20. februar 2020
B 2 B M A R K E T I N G M E A S U R E M E N TW E B I N A R
T H O M A S O B E L I T Z H Ø G S B R O - R O D E
Partner & co-CEO | IMPACT Extend A/S
@thomasrode
linkedin.com/thomasrode
Fun fact: Semifinalist i DM i Excel
Proprietary + Confidential
V E L K O M M E N
02 U D F O R D R I N G E R V E D B 2 B M A R K E T I N G
03 G E N N E M G Å E N D E L Ø S N I N G S P R I N C I P P E R
04 K O N K R E T E K S E M P E L
05 A F R U N D I N G & S P Ø R G S M Å L
AGENDA
01
INTRODUKTION01
Vi afdækker og frigør potentialer i mennesker
og i organisationer, så vi sammen kan skabe
mentalt og økonomisk overskud til konstant
at flytte og udvikle os som individer,
virksomheder og samfund
UDFORDRINGER VED B2B MARKETING02
B2B MARKETING UDFORDRINGER
Salg og marketing de-koblede og ikke afstemt3
Stigende krav til accountability og gennemsigtighed2
Vores kunder er langt mere ude og afdække markedet end før1
Marketing er en omkostning – ikke en investering4
Marketing er kulturet begrænset i organisationen som ”dem der laver brochurerne”5
Marketing understøtter salg og de arbejder sammen om samme målsætninger
Vi har fuldt indblik i hvordan vores marketing aktiviteter og marketing spend generer salg
Vi imødekommer vores kunder i hele deres købsrejse
Digital marketing er en forudsigelig og skalerbar vækstmotor
Marketing er en essentiel del af at forløse virksomhedens strategi
• Lange beslutningsprocesser (1-24 måneder)
• Mange stakeholders i et salg (person vs account)
• Ingen forbindelse mellem (online) marketing og
CRM
• Dårlig eller manglende CRM disciplin
• Ingen feedback mekanisme til betalte
kampagneaktiviteter
UDFORDRINGER SPECIFIK FOR B2B MEASUREMENTS
PE
CIF
IKK
E U
DFO
RD
RIN
GE
R
GENNEMGÅENDE LØSNINGSPRINCIPPER03
Situation
Jeg vil gerne analysere alle touch points – eks. hvilket content, der performer bedst ift. at skabe omsætning.
Løsningsprincip
• Unify user ID på tværs af website, kampagner og CRM
• Attribueringsmodellering på toppen af datasæt
Krav
• Eget datawarehouse + event level tracking(Segment.io eller Owox) eller IMPACT Extend B2B dashboard
• B2B attribution platform:Dreamdata.io, Bizible.com
Situation
Jeg vil gerne kunne optimere min kampagner ud fra hvilke leads, der ender med at blive til salg (ét touch point).
Løsningsprincip
• Forbind marketing kampagner med leads i CRM via lead source
Krav
• Google Analytics / Google Measurement Protocol (vær dog obs på attribuering!)
• Data warehouse eller IMPACT Extends B2B dashboard
L E A D G E N E R E R I N GA
O N L I N E B 2 B A T T R I B U T I O NB
Situation
Jeg vil gerne inkludere alle touch points i min analyse –
inkl. sælgeres opkald, møder og lead nurturing fra lead til salget er lukket.
Løsningsprincip
• Unify user ID på tværs af website, kampagner og CRM
• Benyt Salesforce CRM campaigns til tracking af alle touch points (eller Marketo programs og progression steps)
• Attribueringsmodellering på toppen af datasæt
Krav:
• Salesforce CRM + B2B Marketing Analytics
• Enterprise Marketing Automation patform (Marketo eller Eloqua)
O M N I N U R T U R I N GC
LØSNING ER AFHÆNGIG AF PARADIGME
TVÆRGÅENDE PRINCIPPER• Korrekt lead source på alle leads – ensretning og QA
• Benyt hierarkier i leadsource/kampagner til bedre overblik (Paid Search > Paid Search Brand > Brand Campaign Name)
• Sikre samme kampagne struktur og navngivning i UTM parametre m.v. + en samlingstabel
• Analyse og aktivering af indsigter i betalte platforme er ikke det samme – men hænger sammen
• To generelle metoder til kobling: Leadsource/campaign vs user ID
LEADSOURCE/CAMPAIGN
Paid Social
Lead ad | Look-a-like 2% | DK
$100.000 kr.
