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Marketing's New Metrics - Pardot Users Conference

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Marketing's New Metrics - Pardot Users Conference

  1. 2. Background on DGR/DCS <ul><li>Launched in April 2007 to track best practices in lead generation, lead management </li></ul><ul><li>Newsletter has grown to more than 24,000 readers </li></ul><ul><li>We also offer a menu of research and best practices reports </li></ul>
  2. 3. Launched in 2009 to help BtoB marketers “map content to different phases of buying cycle” • Content That Connects Buyers & Sellers • Converts Leads To Opportunities • Leads To Closed Business www. DemandCreationSpecialists .com
  3. 5. Measurement = Visibility “ Where my dashboard may have been ‘opportunity to close’ in the past, now it has backed up to the earlier stages of the prospect cycle. Now I’m analyzing everything from a prospect: What’s the right message ? What tactics can I use to get them in into my pipeline?”
  4. 6. Scientific Approach to Demand “ We’re seeing scientific, mathematical equations being applied to determine how to match sales capacity with market demand . Prior to the recession, there wasn’t a lot of science placed on this area. Since demand was strong, the thinking was ‘let’s throw bodies at it and we’ll get our fair share.’ That’s not happening now.” --Greg Alexander, CEO, Sales Benchmark Index (SBI)
  5. 7. <ul><li>Quantitatively track marketing and sales funnel (shared) </li></ul><ul><li>Understand bottlenecks </li></ul><ul><li>Understand costs that drive leads to each stage </li></ul><ul><li>Reduce cost per sale by prioritizing marketing and sales resources </li></ul><ul><li>Engage with prospects digitally and gain intelligence about message effectiveness, market opportunities </li></ul>New Priorities for the Pipeline
  6. 8. 2 Views of Engagement <ul><li>The Buyer’s View </li></ul><ul><li>Only 10% of recent buyers said they were contacted cold by the solution provider they chose </li></ul><ul><li>Marketer’s Reality </li></ul><ul><li>35% were attributed to cold call from sales was the initial engagement in recent customer wins </li></ul><ul><li>50% responded to marketing campaign or website visit </li></ul>
  7. 9. Fumbling The Handoff Recent research from the Sales Lead Management Association (SLMA) found 58% of BtoB marketers do not qualify inquiries prior to lead distribution.
  8. 10. Develop a Simple Scoring System <ul><li>Need to Prioritize Leads </li></ul><ul><li>Focus on “In Profile” leads </li></ul><ul><li>Incorporate both activity and demographic factors </li></ul>
  9. 11. Moving Beyond Activity-Based Measures
  10. 12. Defining The Funnel or Waterfall
  11. 13. Next Gen – Demand Gen <ul><li>Marketing’s role evolving beyond the top of the funnel </li></ul><ul><li>Greater need for and emphasis on lead nurturing and lead acceleration </li></ul>
  12. 14. Migrating From Lead Generation To Revenue Generation
  13. 15. Which Measures Matter?
  14. 16. Which Measures Matter? <ul><li>Inquiry to MQL: 5% </li></ul><ul><li>MQL to SAL: 60% </li></ul><ul><li>SAL to SQL: 55% </li></ul><ul><li>Opportunity to Deal: 25% </li></ul>
  15. 17. Marketing’s New Metrics
  16. 18. Pipeline Contribution?
  17. 19. <ul><li>Marketing Sourced Leads </li></ul><ul><ul><li>Engaged through marketing, qualified by marketing, accelerated to close by marketing </li></ul></ul><ul><li>Marketing Influenced Leads </li></ul><ul><ul><li>Nurture campaigns help to re-engage </li></ul></ul><ul><ul><li>Maintain content during buying cycle </li></ul></ul>Categories of Contribution
  18. 20. Last Touch Attribution <ul><li>Implement a lead tracking system . </li></ul><ul><li>Track leads not only based on their source but also disposition. </li></ul><ul><li>Conduct win/loss analysis </li></ul><ul><li>Questions to ask: </li></ul><ul><li>Did leads convert to sales? </li></ul><ul><li>What was the conversion percentage ? </li></ul><ul><li>What was the conversion timeframe? </li></ul>
  19. 21. Freshness Dates for Your Leads <ul><li>Consider the “age” of the leads in your database </li></ul><ul><li>Put emphasis on “net new” leads </li></ul><ul><li>Plan append or refresh programs for your contact database </li></ul>
  20. 22. Need for Nurturing <ul><li>Less than 10% of leads convert to closed business </li></ul><ul><li>Typically means that 90% of leads “leak” out of your funnel </li></ul><ul><li>Marketing should be engaged at all phases of funnel </li></ul>
  21. 23. Thank You The Scorecard for Sales & Marketing Automation www.DemandGenReport.com Content that Connects Buyers & Sellers www.DemandCreationSpecialists.com