TECH Connect 2017 - Marketing ROI Workshop session by Neha Nandakumar, Head - Enterprise Client Solutions, LinkedIn

1. Neha Nandakumar
Head – Enterprise Client Solutions
LinkedIn
Session 2 - Revisiting the Marketing Funnel
Cost vs. Value
#inTC17
MARKETING ROI WORKSHOP: GETTING BETTER AT MEASURING IMPACT

2. ​Why do we need to revisit the marketing funnel?
Consumer journey is no longer linear
Push vs Pull - Discovery format (cross-platform, across stages of the funnel)
Consumers are more value conscious than ever before
Therefore, look to create value through sustained value proposition based messaging

3. Content is your greatest asset in communicating
your value proposition

4. ​Why doesn’t your Organization Measure the Return
on Investment (ROI) of its content marketing efforts?
Why B2B Marketers Don’t Measure Content Marketing ROI

5. ​We need a fresh way to map marketing outcomes to
business objectives
Marketers need to reach the right target audience and build brand
association that maps to the business’s strategic goals
1
2
3
Marketers need to nurture prospects and existing customers to ensure
their company is in the short-listed consideration set
Marketers need to generate qualified leads for the sales team
NURTURE
REACH
AQUIRE

6. ​Brand awareness metrics that align closely to
business objectives
BUSINESS GOAL TYPICAL KPIS SUGGESTED METRICS
GROW BRAND AWARENESS
Establish a lasting position in the
marketing place by building an
engaged audience for the brand
• Impressions, views, view
time
• Followers
• Brand lift – change in
awareness pre and post
campaigns
• Target audience share of
voice – opportunity to
increase audience penetration
across chosen audience
IMPROVE POSITIVE BRAND
SENTIMENT
Improve the opinion of the brand
among the target audience over
time.
• Likes / shares / comments • Brand sentiment – perception
of the brand amongst peer set
(positive vs negative content
generated)
OWN THOUGHT LEADERSHIP
FOR SELECT TOPICS
Build a reputation as a trusted
leader with industry expertise in
specific topics that are strategic to
your business and serve as a
differentiating factor
• # of posts • Topic ownership &
engagement – being an
authority on chosen subjects

7. ​We need a fresh way to map marketing outcomes
to business objectives
Marketers need to reach the right target audience and build brand
association that maps to the business’ strategic goals
1
3
Marketers need to nurture prospects and existing customers to ensure
their company is in the short-listed consideration set
Marketers need to generate qualified leads for the sales team
NURTURE
REACH
AQUIRE
2

8. ​Likes, Shares, Comments...
Do they translate to actual business?
Use these metrics as bellwethers to
optimize your future content, not to
measure ROI

9. ​Which headline resonates with the audiences on LinkedIn?
Version A: Image featuring device Version B: Image featuring person
160% Higher CTR
289% Higher Conversion Ratio

10. ​Which word resonates with the audiences on LinkedIn?
Version A: “Guide” Version B: “ebook”
90% Higher CTR

11. ​Use Optimization metrics to aid performance at each stage
Below Average
CTR
Impressions
Reach Hypothesis: We are not reaching the right audience
Impression
Frequency
Hypothesis: Our target audience has not been
adequately nurtured
Hypothesis: We are reaching the wrong audience too
frequently
Clicks
Engaged Members
Hypothesis: Our content isn’t valuable
Hypothesis: Our updates are not well
constructed
Clicks Per Engaged
Member
Hypothesis: We are not providing engaged
members with enough new content

12. ​Most importantly, create a test & learn culture
As you get better at optimizing and
A/B testing your content, you will build
better messaging and attract a better
quality of audience.

13. ​We need a fresh way to map marketing outcomes
to business objectives
Marketers need to reach the right target audience and build brand
association that maps to the business’ strategic goals
1
2
Marketers need to nurture prospects and existing customers to ensure
their company is in the short-listed consideration set
Marketers need to generate qualified leads for the sales team
NURTURE
REACH
ACQUIRE 3

14. ​Would you choose the cheapest over the best?
If cheapest vehicle is not the best choice
as an investment (return on ROI)
Then why is the cheapest lead the best
ROI for your marketing spend?

15. ​True business success is about quality not only quantity
CPL ≠ ROI
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FOCUS ON REVENUE NOT JUST COST
PRICE: 2.83 LACS PRICE: ~ 20 LACS

16. ​Re-looking metrics from outside-in perspective
​(Customer acquisition)
AWARENESS
INTEREST
CONSIDERATION
INTENT
EVALU-
ATION
TRIAL/FIRST
PURCHASE
ONGOING
CUSTOMER
DATA SOURCE
CURRENT ROI
MEASUREMENT
RETHINK
MARKETING CPM
Do not use, because
Cost ≠ ROI
Marketing CTR, CPC
Marketing CPC, CPL
Marketing
AVERAGE LEAD SCORE OF
CHANNEL (MQL OR SQL)
÷ COST PER CHANNEL
Align on lead scoring
model and valuation
with Sales
Marketing
AVERAGE WEIGHTED
OPPORTUNITY VALUE
(SALES PIPELINE)
÷ COST PER CHANNEL
SALES
AVERAGE DEAL REVENUE ÷
COST PER CHANNEL
Balance spend across
channels based on
profitability / ROI
SALES, FINANCE
CUSTOMER LIFETIME VALUE
÷ COST PER CHANNEL

17. ​Suggested Proxies
AWARENESS
INTEREST
CONSIDERATION
INTENT
EVALU-
ATION
TRIAL/FIRST
PURCHASE
ONGOING
CUSTOMER
Typical KPIs used Suggested ROI Proxies and Metrics
• Number of impressions,
• Cost per impression (CPM)
• Multi-touch attribution model (to understand impact each
channel has on customer’s journey)
• Audience demographics (as indicator of content relevance /
informational interest)• Click through rate (CTR),
• Cost Per Click (CPC)
• CPC,
• Cost Per Lead (cpl)
• Lead quality demographics
• Number of qualified leads – Marketing
and/or Sales (MQL, SQL)
• Individual lead score (vs. Number of leads)
• Number of Sales Accepted
Opportunities (SAO)
• Weighted opportunity sales pipeline value (vs. Quantity) e.G.
$200K deal at 50% confidence = $100K value
• Number of deals won,
• Deal size/revenue
• Deal size/revenue
• Customer Lifetime Value (LTV),
• Customer Acquisition Cost (CAC)
• Customer Lifetime Value (includes potential cross-sell, renewals,
churn probability, etc.)

18. ​LinkedIn measurement: What are some steps you can take?
• Attribution: Use a multi-touch attribution model
• Lead Scoring model: Develop a lead scoring model with Sales team
• Insights Tag: Get visibility on the customer journey and conversions using LinkedIn’s Insights
pixel
• Audience Demographics: Use LinkedIn’s Website Demographics pixel to learn about your
audience
• CRM data sync in Sales Navigator: Quantify revenue impact via a full funnel data integration

19. Finally, marketers need to optimize this journey
by incorporating the customers experience with
each part of the funnel to maximize ROI

20. ​Additional points to consider…
Focus on minimizing leakage through the funnel – focus on retention (as much as you focus on
acquisition)
Focus on user journey
• ensure your customers have the most efficient experience
• optimize content and accessibility across platforms, synergize paid and organic content
Focus on user experience
• create a positive interaction with your brand at every stage
• user journeys don’t stop at leads
• create a compelling post sales experience

21. THANK YOU