20. februar 2020

B 2 B M A R K E T I N G M E A S U R E M E N TW E B I N A R

T H O M A S O B E L I T Z H Ø G S B R O - R O D E

Partner & co-CEO | IMPACT Extend A/S

@thomasrode

linkedin.com/thomasrode

Fun fact: Semifinalist i DM i Excel

Proprietary + Confidential

V E L K O M M E N

02 U D F O R D R I N G E R V E D B 2 B M A R K E T I N G

03 G E N N E M G Å E N D E L Ø S N I N G S P R I N C I P P E R

04 K O N K R E T E K S E M P E L

05 A F R U N D I N G & S P Ø R G S M Å L

AGENDA

01

INTRODUKTION01

Vi afdækker og frigør potentialer i mennesker

og i organisationer, så vi sammen kan skabe

mentalt og økonomisk overskud til konstant

at flytte og udvikle os som individer,

virksomheder og samfund

UDFORDRINGER VED B2B MARKETING02

B2B MARKETING UDFORDRINGER

Salg og marketing de-koblede og ikke afstemt3

Stigende krav til accountability og gennemsigtighed2

Vores kunder er langt mere ude og afdække markedet end før1

Marketing er en omkostning – ikke en investering4

Marketing er kulturet begrænset i organisationen som ”dem der laver brochurerne”5

Marketing understøtter salg og de arbejder sammen om samme målsætninger

Vi har fuldt indblik i hvordan vores marketing aktiviteter og marketing spend generer salg

Vi imødekommer vores kunder i hele deres købsrejse

Digital marketing er en forudsigelig og skalerbar vækstmotor

Marketing er en essentiel del af at forløse virksomhedens strategi

• Lange beslutningsprocesser (1-24 måneder)

• Mange stakeholders i et salg (person vs account)

• Ingen forbindelse mellem (online) marketing og

CRM

• Dårlig eller manglende CRM disciplin

• Ingen feedback mekanisme til betalte

kampagneaktiviteter

UDFORDRINGER SPECIFIK FOR B2B MEASUREMENTS

PE

CIF

IKK

E U

DFO

RD

RIN

GE

R

GENNEMGÅENDE LØSNINGSPRINCIPPER03

Situation

Jeg vil gerne analysere alle touch points – eks. hvilket content, der performer bedst ift. at skabe omsætning.

Løsningsprincip

• Unify user ID på tværs af website, kampagner og CRM

• Attribueringsmodellering på toppen af datasæt

Krav

• Eget datawarehouse + event level tracking(Segment.io eller Owox) eller IMPACT Extend B2B dashboard

• B2B attribution platform:Dreamdata.io, Bizible.com

Situation

Jeg vil gerne kunne optimere min kampagner ud fra hvilke leads, der ender med at blive til salg (ét touch point).

Løsningsprincip

• Forbind marketing kampagner med leads i CRM via lead source

Krav

• Google Analytics / Google Measurement Protocol (vær dog obs på attribuering!)

• Data warehouse eller IMPACT Extends B2B dashboard

L E A D G E N E R E R I N GA

O N L I N E B 2 B A T T R I B U T I O NB

Situation

Jeg vil gerne inkludere alle touch points i min analyse –

inkl. sælgeres opkald, møder og lead nurturing fra lead til salget er lukket.

Løsningsprincip

• Unify user ID på tværs af website, kampagner og CRM

• Benyt Salesforce CRM campaigns til tracking af alle touch points (eller Marketo programs og progression steps)

• Attribueringsmodellering på toppen af datasæt

Krav:

• Salesforce CRM + B2B Marketing Analytics

• Enterprise Marketing Automation patform (Marketo eller Eloqua)

O M N I N U R T U R I N GC

LØSNING ER AFHÆNGIG AF PARADIGME

TVÆRGÅENDE PRINCIPPER• Korrekt lead source på alle leads – ensretning og QA

• Benyt hierarkier i leadsource/kampagner til bedre overblik (Paid Search > Paid Search Brand > Brand Campaign Name)

• Sikre samme kampagne struktur og navngivning i UTM parametre m.v. + en samlingstabel

• Analyse og aktivering af indsigter i betalte platforme er ikke det samme – men hænger sammen

• To generelle metoder til kobling: Leadsource/campaign vs user ID

LEADSOURCE/CAMPAIGN

Paid Social

Facebook

Lead ad | Look-a-like 2% | DK

$100.000 kr.

50.000 kr.

50.000 kr.

Kampagnecost data

Cost: 15.000 kr.

Oms.: 50.000 kr.

USER ID Paid Search

Generic

Campaign A

$100.000 kr.

50.000 kr.

50.000 kr.

Data warehouse

Cost: 15.000 kr.

user ID 123A

user ID 321B

user ID 333C

Web tracking

Cookie 1

Cookie 2

Cookie 3

PAS PÅ ATTRIBUERINGEN!

