Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
#INBOUND14 
the 
metrics 
that 
ma'er 
how 
to 
build 
performance-­‐driven 
inbound 
marke2ng 
campaigns 
sept. 
18, 
201...
what’s 
holding 
businesses 
back 
from 
achieving 
performance 
poten7al?
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
29% 
36% 
short-term impact proven long-term impact proven 
just 
3...
on 
average, 
marketers 
depend 
on 
data 
for 
just 
11% 
of 
customer-­‐related 
decisions. 
! 
source: 
CEB 
@paulroetz...
B2B 
marketers 
say 
just 
9% 
of 
CEOs 
and 
6% 
of 
CFOs 
use 
marke2ng 
data 
to 
help 
set 
corporate 
direc2on. 
sour...
agenda 
1. perform 
a 
marke2ng 
assessment 
2. develop 
a 
marke2ng 
scorecard 
3. strategize 
a 
marke2ng 
game 
plan 
@...
the 
marke7ng 
assessment 
a 
strategy 
gateway
align 
expecta7ons 
+ 
forecast 
poten7al 
@paulroetzer #inbound14 www.pr2020.com
Define 
Founda2on 
Projects 
subjec2ve 
analysis 
internal 
stakeholders 
10 
sec2ons 
27 
profile 
fields 
132 
factors 
...
Average Scores by Section 
Business 
Cores 
Marke2ng 
Cores 
Audiences 
Marke2ng 
Team 
Strength 
Marke2ng 
Technology 
U2...
“I 
was 
a 
classically 
trained 
marketer 
who 
had 
cut 
my 
teeth 
at 
Procter 
& 
Gamble, 
nego2ated 
mul2-­‐million 
...
75% 
of 
marketers 
say 
their 
lack 
of 
skills 
is 
impac2ng 
revenue 
in 
some 
way 
! 
source: 
2012 
Marke2ng 
Skills...
of 
companies 
lack 
necessary 
digital 
skills 
in 
key 
areas 
of 
social 
media, 
mobile, 
internal 
social 
networks, ...
capable 
of 
building, 
managing 
and 
execu0ng 
fully 
integrated 
campaigns 
that 
produce 
results 
@paulroetzer #inbou...
data 
analysis 
! 
iden2fy 
top 
KPIs. 
turn 
data 
into 
ac7onable 
intelligence. 
uncover 
anomalies, 
trends 
and 
oppo...
6 
classes, 
43 
categories, 
947 
companies
marketing tech spotlight: marketing automation 
marketing automation high performers (8-10) have an average lead-to-sale c...
many 
organiza2ons 
lack, 
or 
are 
underu2lizing, 
Average Factor Rating (0-10 Scale) 
2.2 
2.9 
3.7 
5.4 
5.3 
5.3 
4.8 ...
a 
new 
era 
in 
sales 
and 
marke7ng 
alignment
the 
marke7ng 
scorecard 
data 
without 
analysis 
is 
simply 
noise
A 
mere 
9% 
of 
marketers 
strongly 
agree 
with 
the 
statement, 
“I 
know 
our 
digital 
marke7ng 
is 
working.” 
sourc...
76% 
of 
marketers 
believe 
measurement 
is 
important, 
while 
only 
29% 
believe 
they 
are 
doing 
it 
well. 
! 
sourc...
marke2ng 
dashboards 
that 
report 
ac7vi7es 
rather 
than 
business 
outcomes 
are 
a 
major 
cause 
of 
the 
disconnect ...
Source: 
HubSpot 
@paulroetzer #inbound14 www.pr2020.com
Source: 
HubSpot 
keep 
score 
of 
what 
ma'ers 
@paulroetzer #inbound14 www.pr2020.com
turn 
data 
into 
intelligence 
@paulroetzer #inbound14 www.pr2020.com
3-­‐steps 
to 
start 
the 
scorecard 
1) 
priori7ze 
marke7ng 
goals. 
2) 
iden7fy 
KPIs. 
3) 
customize 
your 
funnel. 
p...
