Megan Golden, Senior Content Marketing Manager, LinkedIn Amanda Halle, Senior Manager, Marketing, LinkedIn Want to learn how to optimize how you measure full funnel impact? We've got you covered. The second webcast our Sophisticated Marketer's Webcast Series is our Crash Course in Metrics & Analytics and it's exactly what a data-driven marketer like you is looking for. We'll cover data accuracy, alignment, attribution challenges, and more to enable you to prove value.

1. @linkedinMKTG

2. CrasHCourse
30 minute
MARKETING METRICS
Understanding metrics vs. analytics
Uncovering the metrics that really matter
Measuring full funnel impact
@linkedinMKTG

3. 3
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan
SpEAKERS
today’s
@linkedinMKTG

4. WhyDoINeed
Introduction
METRICS AND ANALYTICS?
@linkedinMKTG

5. According to Forrester Research,
as much as
90%
of the buyers’ journey may be complete
before they contact a salesperson. During
that time, marketing is responsible for
moving prospects down the purchase path.
@linkedinMKTG

6. 6
report the ROI of programs and
confidently request larger budgets
become more efficient at optimizing the
purchase path and driving revenue
metrics & analytics
Helpmarketers...
@linkedinMKTG

7. 7
Metrics&
what’s the difference
@linkedinMKTG
BETWEEN
Analytics
METRICS
What you measure your marketing
programs on to gauge performance or
success. They can also be called Key
Performance Indicators (KPIs).
ANALYTICS
Using metrics to identify trends and
insights to inform decisions about your
marketing efforts.

8. LEARNINGfrom
MONEYBALL METRICS
@linkedinMKTG

9. 9
Metrics
moneyball
In baseball, a lead off
hitter’s job is to get on base
and score runs, while a
cleanup hitter’s job Is to
drive in runs.
A baseball team would
never measure the
performance of these two
players in the same way.
@linkedinMKTG

10. 10
Metrics
moneyball
In baseball, a lead off
hitter’s job is to get on base
and score runs, while a
cleanup hitter’s job Is to
drive in runs.
A baseball team would
never measure the
performance of these two
players in the same way.
@linkedinMKTG
EMAIL DISPLAY
Click open rate
Conversion rate
Drive pipeline and revenue
Brand awareness
New website visitors
Click-through rate
RETARGETING SPONSORED UPDATES
Lead quality
Increase conversion
Drive pipeline and revenue
Increase engagement
Build brand & shape perception
Conversion rate

11. 11
Measuringthe impact of
FULL FUNNEL MARKETING
@linkedinMKTG

12. 12
FullFunnelmarketing
Each marketing
tactic should have
a clear purpose
and map to the
buyer’s journey.
So, ask yourself…
“
“
1
Who is the target
audience?
How do they need
to be educated?
How can we align
our benefits to
their pain points?
2
Are you providing
your prospects
increasingly
relevant content as
you learn more
about them?
3
What happens
after the sale?
Do you have the
content that sets
up customers for
success after
they’ve bought
from you?
@linkedinMKTG
The ultimate goal of reaching and then nurturing
prospects is to “acquire” them, to drive them toward
becoming a customer.

13. 13
REACH
NURTURE
FullFunnelmarketing
@linkedinMKTG
Increase awareness
Build brand
Shape perception
Improve lead quality
Increase conversion
Drive pipeline and revenue
UPPER
LOWER

14. 14
REACH
metrics
upper funnel
Play an active role in
prospect education
throughout the
buyer’s journey.
Email Marketing open rate, website traffic, opt-in
Display Ads awareness, brand recall and lift
Search Marketing branded search
Organic Social Media shares, likes, comments
PR
awareness, brand lift, website traffic, inbound
links, referral traffic, unique visitors
Paid Social Media
awareness, brand recall and lift, website traffic,
unique visitors
Free Written content
website traffic, shares, likes, bounce rate, unique
visitors, inbound links, referral traffic, comments
Rich Media content time spent, page views, pages per visit, opt in
TACTICS METRICS
@linkedinMKTG

15. 15
NURTURE
Nurture prospects
that have either
implicitly or explicitly
expressed an interest
in your brand.
Email Marketing open rate, returning visitors, form fills, MQLs,
SAOs, SQOs, retention rate
Search Marketing leads, cost per lead, form fills, MQLs
Display Ads leads, cost per lead, form fills, MQLs
Paid Social Media
leads, cost per lead, returning visitors, MQLs, form
fills
PR leads, cost per lead, returning visitors
Gated Long-form Content
form fills,
Webinars
Form fills, leads, cost per lead, SAO, SQO, close
rate, revenue, retention rate
Demos / Trials form fills, leads, cost per lead, SAOs, SQOs, close
rate, revenue, retention rate
TACTICS METRICS
metrics
lower funnel
@linkedinMKTG

16. 16
REACH
NURTURE
Reach audiences to
drive awareness and
a positive impression
of your brand
• Awareness
• Branded search
• Brand recall and lift
• Website and referral traffic
• Page views, pages per visit,
time spent on site lift
• Subscriber/opt-in lift
• Engagement (open rate,
shares, likes, comments)
• Bounce rate decline
• Unique visitor lift
• Inbound links lift
Nurture prospects
until they’re ready to
make a purchase
• Leads (organic vs paid)
• MQLs/SAOs
• SQOs
• Cost per lead
• Qualified lead velocity rate
(i.e., growth in qualified leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate, customer
lifetime value, upsell/cross-sell
APPLYingANALYTICSacross the funnel
@linkedinMKTG

17. 17
FullFunnelmarketing
What is your
recommendation
on how to lay the
foundation to full
funnel marketing?
“
“
1
Understand the
key objectives
you need to hit at
each stage of the
funnel
2
Pin down the
right metrics to
measure
progress against
those objectives
3
Deploy effective
programs and
continually use
analytics to
gauge the
effectiveness and
optimize their
performance
@linkedinMKTG

18. 18
REACH
NURTURE
@linkedinMKTG
Paid Promotion
Search Engine Marketing
Display Ads
Blog
Email
Sponsored Updates
Sponsored InMail
Webinars
Multi-ChannelCAMPAIGNS
success lies in

19. IMPACT
how LINKEDIN measures
on LINKEDIN
@linkedinMKTG

20. 20
Think beyond
CTR and
conversions to
measure the
success of your
Display
campaigns.
“
“
@linkedinMKTG
DisplayAds
LINKEDIN
OBJECTIVES
Product Awareness
Thought Leadership
Targeted Content
METRICS
Click-through rate
Conversion rate
Web and referral traffic lift
Brand recall
Subscriber opt-in lift

21. 21
Great tool to
increase reach
beyond email
to drive leads
and event
registrations.
“
“
@linkedinMKTG
SPONSOREDINMAIL
LINKEDIN
OBJECTIVES
Drive content downloads &
event registration
Expand reach beyond email
Right people, right time
METRICS
Open rate
Click-through rate
Conversion rate
Leads/Event registration

22. 22
Key conduit for
reach and
nurturing at
scale.
“
“
@linkedinMKTG
SPONSOREDUPDATES
LINKEDIN
OBJECTIVES
Product awareness
Thought leadership
Starter guides
Targeted content
METRICS
Content engagement
Leads & MQLs
Lead quality
Revenue

23. Q&A
your
WITH AMANDA
@linkedinMKTG @ahalle

24. CONNECTED
stay
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan | mgolden@linkedin.com
LinkedIn Marketing Solutions Blog
Lnkd.in/Blog

26. END.