Date post: | 20-Aug-2015 |
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Technology |
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Mastering Marke,ng Metrics
Presented by: Zach Bailey, Vice President of Product Management, Pardot LLC March 29, 2012
Where We’ve Been • Get the word out! • Bulk mail campaigns • Publica?ons • Press releases • One-‐on-‐one interac?on • Tradeshows
• Different ?me, different approach
Where We Are • Digital age, digital presence
• Website (corporate, mobile) • Email • Social media • Marke?ng automa?on
• Marke?ng is visible • Campaigns and marke?ng efforts DO maLer • Numbers • The boLom line
A liEle scary? • Numbers can be in?mida?ng to some marke?ng team members
• Numbers and metrics are your friends • Use to your advantage
• Gauge campaign effec?veness • Iden?fy the need • Minor modifica?ons make major differences
Metrics, KPIs and ROI • Metrics – a standard of measurement • KPI (Key Performance Indicators) -‐ indicators that
help define and measure the progress towards specific goals
• ROI (Return on Investment) -‐ the return on money dedicated to a par?cular effort or investment
What MaEers • Decide how success will be measured • Determine which metrics are to be used • Iden?fy KPIs needed • Extract results from KPIs and assess outcome
Which KPIs should I use? • Basic web traffic and conversion • Lead and campaign ac?vity • Marke?ng funnel • Marke?ng contribu?on to revenue • Product usage • Email Success
GoodData Blog – Measure, 2010: Five KPIs Every Marketer Should Track
KPIs – Examples Lead and Campaign Ac?vity
DriveRev Tech Media
DriveRev Tech SEO
DriveRev Tech Webinar
DriveRev Tech Soc Media
DriveRev Tech LinkedIn Ads
2,572 57
974 97
49 6
354 56
4 2
Total: 3,953 218 30 $ 0.00 $104,043,550.00
Name Visitors Assigned Opps Value Revenue ROI
KPIs – Examples Email Success
2,597
0
12 Soc 57 Hard
2,528
99.24%
1,256
46.3%
723
12.5%
321
10.5%
.16%
21
0
0.00%
Zach Bailey VP Product Management Pardot LLC
TwiLer @znbailey
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact Informa,on