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Find Your End-of-Quarter ROI: Tips for Measuring Your Marketing Impact Quarterly

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It's that time again - long weeknights, multiple cups of coffee and dreaded table joins in Excel as you scramble to pull together your end-of-quarter reporting, right? There's got to be a better way!

BrightFunnel Dayna Rothman, VP of Marketing and Sales discusses which marketing metrics you should be tracking at the end of each quarter.

It's that time again - long weeknights, multiple cups of coffee and dreaded table joins in Excel as you scramble to pull together your end-of-quarter reporting, right? There's got to be a better way!

BrightFunnel Dayna Rothman, VP of Marketing and Sales discusses which marketing metrics you should be tracking at the end of each quarter.

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Find Your End-of-Quarter ROI: Tips for Measuring Your Marketing Impact Quarterly

  1. 1. Find Your End-Of-Quarter ROI: Tips for Measuring Your Marketing Impact Quarterly Dayna Rothman, VP of Marketing and Sales Development
  2. 2. Dayna Rothman, VP of Marketing and Sales Development, BrightFunnel
  3. 3. It’s end-of-quarter. Time to stay up late frantically figuring out the ROI of your marketing programs. There has to be a better way!
  4. 4. By putting a process around your EOQ reporting—you, your team, and your key stakeholders can have more insight into marketing performance—while being more efficient and effective.
  5. 5. EOQ Reporting Doesn’t Need to be Painful Put a process around EOQ reporting Enable your team to pull their own reports Determine what to measure Communicate your results effectively to your key stakeholders Quick Note: depending on your business, you might not see results from a program until well after the quarter has ended. So don’t be discouraged!
  6. 6. Making Reporting Part of Your Team DNA
  7. 7. First, Ask Yourself: How do you measure today? How do you want to measure tomorrow? Do you require your team to report on quarterly metrics? Are you required to report on quarterly metrics? Is there communication across your team around program performance?
  8. 8. Step 1: Know What You Want to See on a Quarterly Basis Overall metrics: Funnel performance Channel, campaign, content performance: First-touch, multi-touch attribution Velocity Cohorted view of performance Channel-specific metrics Account-Based Metrics Target account engagement Opportunity/Deal Analysis Full deal lifecycle deep-dive
  9. 9. Step 2: Make Sure You Have the Right Systems and Process in Place Ensure that your programs are set up properly in your marketing automation and CRM Make sure you have the technology you need to measure what you want to see: Marketing attribution platform Marketing automation Specialized reporting; ie. social listening, email metrics, etc
  10. 10. Step 3: Make Sure Your Team is Enabled Meet with each team member so they know what measurements they are responsible for Make sure each team member is trained on your technology Make sure that you set a due- date for your team ahead of time
  11. 11. Step 4: Schedule a Metrics-Deep Dive Put time on the calendar for each team member to go through their metrics Consider scheduling a larger block of time Each team member should build their own slides and present Leave time for Q&A Ensure that everyone knows that this is a safe zone!
  12. 12. Break Measurement Up by Role Marketing Operations/Marketing Leadership Funnel metrics Deal deep dive Demand Generation Channels, Programs Email/landing page performance Content Content performance Digital and Social Website analytics Ad performance Social metrics Events Tradeshow and field event performance Sales Development Target accounts
  13. 13. Operational and Account-Based Metrics
  14. 14. Overall Marketing Impact The one metric to rule them all! How did marketing influence your quarter? Look at deals/pipeline sourced and deals/pipeline influenced
  15. 15. Overall Goal Tracking How did we track to each of our goals? Leads MQLs SALs SQLs Opps Deals Revenue Pipeline
  16. 16. Funnel Metrics: Cohorted How do leads, mqls, or opps created within a quarter move through your funnel? Identifies time-to-deal from leads generated Stage progression and conversion rates Compare conversion rates to industry benchmarks
  17. 17. Funnel Metrics: Snapshot What entered a funnel stage within that quarter—regardless of initial lead creation date? Shows your funnel health Identifies areas of slow movement Gives you a true understanding of where you stand in relation to goals
