1.
UNDERSTANDING
THE METRICS THAT
DRIVE REAL IMPACT
January 18, 2017

2.
2
Cassandra Clark
Senior Manager, Demand Generation
@cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan
SPEAKERS
@LinkedInMKTG

3.
3
AGENDA
The difference between metrics and
analytics
The metrics that matter and what you
need to have in place to apply analysis
How to use this approach to optimize
your LinkedIn Campaigns
1
2
3
@LinkedInMKTG

4.
4
TERMS
DISCUSSED
TODAY
CTR (Click-through Rate): The amount of clicks in your campaign
divided by the number of impressions or sends.
CPL (Cost Per Lead): The amount of money you spend to acquire a lead.
MQL (Marketing Qualified Lead): A lead that meets marketing’s
benchmark for being considered a strong prospect. Usually qualified through
analytics and/or a lead scoring system.
Lead Score: The methodology marketing uses to identify MQLs.
SQL (Sales Qualified Lead): A lead that Sales has vetted and qualified
as a prospective customer.
Marketing Automation System: Technology used to automate
marketing actions to improve engagement and efficiency.
CRM (Customer Relationship Management): Technology used to
manage and analyze interactions and data throughout the customer lifecycle.
Attribution: There are 3 models for marketing attribution: first touch, last
touch, and multi-touch.
@LinkedInMKTG

5.
5
THE
DIFFERENCE
BETWEEN
METRICS AND
ANALYTICS
@LinkedInMKTG

6.
6
WHAT
METRICS
ARE TO
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.
@LinkedInMKTG

7.
7
THE METRICS TO
UNDERSTAND
BUSINESS
IMPACT
@LinkedInMKTG

8.
8
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.
MONEYBALL METRICS
@LinkedInMKTG

9.
9
EMAIL
Click open rate
Conversion rate
Drive pipeline and revenue
DISPLAY
Brand awareness
New website visitors
Click-through rate
RETARGETING
Lead quality
Increase conversion
Drive pipeline and revenue
SPONSORED CONTENT
Increase engagement
Build brand & shape perception
Conversion rate
MONEYBALL METRICS
@LinkedInMKTG

10.
10
Metrics should never be
taken at face value. Context
is critical. Educate your
stakeholders on the “why”
behind the metrics.
@LinkedInMKTG

11.
11
TACTICS METRICS
Email Marketing open rate, returning visitors, form fills,
MQLs, SQOs, SAOs, retention rate
Search Marketing leads, cost per lead, form fills, MQLs
Display Ads leads, cost per lead, form fills, MQLs
PR Leads, cost per lead, returning visitors
Paid Social Media leads, cost per lead, returning visitors,
MQLs, form fills
Gated Long-Form Content Form fills, MQLs, SQOs, SAOs
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
KEEPING YOUR PULSE ON LOWER FUNNEL METRICS
NURTURE
PROSPECTS
THAT HAVE
EITHER
IMPLICITLY OR
EXPLICITLY
EXPRESSED AN
INTEREST IN
YOUR BRAND.
@LinkedInMKTG

12.
12
TRUE MEASUREMENT NIRVANA
happens when you can track your marketing
campaigns through the sales funnel.
Landing page
conversion
Marketing
qualified lead
Opportunities
created
Closed won
opportunities/# new
customers
Closed
dollars/revenue
@LinkedInMKTG

13.
13
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
PEOPLE
Sales and Marketing Alignment
• Align on priority objectives and KPIs
• Alignment on key business definitions
• Marketing Qualified lead
• Sales Qualified or accepted leads
• How is a new customer defined? Inactive
customers?
Executive Alignment
What percentage of revenue or leads should
marketing be accountable for?
STEP 1
@LinkedInMKTG

14.
14
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
PROCESS
• Lead handoff from marketing to sales reps
• Establishing agreement for sales
engagement of leads
• Reporting cadence
STEP 2
@LinkedInMKTG

15.
15
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
TECHNOLOGY (the big one)
What does your current marketing stack
look like?
Key pieces to evaluate:
• Marketing automation system (Eloqua, Marketo, etc.)
• Lead scoring/qualification
• Marketing automation system integration with your sales CRM
• Tracking parameters
• Reporting tools
STEP 3
@LinkedInMKTG

16.
LEVERAGING TECHNOLOGY
TO TRACK LEADS
@LinkedInMKTG

17.
17
ATTRIBUTION
GIVES
CREDIT TO
YOUR
MARKETING
PROGRAMS
1. Ensure tracking scripts are all landing pages.
2. Adding tracking parameters to your URLs.
Campaign URL will look something like this:
3. Marketing and sales systems will store this info along
with the contact info. This allows you to track where the
sale originated from.
https://www.marketing.linkedin.com/?utm_source=linke
din&utm_medium=sponsoredcontent&utm_content=webinar&
utm_campaign=LMS_WC_20170118_MetricsAnalytics&elqcam
paignid=LMS_WC_20170118_MetricsAnalytics
@LinkedInMKTG

18.
18
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACTGOOGLE
ANALYTICS
@LinkedInMKTG

19.
19
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACTGOOGLE
ANALYTICS
@LinkedInMKTG

20.
20
GOOGLE
ANALYTICS
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACT
@LinkedInMKTG

21.
21
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACTSALESFORCE
@LinkedInMKTG

22.
22
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACTSALESFORCE
@LinkedInMKTG

23.
23
THE IMPACT
OF YOUR
LINKEDIN
CAMPAIGNS
@LinkedInMKTG

24.
24
Key conduit
for reach and
nurturing at scale.
LinkedIn Sponsored Content
OBJECTIVES
Product awareness
Thought leadership
Starter guides
Targeted content
METRICS
Content engagement
Leads & MQLs
Lead quality
Revenue
@LinkedInMKTG

25.
25
Great tool to
increase reach
beyond email
to drive leads and
event registrations.
LinkedIn Sponsored InMail
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
@LinkedInMKTG

26.
26
CONVERSION
TRACKING
PROVIDES
BOTTOM
FUNNEL
METRICS FOR
OPTIMAL
CAMPAIGN
PERFORMANCE
We look beyond just conversions.
• Post-click conversions help us optimize creative, they
tell us what’s working.
• View through conversions help give us an
understanding of activity we are driving through our
campaigns.
• Conversion rate helps us isolate top performing
creative and campaign targeting.
@LinkedInMKTG

27.
27
OPTIMIZATION BY TOP FUNNEL
LINKEDIN
CONVERSION
TRACKING
@LinkedInMKTG

28.
28
OPTIMIZATION BY
RETURN ON AD SPEND
LINKEDIN
CONVERSION
TRACKING
@LinkedInMKTG

29.
KEY TAKE
AWAYS
CONTEXT IS KEY: ALIGN YOUR
OBJECTIVES WITH THE RIGHT
METRICS
LAYING THE FOUNDATION ACROSS
PEOPLE, PROCESS, & TECHNOLOGY
ANALYZING LOWER FUNNEL METRICS
TO UNDERSTAND WHAT’S DRIVING
BUSINESS IMPACT
1
2
3
@LinkedInMKTG

30.
30
Cassandra Clark
Senior Manager, Demand Generation
@cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan
Q & A
@LinkedInMKTG

31.
31
LinkedIn Marketing Solutions Blog
Lnkd.in/Blog
STAY
CONNECTED
Cassandra Clark
Senior Manager, Demand Generation
@cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan
@LinkedInMKTG