#INBOUND14 
I’m a marketer, how can I justify marketing ROI? 
Kim Walsh 
Head of Enterprise Sales, HubSpot
Head of Enterprise Sales 
4+ years @HubSpot 
Originally from Alberta, Canada and I have sold 1,200 pairs of shoes on air w...
#INBOUND14 
33% 
of B2B marketers don’t even attempt to measure the financial impact of marketing!! 
Source: http://blog.h...
#INBOUND14 
Let’s all promise to not be part of the 33% 
#INBOUND14 
Marketing roles are changing.
#INBOUND14 
The Modern Marketer Is 
• 
An Experimenter 
• 
A Lover of Data 
• 
A Content Creator 
• 
A Justifier of ROI
#INBOUND14 
By 2017, CMO’s will spend more on IT than CIO’s.
#INBOUND14
#INBOUND14
#INBOUND14 
We have to find a way to drive repeatable, predictableand scalable revenue.
#INBOUND14 
1 
Understand the metrics of your marketing funnel. 
2 
Create accountability. 
3 
Establish achievable goals....
#INBOUND14 
1 
Understand the metrics of your marketing funnel.
#INBOUND14 
Understand your funnel (metrics)
#INBOUND14 
2 
Create accountability.
#INBOUND14 
Amarketing SLA is vital to establishing accountability.
#INBOUND14 
Create a Smarketing(SLA) commitment
#INBOUND14 
“The service-level agreement (SLA) is a two- way process between sales and marketing.” 
What is an SLA?
#INBOUND14 
 
How many quality leads does the sales team need to make quota? 
 
What % revenue comes from marketing vs. ...
#INBOUND14 
Calculate SLA -$ value
#INBOUND14 
3 
Establish achievable goals.
#INBOUND14 
Share revenue goals
#INBOUND14
Monitor your goal progress
#INBOUND14 
Track your SLA’s 
You can track these metrics through marketing platforms.
#INBOUND14 
4 
Map out YOURplan.
#INBOUND14 
Develop your personas 
• 
Customized marketing SLA, sales effectiveness, and customer success metrics to perso...
#INBOUND14 
Pay attention to the way your personas consume your content
#INBOUND14 
Persona based marketing SLAs 
Lead Type 
Lead Value 
Webinar 
$.35 
eBook 
$.45 
FreeTrial 
$2.10 
Demo Reques...
#INBOUND14 
What channels are working?
#INBOUND14 
Is sales following through on the plan?
#INBOUND14 
Is YOURplan on track?
#INBOUND14 
5 
Forecast on Return not Investment.
#INBOUND14 
Show the impact of lead generation
#INBOUND14 
Show leads transferred
#INBOUND14 
Dashboard 
Understand your overall marketing performance and tie it back to customers.
#INBOUND14 
Revenue Reporting 
Understand how much revenue has come from contacts in your database.
#INBOUND14 
Key take-a-ways 
1. 
Know your visitor metrics 
2. 
Know your cost per lead metrics 
3. 
Know your avg. cost p...
#INBOUND14 
In true Jerry Maguire fashion
#INBOUND14 
THANK YOU! 
Kwalsh@hubspot.com
#INBOUND14 
QUESTIONS ?
#INBOUND14 
Consistent Cadence of Metrics 
Metric 
Persona 1 
Persona 2 
Persona3 
LTV/CAC 
5.2 
11.5 
19.0 
CAC 
$6,250 
...
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14 
FACT: 
“70% of the buying process is now complete by the time a prospect is ready to engage with sales.” Siriu...
#INBOUND14 
(general blank slide)
#INBOUND14
#INBOUND14 
2 
How can we measure ROI?
#INBOUND14 
What is our lead goal
#INBOUND14
Fun fact: Rhode Island has America’s only naturally occurring lighthouse. 
@kippbodnar 
KIPPBODNAR
#INBOUND14 
A caption about these dogs would be great right about here.
#INBOUND14 
For a second option, consider this nice shade of blue. Thanks.
#INBOUND14 
57% of web activity occurs in the evening.
#INBOUND14 
The way people do business has changed.
#INBOUND14 
How do you stand out in a crowded market?
I'M A MARKETER, HOW CAN I JUSTIFY MARKETING ROI [INBOUND 2014]
I'M A MARKETER, HOW CAN I JUSTIFY MARKETING ROI [INBOUND 2014]
I'M A MARKETER, HOW CAN I JUSTIFY MARKETING ROI [INBOUND 2014]
I'M A MARKETER, HOW CAN I JUSTIFY MARKETING ROI [INBOUND 2014]
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I'M A MARKETER, HOW CAN I JUSTIFY MARKETING ROI [INBOUND 2014]

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Marketing ROI is more important today then it ever has been. Did you know that Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon? In fact, Gartner analyst Laura McLellan predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs. The evidence is mounting on how smart B2B marketing executives are connecting to revenue, transforming marketing from a cost to a revenue center, and in the process, helping their organizations outgrow their competition. As we all well know, a marketer's job doesn't stop at lead generation. Have you ever wondered what marketing analytics are important to measure, what will the executive team look for? Will I have a strategy and plan to improve revenue when I’m asked? This session Kim Walsh will leave you with key insights on how to be part of the revenue conversations and justify your marketing ROI.

