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Top Inbound Metrics for B2B Marketers
Speakers:
Tuesday June 26, 12pm ET (9am PT)
Morgan Stewart, Trendline InteractiveUri Bar-Joseph, Optify
Morgan Stewart
As CEO of Trendline Interactive, Morgan’s focuses on how trends in consumer behavior impact marketing performance. Morgan currently leads primary research for MarketingProfs, his research is frequently cited in industry publications, and his work has been featured in general business publications including Fortune, Forbes, and Newsweek. In addition to conducting extensive primary research, he works with clients to apply these insights to develop cutting-edge communication strategies that have a direct impact on the bottom line.
Uri Bar-Joseph
Uri Bar-Joseph is a key player in the Optify marketing team, with deep expertize in tracking and analyzing the inbound marketing metrics that matter most to B2B marketers. As well as being responsible for reporting on Optify’s internal marketing metrics, Uri works closely with the product development team to ensure that the Optify product meets the closed-loop reporting needs of professional B2B marketers.
About Optify
What we’ll cover today
• How to cut through the noise
• Inbound vs. outbound• Metrics that matter
– Web site effectiveness & reach
– Social media effectiveness & reach
– Inbound marketing ROI• Q&A
100 Ways To Measure Social Mediaby David Berkowitz, 360i1. Volume of consumer-created
buzz for a brand based on number of posts
2. Amount of buzz based on number of impressions
3. Shift in buzz over time4. Buzz by time of day / daypart5. Seasonality of buzz6. Competitive buzz7. Buzz by category / topic8. Buzz by social channel (forums,
social networks, blogs, Twitter, etc)
9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)
10. Asset popularity (e.g., if several videos are available to embed, which is used more)
11. Mainstream media mentions12. Fans13. Followers14. Friends15. Growth rate of fans, followers,
and friends16. Rate of virality / pass-along17. Change in virality rates over
time18. Second-degree reach
(connections to fans, followers, and friends exposed - by people or impressions)
19. Embeds / Installs20. Downloads21. Uploads22. User-initiated views (e.g., for
videos)23. Ratio of embeds or favoriting to
views24. Likes / favorites25. Comments26. Ratings27. Social bookmarks28. Subscriptions (RSS, podcasts,
video series)29. Pageviews (for blogs, microsites,
etc)30. Effective CPM based on spend
per impressions received31. Change in search engine
rankings for the site linked to through social media
32. Change in search engine share of voice for all social sites promoting the brand
33. Increase in searches due to social activity
34. Percentage of buzz containing links
35. Links ranked by influence of publishers
36. Percentage of buzz containing multimedia (images, video, audio)
37. Share of voice on social sites when running earned and paid media in same environment
38. Influence of consumers reached39. Influence of publishers reached
(e.g., blogs)40. Influence of brands participating
in social channels41. Demographics of target
audience engaged with social channels
42. Demographics of audience reached through social media
43. Social media habits/interests of target audience
44. Geography of participating consumers
45. Sentiment by volume of posts46. Sentiment by volume of
impressions47. Shift in sentiment before,
during, and after social marketing programs
48. Languages spoken by participating consumers
49. Time spent with distributed
content50. Time spent on site through
social media referrals51. Method of content discovery
(search, pass-along, discovery engines, etc)
52. Clicks53. Percentage of traffic generated
from earned media54. View-throughs55. Number of interactions56. Interaction/engagement rate57. Frequency of social interactions
per consumer58. Percentage of videos viewed59. Polls taken / votes received60. Brand association61. Purchase consideration62. Number of user-generated
submissions received63. Exposures of virtual gifts64. Number of virtual gifts given65. Relative popularity of content66. Tags added67. Attributes of tags (e.g., how well
they match the brand's perception of itself)
68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)
69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)
70. Contest entries71. Number of chat room
participants72. Wiki contributors73. Impact of offline
marketing/events on social marketing programs or buzz
74. User-generated content created that can be used by the marketer in other channels
