Master Your Metrics: An Expert Guide To Marketing Measurement And Analytics. Ray Coppinger Senior Marketing Manager EMEA,

Transcription

1 Master Your Metrics: An Expert Guide To Marketing Measurement And Analytics Ray Coppinger Senior Marketing Manager EMEA,

2 Marketo Company Overview Marketing First Helping marketers master the art and science of digital marketing Unparalleled expertise 3,800 customers across 20+ industries in 36 countries #1 independent marketing platform: Marketing software - built for marketers, by marketers Fastest growing marketing technology company Largest partner solution ecosystem Top rated by Analysts including Sirius Decisions, Gartner, and Forrester 2015 Marketo, Inc. Page 2

3 TOPICS 1. Trends in Marketing Measurement 2. Where Metrics Go Wrong 3. The Right Metrics: Revenue Cycle 4. The Right Metrics: Program Performance 5. Questions???

4 Strength in Numbers 2015 Marketo, Inc. Page 4

5 Current Trends in Marketing Measurement In a recent study of 478 of CMOs and Senior marketers worldwide carried out by the Economist Intelligence Unit, ONLY 21% of European respondents said marketing is currently measured in terms of revenue impact Marketo, Inc. Page 5 The Rise of the Marketer: Driving Engagement, Experience and Revenue The Economist Intelligence Unit, commissioned by Marketo

6 Current Trends in Marketing Measurement What will be your biggest challenges over the next 12 months? 1. Sufficient budget (45%) 2. Measurement of marketing ROI (28%) 3. Shift to digital marketing and engagement (26%) 2015 Marketo, Inc. Page 6 The Rise of the Marketer: Driving Engagement, Experience and Revenue The Economist Intelligence Unit, commissioned by Marketo

7 The Future of Marketing Metrics? FROM TO Efficiency Effectiveness Brand Awareness Cost Metrics (Efficiency) Overall Engagement Top-Line Revenue In marketing measurement, effectiveness metrics trump efficiency #TFMA Marketo, Inc. Page 7

8 Where Metrics Go Wrong

9 Vanity Metrics Sound or look good and impress people, but don t measure impact on revenue Marketo, Inc. Page 9

10 Activity Metrics Focus on what you do instead of what results and impact you have on generating revenue/pipeline Marketo, Inc. Page 10

11 Cost Metrics Frame marketing in terms of cost and spending instead of results and outcomes Lead Cost Per Opportunit y Acquisition 2015 Marketo, Inc. Page 11

12 The Right Metrics: Revenue Cycle (Funnel) Metrics

13 The Revenue Cycle/Funnel 2015 Marketo, Inc. Page 13

14 A Revenue Cycle Model Screenshot: Marketo Revenue Cycle Analytics 2015 Marketo, Inc. Page 14

15 Key Revenue Cycle/Funnel Metrics 2015 Marketo, Inc. Page 15 *Opps. is bigger than SQLs because includes outbound and partner referrals

16 Key topic areas: Balance (Reach) Flow Conversion Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. Screenshot: Marketo Revenue Cycle Analytics 2015 Marketo, Inc. Page 16

17 Marketing Credibility with Accurate Forecasts Get The Definitive Guide to Marketing Metrics & ROI Marketo, Inc. Page 17 A trusted forecast is the single most important step to make marketing a revenue driver, not a cost center #TFMA2015

18 The Right Metrics: Program Performance Metrics

19 Why is Measuring Marketing ROI Hard? Multiple touches. Seven touches needed to convert a cold lead into a sale Multiple influencers. Typical buying committee has 5-21 people 2015 Marketo, Inc. Page 19

20 Ways that Companies Measure Program ROI Source: 2013 Lenskold Group 2013 Lead Generation Marketing Effectiveness Study 2015 Marketo, Inc. Page 20

21 Single Touch Attribution First or Last

22 Single Touch Attribution: First Touch Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources Marketo, Inc. Page 22

23 Single Touch Attribution: First Touch Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources Marketo, Inc. Page 23

24 Single Touch Attribution: First Touch Inbound and Web creates the best leads by far: high conversion, high velocity Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources Marketo, Inc. Page 24

25 Single Touch Attribution: First Touch Sponsored builds the database, but low conversion Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources Marketo, Inc. Page 25

26 Single Touch Attribution: First Touch Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources Marketo, Inc. Page 26

27 Single Touch Attribution: First Touch Paid Social & Display Ad drive brand and amplify inbound as well Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources Marketo, Inc. Page 27

28 Single Touch Attribution: First Touch Average days to Opportunity: 327 days Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources Marketo, Inc. Page 28

29 Multi-Touch Attribution Multi-touch attribution gives marketers more insight into the full #TFMA2015

30 Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics 2015 Marketo, Inc. Page 30

31 Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics 2015 Marketo, Inc. Page 31

32 Example: Multi-Touch Attribution A deal worth 100,000 recently closed. Three people were involved in the deal: Person A attended Webinar A and Trade Show B Person B attended Trade Show B Person C was sent C 100,000 Revenue 25,000 25,000 25,000 25,000 Webinar A 25,000 Tradeshow B 50,000 C 25, Marketo, Inc. Page 32

33 Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > Marketo, Inc. Page 33

34 Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > Marketo, Inc. Page 34

35 (MT) Ratio = Pipeline / Investment >10 is Great and <5 is Fail Sponsored = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events = 6.6, Content Syndication 7.7 Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > Marketo, Inc. Page 35

36 % Programs with MT Ratio > 5 e.g. Tradeshow has good average but 49% programs fail Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > Marketo, Inc. Page 36

37 Questions?