D E F I N I N G K P I S F O R B 2 B M A R K E T E R S

M I C H E L L E S T E W A R T G L O B A L M E D I A D I R E C T O R

M O L L I E P A R K E R D I R E C T O R A N A L Y T I C S A N D T E C H O P S

M I C H E L L E S T E W A R T G L O B A L M E D I A D I R E C T O R

Lead on DWA’s largest global accounts, including DXC, NetApp, and NetSuite

Background in digital and traditional media across both B2B and B2C

M O L L I E P A R K E R D I R E C T O R A N A L Y T I C S A N D T E C H O P S

Spearheaded DWA’s onboarding of data visualization platform Datorama

Background in marketing and analytics strategy across multiple verticals, including Banking Business Services, Education, Energy, Retail, and Technology

W H O W E A R E

B U S I N E S S G O A L S

A U D I E N C E

S T R A T E G Y

M E A S U R E M E N T D A T A M E S S A G I N G C H A N N E L S

M O N I T O R

L O C A T E & V A L I D A T E

A C T I V A T E

O P T I M I Z E

PRED

EFIN

ED

WHA

T HOW

D W A ’ S F R A M E W O R K

MAC

RO MICRO

Justifying marketing activity

to C-suite

Being able to tell a story with your campaign’s data

Being able to accommodate

changes to marketing programs

Integrating siloed media channels

Locating audience

Defining performance metrics

Translating performance metrics to KPIs

Setting up a measurement framework

Optimizing marketing activity

M O N I T O R I N G B U S I N E S S G O A L S : M A C R O & M I C R O

M O N I T O R

I N F L U E N C E R

D E C I S I O N M A K E R

P R E D E F I N E D D E C I S I O N M A K I N G C H A I N

F I R S T - P A R T Y D A T A

T H I R D - P A R T Y D A T A

P R O G R A M M A T I C

S O C I A L

S E A R C H

L O C A T I N G Y O U R A U D I E N C E T H R O U G H D A T A - I N F O R M E D M E D I A

L O C A T I N G Y O U R A U D I E N C E

With a predefined audience, you understand who the key decision-makers are. Activating data sources can help you find your audience and better understand their behavior.

Audience unfamiliar with Brand that’s searching for more information

Audience that is familiar with your brand and is comparing your products or services against competitive solutions

A C T I V A T I N G A S T R A T E G Y : Differences Between Audiences and Aligning Messaging

Audience that’s ready to purchase

T O P

M I D D L E

B O T T O M

S O C I A L V I D E O H I G H I M P A C T D I S P L A Y

S O C I A L V I D E O S E A R C H E M A I L C O N T E N T M A R K E T I N G

S O C I A L S E A R C H D I S P L A Y L E A D G E N E R A T I O N

A C T I V A T I N G A S T R A T E G Y : Selecting Media Channels

L I M I T E D F I R S T - P A R T Y D A T A

Test-and-learn to see which partners perform

N E E D T O G R O W T A R G E T A C C O U N T L I S T

Account-based marketing

W O R K I N G I N A ‘ P I X E L E S S ’ E N V I R O N M E N T

Known limitations impact partner selection

A C T I V A T I N G A S T R A T E G Y : Selecting Data Partners

D E C I D E O N A M E A S U R E M E N T

F R A M E W O R K

D E F I N E A C O M M O N A L I T Y O R K E Y T O M A R R Y D I S P A R A T E

D A T A

A L I G N A N A L Y T I C S W I T H M E D I A

Unify cross-channel measurement through tracking and reporting Determine proxy metrics for success

Ensure 1:1 element exists within KPI mapping

Communicate data categorization, adherence to industry standards, and processes for identifying anomalies

A C T I V A T I N G A S T R A T E G Y : Measuring Success

Outline systems required to measure channel effectiveness

B R A N D - D E M A N D K P I S

B R A N D - D E M A N D A C T I O N S

T I M E

Reach & Frequency

Engagements

Conversions: Demo, Trial, Contact Us

CPL/CPC

Conversion Rate

Site Visits

Time on Site

Pages Per Visit

Non-Paid Traffic/Conversions

Cross-Media Performance

SQLs

Opportunities

Sales Pipeline

Sale Velocity

ROI

Report daily & weekly trends

Extract actionable insights

Build optimization plan

Report weekly & monthly trends

Run correlation analyses

Validate audiences

Report monthly & quarterly trends

Extract directional insights

Build strategy to grow sales pipeline

K P I M A P P I N G

A C T I V A T I N G A S T R A T E G Y : Business Example

B U S I N E S S G O A L S & A U D I E N C E

C H A N N E L S : d i g i t a l - f i r s t , T V , m o b i l e , a u d i o , p r i n t

T e l e c o m g i a n t w i s h e d t o r e a c h B 2 B b u y e r s

w i t h t h e i r e n t e r p r i s e o f f e r

S M B + M i d m a r k e t

M u l t i p l e L O B s w i t h i n b u s i n e s s b r a n d w i t h

v a r y i n g o b j e c t i v e s

T u r n k e y s o l u t i o n f o r d e p l o y m e n t o f c r o s s -

c h a n n e l m e d i a & m e a s u r e m e n t

M E S S A G I N G : s e q u e n t i a l a c r o s s d e v i c e s

D A T A : B l u e k a i , B o m b o r a , D u n & B r a d s t r e e t

S T R A T E G Y

M E A S U R E M E N T : m e a s u r e o n l i n e r e a c h , i m p r e s s i o n s , a n d o n s i t e a c t i v i t y a s w e l l a s o f f l i n e e n g a g e m e n t

Programmatic & CTV Print Digital Audio

Paid Social High Impact Digital Video Endemic Partnerships

Programmatic Display Location-based Mobile Paid Search Content Syndication

T A R G E T E D A W A R E N E S S

E N G A G E M E N T

I N T E N T

I M P R E S S I O N S

P A G E A R R I V A L S

M E D I A L E A D S

A S S E T D O W N L O A D S

A C T I V A T I N G A S T R A T E G Y : Business Example

STRATEGY CHANNELS KPIS RESULTS QOQ

+ 3 9 4 % O V E R A L L C O N V E R S I O N R A T E

+ 2 3 9 % L E A D V O L U M E

- 7 2 % C P L

T I P S T O E V O L V E Y O U R S T R A T E G Y

Don’t set and forget. Always test and learn. Understand what success means to your business and stick to a framework that illustrates key data. Get cross-team buy in and agreement on goals. Your agency should serve as a strategic partner.