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I'M A MARKETER, HOW CAN I JUSTIFY MARKETING ROI [INBOUND 2014]

  1. 1. #INBOUND14 I’m a marketer, how can I justify marketing ROI? Kim Walsh Head of Enterprise Sales, HubSpot
  2. 2. Head of Enterprise Sales 4+ years @HubSpot Originally from Alberta, Canada and I have sold 1,200 pairs of shoes on air with QVC in 8 minutes. @kwalsh07 KimWalsh
  3. 3. #INBOUND14 33% of B2B marketers don’t even attempt to measure the financial impact of marketing!! Source: http://blog.hubspot.com/insiders/marketing-analytics-vs-business-analytics
  4. 4. #INBOUND14 Let’s all promise to not be part of the 33% 
  5. 5. #INBOUND14 Marketing roles are changing.
  6. 6. #INBOUND14 The Modern Marketer Is • An Experimenter • A Lover of Data • A Content Creator • A Justifier of ROI
  7. 7. #INBOUND14 By 2017, CMO’s will spend more on IT than CIO’s.
  8. 8. #INBOUND14
  9. 9. #INBOUND14
  10. 10. #INBOUND14 We have to find a way to drive repeatable, predictableand scalable revenue.
  11. 11. #INBOUND14 1 Understand the metrics of your marketing funnel. 2 Create accountability. 3 Establish achievable goals. 4 Map out your plan. 5 Forecast on return, not on investment. Agenda
  12. 12. #INBOUND14 1 Understand the metrics of your marketing funnel.
  13. 13. #INBOUND14 Understand your funnel (metrics)
  14. 14. #INBOUND14 2 Create accountability.
  15. 15. #INBOUND14 Amarketing SLA is vital to establishing accountability.
  16. 16. #INBOUND14 Create a Smarketing(SLA) commitment
  17. 17. #INBOUND14 “The service-level agreement (SLA) is a two- way process between sales and marketing.” What is an SLA?
  18. 18. #INBOUND14  How many quality leads does the sales team need to make quota?  What % revenue comes from marketing vs. sales-generated leads?  What is the average sales deal size?  What is the average lead to customer close %? HubSpot’sSLA
  19. 19. #INBOUND14 Calculate SLA -$ value
  20. 20. #INBOUND14 3 Establish achievable goals.
  21. 21. #INBOUND14 Share revenue goals
  22. 22. #INBOUND14
  23. 23. Monitor your goal progress
  24. 24. #INBOUND14 Track your SLA’s You can track these metrics through marketing platforms.
  25. 25. #INBOUND14 4 Map out YOURplan.
  26. 26. #INBOUND14 Develop your personas • Customized marketing SLA, sales effectiveness, and customer success metrics to persona Marketing Mary (100-2,000 employees) Enterprise Erin (2,000+ employees) Owner Ollie Team (1-100 employees)
  27. 27. #INBOUND14 Pay attention to the way your personas consume your content
  28. 28. #INBOUND14 Persona based marketing SLAs Lead Type Lead Value Webinar $.35 eBook $.45 FreeTrial $2.10 Demo Request $2.75 Marketing Mary Leads (100-2,000 Employees) Lead Type Lead Value Webinar $.85 eBook $1.00 FreeTrial $4.25 Demo Request $6.10 Enterprise Erin Leads (2,000+ Employees) * Data has been altered from actual HubSpot data for the purposes of this presentation
  29. 29. #INBOUND14 What channels are working?
  30. 30. #INBOUND14 Is sales following through on the plan?
  31. 31. #INBOUND14 Is YOURplan on track?
  32. 32. #INBOUND14 5 Forecast on Return not Investment.
  33. 33. #INBOUND14 Show the impact of lead generation
  34. 34. #INBOUND14 Show leads transferred
  35. 35. #INBOUND14 Dashboard Understand your overall marketing performance and tie it back to customers.
  36. 36. #INBOUND14 Revenue Reporting Understand how much revenue has come from contacts in your database.
  37. 37. #INBOUND14 Key take-a-ways 1. Know your visitor metrics 2. Know your cost per lead metrics 3. Know your avg. cost per customer 4. Marketing SLA’s are important and necessary 5. Reporting will allow you to make real time adjustments
  38. 38. #INBOUND14 In true Jerry Maguire fashion
  39. 39. #INBOUND14 THANK YOU! Kwalsh@hubspot.com
  40. 40. #INBOUND14 QUESTIONS ?
  41. 41. #INBOUND14 Consistent Cadence of Metrics Metric Persona 1 Persona 2 Persona3 LTV/CAC 5.2 11.5 19.0 CAC $6,250 $15,500 $28,750 MRRChurn 1.3% 0.7% 0.5% AvgMRR $425 $1250 $2725 LTV $32,700 $179,000 $545,000 Months to Payback 14.7 12.4 10.6 Revenue Growth (Q3) 18% 27% 34% Revenue/ Rep $4,750 $7,250 $10,500 Leads per Cust. 540 2,400 6,625
  42. 42. #INBOUND14
  43. 43. #INBOUND14
  44. 44. #INBOUND14
  45. 45. #INBOUND14 FACT: “70% of the buying process is now complete by the time a prospect is ready to engage with sales.” SiriusDecisions, Inc.
  46. 46. #INBOUND14 (general blank slide)
  47. 47. #INBOUND14
  48. 48. #INBOUND14 2 How can we measure ROI?
  49. 49. #INBOUND14 What is our lead goal
  50. 50. #INBOUND14
  51. 51. Fun fact: Rhode Island has America’s only naturally occurring lighthouse. @kippbodnar KIPPBODNAR
  52. 52. #INBOUND14 A caption about these dogs would be great right about here.
  53. 53. #INBOUND14 For a second option, consider this nice shade of blue. Thanks.
  54. 54. #INBOUND14 57% of web activity occurs in the evening.
  55. 55. #INBOUND14 The way people do business has changed.
  56. 56. #INBOUND14 How do you stand out in a crowded market?

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