment
2. develop
a
marke2ng
scorecard
3. strategize
a
marke2ng
game
plan

the
marke7ng
assessment
a
strategy
gateway

align
expecta7ons
+
forecast
poten7al

Define
Founda2on
Projects
subjec2ve
analysis
internal
stakeholders
10
sec2ons
27
profile
fields
132
factors
0-‐5
=
liabili2es
6-‐7
=
neutrals
8-‐10
=
assets
www.TheMarke7ngScore.com

Average Scores by Section
Business
Cores
Marke2ng
Cores
Audiences
Marke2ng
Team
Strength
Marke2ng
Technology
U2liza2on
Marke2ng
Performance
Social
Media
Marke2ng
Lead
Sources
Public
Rela2ons
Content
Marke2ng
32%
29%
25%
50%
47%
44%
41%
39%
56%
63%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: PR 20/20’s 2014 Marketing Score Report
Business
Cores
(63%)
and
Marke7ng
Cores
(56%)
are
the
highest
rated
sec2ons.
Lead
Sources
(32%),
Public
Rela2ons
(29%),
and
Content
Marke2ng
(25%)
are
the
lowest.
n=318
bit.ly/mscore-‐report-‐14

“I
was
a
classically
trained
marketer
who
had
cut
my
teeth
at
Procter
&
Gamble,
nego2ated
mul2-‐million
dollar
deals
with
the
NFL,
and
received
an
MBA
at
Harvard
Business
School.
“I
was
a
fossil
–
a
senior
marke0ng
execu0ve
who
was
doomed
to
ex0nc0on.”
!
—
Anita
Newton,
VP
of
corporate
marke2ng,
Adknowledge

75%
of
marketers
say
their
lack
of
skills
is
impac2ng
revenue
in
some
way
!
source:
2012
Marke2ng
Skills
Gap
Report @paulroetzer #inbound14 www.pr2020.com

of
companies
lack
necessary
digital
skills
in
key
areas
of
social
media,
mobile,
internal
social
networks,
process
automa2on,
and
performance
monitoring
and
analysis.
!
source:
Capgemini
Consul2ng
90%

capable
of
building,
managing
and
execu0ng
fully
integrated
campaigns
that
produce
results

data
analysis
!
iden2fy
top
KPIs.
turn
data
into
ac7onable
intelligence.
uncover
anomalies,
trends
and
opportuni7es.
adjust
strategies
based
on
data,
in
real-‐2me.
2e
ac2vi2es
to
performance
and
bo'om-‐line
results.

6
classes,
43
categories,
947
companies

marketing tech spotlight: marketing automation
marketing automation high performers (8-10) have an average lead-to-sale conversion
rating of 6.1, 1.6x the average rate of all others (rated 0-7).
the high performers
0 1 2 3 4 5 6 7 8 9 10
Marketing automation high performers (n=40)
Impact of Marketing Automation on Lead-to-Sale Conversion Rates
These high performers rate cost of customer acquisition (COCA) 1.4x stronger,
and have an average overall Marketing Score of 61%, 1.5x all others.
Lead-to-Sale Conversion Rate Score
10
9
8
7
6
5
4
3
2
1
0
Marketing Automation Strength Score (Marketing Technology Utilization Section)
2.4
3.4
3.8 3.9
4.8
4.2
5.1
4.1
5.4
7.2
5.6
PR 20/20 | 2014 Marketing Score Report
Assets (8-10)
Neutrals (6-7)
Liabilities (0-5)

many
organiza2ons
lack,
or
are
underu2lizing,
Average Factor Rating (0-10 Scale)
2.2
2.9
3.7
5.4
5.3
5.3
4.8
4.8
4.7
4.5
Sec9on
7
Q:
How
would
you
rate
your
organiza9on’s
u9liza9on
of
these
marke9ng
and
sales
technology
solu9ons?
fundamental
marke7ng
technologies
Content
management
system
(CMS)
Project
management
Search
engine
op2miza2on
(SEO)
Customer
rela2onship
management
(CRM)
Social
media
monitoring/management
Email
marke2ng
Marke2ng
analy2cs
Marke2ng
automa2on/lead
nurturing
Internal
social
network
Call
tracking
0 1 2 3 4 5 6 7 8 9 10
Source:
PR
20/20
|
2014
Marke2ng
Score
Report
n=318
Assets (8-10)
Neutrals (6-7)
Liabilities (0-5)
bit.ly/mscore-‐report-‐14

a
new
era
in
sales
and
marke7ng
alignment

the
marke7ng
scorecard
data
without
analysis
is
simply
noise

A
mere
9%
of
marketers
strongly
agree
with
the
statement,
“I
know
our
digital
marke7ng
is
working.”
source:
Adobe

76%
of
marketers
believe
measurement
is
important,
while
only
29%
believe
they
are
doing
it
well.
!
source:
Adobe

marke2ng
dashboards
that
report
ac7vi7es
rather
than
business
outcomes
are
a
major
cause
of
the
disconnect
between
marketers
and
the
C-‐suite.
!
source:
ITSMA,
VisionEdge
and
Forrester

