Date post: | 17-May-2015 |
Category: |
Business |
Upload: | act-on-software |
View: | 274 times |
Download: | 2 times |
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 1
© 2013 Lenskold Group, Inc. All rights reserved.
Maximizing the ROI of Inbound Clicks,
Content & Conversion
AMA Webinar
Sponsored by
© 2013 Lenskold Group, Inc. All rights reserved.
© 2013 Lenskold Group, Inc. All rights reserved.
Lenskold Group Overview
� Lenskold Group founded in 1997
� Marketing profitability management• ROI Framework
• Measurement & Analysis
• ROI Tools & Dashboards
• Workshops & Training
� “Marketing ROI” book • One of the 5 most influential
marketing books of 2004
� Leading marketing ROI innovator
Partial Client List
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 2
© 2013 Lenskold Group, Inc. All rights reserved.
Inbound Marketing Measurement Framework
© 2013 Lenskold Group, Inc. All rights reserved.
Inbound Mktg
Demand Mktg
Nurture Mktg
Brand Mktg
Influence on Buyer Decisions
BUYER STAGES
Unaware & Untroubled
Explorer
Seeker
Shopper
Buyer
User
ROLES OF
INBOUND + CONTENT
Trouble Prospects
Attract & Engage
Educate
Differentiate
Progress & Convert
Add ValueSales Channel
CO
NT
EN
T
FINANCIAL OUTCOMES� Increase Sales via Volume� Increase Sales via Conversion� Increase Customer Value� Increase Loyalty & Advocacy
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 3
© 2013 Lenskold Group, Inc. All rights reserved.
Inbound & Content Marketing
CO
NT
EN
TInbound Mktg
Products & Services
Paid Search SEOQR Codes
E-mail Online AdsSocial Media
White Papers BlogsNewsletters e-Books
Video ResearchWebinars Podcasts
Infographics
© 2013 Lenskold Group, Inc. All rights reserved.
Inbound Mktg
Maximizing ROI
6
“Gross Margin” equals the Discounted Cash Flow (Net Present Value) of incremental profits and costs that result specifically from the corresponding marketing investment
Net Profit (Gross Margin – Marketing Invt)ROI = -------------------------- = -------------------------------
Marketing Invt Marketing Investment
Demand Mktg
Nurture Mktg
Brand Mktg
Sales Channel
CO
NT
EN
T Inbound Marketing Spend
Incremental Profits
Increase efficiency (e.g. SEO vs. SEM)
Increase effectiveness
FINANCIAL OUTCOMES� Increase Sales via Volume� Increase Sales via Conversion� Increase Customer Value� Increase Loyalty & Advocacy
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 4
© 2013 Lenskold Group, Inc. All rights reserved.
Inbound Mktg
Current Measures & Reporting
7
“Gross Margin” equals the Discounted Cash Flow (Net Present Value) of incremental profits and costs that result specifically from the corresponding marketing investment
Net Profit (Gross Margin – Marketing Invt)ROI = -------------------------- = -------------------------------
Marketing Invt Marketing Investment
Demand Mktg
Nurture Mktg
Brand Mktg
Sales Channel
CO
NT
EN
TFINANCIAL OUTCOMES� Increase Sales via Volume� Increase Sales via Conversion� Increase Customer Value� Increase Loyalty & Advocacy
COMMON MEASURES
Click Thru Rates
Engagement by Tactic
New Names by Source
New Leads by Source
Cost per Engagement, Lead or Sale?
© 2013 Lenskold Group, Inc. All rights reserved.
Measurement Challenges
� Choosing right metrics• No closed loop tracking• Not reflecting role of tactic
� Inaccurate credit for outcomes:• First touch � Missing impact• Last touch � Missing impact• Shared attribution � Subjective
� Need multi-contact measures� More tactical than strategic
measures. Need insights into:• Targeting• Offer/Message• Destination• Integration
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 5
© 2013 Lenskold Group, Inc. All rights reserved.
Measurement & ROI Priorities
1. Better Metrics for Tracking Clicks, Content & Conversion
2. Measurements to Capture Incremental Lift for ROI
3. Improving Inbound Marketing ROI
© 2013 Lenskold Group, Inc. All rights reserved.