86% generate 
leads 
85% convert 
sales 
46% build 
brand 
51% increase 
loyalty 
brand 
leads 
sales 
loyalty 
Source: 
P...
sample 
KPIs 
website 
traffic 
social 
reach 
subscribers 
lead 
volume 
lead 
quality 
score 
lead-­‐to-­‐sale 
conversi...
h_p://bit.ly/performance-­‐pack
h_p://bit.ly/performance-­‐pack
bring 
structure 
and 
meaning 
to 
numbers 
@paulroetzer #inbound14 
www.pr2020.com
@paulroetzer www.pr2020.com
h_p://developers.hubspot.com/ 
@paulroetzer #inbound14 www.pr2020.com
h'ps://www.dis2lled.net/blog/seo/google-­‐analy2cs-­‐api-­‐made-­‐easy-­‐google-­‐docs-­‐magic-­‐tutorial/
automate 
and 
visualize 
data 
Source: 
Domo
the 
marke7ng 
game 
plan 
high 
performers 
connect 
ac9ons 
to 
outcomes
data 
> 
intelligence 
> 
ac2on 
> 
outcomes 
@paulroetzer #inbound14 www.pr2020.com
the 
new 
marke7ng 
mix 
analy2cs 
automa2on 
coding 
content 
digital 
ads 
email 
mobile 
public 
rela2ons 
search 
soci...
h_p://bit.ly/performance-­‐pack 
every 
campaign 
is 
a 
series 
of 
projects 
designed 
to 
achieve 
a 
goal
blogging 
martech 
stack 
media 
rela2ons 
search 
engine 
op2miza2on 
social 
engagement 
website 
builders 
are 
recurri...
drivers 
are 
campaigns 
designed 
to 
capitalize 
on 
exis2ng 
assets 
to 
lead 
nurturing 
original 
research 
reports 
...
sample 
monthly 
game 
plan 
40 
points 
60 
points 
drivers 
40% 
builders 
60% 
@paulroetzer #inbound14 www.pr2020.com
sample 
resource 
alloca7on 
by 
life 
cycle 
stage 
startup 
drivers 
20% 
@paulroetzer 
builders 
80% 
early 
growth 
dr...
a 
case 
study 
in 
performance-­‐driven 
inbound 
marke2ng 
@paulroetzer #inbound14 www.pr2020.com
The 
organiza2on 
sought 
to 
infuse 
its 
sales 
pipeline 
with 
new 
leads, 
segment 
and 
priori7ze 
its 
exis2ng 
lead...
@paulroetzer www.pr2020.com
• 
integrated 
strategy 
• 
database 
segmenta2on 
• 
lead-­‐scoring 
system 
• 
survey 
• 
premium 
content 
assets 
• 
l...
• 
1,980+ 
survey 
responses 
• 
2,470+ 
ebook 
downloads 
• 
1,720+ 
new 
contacts 
• 
2,490+ 
web 
store 
leads 
• 
1,17...
1. perform 
a 
marke2ng 
assessment 
2. develop 
a 
marke2ng 
scorecard 
3. strategize 
a 
marke2ng 
game 
plan 
build 
pe...
what’s 
possible 
for 
the 
future 
of 
campaign 
and 
marke2ng 
performance 
management? 
@paulroetzer #inbound14 www.pr2...
data 
> 
intelligence 
> 
ac7on 
> 
outcomes 
make-­‐shiN 
solu9on 
to 
connect 
strategy 
and 
performance 
@paulroetzer ...
current 
marke7ng 
management 
strategy 
project 
management 
automa7on 
(cms, 
email, 
seo, 
social) 
crm 
analy7cs 
scor...
what if 
there 
was 
a 
marke7ng 
strategy 
and 
management 
system 
that 
enabled 
dynamic 
performance-­‐driven 
campaig...
app 
builder 
tool
custom 
fields 
ac7vity 
stream
advanced 
(and 
intui2ve) 
repor7ng
employee 
performance 
management
intelligent 
(and 
eventually 
automated) 
strategy 
based 
on 
goals 
and 
historical 
performance
so, 
what’s 
possible? 
@paulroetzer #inbound14 www.pr2020.com
“Marke2ng 
is 
now, 
as 
it 
has 
always 
been, 
an 
art 
form. 
But 
the 
next 
genera2on 
of 
marketers 
understands 
it...
paul 
roetzer, 
@paulroetzer 
! 
