How should you measure the impact of your digital marketing investments? For IT services and apps companies, use this SlideShare to find out how to measure your marketing.

1. how effective is your
marketing…really?

2. are you measuring the right
things?
1. Start with Business Goals. Long-term = growth. Short-term = revenue.
2. Create Marketing Objectives for Demand Generation. 2x-3x Pipeline Required.
3. Invest in Analytics. Measure end-to-end marketing from top of the funnel to revenue.
4. Be Data-Driven. Use Incoming Data for better campaigns, products, + customer experience.
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3. remember that there is no
more funnel.
this is the new buying process.
What you measure for marketing must drive
continuous improvement in the lifetime experience
of your customers and prospects…Not just at the
beginning. Because, if you look at that diagram
on the right…
there is no beginning or end.
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4. start with your ABCs
Acquisition
Behavior
Conversion
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5. start with your ABCs
Acquisition
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How will Prospects Find Me?
What Channels are Bringing Qualified Traffic?
What Info Can I Get to Further Qualify a Visitor?

6. start with your ABCs
Acquisition
Behavior
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How will Prospects Find Me?
What Channels are Bringing Qualified Traffic?
What Info Can I Get to Further Qualify a Visitor?
They Found Me. Now, What Info Do they Need?
Is My Website Optimized for my Prospect?
How Often Do They Visit Before taking Action?

7. start with your ABCs
Acquisition
Behavior
Conversion
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How will Prospects Find Me?
What Channels are Bringing Qualified Traffic?
What Info Can I Get to Further Qualify a Visitor?
They Found Me. Now, What Info Do they Need?
Is My Website Optimized for my Prospect?
How Often Do They Visit Before taking Action?
Am I Converting Prospects to Customers?
What is it Costing me for each Convert?

8. what does good look like?
Benchmark Your Results vs. Competitors so you know what “good” looks like in your industry.
1. Benchmark your online metrics against competitors.
1. Competitive Rankings on Keywords
2. SEO Domain Authority
3. Social Following/Engagement
2. Consider both Direct and Indirect Competitors.
1. Direct Competitors are Obvious.
2. Indirect Competitors include new technology platforms, “adjacent service organizations”,
OR anyone that competes for your prospect’s attention or budget
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9. creating leads using online marketing
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http://tinyurl.com/njpmerf
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10. 10
simplify.