1. Better Metrics for Tracking Clicks, Content & Conversion
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 6
© 2013 Lenskold Group, Inc. All rights reserved.
Approach to Measurements
Inbound Marketing� Key Measure: Quality of inbound
• Targeting• Destination• Engagement
Content Marketing� Key Measure: Incremental sales & profits
• Engagement• Lift in sales conversion rates• Lift in profit per sale
Inbound Mktg
Demand Mktg
Nurture Mktg
Brand Mktg
Sales Channel
CO
NT
EN
T
© 2013 Lenskold Group, Inc. All rights reserved.
Comparison of Key Metrics
Inbound Marketing Content Marketing
Impressions (= search or ads)
Click-ThroughsClick Through Rate (CTR)
Impressions (= click throughs)
EngagedEngagement Rate
EngagedEngagement Rate
Re-EngagedRe-Engagement Rate
Other MetricsBounce RateNet VisitsEngage per Net Visit
IncrementalSalesRevenueProfits
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 7
© 2013 Lenskold Group, Inc. All rights reserved.
Engagement Results
Inbound Campaigns Impressions Clicks CTR Engaged Engage
RateBounce
Bounce Rate
Net Visits
Engage per Net
Visit
Paid Search - Research paper 50124 998 2.0% 303 30.4% 377 37.8% 621 48.8%
Paid Search - New buyer guide 71232 1264 1.8% 285 22.5% 724 57.3% 540 52.8%
Paid Search - 10 Tips 488043 10843 2.2% 1574 14.5% 3365 31.0% 7478 21.0%
SEO - CTO Interview Videocast
52045 3267 6.3% 255 7.8% 1313 40.2% 1954 13.1%
SEO - Research Paper 90123 4009 4.4% 140 3.5% 1765 44.0% 2244 6.2%
SEO - New Buyer Guide 86634 2991 3.5% 421 14.1% 1112 37.2% 1879 22.4%
SEO - Path to Success Infographic
102022 2577 2.5% 155 6.0% 1077 41.8% 1500 10.3%
Banner Ad - Research Paper 88234 2084 2.4% 198 9.5% 722 34.6% 1362 14.5%
Banner Ad - New Buyre Guide 91654 1324 1.4% 251 19.0% 589 44.5% 735 34.1%
Banner Ad - 10 Tips 109273 1987 1.8% 398 20.0% 998 50.2% 989 40.2%
© 2013 Lenskold Group, Inc. All rights reserved.
Results Tracking – Closed Sales & ROI
Campaign Closed Sales Sales Conversion Rate
Marketing Cost Cost per Sale
Paid Search - Research paper 24 7.9% $4,491 $187.13
Paid Search - New buyer guide 14 4.9% $5,688 $406.29
Paid Search - 10 Tips 58 3.7% $48,794 $841.27
CampaignAverage Profit per
SaleTotal Profit
Additional Marketing Expenses
Total Expense
ROI
Paid Search - Research paper $2,463 $59,112 $15,150 $19,641 200.9%
Paid Search - New buyer guide $2,244 $31,416 $14,250 $19,938 57.5%
Paid Search - 10 Tips $2,154 $124,932 $78,700 $127,494 -2.0%
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 8
© 2013 Lenskold Group, Inc. All rights reserved.
First Source Inbound Channels
5%
3%
9%
2%
2%
8%
1st Source to Sales
22%
11%
23%
5%
8%
11%
1st Source to Lead
59%
62%
22%
74%
27%
18%
Webinars
e-Books
Videocast
Newsletter Subs
White Papers
Exec Briefing
1st Source to 2+ Engaged
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1st Source
Distribution of First Source by Funnel Stage
Webinars e-Books Local Events Videocast Newsletter Subs White Papers Exec Briefing
© 2013 Lenskold Group, Inc. All rights reserved.
