Despite the power of numbers, marketers continue to struggle to fully understand how to read and apply their data. In this presentation, Yesler explains how you can better understand and apply your data as it relates to the phases of the sales cycle.

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MAKING SENSE OF
MARKETING METRICS
B-TO-B MARKETING ANALYTICS

2. 2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
It’s part of each and every step of your marketing efforts, allowing
you to continuously optimize and tweak personas, content,
distribution, and every other element of your marketing programs
to achieve maximum ROI.
The easiest way to talk about marketing analytics is by associating
it with the ubiquitous sales funnel and the phases of the sales cycle.
MARKETING ANALYTICS IS NOT
A STANDALONE EFFORT.

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The funnel in this graphic shows the basic revenue model used by all B-to-B marketers.
Raw leads progress to marketing-qualified leads (MQLs), which are skillfully
converted to sales-accepted leads (SALs), which eventually become
sales-qualified leads (SQLs), and ultimately are converted to sales win ($$$).
Think of the revenue model as a state diagram that explains all of the clear and mutually
exclusive statuses that any lead can be in at any time. You need to define the stages,
the transitions, the maximum time in each stage, and the exit criteria at each juncture.

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Once you’ve created and gained agreement on a solid revenue model, you’re ready
to think about the four categories of metrics that you’re measuring across this
revenue model: volume, conversion, velocity, and value.

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Volume metrics are those you can scoop up early on in the
marketing process simply by counting shares, impressions,
visits, clicks, downloads, and email opens.
Every click, download, and conversion should be tracked and
measured, but that’s only half of the work. Decide which metrics
matter most to your organization and benchmark against both
your own historical performance data and that of your industry.
THE FOUR Vs OF MARKETING METRICS
VOLUME
CONVERSION
VELOCITY
VALUE

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Conversion metrics are rates and ratios. What percentage of
unqualified names becomes leads? What percentage of leads
becomes MQLs?
This is why it’s critical to have a well though-out revenue model.
When a name is in two places, your reporting won’t be accurate.
Measuring conversion rates between stages will shed light on
where some of your leads may be getting stuck in the funnel
and pinpoint where to troubleshoot.
THE FOUR Vs OF MARKETING METRICS
VOLUME
CONVERSION
VELOCITY
VALUE

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Velocity metrics tell how long various parts of the process are
taking. What is the average time spent in each stage? How long
is it taking for an MQL to become an SQL? What is the average
length of the sales cycle?
In today’s lengthy B-to-B sales cycle, slow and steady really
does win the race. But over time, a good lead-nurturing program
should begin to shorten the overall time it takes a qualified lead
to move from the top to the bottom of the funnel, particularly
as you get savvier about qualifying leads and moving them from
stage to stage.
THE FOUR Vs OF MARKETING METRICS
VOLUME
CONVERSION
VELOCITY
VALUE

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Value metrics are the sexy metrics, the ones expressed in
terms of dollars, euros, and yen — basically what it all means
to the bottom line. Return on marketing investment (ROMI)
is a good example; cost per lead is another.
Value metrics help answer questions like: How much value is
marketing producing? Is my investment in marketing creating
or destroying capital? How much is an SQL worth? Is it worth
more than it costs to generate?
THE FOUR Vs OF MARKETING METRICS
VOLUME
CONVERSION
VELOCITY
VALUE

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The next step is to map metrics to owners. Across the spectrum of the four Vs,
different people need to see different kinds of metrics.

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Operational metrics (the number of clicks and downloads, for
example) are particularly important to the people who are re-
sponsible for ensuring that the systems are up and running.
These tactical metrics provide real-time feedback, which allow
for rapid response to anything that needs to be fixed. They also
provide a baseline for higher-level metrics like key performance
indicators (KPIs).
MAPPING METRICS TO OWNERS
OPERATIONAL
PERFORMANCE
OPTIMIZATION
KPI

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Performance monitoring and optimization metrics provide
a rich feedback loop for marketing managers to fine-tune their
efforts. They are the bedrock for testing and testing again to
ensure every landing page garners the most registrations
or that conversions continue to climb.
These are the metrics that should drive your decisions about
subject lines, content and creative choices, calls-to-action,
offers, and media choices. They can also include volume,
velocity, conversion, and value metrics.
MAPPING METRICS TO OWNERS
OPERATIONAL
PERFORMANCE
OPTIMIZATION
KPI

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MAPPING METRICS TO OWNERS
OPERATIONAL
PERFORMANCE
OPTIMIZATION
KPI
KPIs take the longest time to gestate and are the metrics that
make up the executive scorecard. They can help demonstrate
both the literal and figurative value of marketing, but they are
almost useless in the management and optimization of
marketing activities.
If you see that ROMI was down last quarter, high-level numbers
tell you nothing about why. Value metrics are the check engine
light on your car. They tell you something is wrong, but not
what. For this, you need to look at operational, performance,
and optimization metrics.
The people who report to the CMO will need to see these
numbers broken down into specific markets, media, campaigns,
channels, and offers.

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While value metrics are the most important metrics that your
executives want, you have to nail your operational metrics first,
because the value metrics are built on the operational numbers.
You must be diligent at the operational level, inputting and tracking tactical
deployments, and then making meaningful summaries. Choose the best
tactical tool for each need, and then buy a solution that integrates all the
data and provides different ways to manipulate it for reporting.
Almost every mature marketing tool today has standardized APIs that
let other programs access its data. Technology time is on your side.
The prices on these integration and reporting tools are coming down
and the capabilities are going up.
THE BOTTOM LINE ON METRICS

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With your marketing metrics down, are you ready to
take your B-to-B marketing to the next level?
Get the “Modern Guide to B2B Marketing” and learn how to research,
plan, implement, and iterate your way to success.
BUT THERE’S MORE TO THE STORY.
DOWNLOAD IT HERE.

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All content for this presentation was provided by Yesler.
To learn more, visit yesler.com.