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Digital Marketing Mix & Metrics:”Setting Marketing Objectives: Align Your Digital
Marketing Metrics with Campaign Objectives”
Courtney Wiley
Vice President, MarketingNovember 15, 2013
Insert Picture Here
@wileyCcoyote#AskTPMA
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M eSpeaker Background
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Agenda
Speaker Background
Marketing’s Real-Life Objectives
My Metrics-to-Objectives Alignment “Cheat Sheet”
Digital Marketing: The “Cliff’s Notes” Version
Metrics/KPIs Mapping
Bonus Material
Takeaways
Q&A
Contact Info
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How Does Marketing Attribute the Most Value to the Org?
• Increase the number of Twitter followers and Facebook “likes”
• Develop more content• Send 4 more emails per week• Add a blog to the Web site• Initiate a PPC click-to-call campaign• Publish 1 press release a quarter• Implement a mobile text campaign• Email pre-show mailers to generate
more foot traffic to your booth
• Leverage digital and online marketing to drive dynamic, scalable growth of the demand generation funnel
• Speed the velocity of leads through the B2B buying cycle
• Increase CLV• Decrease CPL• Improve the scope, strength, and
efficiency of the sales pipeline• Increase marketing attribution revenue
The Business Challenge at the Highest Level
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My Alignment “Cheat Sheet”
• Understand the P1 company-wide business objective– Align with your #1 internal customer
• Start diving for data!– Locate all closed-won opportunities from the last FY
• Determine campaign mix – What do you want your campaign to net? Drive leads, awareness, Web traffic?– Identify areas of exposure– Which content assets are required to support each activity?
• Start where you are– Benchmark, benchmark, benchmark
• Execute and measure your demand gen funnel• Tweak dials as needed
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You Can’t Manage What You Can’t MeasureThe Eventual “Holy Grail” of Marketing Metrics
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Search KPIs
• Number of MQLs generated by paid search
– Which keywords? Which campaigns?
• Change in CPL• Share-of-Voice (SOV) for top terms• Number of impressions• Number of paid search clicks MOM• Percentage of Web traffic being
driven by paid search• What % of total site conversions are
paid search leads?
• Number of MQLs generated by organic search
– Which keywords?
• Number of MQLs initiated by SEO• Position of SEO rankings for non-
brand keywords• Natural file downloads (content)• Percentage of Web traffic being
driven by organic search• What % of total site conversions are
organic search leads?
Objective: To Increase Brand Awareness, Provide Air Cover, Gen Demand
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Search ROI
% Budget % Lead Gen
Paid Search 12% 13.5%
Remarketing 12% 21%
Search Remarketing 68% 60.5%
SEO 8% 5%
For every $1 of paid search spend, we netted $2.38 in pipeline
Cost per MQL PPC $-
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
Sept Oct
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Web KPIsObjective: To Increase Traffic + Brand Awareness, Generate Leads
• Number of MQLs generated from Web site• Web analytics metrics
– Visits– Unique Visits– % Unique– Page Views– Pages per Visit
• Sources of traffic– % of TS (direct) traffic versus organic versus referral versus social versus paid
• Sources of online conversion• Pingbacks • Site “stickiness”
– Blog comments– Returning visitors
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1 2 3 40.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
0%
1%
2%
Visits-to-Leads
% Organic Linear (% Organic)% Paid % of Visitors Converting
Axis Title
% P
aid
or O
rgan
ic
% V
isito
rs C
onve
rted
by
Mon
th
Visits Unique Visits % Unique Pageviews Pages per Visit
0%10%20%30%40%50%60%70%80%90%
100%
Web Analytics Dashboard
Jul-13 Aug-13 Sep-13 Oct-13
Direct Organic Paid Referral Social0
100
200
300
400
500
600
Traffic Sources
Jul-13 Aug-13 Sep-13 Oct-13
Online Conversions
Direct Organic Paid Referral Social
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Email Marketing KPIs
• Email performance metrics – Open rate (OR)– Click-through rate (CTR)– Click-to-open rate (CTOR)– Unsubscribe rate (UR)– Bounce rate (BR)– Deliverability rate (DR)
• Nurture campaign results by type
• Re-engagement campaign results
Objective: To Stay Top-of-Mind with Prospects, Stimulate Engagement
Nurture TypeTop of funnel
Middle of funnel
Bottom of funnel Objective
Suspect x
To improve top-of-funnel lead generation. Leads/contacts—net new or existing—do not meet criteria to transition to an MQL (for a particular product line)
MQL xTo pre-qualify leads. Leads/contacts meet MQL criteria to qualify them for routing to Sales (for a particular product line)
Onboarding/Welcome x
To take new customers through a welcome track (by product), to restate acct POCs and offer addt’l proof points about purchased product, allow them to opt-in to specific mailings; is automatically activated by the system
Active Recycle (SRL) x x
To stay top-of-mind after lead has been dispositioned for a particular LOV reason (i.e., buying cycle extended, timing past standard sales cycle, etc.); is activated by Sales
Passive Recycle (SRL) x
To pull back dead/expired leads at the product-line level; these leads have never been touched by Sales. These leads would either return to previous nurture track-stage or be sent continued education resources on an ongoing basis
Customer Up-/Cross-sell x
To increase ARR per customer. Cross-sell: Customers that been identified as having a propensity to purchase a particular product, where a complimentary purchase can add proven ROI; Up-sell: Opportunity to up-sell additional licenses for a particular product
Competitor Attack x x x
To either displace a competitor or counter-attack competitor campaigns by product line
EOL/Renewals x
To proactively engage w customers’ designated POC before contract expires (i.e., 90 days prior to expiration) in order to re-up terms
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Email Open Rate (%) Click-Through Rate (%)0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
7.7%
0.6%
6.5%1.0%7.9%
0.9%
9.3%
0.9%6.8%
0.8%
37.8%
1.2%
8.2%
0.8%
7.0% 0.3%
Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 Email 7Email 8 Email 9 Email 10 Email 11 Email 12 Email 13 Email 14
MQLs Generated from Email Campaigns
Email Performance Metrics
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Social KPIs
• Number of MQLs generated from social channels
• Percentage of growth MOM – Social bookmarks– Twitter
• Number of RTs• Total sphere of influence
– LinkedIn• Campaign responders
• Percentage of “stickiness” MOM
Objective: To Increase Social Reach, Generate Leads
Aug-13 Sep-13 Oct-130
1000200030004000500060007000
Total Reach by Social Channel
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Online Advertising & New Media KPIsObjective: To Increase Targeted Reach, Brand Awareness, Gen Leads
• Number of MQLs generated from third-party campaigns– Content syndication– Site conquesting campaigns– Banner ads– Content, Click-to-Call, Mobile, Tablet
• Percentage of traffic growth from third-party campaigns MOM – QR code scans– Engagement with microsites or personalized destination pages
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Quarterly Business Review Dashboard Example
BONUS MATERIAL
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Takeaways
• Build strategy that supports the business objective
• Keep the main things the main things– Marketing’s #1 internal client is sales– Alignment between sales and marketing is key
• Measure twice, cut once– Use directional data to learn and adapt
• Benchmark data is your BFF• Fail fast
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Have Questions? Let’s Connect
• Twitter: wileyCcoyote
• LinkedIn: www.linkedin.com/cdwiley
• Email: [email protected]