If you are new to marketing metrics, or just curious as to what they are, then this 1/2-hour webinar blitz is for you!

1. Marke&ng
Metrics
Presented
by:
Ka#
Newburg,
Training
Coordinator,
Pardot
LLC
February
9,
2012

2. Introduc&on
Ka&
Newburg,
Training
Coordinator,
Pardot
LLC

3. Agenda
• Intro
• Where
We’ve
Been
• Where
We
Are
• Where
We
Can
Go

4. Where
We’ve
Been
Marke&ng
of
the
Past

5. Where
We’ve
Been
• Get
the
word
out!
• Bulk
mail
campaigns
• Publica#ons
• Press
releases
• One-­‐on-­‐one
interac#on
• Tradeshows
• Different
#me,
different
approach

6. Where
We
Are
Living
in
the
Present

7. Where
We
Are
• Digital
age,
digital
presence
• Website
(corporate,
mobile)
• Email
• Social
media
• Marke#ng
automa#on
• Marke#ng
is
visible
• Campaigns
and
marke#ng
efforts
DO
maQer
• Numbers
• The
boQom
line

8. A
liFle
scary?
• Numbers
can
be
in#mida#ng
to
some
marke#ng
team
members
• Numbers
and
metrics
are
your
friends
• Use
to
your
advantage
• Gauge
campaign
effec#veness
• Iden#fy
the
need
• Minor
modifica#ons
make
major
differences

9. Metrics,
KPIs
and
ROI
• Metrics
–
a
standard
of
measurement
• KPI
(Key
Performance
Indicators)
-­‐
indicators
that
help
define
and
measure
the
progress
towards
specific
goals
• ROI
(Return
on
Investment)
-­‐
the
return
on
money
dedicated
to
a
par#cular
effort
or
investment

10. What
MaFers
• Decide
how
success
will
be
measured
• Determine
which
metrics
are
to
be
used
• Iden#fy
KPIs
needed
• Extract
results
from
KPIs
and
assess
outcome

11. Which
KPIs
should
I
use?
• Basic
web
traffic
and
conversion
• Lead
and
campaign
ac#vity
• Marke#ng
funnel
• Marke#ng
contribu#on
to
revenue
• Product
usage
• Email
Success
GoodData
Blog
–
Measure,
2010:
Five
KPIs
Every
Marketer
Should
Track

12. KPIs
–
Examples
Basic
Web
Traffic
and
Conversion
1,295
2,983
68.3%
62
2.3%
42.5%
23.9%
5.3%

13. KPIs
–
Examples
Lead
and
Campaign
Ac#vity
Name
Visitors
Assigned
Opps
Value
Revenue
ROI
DriveRev
Tech
Media
2,572
57
DriveRev
Tech
SEO
974
97
DriveRev
Tech
Webinar
49
6
DriveRev
Tech
Soc
Media
354
56
DriveRev
Tech
LinkedIn
Ads
4
2
Total:
3,953
218
30
$
0.00
$104,043,550.00

14. KPIs
–
Examples
Email
Success
2,597
0
12
Sod
57
Hard
2,528
99.24%
1,256
46.3%
723
12.5%
321
10.5%
21
.16%
0
0.00%

15. Ques&ons

16. Contact
Informa&on
Pardot
Ka&
Newburg
950
East
Paces
Ferry
Rd
Training
Coordinator
Suite
3300
Pardot
LLC
Atlanta,
Georgia
30326
ka#.newburg@pardot.com
@ka#_newburg
at
TwiQer
404.492.6848
877.3B2B.ROI
www.pardot.com