My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. This presentation shows the 'why' behind marketing analytics, which metrics to choose, how to collect the data and how to create your reports.

1. B2B Marketing Analytics
Using Data Analytics to Improve
Lead Generation & Lead Nurturing
Jep Castelein, LeadSloth
(@jepc)

2. Q: B2B Marketers?
Who is:
Marketer?
B2B?
B2C?
Sales?
Analytics or BI professional?
Websites, Social Media, Advertising, Agencies?

3. Marketing, Sales, Lead Generation
Marketing = Getting People Interested (1 to many)
Sales = Getting Interested People to Give You Money (1 to 1)
Lead Generation = Getting a List of People to Spam Nurture

4. What is Marketing Analytics?
My Definition:
Marketing Analytics = analyzing performance of the
marketing function to optimize:
marketing tactics
budget allocation
ROI
revenue prediction

5. B2B Marketing & Marketing Automation

6. My Focus & Background
My Focus:
B2B Marketing
Lead Generation
Lead Nurturing
Marketing & Sales Alignment
My Background:
10+ Years of Software Marketing
Now: B2B Marketing Consultant

7. Marketing Metrics Challenges
1.
Which Metrics?
2.
How to Get Good Data & Reports?

8. Challenge 1: Marketing Metrics
Basic Metrics
Revenue Metrics
Process Metrics
Justification Metrics

9. Basic Metrics

10. Basic Metrics
From Raw leads
To Qualified leads
Ideal Lead Profile
Lead Scoring

11. Revenue Metrics
1. Do a search on 'widgets for industrial cleaning'
2. Find blog article on http://blog.widgetco.com
3. Subscribe to RSS
4. Register for eBook "industrial cleaning for less" that is
promoted in next blog post
5. Registration for webinar (invitation came via email)
6. Visit www.widgetco.com for product and pricing info
7. Received call from a Widgetco sales person
8. I buy some widgets to try it out

12. Revenue Metrics
Measure a Campaign's Impact on Revenue:
Cost
e.g. Search Engine Optimization project costs $50k
Revenue
e.g. $400k revenue from Google searches
Margin
e.g. $400k revenue = $150k profit
ROI
e.g. 150 - 50 / 50 * 100% = 200% ROI
Requirements:
Closed-loop marketing measurement

13. Process Metrics

14. Process Metrics
SiriusDecisions Waterfall:
Measure Inquiries
Marketing-qualified leads
Sales accepted leads
Sales qualified leads
Closed/won business

15. Justification Metrics

16. Justification Metrics
Keep track of the following:
marketing sourced pipeline
marketing influenced pipeline
investment-to-pipeline
investment-to-revenue

17. Metrics & Our Goals
Optimize:
Marketing tactics:
using all metrics
Budget allocation:
using revenue metrics & process metrics
ROI:
using justification metrics
Revenue prediction:
using process metrics

18. Questions So Far?

19. Challenge 2: Good Data & Reports
Collecting Data with Marketing Automation
Collecting Data with Other Systems
Reporting on this Data

20. Marketing Automation Parts

21. Marketing Technology Ecosystem

22. Google Analytics for Marketing?

23. Marketing Reporting
Show trends over time (capture snapshots of your data)
Group by category (e.g. classify your campaigns)
Drill-down options (subcategories & segmentation)
Waterfall reports
Exception & trend reporting

24. Questions?
Jep Castelein, LeadSloth
(919) 246-9290 or 888-4A-
SLOTH
jep@leadsloth.com
http://www.leadsloth.com
http://twitter.com/jepc