50.000 kr.
50.000 kr.
Kampagnecost data
Cost: 15.000 kr.
Oms.: 50.000 kr.
USER ID Paid Search
Generic
Campaign A
$100.000 kr.
50.000 kr.
50.000 kr.
Data warehouse
Cost: 15.000 kr.
user ID 123A
user ID 321B
user ID 333C
Web tracking
Cookie 1
Cookie 2
Cookie 3
PAS PÅ ATTRIBUERINGEN!
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LEAD GENERATION SALG LUKKES
FB klik RMKT Google Ads Email klik
MÅLET VIL ALTID ATTRIBUERES TIL SENESTE IKKE-DIREKTE BESØG
1st visit 2nd visit 3rd visit 4th visit 5th visit
LEAD GENERATION SALG LUKKES
Der er løsninger, men kræver custom setup af GA (flere views) og ekskludering af alle touch points efter lead gen touch pointet
FB klik RMKT Google Ads Email klik
GA INSIGHTS PÅ USER NIVEAU
KONKRET EKSEMPEL04
INSIGHTS INTO WHAT ONLINE ACTIVITIES ARE DRIVING SALES
AS-IS TodayThere’s a disconnection between what channels and campaigns generated the lead, and what leads turn to sales.
O P P . W O NO P P . C R E A T E DS A L E S A C C E P T E DL E A D
N E WL E A D / N A M E
W E B S I T EV I S I T O R
Channel level datain Google Analytics
INSIGHTS INTO WHAT ONLINE ACTIVITIES ARE DRIVING SALES
SOLUTION:Full connection between channels and campaigns and qualification of lead in sales funnel.
O P P . W O NO P P . C R E A T E DS A L E S A C C E P T E DL E A D
N E WL E A D / N A M E
W E B S I T EV I S I T O R
Channel level data in CRM
A N O T E O N C O M P L E X I T Y : W H A T T O E V A L U A T E ?
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FIRST INTERAC TIONONLI NE
LEAD GENERATIONI NTERAC TI ON
F I L L S O U T L E A D F O R M
What channel did you visit from?
What campaign/messaging did you click on?
What CTA got you to fill out form?
Web Analytics
A D D I N G M A C H I N E L E A R N I N G T O T H E A T T R I B U T I O N M O D E L L I N G – N E X T S T E P
1st visit 2nd visit 3rd visit 4th visit 5th visit 6th visit 7th visit 8th visit 9th visit
FIRST I NTERAC TI ON
ONLI NE
LEAD GENERATI ON
I NTERAC TI ON
F I L L S O U T L E A D F O R M
What channel did you visit from?
What campaign/messaging did you click on?
What CTA got you to fill out form?
Google Ad: Linkedin Ad: RemarketingGoogle Ad:
45% 25% 20% 10% 30% 60% 10%
Remarketing Remarketing Remarketing
T R A F I K K I L D E V S A S S E T : H V O R K O M L E A D E T F R A V S . H V A D G E N E R E R E D E L E A D E T ?
