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

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(#INBOUND14 presentation) Measurement matters now more than ever. Marketing executives and business leaders are drowning in data. They have access to powerful tools that produce endless streams of information about contacts, including visitors, leads and customers. However, data without analysis is simply noise. In this presentation based on Paul Roetzer’s new book, The Marketing Performance Blueprint, you’ll learn how to align marketing KPIs with overall business goals, bring structure and meaning to numbers, and adapt campaign strategies in real time based on results (or lack thereof). Roetzer also will share a theoretical model showing what’s possible for the future of campaign and marketing performance management.

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

  1. 1. #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
  2. 2. what’s holding businesses back from achieving performance poten7al?
  3. 3. 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
  4. 4. on average, marketers depend on data for just 11% of customer-­‐related decisions. ! source: CEB @paulroetzer #inbound14 www.pr2020.com
  5. 5. B2B marketers say just 9% of CEOs and 6% of CFOs use marke2ng data to help set corporate direc2on. source: ITSMA, VisionEdge and Forrester @paulroetzer #inbound14 www.pr2020.com
  6. 6. agenda 1. perform a marke2ng assessment 2. develop a marke2ng scorecard 3. strategize a marke2ng game plan @paulroetzer #inbound14 www.pr2020.com
  7. 7. the marke7ng assessment a strategy gateway
  8. 8. align expecta7ons + forecast poten7al @paulroetzer #inbound14 www.pr2020.com
  9. 9. 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
  10. 10. 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
  11. 11. “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
  12. 12. 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
  13. 13. 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% @paulroetzer #inbound14 www.pr2020.com
  14. 14. capable of building, managing and execu0ng fully integrated campaigns that produce results @paulroetzer #inbound14 www.pr2020.com
  15. 15. 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. @paulroetzer #inbound14 www.pr2020.com
  16. 16. 6 classes, 43 categories, 947 companies
  17. 17. 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)
  18. 18. 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
  19. 19. a new era in sales and marke7ng alignment
  20. 20. the marke7ng scorecard data without analysis is simply noise
  21. 21. A mere 9% of marketers strongly agree with the statement, “I know our digital marke7ng is working.” source: Adobe @paulroetzer #inbound14 www.pr2020.com
  22. 22. 76% of marketers believe measurement is important, while only 29% believe they are doing it well. ! source: Adobe @paulroetzer #inbound14 www.pr2020.com
  23. 23. 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 @paulroetzer #inbound14 www.pr2020.com
  24. 24. Source: HubSpot @paulroetzer #inbound14 www.pr2020.com
  25. 25. Source: HubSpot keep score of what ma'ers @paulroetzer #inbound14 www.pr2020.com
  26. 26. turn data into intelligence @paulroetzer #inbound14 www.pr2020.com
  27. 27. 3-­‐steps to start the scorecard 1) priori7ze marke7ng goals. 2) iden7fy KPIs. 3) customize your funnel. process @paulroetzer #inbound14 www.pr2020.com
  28. 28. 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
  29. 29. 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 @paulroetzer #inbound14 www.pr2020.com
  30. 30. h_p://bit.ly/performance-­‐pack
  31. 31. h_p://bit.ly/performance-­‐pack
  32. 32. bring structure and meaning to numbers @paulroetzer #inbound14 www.pr2020.com
  33. 33. @paulroetzer www.pr2020.com
  34. 34. h_p://developers.hubspot.com/ @paulroetzer #inbound14 www.pr2020.com
  35. 35. h'ps://www.dis2lled.net/blog/seo/google-­‐analy2cs-­‐api-­‐made-­‐easy-­‐google-­‐docs-­‐magic-­‐tutorial/
  36. 36. automate and visualize data Source: Domo
  37. 37. the marke7ng game plan high performers connect ac9ons to outcomes
  38. 38. data > intelligence > ac2on > outcomes @paulroetzer #inbound14 www.pr2020.com
  39. 39. 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 @paulroetzer #inbound14 www.pr2020.com
  40. 40. h_p://bit.ly/performance-­‐pack every campaign is a series of projects designed to achieve a goal
  41. 41. blogging martech stack media rela2ons search engine op2miza2on social engagement website builders are recurring campaigns designed to create and expand assets @paulroetzer #inbound14 www.pr2020.com
  42. 42. 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 @paulroetzer www.pr2020.com
  43. 43. sample monthly game plan 40 points 60 points drivers 40% builders 60% @paulroetzer #inbound14 www.pr2020.com
  44. 44. 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
  45. 45. a case study in performance-­‐driven inbound marke2ng @paulroetzer #inbound14 www.pr2020.com
  46. 46. 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. @paulroetzer #inbound14 www.pr2020.com
  47. 47. @paulroetzer www.pr2020.com
  48. 48. • 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 @paulroetzer www.pr2020.com
  49. 49. • 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni7es @paulroetzer #inbound14 www.pr2020.com
  50. 50. 1. perform a marke2ng assessment 2. develop a marke2ng scorecard 3. strategize a marke2ng game plan build performance-­‐driven inbound campaigns @paulroetzer #inbound14 www.pr2020.com
  51. 51. what’s possible for the future of campaign and marke2ng performance management? @paulroetzer #inbound14 www.pr2020.com
  52. 52. data > intelligence > ac7on > outcomes make-­‐shiN solu9on to connect strategy and performance @paulroetzer #inbound14 www.pr2020.com
  53. 53. current marke7ng management strategy project management automa7on (cms, email, seo, social) crm analy7cs scorecard system
  54. 54. what if there was a marke7ng strategy and management system that enabled dynamic performance-­‐driven campaigns and resource alloca2on (talent, budgets, 2me)? data > intelligence > ac7on > outcomes @paulroetzer #inbound14 www.pr2020.com
  55. 55. app builder tool
  56. 56. custom fields ac7vity stream
  57. 57. advanced (and intui2ve) repor7ng
  58. 58. employee performance management
  59. 59. intelligent (and eventually automated) strategy based on goals and historical performance
  60. 60. so, what’s possible? @paulroetzer #inbound14 www.pr2020.com
  61. 61. “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.” @paulroetzer #inbound14 www.pr2020.com
  62. 62. 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

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