Take Your Marketing Measurement to the Next Level

Presented by Laurel Miltner (@laurelmackenzie)May 31, 2012

Take Your Marketing Measurement to the Next Level

The Need for Change

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Change Velocity

• Accelerated rate of change driven by technology innovations

• Trends and shifts in consumer behavior demand evolved marketing services

• New ways to reach target audiences, measure and track communications

• With challenge comes opportunity — tools can make our lives easier, too

Source: Wikipedia

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Selective Consumption

• Basic principle behind inbound marketing

• Consumers tune out traditional marketing messages, choose what to consume and when

• Brands lose control, but gain loyalty by being there when consumers need them

• Shifting budgets demand new strategies, tactics and marketing skills

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Success Factors

• Outcomes > outputs

• Metrics that impact the bottom line

Image from HubSpot shows traffic sources and lead conversion rate.

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How to Make the Move

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Determine Objectives, Success Factors and KPIs

• What do you want to achieve?

• What factors impact this goal?

• How will you truly measure success?

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Example 1

• Objective: Increase brand awareness in Cleveland market

• Success Factors:

• (KPI) Website traffic from Cleveland

• Local media and blog mentions, and resulting traffic

• Social media reach and influence among Clevelanders

• (KPI) Cleveland leads and sales

• Reviews and referrals from Clevelanders

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Example 1

Image from Google Analytics shows geographic origin of visits, drilled down to Cleveland.

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Example 1

Image (top) from Google Analytics shows where Cleveland visitors come from. Image (bottom) from HubSpot shows

Lead Management tool, basic lead data available.

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Example 2

• Objective: Increase sales

• Success Factors:

• (KPI) Leads

• Engagement with lead-nurture outreach

• (KPI) Sales

• Look for:

• Actions that impact conversions (e.g. 80% of people who complete lead form A visit page X)

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Example 2

Image from HubSpot Enterprise shows the pages that assist in lead conversions.

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Marketing Tactics That Drive Results

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Integrated Approach

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Spotlight on Content

Buyer-focused content

Nurturing Campaign

Sale

Cross-channel promotion:• Blog• Social media• PR pitches• PPC ads• Guest articles• Email

Share related resources to drive the lead further through the purchase path

Work closely with sales teams to ensure consistent messaging, understand the buyer

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Spotlight on Content

Sample Landing Page

Images from HubSpot show how a lead-nurturing email campaign can follow content download.

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How to Make it Happen

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Marketing Technology (just a few examples)

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Hybrid Professionals

• Proficient content creators

• Social media and tech savvy

• Analytical

• Business-minded

• Strategic

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