CEO 
| 
PR 
20/20 
author 
| 
The 
Marke9ng 
Performance 
Blueprint 
(Wiley, 
2014) 
& 
T...
The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns
The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns
Prochain SlideShare
Chargement dans…5
×

The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns

4 433 vues

Publié le

(#INBOUND14 presentation) Measurement matters now more than ever. Marketing executives and business leaders are drowning in data. They have access to powerful tools that produce endless streams of information about contacts, including visitors, leads and customers. However, data without analysis is simply noise. In this presentation based on Paul Roetzer’s new book, The Marketing Performance Blueprint, you’ll learn how to align marketing KPIs with overall business goals, bring structure and meaning to numbers, and adapt campaign strategies in real time based on results (or lack thereof). Roetzer also will share a theoretical model showing what’s possible for the future of campaign and marketing performance management.

Publié dans : Marketing
  • Soyez le premier à commenter

The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns

  1. 1. #INBOUND14 the metrics that ma'er how to build performance-­‐driven inbound marke2ng campaigns sept. 18, 2014 presented by paul roetzer (@paulroetzer) CEO | PR 20/20
  2. 2. what’s holding businesses back from achieving performance poten7al?
  3. 3. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 29% 36% short-term impact proven long-term impact proven just 36% of CMOs have quan7ta7vely proven the short-­‐ term impact of marke2ng spend. that figure drops to 29% when demonstra2ng long-­‐term impact. source: 2014 CMO Survey @paulroetzer #inbound14 www.pr2020.com
  4. 4. on average, marketers depend on data for just 11% of customer-­‐related decisions. ! source: CEB @paulroetzer #inbound14 www.pr2020.com
  5. 5. B2B marketers say just 9% of CEOs and 6% of CFOs use marke2ng data to help set corporate direc2on. source: ITSMA, VisionEdge and Forrester @paulroetzer #inbound14 www.pr2020.com
  6. 6. agenda 1. perform a marke2ng assessment 2. develop a marke2ng scorecard 3. strategize a marke2ng game plan @paulroetzer #inbound14 www.pr2020.com
  7. 7. the marke7ng assessment a strategy gateway
  8. 8. align expecta7ons + forecast poten7al @paulroetzer #inbound14 www.pr2020.com
  9. 9. Define Founda2on Projects subjec2ve analysis internal stakeholders 10 sec2ons 27 profile fields 132 factors 0-­‐5 = liabili2es 6-­‐7 = neutrals 8-­‐10 = assets www.TheMarke7ngScore.com
  10. 10. Average Scores by Section Business Cores Marke2ng Cores Audiences Marke2ng Team Strength Marke2ng Technology U2liza2on Marke2ng Performance Social Media Marke2ng Lead Sources Public Rela2ons Content Marke2ng 32% 29% 25% 50% 47% 44% 41% 39% 56% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: PR 20/20’s 2014 Marketing Score Report Business Cores (63%) and Marke7ng Cores (56%) are the highest rated sec2ons. Lead Sources (32%), Public Rela2ons (29%), and Content Marke2ng (25%) are the lowest. n=318 bit.ly/mscore-­‐report-­‐14
  11. 11. “I was a classically trained marketer who had cut my teeth at Procter & Gamble, nego2ated mul2-­‐million dollar deals with the NFL, and received an MBA at Harvard Business School. “I was a fossil – a senior marke0ng execu0ve who was doomed to ex0nc0on.” ! — Anita Newton, VP of corporate marke2ng, Adknowledge
  12. 12. 75% of marketers say their lack of skills is impac2ng revenue in some way ! source: 2012 Marke2ng Skills Gap Report @paulroetzer #inbound14 www.pr2020.com
  13. 13. of companies lack necessary digital skills in key areas of social media, mobile, internal social networks, process automa2on, and performance monitoring and analysis. ! source: Capgemini Consul2ng 90% @paulroetzer #inbound14 www.pr2020.com