Eks.: Du klikkede på GDPR Whitepaper annoncen på LinkedIn, men udfyldte free trial formen
Content/lead gen Asset 1
Content/lead gen Asset 2
Content/lead gen Asset 3
Traffic Source 1
Traffic Source 2
Traffic Source 3
B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST
P R O S P E C TS
I N V E S T M EN T P E R
P R O S P E C T
M Q LS
I N V E S T M EN T P E R
M Q LS Q L S
I N V E S T M E NT P E R S Q L
S A L E S E S T I M A T
E D
R E V E N U E E S T I M A T
E D
R O M I E S T I M A T
E D
V E L O C I T Y I N D A Y S
Google AdWords
10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30
Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40
Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30
Facebook Organic
1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15
LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50
LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30
Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20
CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10
Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50
Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20
D U M M Y D A T A
B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS
INVESTMENT PER PROSPECT
M Q LS
I N V E S T M EN T P E R
M Q LS Q L S
I N V E S T M E NT P E R S Q L
S A L E S E S T I M A T
E D
R E V E N U E E S T I M A T
E D
R O M I E S T I M A T
E D
V E L O C I T Y I N D A Y S
Google AdWords
10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30
Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40
Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30
Facebook Organic
1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15
LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50
LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30
Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20
CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10
Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50
Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20
D U M M Y D A T A
B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS
INVESTMENT PER PROSPECT
MQLSINVESTMENT PER
MQLS Q L S
I N V E S T M E NT P E R S Q L
S A L E S E S T I M A T
E D
R E V E N U E E S T I M A T
E D
R O M I E S T I M A T
E D
V E L O C I T Y I N D A Y S
Google AdWords
10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30
Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40
Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30
Facebook Organic
1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15
LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50
LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30
Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20
CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10
Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50
Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20
D U M M Y D A T A
B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS
INVESTMENT PER PROSPECT
MQLSINVESTMENT PER
MQLSQLS
INVESTMENT PER SQL
S A L E S E S T I M A T
E D
R E V E N U E E S T I M A T
E D
R O M I E S T I M A T
E D
V E L O C I T Y I N D A Y S
Google AdWords
10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30
Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40
Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30
Facebook Organic
1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15
LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50
LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30
Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20
CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10
Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50
Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20
D U M M Y D A T A
B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS
INVESTMENT PER PROSPECT
MQLSINVESTMENT PER
MQLSQLS
INVESTMENT PER SQL
SALESWON
REVENUEROMI
TIME TO REVENUE
(DAYS)
Google AdWords
10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30
Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40
Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30
Facebook Organic
1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15
LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50
LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30
Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20
CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10
Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50
Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20
D U M M Y D A T A
M A R K A N T B E D R E F O R E C A S T I N G M U L I G H E D E R
30
4%
9%
11%
4%
7%
10%
2%
7%
10%
7%7%
23%
0%
5%
10%
15%
20%
25%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Andel af lukkede deals
Phase change VelocityOnline leads conversion
rates
Sales leadsconversion
rates
Offline marketing conversion
rates
New lead à MQL(engaged/nurturing/qualified leads divided by total new leads)
1 month 20% 40% 40%
MQL à SQL(new sale opportunties divided by MQLs)
2 month 45% 90% 40%
SQL à Closed won(new sale wins divided by opportunities created)
4 months 15% 20% 10%
Total lead à close 7 months 1,35% 7,2% 1,6%
D U M M Y D A T A
H V O R S K A L M A R K E T I N G V Æ R E I D A G F O R A T N Å S A L G S T A R G E T O M 6 + M Å N E D E R ?
31
Jul-Dec has primary impact on 2020 sales targets
jul 18 aug 18 sep 18 okt 18 nov 18 dec 18 jan 19 feb 19 mar 19 apr 19 maj 19 jun 19 jul 19 aug 19 sep 19 okt 19 nov 19 dec 19
Needed leads Generated leads
Leads in July are on average closed in January etc.
AFRUNDING OG SPØRGSMÅL05
OVERVEJELSER
• Hvornår skal omsætning attribueres ift. opportunity role/account m.v.?
• Arbejder I fra et person eller account niveau?
• Hvis account: Hvordan løser i udfordring med ”mother accounts”? Eks. Novo Nordisk kontoret i DK er en helt anden organisation en Novo Nordisk i Boston osv.