Days to Close Analysis
� Many more buyers are first engaging with Webinars late in their buying cycle� E-Books and Newsletter Subscriptions are engaging buyers earlier in the buying
cycle
0
50
100
150
200
250
300
350
400
0 - 30 Days 30 - 60 Days 60 - 75 Days 75 - 90 Days 90+ Days
Closed Sales Volume by # of Days 1st Source to Close
Webinars e-Books Videocast Newsletter Subs White Papers Exec Briefing
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 9
© 2013 Lenskold Group, Inc. All rights reserved.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Webinars e-Books Videocast Newsletter Subs White Papers Exec Briefing
Distribution of Closed Sales by # Days 1st Source to Close
0 - 30 Days 30 - 60 Days 60 - 75 Days 75 - 90 Days 90+ Days
Days to Close Analysis
� Videocasts are engaged as a first source for buyers who convert quickly� Buyers engaged in Executive Briefings are generally closing in 30 to 60 days
© 2013 Lenskold Group, Inc. All rights reserved.
Metrics for Clicks, Content & Conversion
Metrics must be aligned to ROI and provide different levels of insight.
KPIs Leading Indicators Diagnostic Metrics
Sales Conversion Rate Viral Shares Days to Close trends
Profit Contribution by Sources
Segment Engagement
Click-Through Rate
Profit per Sale Lead ScoreEngagement
Rate
Cost per SaleRe-Engagement
RateBounce
rate
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 10
© 2013 Lenskold Group, Inc. All rights reserved.
2. Measurements to Capture Incremental Lift for ROI
© 2013 Lenskold Group, Inc. All rights reserved.
Incremental Lift for ROI
Results Tracking Metrics
Strategic market testing Modeling
Single-attribution approach
Incremental lift of click, content and conversions
Incremental lift of conversion by tactic
Insight to monitor and compare performance
Insight into strategies, funnel outcomes and
value lift
Insight into interaction effects
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 11
© 2013 Lenskold Group, Inc. All rights reserved.
Strategic Market Testing
Profitable Sales
Unaware ProspectsApproach
Test vs. Control Group
Measures incremental contribution to mix
Assess key funnel outcomes to close gaps
Webinar
Measures
Inbound targeting, tactics & messaging
Content tactic
Funnel objective
Content messaging
Timing
Contact progression
Multi-contact integration
© 2013 Lenskold Group, Inc. All rights reserved.
Profitable Sales
Unaware Prospects
Webinar
Strategic Market Testing
Control (BAU)
Test (w/Webinar)
Incremental
New Contacts 32% 36% +2%
Re-Engagement 16% 24% +8%
New Leads 1,200 1,800 600
Sales 100 130 30
Repeat Sales 20 25 5
Avg. $/Customer $800 $1,000 $200
Profit $80,000 $130,000 $50,000
BAU = Business As Usual marketing and sales
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 12
© 2013 Lenskold Group, Inc. All rights reserved.
Marketing Channels & Potential Drivers
Paid Search
Online Display
Radio
Webinars
SEO
Offers
Email Marketing
Newsletters
Videocasts
Blogs
E-Books
Executive Briefings
Potential Drivers
© 2013 Lenskold Group, Inc. All rights reserved.
Impact of Intermediary Variables on Sales
Vector Auto-Regression
� Identifies independent variables that drive multiple outcomes simultaneously
Sales
Potential Drivers
External Factors
Web Pageviews
Web Visits
Bayesian Networks
� Quantifies the causal relationship between outcomes
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 13
© 2013 Lenskold Group, Inc. All rights reserved.
Base Sales
Online Banner
Paid Search RadioE-mail Marketing
WebinarsBlogs
Newsletter Subs
Content Pageviews (Direct)
Webinars
Videocasts
E-books
Executive Briefings
Blogs
Content Pageviews
(Intermediary)
Results for Direct & Indirect Drivers
� The impact of Web Pageviews on Sales is attributed back to the marketing channels driving Pageviews.
Sales Contribution by Marketing Channel
Pageview Contribution by Marketing Channel
© 2013 Lenskold Group, Inc. All rights reserved.
3. Improve Inbound Marketing ROI
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 14
© 2013 Lenskold Group, Inc. All rights reserved.
Analytics to Drive Performance Improvements
Analysis Opportunity Techniques
Engagement Path Analysis
Identify most effective series of content engagement to determine marketing triggers
Structural Equation Models Variations of Path Analyses
Customer Intelligence
Use key indicators from engagement history and customer data to guide marketing strategies
Pre-Post ComparisonMarket Testing
Lead Scoring
Use lead scores that project sales conversion and value to assess marketing contribution and estimate ROI
Data Mining Predictive Modeling
© 2013 Lenskold Group, Inc. All rights reserved.