  14. 14. capable of building, managing and execu0ng fully integrated campaigns that produce results @paulroetzer #inbound14 www.pr2020.com
  15. 15. data analysis ! iden2fy top KPIs. turn data into ac7onable intelligence. uncover anomalies, trends and opportuni7es. adjust strategies based on data, in real-­‐2me. 2e ac2vi2es to performance and bo'om-­‐line results. @paulroetzer #inbound14 www.pr2020.com
  16. 16. 6 classes, 43 categories, 947 companies
  17. 17. marketing tech spotlight: marketing automation marketing automation high performers (8-10) have an average lead-to-sale conversion rating of 6.1, 1.6x the average rate of all others (rated 0-7). the high performers 0 1 2 3 4 5 6 7 8 9 10 Marketing automation high performers (n=40) Impact of Marketing Automation on Lead-to-Sale Conversion Rates These high performers rate cost of customer acquisition (COCA) 1.4x stronger, and have an average overall Marketing Score of 61%, 1.5x all others. Lead-to-Sale Conversion Rate Score 10 9 8 7 6 5 4 3 2 1 0 Marketing Automation Strength Score (Marketing Technology Utilization Section) 2.4 3.4 3.8 3.9 4.8 4.2 5.1 4.1 5.4 7.2 5.6 PR 20/20 | 2014 Marketing Score Report Assets (8-10) Neutrals (6-7) Liabilities (0-5)
  18. 18. many organiza2ons lack, or are underu2lizing, Average Factor Rating (0-10 Scale) 2.2 2.9 3.7 5.4 5.3 5.3 4.8 4.8 4.7 4.5 Sec9on 7 Q: How would you rate your organiza9on’s u9liza9on of these marke9ng and sales technology solu9ons? fundamental marke7ng technologies Content management system (CMS) Project management Search engine op2miza2on (SEO) Customer rela2onship management (CRM) Social media monitoring/management Email marke2ng Marke2ng analy2cs Marke2ng automa2on/lead nurturing Internal social network Call tracking 0 1 2 3 4 5 6 7 8 9 10 Source: PR 20/20 | 2014 Marke2ng Score Report n=318 Assets (8-10) Neutrals (6-7) Liabilities (0-5) bit.ly/mscore-­‐report-­‐14
  19. 19. a new era in sales and marke7ng alignment
  20. 20. the marke7ng scorecard data without analysis is simply noise
  21. 21. A mere 9% of marketers strongly agree with the statement, “I know our digital marke7ng is working.” source: Adobe @paulroetzer #inbound14 www.pr2020.com
  22. 22. 76% of marketers believe measurement is important, while only 29% believe they are doing it well. ! source: Adobe @paulroetzer #inbound14 www.pr2020.com
  23. 23. marke2ng dashboards that report ac7vi7es rather than business outcomes are a major cause of the disconnect between marketers and the C-­‐suite. ! source: ITSMA, VisionEdge and Forrester @paulroetzer #inbound14 www.pr2020.com
  24. 24. Source: HubSpot @paulroetzer #inbound14 www.pr2020.com
  25. 25. Source: HubSpot keep score of what ma'ers @paulroetzer #inbound14 www.pr2020.com
  26. 26. turn data into intelligence @paulroetzer #inbound14 www.pr2020.com
  27. 27. 3-­‐steps to start the scorecard 1) priori7ze marke7ng goals. 2) iden7fy KPIs. 3) customize your funnel. process @paulroetzer #inbound14 www.pr2020.com
  28. 28. 86% generate leads 85% convert sales 46% build brand 51% increase loyalty brand leads sales loyalty Source: PR 20/20’s 2014 Marke9ng Score Report high-­‐priority goals @paulroetzer www.pr2020.com
  29. 29. sample KPIs website traffic social reach subscribers lead volume lead quality score lead-­‐to-­‐sale conversion rates cost of customer acquisi7on (COCA) customer life7me value (CLV) customer reten7on rates recurring revenue brand leads sales loyalty @paulroetzer #inbound14 www.pr2020.com
  30. 30. h_p://bit.ly/performance-­‐pack
  31. 31. h_p://bit.ly/performance-­‐pack
  32. 32. bring structure and meaning to numbers @paulroetzer #inbound14 www.pr2020.com
  33. 33. @paulroetzer www.pr2020.com
  34. 34. h_p://developers.hubspot.com/ @paulroetzer #inbound14 www.pr2020.com
  35. 35. h'ps://www.dis2lled.net/blog/seo/google-­‐analy2cs-­‐api-­‐made-­‐easy-­‐google-­‐docs-­‐magic-­‐tutorial/