Source:
HubSpot

Source:
HubSpot
keep
score
of
what
ma'ers

turn
data
into
intelligence

3-‐steps
to
start
the
scorecard
1)
priori7ze
marke7ng
goals.
2)
iden7fy
KPIs.
3)
customize
your
funnel.
process

86% generate
leads
85% convert
sales
46% build
brand
51% increase
loyalty
brand
leads
sales
loyalty
Source:
PR
20/20’s
2014
Marke9ng
Score
Report
high-‐priority
goals
@paulroetzer www.pr2020.com

sample
KPIs
website
traffic
social
reach
subscribers
lead
volume
lead
quality
score
lead-‐to-‐sale
conversion
rates
cost
of
customer
acquisi7on
(COCA)
customer
life7me
value
(CLV)
customer
reten7on
rates
recurring
revenue
brand
leads
sales
loyalty

h_p://bit.ly/performance-‐pack

bring
structure
and
meaning
to
numbers
@paulroetzer #inbound14
www.pr2020.com

h_p://developers.hubspot.com/

h'ps://www.dis2lled.net/blog/seo/google-‐analy2cs-‐api-‐made-‐easy-‐google-‐docs-‐magic-‐tutorial/

automate
and
visualize
data
Source:
Domo

the
marke7ng
game
plan
high
performers
connect
ac9ons
to
outcomes

data
>
intelligence
>
ac2on
>
outcomes

the
new
marke7ng
mix
analy2cs
automa2on
coding
content
digital
ads
email
mobile
public
rela2ons
search
social
tech
source:
Al2meter’s
The
Converged
Media
Impera2ve web

h_p://bit.ly/performance-‐pack
every
campaign
is
a
series
of
projects
designed
to
achieve
a
goal

blogging
martech
stack
media
rela2ons
search
engine
op2miza2on
social
engagement
website
builders
are
recurring
campaigns
designed
to
create
and
expand
assets

drivers
are
campaigns
designed
to
capitalize
on
exis2ng
assets
to
lead
nurturing
original
research
reports
persona-‐based
lead
gen
referrals
retarge2ng
ads
website
conversion
op2miza2on
image:
Pedro
Moura
Pinheiro
accelerate
success

sample
monthly
game
plan
40
points
60
points
drivers
40%
builders
60%

sample
resource
alloca7on
by
life
cycle
stage
startup
drivers
20%
@paulroetzer
builders
80%
early
growth
drivers
40%
builders
60%
HIGH
growth
drivers
80%
builders
20%
#inbound14 www.pr2020.com

a
case
study
in
inbound
marke2ng

The
organiza2on
sought
to
infuse
its
sales
pipeline
with
new
leads,
segment
and
priori7ze
its
exis2ng
lead
database
of
10,000+
contacts,
drive
short-‐term
sales
conversions
through
its
web
store,
and
iden2fy
larger-‐scale
enterprise
sales
opportuni7es.

•
integrated
strategy
•
database
segmenta2on
•
lead-‐scoring
system
•
survey
•
premium
content
assets
•
landing
page
•
smart
lead
forms
•
a/b
tes2ng
(email
and
landing
page)
•
social
sharing
•
email
workflows
•
sales
integra2on
•
website
CTAs
•
media
pitches
•
analy2cs

•
1,980+
survey
responses
•
2,470+
ebook
downloads
•
1,720+
new
contacts
•
2,490+
web
store
leads
•
1,170+
enterprise
sale
opportuni7es

1. perform
a
marke2ng
assessment
2. develop
a
marke2ng
scorecard
3. strategize
a
marke2ng
game
plan
build
inbound
campaigns

what’s
possible
for
the
future
of
campaign
and
marke2ng
performance
management?

data
>
intelligence
>
ac7on
>
outcomes
make-‐shiN
solu9on
to
connect
strategy
and
performance

current
marke7ng
management
strategy
project
management
automa7on
(cms,
email,
seo,
social)
crm
analy7cs
scorecard
system

what if
there
was
a
marke7ng
strategy
and
management
system
that
enabled
dynamic
campaigns
and
resource
alloca2on
(talent,
budgets,
2me)?
data
>
intelligence
>
ac7on
>
outcomes

custom
fields
ac7vity
stream

advanced
(and
intui2ve)
repor7ng

employee
performance
management

intelligent
(and
eventually
automated)
strategy
based
on
goals
and
historical
performance

so,
what’s
possible?

“Marke2ng
is
now,
as
it
has
always
been,
an
art
form.
But
the
next
genera2on
of
marketers
understands
it
can
be
so
much
more.
These
innovators
are
rewri7ng
what
is
possible
when
the
art
and
science
of
marke7ng
collide.”

paul
roetzer,
@paulroetzer
!
CEO
|
PR
20/20
author
|
The
Marke9ng
Performance
Blueprint
(Wiley,
2014)
&
The
Marke9ng
Agency
Blueprint
(Wiley,
2012)
creator
|
Marke2ng
Score
&
Marke2ng
Agency
Insider
www.pr2020.com

The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns

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