  18. 18. Closed Deal Deep-Dive Look at full buyer journey for every closed deal in that quarter Source campaign Last touch campaign Campaign influence Sales and marketing activity Look at full account decision team—not just opportunity contacts
  19. 19. Closed Deal Deep-Dive Example Account contact buyer journey Channels with the highest engagement for contacts in that account Website traffic for contacts in that account
  20. 20. Account-Based Engagement Percentage of database or target accounts engaged by marketing Most engaged accounts overall Most engaged accounts per segment Total marketing engagements Total sales activity Total contacts Percentage of contacts engaged by marketing or sales
  21. 21. Account-Based Marketing Overview Example Percentage of database engaged by marketing Most engaged accounts within a selected cohort
  22. 22. Individual Account Engagement Overview Example Account contact engagement across marketing, website, and sales
  23. 23. Channel and Program Metrics
  24. 24. Channel Metrics Consider looking back 2 quarters for channel and campaign impact What channels sourced deals/pipeline (FT)? What channels influenced deals/pipeline (MT)? Leads, MQLs, Opps sourced Lead, opps, deal touches LTO%, LTD% Channel ROI, CPL, CPD Best and worst channel for FT/MT—consider segmenting
  25. 25. Channel Deep Dive Channels that sourced the most deals and pipeline Channels that influenced the most deals and pipeline
  26. 26. Program Metrics Consider looking back 2 quarters for program impact What programs sourced deals/pipeline (FT)? What programs influenced deals/pipeline (MT)? Leads, MQLs, Opps sourced Lead, opps, deal touches LTO%, LTD% Program ROI, CPL, CPD Best and worst program for FT/MT—consider segmenting
  27. 27. Program Deep Dive Programs—across all channels—that sourced the most pipeline and revenue Large marketing initiative breakdown by program (parent/child)
  28. 28. Email Performance Best and worst email Open rate/CTR Unsubscribe rate Deep dive on copy and design Example: EOQ Webinar Email: • 16% Open rate • 8% CTR • .3% Unsub
  29. 29. Content Performance Best and worst performing content What content works best for sourcing and what content works best for influencing? Is there a difference based on audience segmentation? Discuss topic, promotion plan, visuals, and copy Content assets that influenced revenue and pipeline
  30. 30. Digital Marketing Website traffic Website conversions SEO performance Referral traffic Top pages Ad conversions Website traffic analysis quarter-over-quarter Website conversion event by influenced revenue and pipeline.
  31. 31. Social Media Best and worst social organic posts and ads per channel Are you reaching the right audience and are they listening/interacting? Are you bringing people in through social channels? And what is the quality of those leads? Is social impacting your target accounts? How does social influence pipeline and revenue? Twitter engagements tracking engagement rate, link clicks, and retweets Social ad program analysis on Facebook looking at influenced pipeline, leads, and opps
  32. 32. Campaign Velocity How many days from lead-to-opportunity? How many days from opportunity-to-deal How many deals from lead-to-deal Campaign velocity sorted by fastest time from lead to opp
  33. 33. Communicating Metrics to Your C-Suite
  34. 34. Questions for Stakeholder Communication Ask yourself: Who do you need to communicate with? What level of detail do they need to see? How would they like to access the information? How often would you like to communicate metrics?
  35. 35. The Who and The What? Board-level Comms: Overall marketing impact Goal tracking Funnel metrics CEO Comms Overall marketing impact Goal tracking Funnel metrics Program ROI Best/worst programs VP of Sales Overall marketing impact Funnel metrics Deal deep-dive CFO/COO Overall marketing impact Funnel metrics Goal tracking Marketing ROI
  36. 36. The How? Board meeting presentation Revenue team metrics presentation: Attendees: Marketing leadership Sales leadership CEO CFO/COO Closed deal communications EOQ newsletter EOQ all hands deal highlights Automated emails Slack alerts
  37. 37. Bringing it All Together Make sure you know what you want to measure Implement the right process and technology Enable your team to measure their own success Set time aside to go through quarterly metrics with your team Do a metrics deep-dive into your funnel, program performance, target accounts, and deals Make sure to consistently communicate performance to key stakeholders
  38. 38. Thank You! Q&A dayna@brightfunnel.com, @dayroth

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