  36. 36. automate and visualize data Source: Domo
  37. 37. the marke7ng game plan high performers connect ac9ons to outcomes
  38. 38. data > intelligence > ac2on > outcomes @paulroetzer #inbound14 www.pr2020.com
  39. 39. the new marke7ng mix analy2cs automa2on coding content digital ads email mobile public rela2ons search social tech source: Al2meter’s The Converged Media Impera2ve web @paulroetzer #inbound14 www.pr2020.com
  40. 40. h_p://bit.ly/performance-­‐pack every campaign is a series of projects designed to achieve a goal
  41. 41. blogging martech stack media rela2ons search engine op2miza2on social engagement website builders are recurring campaigns designed to create and expand assets @paulroetzer #inbound14 www.pr2020.com
  42. 42. drivers are campaigns designed to capitalize on exis2ng assets to lead nurturing original research reports persona-­‐based lead gen referrals retarge2ng ads website conversion op2miza2on image: Pedro Moura Pinheiro accelerate success @paulroetzer www.pr2020.com
  43. 43. sample monthly game plan 40 points 60 points drivers 40% builders 60% @paulroetzer #inbound14 www.pr2020.com
  44. 44. sample resource alloca7on by life cycle stage startup drivers 20% @paulroetzer builders 80% early growth drivers 40% builders 60% HIGH growth drivers 80% builders 20% #inbound14 www.pr2020.com
  45. 45. a case study in performance-­‐driven inbound marke2ng @paulroetzer #inbound14 www.pr2020.com
  46. 46. The organiza2on sought to infuse its sales pipeline with new leads, segment and priori7ze its exis2ng lead database of 10,000+ contacts, drive short-­‐term sales conversions through its web store, and iden2fy larger-­‐scale enterprise sales opportuni7es. @paulroetzer #inbound14 www.pr2020.com
  47. 47. @paulroetzer www.pr2020.com
  48. 48. • integrated strategy • database segmenta2on • lead-­‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tes2ng (email and landing page) • social sharing • email workflows • sales integra2on • website CTAs • media pitches • analy2cs @paulroetzer www.pr2020.com
  49. 49. • 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni7es @paulroetzer #inbound14 www.pr2020.com
  50. 50. 1. perform a marke2ng assessment 2. develop a marke2ng scorecard 3. strategize a marke2ng game plan build performance-­‐driven inbound campaigns @paulroetzer #inbound14 www.pr2020.com
  51. 51. what’s possible for the future of campaign and marke2ng performance management? @paulroetzer #inbound14 www.pr2020.com
  52. 52. data > intelligence > ac7on > outcomes make-­‐shiN solu9on to connect strategy and performance @paulroetzer #inbound14 www.pr2020.com
  53. 53. current marke7ng management strategy project management automa7on (cms, email, seo, social) crm analy7cs scorecard system
  54. 54. what if there was a marke7ng strategy and management system that enabled dynamic performance-­‐driven campaigns and resource alloca2on (talent, budgets, 2me)? data > intelligence > ac7on > outcomes @paulroetzer #inbound14 www.pr2020.com
  55. 55. app builder tool
  56. 56. custom fields ac7vity stream
  57. 57. advanced (and intui2ve) repor7ng
  58. 58. employee performance management
  59. 59. intelligent (and eventually automated) strategy based on goals and historical performance
  60. 60. so, what’s possible? @paulroetzer #inbound14 www.pr2020.com
  61. 61. “Marke2ng is now, as it has always been, an art form. But the next genera2on of marketers understands it can be so much more. These innovators are rewri7ng what is possible when the art and science of marke7ng collide.” @paulroetzer #inbound14 www.pr2020.com
  62. 62. paul roetzer, @paulroetzer ! CEO | PR 20/20 author | The Marke9ng Performance Blueprint (Wiley, 2014) & The Marke9ng Agency Blueprint (Wiley, 2012) creator | Marke2ng Score & Marke2ng Agency Insider www.pr2020.com

×