What are your marketing objectives? Generate sales, brand awareness, increase revenues, enhance customer loyalty, or improve customer experience? In today’s digital marketing ecosystem, promotional campaigns alone do not necessary lead to a sale. As companies increase digital marketing investments, marketers are facing increased pressure to prove the return on marketing investments (ROMI) of their digital and branding campaigns. This presentation, originally shared at the 2013 IQPC Digital Marketing Mix & Metrics Conference, provides best practices for marketers on how to align their marketing metrics with their campaigns.

1. Digital Marketing Mix & Metrics:
‖Setting Marketing Objectives: Align Your Digital
Marketing Metrics with Campaign Objectives‖
Courtney Wiley
Vice President, Marketing
November 15, 2013
@wileyCcoyote
#AskTPMA

2. M eSpeaker
2
Background
Copyright © 2013, Marketing Advocate. All rights reserved.

3. Agenda
 Speaker Background
 Marketing’s Real-Life Objectives
 My Metrics-to-Objectives Alignment ―Cheat Sheet‖
 Digital Marketing: The ―Cliff’s Notes‖ Version
 Metrics/KPIs Mapping
 Bonus Material
 Takeaways
 Q&A
 Contact Info
3
Copyright © 2013, Marketing Advocate. All rights reserved.

4. How Does Marketing Attribute the Most Value to the Org?
The Business Challenge at the Highest Level
•
•
•
•
•
•
•
•
4
Increase the number of Twitter
followers and Facebook ―likes‖
Develop more content
Send 4 more emails per week
Add a blog to the Web site
Initiate a PPC click-to-call campaign
Publish 1 press release a quarter
Implement a mobile text campaign
Email pre-show mailers to generate
more foot traffic to your booth
Copyright © 2013, Marketing Advocate. All rights reserved.
•
•
•
•
•
•
Leverage digital and online marketing
to drive dynamic, scalable growth of
the demand generation funnel
Speed the velocity of leads through
the B2B buying cycle
Increase CLV
Decrease CPL
Improve the scope, strength, and
efficiency of the sales pipeline
Increase marketing attribution revenue

5. My Alignment ―Cheat Sheet‖
•
Understand the P1 company-wide business objective
– Align with your #1 internal customer
•
Start diving for data!
– Locate all closed-won opportunities from the last FY
•
Determine campaign mix
– What do you want your campaign to net? Drive leads, awareness, Web traffic?
– Identify areas of exposure
– Which content assets are required to support each activity?
•
Start where you are
– Benchmark, benchmark, benchmark
•
•
5
Execute and measure your demand gen funnel
Tweak dials as needed
Copyright © 2013, Marketing Advocate. All rights reserved.

6. You Can’t Manage What You Can’t Measure
The Eventual ―Holy Grail‖ of Marketing Metrics
6
Copyright © 2013, Marketing Advocate. All rights reserved.

7. 7
Copyright © 2013, Marketing Advocate. All rights reserved.

8. Search KPIs
Objective: To Increase Brand Awareness, Provide Air Cover, Gen Demand
•
Number of MQLs generated by paid
search
–
•
•
•
•
•
•
8
•
–
Which keywords? Which campaigns?
Change in CPL
Share-of-Voice (SOV) for top terms
Number of impressions
Number of paid search clicks MOM
Percentage of Web traffic being
driven by paid search
What % of total site conversions are
paid search leads?
Copyright © 2013, Marketing Advocate. All rights reserved.
Number of MQLs generated by
organic search
•
•
•
•
•
Which keywords?
Number of MQLs initiated by SEO
Position of SEO rankings for nonbrand keywords
Natural file downloads (content)
Percentage of Web traffic being
driven by organic search
What % of total site conversions are
organic search leads?

9. Search ROI
% Budget
% Lead Gen
Paid Search
12%
13.5%
Remarketing
12%
21%
Search Remarketing
68%
60.5%
SEO
8%
5%
$150.00
For every $1 of paid search spend,
we netted $2.38 in pipeline
$100.00
$50.00
$Cost per MQL
Sept
9
Copyright © 2013, Marketing Advocate. All rights reserved.
PPC
Oct

10. Web KPIs
Objective: To Increase Traffic + Brand Awareness, Generate Leads
•
•
Number of MQLs generated from Web site
Web analytics metrics
–
–
–
–
–
•
Sources of traffic
–
•
•
•
% of TS (direct) traffic versus organic versus referral versus social versus paid
Sources of online conversion
Pingbacks
Site ―stickiness‖
–
–
10
Visits
Unique Visits
% Unique
Page Views
Pages per Visit
Blog comments
Returning visitors
Copyright © 2013, Marketing Advocate. All rights reserved.