75. Customers assisted76. Savings per customer assisted
through direct social media interactions compared to other channels (e.g., call centers, in-store)
77. Savings generated by enabling customers to connect with each other
78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)
79. Customer satisfaction80. Volume of customer feedback
generated81. Research & development time
saved based on feedback from social media
82. Suggestions implemented from social feedback
83. Costs saved from not spending on traditional research
84. Impact on online sales85. Impact on offline sales86. Discount redemption rate87. Impact on other offline behavior
(e.g., TV tune-in)88. Leads generated89. Products sampled90. Visits to store locator pages91. Conversion change due to user
ratings, reviews92. Rate of customer/visitor
retention93. Impact on customer lifetime
value94. Customer acquisition / retention
costs through social media95. Change in market share96. Earned media's impact on
results from paid media97. Responses to socially posted
events98. Attendance generated at in-
person events99. Employees reached (for internal
programs)100.Job applications received
How your buyers are influenced on their journey
• Search• Social Media• Website
• Website• Sales Rep• Social Media (Validation)
• Sales Rep• Website• References
Inbound versus outbound
• SEO• Social Media• PR• Direct• Word of Mouth• Referrals• Content
• PPC• Online
advertising• Email blasts• Trade shows• Direct mail• Print
advertising• Telemarketing
$$$
Inbound Outbound
Inbound versus outbound
• High quality• Higher
conversion rates
• Further down the funnel
• Hard to build• You don’t
control it• Hard to predict• Hard to
measure
• Easy to create and ramp up
• Measureable and predictable
• You control everything
• Lower conversion rates
• Expensive• Early in the
buying cycle
$$$
Inbound Outbound
Do you know your split?
Inbound Outbound
Traffic 16,000 (58%)
11,600 (42%)
Leads 320 (35%) 580 (65%)
Opportunities
48 (45%) 58 (55%)
Cost $3,000 (15%)
$14,500 (85%)
WEB SITE EFFECTIVENESS & REACH
Your web site has to be great
Effectiveness
Top website effectiveness metrics
Conversion rate
Leads
Opportunities
(and visits)
Important website effectiveness indicators
Lead conversion rate trends
Time on site
Page views
Bounce rate
Returning visitors
Reach
“the total number of different people or households exposed, at least once, to a medium during a given period.”
Top website reach metrics
Visits by referring domains
Media / blogs – driven by PR efforts
Directories / listing services
Partners
Visits by referring keywords
Total visits
Visits per keyword
Number of keywords
Website reach indicators
# inbound links and domains
Brand mentions (Google alerts)
Keyword ranking
SOCIAL MEDIA EFFECTIVENESS & REACH
Marketers have embraced social media
And the majority use it to drive awareness & exposure
But they still struggle to track things important to management
For Social Media to drive leads, you must first
REACH your audience
# followers / fans / members
# tweets, re-tweets, mentions
# likes
# comments
“Anybody can post a Tweet or a status update onFacebook, but the brands and people who arebeing the most successful are really taking intoaccount who their audience is, what they careabout, and how they can stand out...”
– Jordan Viator Slabaugh, Spredfast
Top social media effectiveness metrics
# visits
# leads
# opportunities
Segmented by social media channel
INBOUND MARKETING ROI
ROI = (Gain from Investment – Cost of
Investment)Cost of Investment
What cost items should you include?
• PR firm fees• Content
development costs – employees and contractors
• SEO costs – employees and contractors
• Don’t forget time
Use closed-loop reporting to demonstrate ROI
Using metrics for planning
You have $24,000 to invest on improving results. Where should you spend it?
Using metrics for planning
Scenario #1 – Increase Visitor Goal• $2,000 monthly content
development budget• Expect 5% increase in traffic
month-over-month• Yields $39,955 more in profit vs.
maintaining status quo• ROI = 66%
Using metrics for planning
Scenario #2 – Increase Lead Capture Goal• $24,000 project for extensive
capture testing and optimization• Estimate a 50% increase in lead
capture rate• Will take 1 month to run and
implement• Profit yield from 11 months @
higher capture rate is $56,100• ROI = 134%
Key takeaways
Focus on what’s important
Have infrastructure and tools to capture key metrics (KPIs)
Always have a baseline
Use KPIs in planning and adjust accordingly
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