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Marketing Analytics to Communicate ROI

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What is marketing ROI? How do you measure marketing ROI? How do you talk to your CEO and CFO about marketing ROI? How can you communicate with other teams about the results your marketing team is achieving?

Publié dans : Business, Technologie
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Marketing Analytics to Communicate ROI

  1. 1. MARKETING ANALYTICS TO COMMUNICATE ROI ACROSS TEAMS. Mike Volpe CMO @ HubSpot @mvolpe
  2. 2. 1 WHAT IS ROI? 2 MARKETING METRICS YOUR CEO CARES ABOUT 3 ALIGNING YOUR METRICS WITH SALES 4 TIPS FOR COMMUNICATING METRICS
  3. 3. WHAT IS ROI? 1
  4. 4. ROI = Return on Investment • Investment = cost • Program cost, salaries, overhead… ALL of it • Return = revenue • Profit is even better than revenue
  5. 5. Is “leads generated” an ROI metric? • Investment = cost • Return = revenue and profit
  6. 6. Is “cost per lead” an ROI metric? • Investment = cost • Return = revenue and profit
  7. 7. Is “pipeline created” an ROI metric? • Investment = cost • Return = revenue and profit
  8. 8. Is “cost per new customer” an ROI metric? • Investment = cost • Return = revenue and profit
  9. 9. 6 MARKETING METRICS YOUR CEO CARES ABOUT *or should care about 2
  10. 10. #1: Customer Acquisition Cost (CAC) • Total marketing and sales costs divided by • The number of new customers in that time period • Pitfall: not including all your sales and marketing costs
  11. 11. #2: Marketing % of CAC • Total marketing costs used in CAC calculation divided by • Total sales and marketing costs used in CAC calculation • Interpretation: • SMB vs Enterprise will be different • Higher can be good or bad
  12. 12. #2: Marketing % of CAC Inbound Traditional MarketingModel 100% 15%30% More $ Less $ 50% 20% 25% 5-10% ComplexHumanless Sales Model Inside
  13. 13. #3: LTV to CAC Ratio Step 1: Compute LTV (lifetime value) • One time payment is easy, ongoing payments harder • Revenue per period divided by • The cancellation rate for the period • Example: Customers pay $1,000 / month and 1% of them cancel each month on average. That customer is worth $100,000. (1,000/0.01=100,000)
  14. 14. #3: LTV to CAC Ratio • Step 2: Divide LTV by CAC • Interpretation: • Higher ratios imply more profit per customer • But, too high (>5?) means you might be under investing in sales and marketing • Below 1 is a huge problem (even below 2 is bad)
  15. 15. #3: LTV to CAC Ratio Pitfalls • Not adjusting revenue for COGS • If you have a high cost of goods, this is a big problem. You should reduce the revenue by your gross margin or COGS. • Very low cancellation rate = infinite LTV • I’d suggest capping the customer lifetime at ~4 years or something.
  16. 16. #4: Time to Payback CAC • Take the CAC divide by • How much a customer pays per month • Example: Your CAC is $15,000 and a customer pays $1,000 per month. Your time to payback is 15 months. • Interpretation: • Longer than 18 months might be a problem, rule of thumb is 12 months.
  17. 17. ALIGNING YOUR METRICS WITH SALES 3
  18. 18. Goal: Have a metric just like the sales team… measured in dollars.
  19. 19. How Much is a Lead Worth? • Average customer is $100,000 in revenue • 2% of leads close into customers • $100,000 x 0.02 = $2,000
  20. 20. How to Set a Dollar Goal for Marketing • Sales team’s goal is $5 million of revenue • Marketing is expected to originate 60% of sales leads • Marketing’s goal is $3,000,000 worth of leads • 1,500 leads if the average lead is worth $2,000 of revenue
  21. 21. But all leads are not the same!
  22. 22. Compute Lead Values by Major Lead Types • Average customer is $100,000 in revenue • 10% of QUOTE REQUEST leads close into customers • $100,000 x 0.10 = $10,000 • Average customer is $100,000 in revenue • 0.8% of WEBINAR leads close into customers • $100,000 x 0.008 = $800
  23. 23. Quote Request Demo Signup Webinar Enterprise $10,000 $4,500 $800 Mid-Market $4,000 $1,800 $125 SMB $750 $500 $10 Compute Your Lead Value Matrix Each box is computed just like we computed the average lead value of $2,000 on the “How much is a lead worth?” slide. Just get the customer value for the segment and the close rate for that type of lead in that segment.
  24. 24. TIPS FOR COMMUNICATING YOUR METRICS 4
  25. 25. MONTHLY METRICS
  26. 26. Report Structure • Executive summary w/ 10 slides • Mirror structure of your team: tie people to numbers • HubSpot’s Report: 1. Executive summary 2. Report for each team (~10 teams of 2-4 people, in 4 sections according to team organization) Top of Funnel Middle of Funnel Product Marketing Brand and Buzz CMO
  27. 27. PART 1: The Executive Summary • Under ~10 slides • Visitors, Leads, Customers • Cost per lead, Cost per customer, ROI metrics • Results for all marketing SLAs • High level lead quality metrics
  28. 28. PART 2: Team Reports • Show names / faces of team members • Report on results (goals and metrics) • Also report on activity
  29. 29. Monthly Reporting Tips 1 Make everyone do their own report 2 Distribute throughout the company
  30. 30. DAILY METRICS
  31. 31. 0% 20% 40% 60% 80% 100% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 %ProgresstoGoal Business Days Left in Month Actual Goal Daily Marketing SLA Waterfall
  32. 32. Example Simple SLA in HubSpot
  33. 33. Example Advanced SLA in HubSpot
  34. 34. Example SLA in Salesforce
  35. 35. How to fix SLA alarms • Create new offers • ebooks, webinars, etc. • Publish more • blog posts, videos, presentations • Promote more • email and social promotion of new offers • Increase paid ads • PPC on Google, Facebook, LinkedIn, Twitter 0% 20% 40% 60% 80% 100% %ProgresstoGoal Business Days Left in Month Actual Goal
  36. 36. Remember: • ROI metrics measure cost and benefit. • Communicate your metrics broadly. • Align your marketing metrics with goals.
  37. 37. Thank You! @mvolpe MIKE VOLPE Download these slides and get links to further reading on this topic: http://bit.ly/VolpeROI

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