More and more Marketing Executives have come to realize that the traditional approach to budget allocation, by campaign and channel, does not match the way modern marketers seek to optimize the customer’s experience. As a result companies now focus more on investing along the different stages in the customer journey. This webinar is organized by the B2B Marketing Forum in collaboration with Oracle Marketing Cloud.

1. Measuring Customer Journey Success
Marketing Performance in B2B
Adwin Gerritsen
adwin@spotonvision.com
@Adwin_G
Shimon Ben Ayoun
shimon@spotonvision.com
@shimonbenayoun
In co-operation with

2. #b2bnlspotONvision - B2B marketing that sells
We design and implement
integrated sales & marketing
programmes to lead your buyers
and customers along their
journeys

3. GoToWebinar:
“Chat” or “Ask a question”
or
Twitter hashtag #b2bnl
Twitter @spotonvision
#b2bnlQuestions?

4. B2B Marketing: From ROI to Customer Journey Success

5. Managing customer journeys is CMO’s top challenge
Source: ‘The CMO Dilemma: Bridging the Gap between Love
and Money’ Abedeen Group

6. • 96% of CMOs: Poor data
quality & data management
• Rapidly changing consumer
habits and their channel
preferences
What are the challenges?
Increasing pressure
on CMOs from their
executive boards to
deliver return on
investment (ROI)

7. The benefits of improved understanding of both customer data and their buying journeys is,
according to Aberdeen Group’s research, a 54% greater annual improvement in the return on
marketing investment (ROMI) metric.
These marketers also increase revenue from customer referrals by more than 300%.
The reward

8. The new challenge
How do we manage customer journeys?
How do we know what works?
For which buyer persona?
Where in the customer journey?
How can we track & optimize results?

9. What about Marketing Executives in the Netherlands?
Source: From ROI to Customer Journey Success, spotONvision
Available for download as of March 2016
Do they allocate budgets along customer journey stages?

10. The Customer Journey

11. B2B: Buyers and Customers

12. Poll
What portion of your marketing budgets do you typically spend on
Lead Generation & Acquisition programs?
A. < 25%
B. 25-50%
C. 50-75%
D. > 75%

13. Marketing needs to align
Why?
Marketers can become
customer centric and
accountable
Marketing Customer

14. How can we put this into practice?
Marketers should create integrated programs along the customer
journey
Marketing programs are linked to
one buyer/customer
Marketing programs have a
central theme, based on the
buyer’s/customer’s needs

15. How do we create integrated programs?
1. Programs
The overall plan. One buyer persona. Central theme.
Can involve multiple journey stages.
2. Dialogues
Set of tactics. One journey stage. Content matches
information needs for that stage.
3. Tactics
Marketer’s means to engage. Online. Offline.
(eg Webinar, Events, Email, SEA, Online display,
Whitepaper, Video)
3 building blocks
Marketing Customer
“Customer experience is
the sum of all interactions”

16. Example: Wouter
Dialogue: Awareness
1. Online display
2. Infographic
3. LinkedIn
Dialogue: Consideration
4. Whitepaper
5. eDM
6. Webinar
Dialogue: Purchase
7. Sales enablement
8. Free consult
Program: Marketing ROI“I need to prove
marketing ROI.”

17. How to measure success
Customer Journey results can be measured on three levels:
1. Program
2. Dialogue
3. Tactics
Total program results (new, existing)
Results per stage (eg awareness, consideration)
Results of individual tactics (eg webinars, whitepapers)

18. Program success
Metrics on program level provide insight into total performance in terms of
business outcomes.
Return New
Marketing leads generated
Pipeline generated from marketing leads
Deals won from marketing leads
Revenue generated from marketing leads
Return Existing
Opportunities created
Opportunities won
Marketing influenced revenue
Marketing attributed revenue
Operational metrics
Campaign ROI
Marketing cost per lead
Marketing cost per customer acquired
Average deal size

19. Dialogue success
Dialogues have different roles in the journey and so they have different
return metrics.
Awareness Consideration Decision Initiate
Reach
Impressions
Page views
Visitors
Clicks
Gross Rating Points
Downloads
Participation events
Info requests
Form submits
Marketing Qualified
Leads
Sales Qualfied Leads
Opportunities created
Deals won
Order Intake
Margin
Churn
Repeat buys
Contract duration
Net Promoter Score
Engage
Retention, prolongation
Order Intake cross-sell
Order Intake upsell
Net Promoter Score
Advocacy
Revenue referrals
Testimonials
Brand mentions
Net Promoter Score
Operational metrics
Conversion rates
Lead score development

20. Tactic
Tactics have their own return and operational metrics. Return metrics need
to be placed in the context of the dialogue they are used in

21. 6. The clarity test
Is any ambiguity possible in interpreting the results?
7. The so-what test
Can and will the data be acted upon, i.e. is it actionable?
8. The timeliness test
Can the data be accessed rapidly and frequently enough for
action?
9. The cost test
Is the measure worth the cost of measurement?
10. The gaming test
Is the measure likely to encourage undesirable or
inappropriate behaviours?
Checklist for measuring marketing success
1. The truth test
Are we really measuring what we set out to measure?
2. The focus test
Are we only measuring what we set out to measure?
3. The relevancy test
Is it the right measure of the performance measure
we want to track?
4. The consistency test
Will the data always be collected in the same way
whoever measures it?
5. The access test
Is it easy to locate and capture the data needed to
make the measurement?
The Ten Measures Design Tests – Prof. Neely

22. Optimization: what works well for which buyer and in which stage?
Use historical data to evaluate and optimize performance of tactics for
different buyers and customers.
• Experiment with tactics
• Explore channels and platforms
• Capture data per program and dialogue
• Share learnings, continually improve

23. From customer journey to customer value
Eventually, everything you do will impact customer value.
“Aim to recover your CAC in <
12 months, otherwise your
business will require too much
capital to grow.”
“It appears that LTV should be
about 3 x CAC for a viable
SaaS or other form of recurring
revenue model.”

24. End- to-end program control
1
Program Response
Modeling
2
ROI Dashboard
Development
3
Cross-Channel
Optimization
4
Data-Driven Lead
Prioritization and
Pipeline Acceleration
5
Attribution Modeling
and Effectiveness
Evaluation
Experienced companies that have access to historical data and market data can
make smarter choices and continually improve marketing programs.
Program launch: target
setting, response
simulation
Track program results
real-time
Optimize tactics and
channels
Identify high potential
leads
Evaluation and
attribution

25. Upcoming:
B2B Marketing Forum - Come visit us March 17

26. More information
Adwin Gerritsen
adwin@spotonvision.com
@Adwin_G
Shimon Ben Ayoun
shimon@spotonvision.com
@shimonbenayoun
Contact us directly in case you want to know more about measuring customer
journey success.
Stay tuned for more customer journey webinars:
Customer journey dashboards (May 2016)
Customer journey optimization (TBD)

27. Heeft u vragen, neem contact met ons op!
Bedankt voor uw aandacht!
www.spotonvision.nl
info@spotonvision.nl
+31 (0) 20 705 58 88