11. Online Conversions
Web Analytics Dashboard
100%
80%
60%
40%
20%
Direct
Organic
Paid
Referral
0%
Social
Visits
Visits-to-Leads
% Paid or Organic
1%
80.0%
1%
1%
60.0%
1%
40.0%
0%
20.0%
0%
0.0%
0%
2
3
4
Axis Title
% Organic
% of Visitors Converting
11
% Paid
Linear (% Organic)
Copyright © 2013, Marketing Advocate. All rights reserved.
% Visitors Converted by Month
Jul-13
100.0%
1
Unique Visits
Aug-13
% Unique
Pageviews Pages per Visit
Sep-13
Oct-13
Traffic Sources
600
500
400
300
200
100
0
Direct
Organic
Jul-13
Aug-13
Paid
Sep-13
Referral
Oct-13
Social

12. Email Marketing KPIs
Objective: To Stay Top-of-Mind with Prospects, Stimulate Engagement
•
Email performance metrics
–
–
–
–
–
–
Open rate (OR)
Click-through rate (CTR)
Click-to-open rate (CTOR)
Unsubscribe rate (UR)
Bounce rate (BR)
Deliverability rate (DR)
Nurture Type
Top of
funnel
Middle of
funnel
Bottom of
funnel
Objective
To improve top-of-funnel lead generation. Leads/contacts—net
new or existing—do not meet criteria to transition to an MQL
(for a particular product line)
Suspect
x
MQL
x
To pre-qualify leads. Leads/contacts meet MQL criteria to
qualify them for routing to Sales (for a particular product line)
To take new customers through a welcome track (by product),
to restate acct POCs and offer addt’l proof points about
purchased product, allow them to opt-in to specific mailings; is
automatically activated by the system
Onboarding/Welcome
x
To stay top-of-mind after lead has been dispositioned for a
particular LOV reason (i.e., buying cycle extended, timing past
standard sales cycle, etc.); is activated by Sales
Active Recycle (SRL)
x
x
To pull back dead/expired leads at the product-line level; these
leads have never been touched by Sales. These leads would
either return to previous nurture track-stage or be sent
continued education resources on an ongoing basis
•
Nurture campaign results by type
•
Re-engagement campaign results
Passive Recycle (SRL)
x
To increase ARR per customer. Cross-sell: Customers that
been identified as having a propensity to purchase a particular
product, where a complimentary purchase can add proven
ROI; Up-sell: Opportunity to up-sell additional licenses for a
particular product
Customer Up-/Cross-sell
Competitor Attack
x
x
x
x
To either displace a competitor or counter-attack competitor
campaigns by product line
To proactively engage w customers’ designated POC before
contract expires (i.e., 90 days prior to expiration) in order to reup terms
EOL/Renewals
12
Copyright © 2013, Marketing Advocate. All rights reserved.
x

13. Email Performance Metrics
37.8%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
8.2%
6.5% 9.3%
7.9%
7.7%
6.8%
1.0%
7.0%
0.9% 1.2%
5.0%
0.3%
0.6% 0.9% 0.8% 0.8%
0.0%
Email Open Rate (%)
Click-Through Rate (%)
Email 1
Email 3
Email 4
Email 5
Email 6
Email 7
Email 8
13
Email 2
Email 9
Email 10
Email 11
Email 12
Email 13
Email 14
Copyright © 2013, Marketing Advocate. All rights reserved.
MQLs Generated from Email Campaigns

14. Social KPIs
Objective: To Increase Social Reach, Generate Leads
•
Number of MQLs generated from social channels
•
Percentage of growth MOM
–
–
–
•
Social bookmarks
Twitter
• Number of RTs
• Total sphere of influence
LinkedIn
• Campaign responders
Percentage of ―stickiness‖ MOM
Total Reach by Social Channel
7000
6000
5000
4000
3000
2000
1000
0
Aug-13
14
Copyright © 2013, Marketing Advocate. All rights reserved.
Sep-13
Oct-13

15. Online Advertising & New Media KPIs
Objective: To Increase Targeted Reach, Brand Awareness, Gen Leads
•
Number of MQLs generated from third-party campaigns
–
–
–
–
•
Percentage of traffic growth from third-party campaigns MOM
–
–
15
Content syndication
Site conquesting campaigns
Banner ads
Content, Click-to-Call, Mobile, Tablet
QR code scans
Engagement with microsites or personalized destination pages
Copyright © 2013, Marketing Advocate. All rights reserved.

16. Quarterly Business Review Dashboard Example
16
Copyright © 2013, Marketing Advocate. All rights reserved.

17. Takeaways
• Build strategy that supports the business
objective
• Keep the main things the main things
– Marketing’s #1 internal client is sales
– Alignment between sales and marketing is key
• Measure twice, cut once
– Use directional data to learn and adapt
• Benchmark data is your BFF
• Fail fast
17
Copyright © 2013, Marketing Advocate. All rights reserved.

18. Have Questions? Let’s Connect
• Twitter:
• LinkedIn:
www.linkedin.com/cdwiley
• Email:
18
wileyCcoyote
courtneywiley@marketingadvocate.com
Copyright © 2013, Marketing Advocate. All rights reserved.