Going Beyond Leads: Full Funnel Tracking from Leads to Revenue
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Learn how to track your advertising campaign performance data from leads to revenue and how to use this data to optimize your maximum return on advertising spending (ROAS).
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Going Beyond Leads: Full Funnel Tracking from Leads to Revenue
- 1. Tracking Conversions Day 05 - August 18
- 2. Going Beyond Leads Full Funnel Tracking from Leads to Revenue @jdprater #PPCWeek JD Prater | Head of Customer Acquisition | AdStage
- 3. CONFIDENTIA L 3 AdStage connects marketers quickly and easily to their data across paid search, paid social, web analytics and custom business metrics to gain insight into their campaign performance and take action at scale. Proudly building software for great companies What is AdStage? #PPCWeek
- 4. Full Funnel Tracking Game Plan #PPCWeek • Track every dollar spent • Create KPIs and measure outcomes • Track customers back to campaigns • Determine ROI and report regularly
- 5. “ —CMO Council, Connected Interaction to Power Brand Attraction #PPCWeek Almost 70% of CEOs now expect CMOs to lead REVENUE growth
- 6. Guess who is most likely to shoulder the blame if growth targets aren’t met? #PPCWeek — Accenture, C-level disruptive growth Not My Responsibility!
- 7. Full Funnel Tracking Game Plan #PPCWeek • Track every dollar spent • Create KPIs and measure outcomes • Track customers back to campaigns • Determine ROI and report regularly
- 8. Establish an automated reporting system #PPCWeek
- 9. Full Funnel Tracking Game Plan #PPCWeek Track every dollar spent • Create KPIs and measure outcomes • Track customers back to campaigns • Determine ROI and report regularly
- 10. “ —Antoine de Saint-Exupéry #PPCWeek A goal without a plan is just a wish.
- 11. #PPCWeek
- 12. #PPCWeek How many times have you heard this? • From Client: We need to drive more leads. • From Sales: These leads low quality. I need better quality leads! • From CMO: How many leads turned into customers? • From CEO: Where should we double down on budget to drive more revenue?
- 14. #PPCWeek The Marketer’s Iceberg It’s important to establish and track goals at each point in the funnel.
- 15. #PPCWeek Marketing math: know your company’s conversion rate at each stage of the funnel Conversion Rates Lead = 5% MQL = 20% SQL = 75% Opportunity = 25% Customers = 10% Numbers Visitors = 10,000 Leads = 500 MQL = 100 SQL = 75 Opportunity = ~18 Customer = ~2
- 16. Full Funnel Tracking Game Plan #PPCWeek Track every dollar spent Create KPIs and measure outcomes • Track customers back to campaigns • Determine ROI and report regularly
- 17. “ — Peter Drucker #PPCWeek If you can't measure it, you can't improve it
- 18. If You’re Tracking Leads #PPCWeek Channel Spend Lead (MQL) CPL AdWords $15,000 30 $250 Bing $5,000 25 $200 Facebook $5,000 50 $100 LinkedIn $10,000 20 $500 Total $35,000 125 $280 Focus here Cut here
- 19. #PPCWeek Optimization: Pause Low Performers
- 20. The Marketer’s Iceberg #PPCWeek Track customers Back to lead source
- 21. Your optimizations may cost you revenue #PPCWeek Takeaway: not all leads and networks are created equal Channel Spend Lead (MQL) CPL Customers Revenue ROAS ARPU AdWords $15,000 30 $250 4 $32,000 213% $8,000 Bing $5,000 25 $200 3 $15,000 300% $5,000 Facebook $5,000 50 $100 1 $6,000 120% $6,000 LinkedIn $10,000 20 $500 4 $32,000 320% $8,000 Total $35,000 125 $280 12 $85,000 243% $7,083
- 23. Channel Spend Lead (MQL) CPL Customers Revenue LinkedIn $15,000 30 $500 6 $48,000 Bonus! You now have the data to ask for more budget. #PPCWeek Channel Spend Lead (MQL) CPL Customers Revenue LinkedIn $10,000 20 $500 4 $32,000 $5,000 more ad spend will net us another $16,000 in revenue
- 24. Show me your ways! #PPCWeek
- 26. The Tracking Dilemma #PPCWeek Online Tracking Visitors to Leads Offline Tracking Leads to Customers
- 27. #PPCWeek Use Hidden Fields to pass more data into CRM
- 28. #PPCWeek Connecting campaigns and customers
- 29. #PPCWeek We like G-Connector for Salesforce to pull reports into Google Sheets. *you’ll need a Salesforce login to complete set-up Connecting Salesforce to Google Sheets