Engagement Path Analysis
Engagement Paths
Engaged
Lead
Closed + Growth
$ $$
AB
C D
A F
F
CC
Measures� Effectiveness based on
combinations of tactics� Works for content only
or all touchpoints� Identifies strengths as
well as combinations
Content Tactics
E-Newsletter
Research Study
Videocast
Case Study Webinar
Virtual Conference
White Paper Download
A
B
C
D
E
F
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 15
© 2013 Lenskold Group, Inc. All rights reserved.
Represents the relative strength in driving outcomes
Content Marketing Tactics
Summary of Engagement Strengths
Build Brand Positioning
Capture New Name (Initiator)
Educate with Content (Driver)
Engage with Key Messaging (Driver)
Nurture Future Buyers (Driver)
Convert to Sales-Ready Lead (MQL)
Pass to Sales (SAL > SQL)
Support Sales Conversion (Oppy)
Convert to Sale
Reinforce Decision (Loyalty)
A B C D E F
© 2013 Lenskold Group, Inc. All rights reserved.
Lift from Customer Intelligence
Inbound SourceFunnel Stage Indicators
Content EngagedProfile (from forms)
Predictive Model of Data
Next Best Action
Lift on sales conversion, customer value and sales velocity
Customer intelligence contributes to sales and profits
� Inbound source is an indicator • Message• Placement or keyword
� Content engaged and timing guide targeting precision
Measurement� Compare performance with and
without intelligence• Pre-Post trend analysis• Market test
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 16
© 2013 Lenskold Group, Inc. All rights reserved.
Webinars % ConvertAverage
Profit# Leads
Projected Profit
Client Case Study 5.1% $4,285 100 $21,962 Growth Strategies 4.2% $3,844 100 $16,145 Reducing Expense 4.1% $3,132 100 $12,841
Reduce Expense Webinar
# Employees RegionWhite Paper Download
Engage Count
…more data pts
Convert Score
Profit Score
Lead #1 250+ NY MSA Yes 6 7.7% $5,851 Lead #2 1 - 10 SF MSA No 4 3.2% $4,296 Lead #3 10 - 25 Midwest No 2 3.8% $2,883
…Lead #100 10 - 25 NY MSA Yes 3 5.8% $4,114
Average 5.1% $4,282
Growth Strategy Webinar
# Employees RegionWhite Paper Download
Engage Count
…more data pts
Convert Score
Profit Score
Lead #1 250+ NY MSA Yes 6 7.7% $5,857Lead #2 1 - 10 SF MSA No 4 3.2% $4,291 Lead #3 10 - 25 Midwest No 2 3.8% $2,886
…Lead #100 10 - 25 NY MSA Yes 3 5.8% $4,118
Average 5.1% $4,284
Lead Scores Provide Assessment
Case Study Webinar
# Employees RegionWhite Paper Download
Engage Count
…more data pts
Convert Score
Profit Score
Lead #1 250+ NY MSA Yes 6 7.7% $5,852 Lead #2 1 - 10 SF MSA No 4 3.2% $4,294 Lead #3 10 - 25 Midwest No 2 3.8% $2,882
…Lead #100 10 - 25 NY MSA Yes 3 5.8% $4,113 Average 5.1% $4,285
Leads scored based on profile & behavior details
Approach provides high accuracy of projected values for campaign comparisons
© 2013 Lenskold Group, Inc. All rights reserved.
Uncover Big Insights for Big Wins
Effectiveness Drivers� Inbound campaigns� Targeting� Messaging� Content quality� Funnel stage drivers� Integrated marketing� Knowledge-building
Strategic Measures� Integrated content strategies� Message-driven targeting
• Inbound to content
� Intelligence for key indicators� Content to conversion strategies� Viral content contribution
• Social integration
� Closing key gaps
10/2/2013
Not for copy or distribution without written
permission from Lenskold Group 17
© 2013 Lenskold Group, Inc. All rights reserved.
Additional Insights at www.lenskold.com
� Marketing ROI Research Studies
� White Papers
� Articles
� E-newsletter subscription