The Magic of Marketing Metrics

Zach Bailey, VP Products Pardot

July 19, 2012

Agenda

•  Intro •  Where We’ve Been •  Where We Are •  Where We Can Go

Where We’ve Been Marketing of the past...

Where We’ve Been

•  Whoever shouts the most and loudest, wins

•  Print Media •  Marketing as an art form •  Campaign ROI? Fuggedaboutit!

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -John Wanamaker

Where We Are Living in the Present

Where We Are •  Digital age, digital presence - website, email,

social media

•  Marketing is measurable

•  Campaigns and marketing efforts DO matter

•  Numbers - Metrics, KPIs, ROI

•  Marketing as a science!

“What gets measured, gets managed.” -Peter Drucker

A little scary? •  Numbers can be intimidating to some

marketing team members

•  Numbers and metrics are your friends

•  Use to your advantage

•  Gauge campaign effectiveness

•  Identify unmet needs

•  Minor modifications make major differences

Metrics, KPIs, and ROI

•  Metric - a standard of measurement •  KPI (Key Performance Indicator) -

indicators that help define and measure progress toward a specific goal

•  ROI (Return on Investment) - the return on money dedicated to a particular effort

KPI (%) = Metric / Goal

ROI (%) = (return - cost) / cost

What Matters •  Be S.M.A.R.T.

•  Specific •  Measurable •  Attainable •  Relevant •  Timely

•  Be Scientific! •  Question •  Hypothesis •  Experiment •  Analyze •  Iterate

Which are SMART?

“We need more Twitter followers.”

“Let’s grow our newsletter subscriptions by 20% by the end of the year!”

“I’d like to double our time-on-site�before launching that campaign.”

Getting Started •  Strategic (VP Mktg, CMO)

•  Funnel - net new leads, lead velocity •  Marketing sourced revenue •  ROI - Overall -> Channel -> Campaign

•  Tactical (everyone!) •  Web/Social Engagement •  Email deliverability, opens, clicks •  Form/Landing Page Conversion rates

Example Report: Funnel

Example Report: ROI

Example KPIs: Conversion

Example Metrics: Email

Example Metrics:�Forms & Landing Pages

Question time!

Zach Bailey���Vice  President  of  Products  Pardot  

zach.bailey@pardot.com    Twi6er  -­‐  @znbailey    

Pardot ���950 East Paces Ferry Road  Suite 3300 Atlanta, GA 30326  

404.492.6848  877.3B2B.ROI www.pardot.com