- 30. #PPCWeek Export leads and customer data into Google Sheets
- 31. #PPCWeek Export campaign data from AdStage into Google Sheets
- 32. #PPCWeek AdStage Google Sheets Add-on to pull campaign performance Map Salesforce and AdStage data for a cohesive report
- 33. #PPCWeek Push conversions back into AdStage
- 34. Full Funnel Tracking Game Plan #PPCWeek Track every dollar spent Create KPIs and measure outcomes Track customers back to campaigns • Determine ROI and report regularly
- 35. “ — Steve Martin #PPCWeek Be so good they can’t ignore you.
- 36. What happens when you report on clicks to the C-Suite #PPCWeek
- 37. What happens when you report on revenue to the C-Suite #PPCWeek
- 38. Revenue metrics to consider #PPCWeek • Contribution to pipeline • Contribution to closed deals • Actualized revenue from marketing campaigns
- 40. #PPCWeek Determine ROI from campaigns
- 41. #PPCWeek Walk out of that meeting like this
- 42. Full Funnel Tracking Recap #PPCWeek Track every dollar spent Create KPIs and measure outcomes Track customers back to campaigns Determine ROI and report out regularly BONUS: Test and iterate
- 43. “ #PPCWeek By bringing together full funnel data from various channels, marketers can have a valuable, broader perspective that will let them improve the performance of their campaigns and have a positive impact on business results.
- 44. “ —CMO Council, Connected Interaction to Power Brand Attraction #PPCWeek Almost 70% of CEOs now expect CMOs to lead REVENUE growth
- 46. Thanks for Joining Us! #PPCWeek
Notes de l'éditeur
- https://www.cmocouncil.org/authority-leadership/reports/318
- 50% of CEOs see their CMOs as the primary driver of disruptive growth in their organizations. https://www.accenture.com/us-en/insight-c-level-disruptive-growth-opportunity
- I firmly believe demand gen and PPC will have the most impactful role on the marketing team and their success is critical to the marketing health of an organization. It’s time you had the tools to make you successful and efficient. Your time is valuable and there’s too much data to sift through. Invest in a reporting tool and automate those repetitive tasks.
- Marketing takes time. Not all who come to your website are ready to buy. Take this example, just because I’m walking around with an empty cart doesn’t mean I’m ready to buy your product.
- As lead and revenue drivers we should be able to answer all the questions. And to do that we need a full-funnel tracking system in place.
- Are you familiar with the Iceberg Principle? It states that a small amount (the 'tip') of information is available or visible about a situation, whereas the 'real' information or bulk of data is unseen, deep down in the water. 28% of marketers say securing enough budget is their top marketing challenge. (HubSpot, 2017) Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (Source: https://www.hubspot.com/marketing-statistics)
- A common problem with performance marketers is focusing on the top of the iceberg and not seeing the fuller, deeper iceberg below. 59% of marketers rely on total lead volume as a top metric 65% of marketers say they don’t have enough data to do their job effectively. A Lead is an unqualified potential client. A Prospect is a sales-qualified potential client. A lead becomes a prospect when the sales person can identify a differentiated value proposition. An Opportunity is a self-qualified potential client. A prospect becomes an opportunity once they’re talking to you about a (near-term) purchase possibility. A Customer equals $$
- Input some simple marketing math to understand your funnel. This will show you where your leaks are and which levers can be pulled. The less companies know about their KPIs, the less likely they are to meet their revenue goals. 74% of companies that weren't exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. (Source: https://www.hubspot.com/marketing-statistics) A system to track the full-funnel needs to be in place, especially if you’re spending money to acquire customers. Or else you won’t actually know your ROAS and how effective your efforts were at producing results.
