In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.

1. MARKETING METRICS
THE SMART MARKETER’S ADVANTAGE
Zach Bailey
Senior Director, Engineering
Pardot, an ExactTarget company
zach.bailey@pardot.com

2. WHO ISTHIS GUY?
And why should I listen to him?
Everybody loves babies, right?
Last but not least: I’m a huge nerd
At Pardot since 2011
Digital Marketing ProductsVeteran

3. Why are metrics so awesome?
What should I be measuring?
How can I measure it?
AGENDA
Questions

4. “Five years from now, a
CMO will spend more
on IT than the CIO”
Gartner, 2012
METRICS = AWESOME
Huge shift enabled by technology

5. Who would you rather your boss think you are?
We should be a mix of both!
METRICS = AWESOME
Applying science to our work!

6. Hypothesize
Design
Experiment
Collect
Results
Synthesize
METRICS = AWESOME
This is where
we get better
Applying science to our work!

7. Analysis paralysis aka the cereal aisle
“What gets
measured,
gets improved”
Peter Drucker
WHATTO MEASURE?

8. ✓ Specific
✓ Measurable
✓ Achievable
✓ Relevant
✓ Timely
WHATTO MEASURE?
S.M.A.R.T. Metrics

9. Let’s get prescriptive:
optimize your “critical path”
Visitor Prospect Opp Wins
Spending Money! Making Money!
WHATTO MEASURE?

10. On a regular basis, assess:
how many/effectively/quickly
Visitor Prospect Opp Wins
13,435 1,087 199 128
18.3% 64.3%8.1%
26 days 43 days 19 days
WHATTO MEASURE?

11. Set a goal and lather, rinse, repeat
0
38
75
113
150
Q1 2012 Q2 2012 Q3 2012 Q4 2012
Visitor to Prospect Prospect to Opp Opp to Win
Example Goal:Visit to Revenue in <110 days
WHATTO MEASURE?

12. 0
1
3
4
5
May 2012 June 2012 July 2012 Aug 2012 Sept 2012 Oct 2012 Nov 2012
Conversion
Example Goal: PPCVisitor to Prospect Conversion >4%
Set a goal and lather, rinse, repeat
WHATTO MEASURE?

13. “One metric to rule them all”
Campaign Spend Revenue ROI
Adwords $25,000 $45,000 80%
Webinars $3,500 $9,000 157%
Tradeshows $100,000 $92,000 -8%
Whitepapers $8,500 $23,000 171%
Optimize your spend - ROI
ROI = (Revenue - Spend) / Spend
WHATTO MEASURE?

14. Optimize your spend - ROI
Allows us to ask and answer,
on a per channel/campaign basis:
Have we hit diminishing returns?
If we double spend, will revenue double?
What is going well and what needs improvement?
Is the channel right but the message wrong?
WHATTO MEASURE?

15. Inter-team metrics or
getting sales & marketing aligned
Follow-up response SLAs
Marketing sourced lead quota
Lead Qual: Marketing qualified vs. Sales accepted
“Gone cold” or competitive nurture
WHATTO MEASURE?

16. Marketing Automation Platform
Spreadsheets
Web Analytics + Email Marketing + CRM Platform
B.I.Tool
HOWTO MEASURE?

17. Pardot is pretty nifty!
HOWTO MEASURE?

18. Pardot is pretty nifty!
HOWTO MEASURE?

19. SUMMARY
Be an artist AND a scientist
Set SMART goals and iterate as fast as you can
ROI is king
Metrics/Goals align vertically and horizontally

20. QUESTIONS?