- A Lead is an unqualified potential client. A Prospect is a sales-qualified potential client. A lead becomes a prospect when the sales person can identify a differentiated value proposition. An Opportunity is a self-qualified potential client. A prospect becomes an opportunity once they’re talking to you about a (near-term) purchase possibility. A Customer equals $$
- 50% of CEOs see their CMOs as the primary driver of disruptive growth in their organizations https://www.accenture.com/us-en/insight-c-level-disruptive-growth-opportunity
- A Lead is an unqualified potential client. A Prospect is a sales-qualified potential client. A lead becomes a prospect when the sales person can identify a differentiated value proposition. An Opportunity is a self-qualified potential client. A prospect becomes an opportunity once they’re talking to you about a (near-term) purchase possibility. A Customer equals $$
- A Lead is an unqualified potential client. A Prospect is a sales-qualified potential client. A lead becomes a prospect when the sales person can identify a differentiated value proposition. An Opportunity is a self-qualified potential client. A prospect becomes an opportunity once they’re talking to you about a (near-term) purchase possibility. A Customer equals $$
- 50% of CEOs see their CMOs as the primary driver of disruptive growth in their organizations https://www.accenture.com/us-en/insight-c-level-disruptive-growth-opportunity
- If you’re tracking campaigns back to opportunities and revenue you can now justify your reasoning for more budget! This should get you excited, because you now have that data to say confidently have you expect from your budget.
- The Modern Marketer is overwhelmed with the amount of data inputs, sources, channels, and tools. They’re constantly trying to understand the customer journey across online and offline tools and a lot of times those systems don’t talk to each other. This forces the marketer to duct tape everything in Excel and Google Sheets, and hope all there formulas don’t break.
- By default, Google Analytics doesn't track offline revenue. Most sales don't happen online; they are closed by sales reps, either in person or over the phone. By default, Google Analytics doesn't have access to these sales, so you have no idea how much revenue was generated by a certain approach, ad, article, or keyword. This results in spending money on leads that don't buy anything.
- Let’s see how our online data is getting passed into Salesforce and into your reporting tool. We can then connect the paid marketers metrics with offline metrics into Google Sheets automatically.
- 2 sheets add-ons I use for this PPC report
- Export your data from Salesforce into Google Sheets. You need to create a report in SF. You’ll also need access to SF in order to di this. It’s ok if you don’t. Have your client or boss create this report and have them log into G-Connector for you. It’s in the cloud so you and her can both work on the same sheet. Hooray.
- . Pull in your campaign data into sheets. AdStage or SuperMetrics to pull your campaign data into sheets.
- The cool part now is the ability to take action on this data. Most marketers would be happy to stop here. And I don’t disagree. However, what if you could visually show your offline conversion data in a good looking visual dashboard and take action on it.
- By default, Google Analytics doesn't track offline revenue. Most sales don't happen online; they are closed by sales reps, either in person or over the phone. By default, Google Analytics doesn't have access to these sales, so you have no idea how much revenue was generated by a certain approach, ad, article, or keyword. This results in spending money on leads that don't buy anything.
- By default, Google Analytics doesn't track offline revenue. Most sales don't happen online; they are closed by sales reps, either in person or over the phone. By default, Google Analytics doesn't have access to these sales, so you have no idea how much revenue was generated by a certain approach, ad, article, or keyword. This results in spending money on leads that don't buy anything.
- https://www.cmocouncil.org/authority-leadership/reports/318