1st visit 2nd visit 3rd visit 4th visit 5th visit

LEAD GENERATION SALG LUKKES

FB klik RMKT Google Ads Email klik

MÅLET VIL ALTID ATTRIBUERES TIL SENESTE IKKE-DIREKTE BESØG

1st visit 2nd visit 3rd visit 4th visit 5th visit

LEAD GENERATION SALG LUKKES

Der er løsninger, men kræver custom setup af GA (flere views) og ekskludering af alle touch points efter lead gen touch pointet

FB klik RMKT Google Ads Email klik

GA INSIGHTS PÅ USER NIVEAU

KONKRET EKSEMPEL04

INSIGHTS INTO WHAT ONLINE ACTIVITIES ARE DRIVING SALES

AS-IS TodayThere’s a disconnection between what channels and campaigns generated the lead, and what leads turn to sales.

O P P . W O NO P P . C R E A T E DS A L E S A C C E P T E DL E A D

N E WL E A D / N A M E

W E B S I T EV I S I T O R

Channel level datain Google Analytics

INSIGHTS INTO WHAT ONLINE ACTIVITIES ARE DRIVING SALES

SOLUTION:Full connection between channels and campaigns and qualification of lead in sales funnel.

O P P . W O NO P P . C R E A T E DS A L E S A C C E P T E DL E A D

N E WL E A D / N A M E

W E B S I T EV I S I T O R

Channel level data in CRM

A N O T E O N C O M P L E X I T Y : W H A T T O E V A L U A T E ?

1st visit 2nd visit 3rd visit 4th visit 5th visit 6th visit 7th visit 8th visit 9th visit

FIRST INTERAC TIONONLI NE

LEAD GENERATIONI NTERAC TI ON

F I L L S O U T L E A D F O R M

What channel did you visit from?

What campaign/messaging did you click on?

What CTA got you to fill out form?

Web Analytics

A D D I N G M A C H I N E L E A R N I N G T O T H E A T T R I B U T I O N M O D E L L I N G – N E X T S T E P

1st visit 2nd visit 3rd visit 4th visit 5th visit 6th visit 7th visit 8th visit 9th visit

FIRST I NTERAC TI ON

ONLI NE

LEAD GENERATI ON

I NTERAC TI ON

F I L L S O U T L E A D F O R M

What channel did you visit from?

What campaign/messaging did you click on?

What CTA got you to fill out form?

Google Ad: Linkedin Ad: RemarketingGoogle Ad:

45% 25% 20% 10% 30% 60% 10%

Remarketing Remarketing Remarketing

T R A F I K K I L D E V S A S S E T : H V O R K O M L E A D E T F R A V S . H V A D G E N E R E R E D E L E A D E T ?

Eks.: Du klikkede på GDPR Whitepaper annoncen på LinkedIn, men udfyldte free trial formen

Content/lead gen Asset 1

Content/lead gen Asset 2

Content/lead gen Asset 3

Traffic Source 1

Traffic Source 2

Traffic Source 3

B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST

P R O S P E C TS

I N V E S T M EN T P E R

P R O S P E C T

M Q LS

I N V E S T M EN T P E R

M Q LS Q L S

I N V E S T M E NT P E R S Q L

S A L E S E S T I M A T

E D

R E V E N U E E S T I M A T

E D

R O M I E S T I M A T

E D

V E L O C I T Y I N D A Y S

Google AdWords

10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30

Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40

Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30

Facebook Organic

1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15

LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50

LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30

Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20

CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10

Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50

Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20

D U M M Y D A T A

B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS

INVESTMENT PER PROSPECT

M Q LS

I N V E S T M EN T P E R

M Q LS Q L S

I N V E S T M E NT P E R S Q L

S A L E S E S T I M A T

E D

R E V E N U E E S T I M A T

E D

R O M I E S T I M A T

E D

V E L O C I T Y I N D A Y S

Google AdWords

10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30

Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40

Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30

Facebook Organic

1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15

LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50

LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30

Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20

CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10

Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50

Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20

D U M M Y D A T A

B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS

INVESTMENT PER PROSPECT

MQLSINVESTMENT PER

MQLS Q L S

I N V E S T M E NT P E R S Q L

S A L E S E S T I M A T

E D

R E V E N U E E S T I M A T

E D

R O M I E S T I M A T

E D

V E L O C I T Y I N D A Y S

Google AdWords

10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30

Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40

Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30

Facebook Organic

1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15

LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50

LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30

Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20

CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10

Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50

Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20

D U M M Y D A T A

B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS

INVESTMENT PER PROSPECT

MQLSINVESTMENT PER

MQLSQLS

INVESTMENT PER SQL

S A L E S E S T I M A T

E D

R E V E N U E E S T I M A T

E D

R O M I E S T I M A T

E D

V E L O C I T Y I N D A Y S

Google AdWords

10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30

Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40

Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30

Facebook Organic

1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15

LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50

LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30

Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20

CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10

Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50

Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20

D U M M Y D A T A

B 2 B R E V E N U E T R A N S P A R E N C YCHANNEL VISITS COST PROSPECTS

INVESTMENT PER PROSPECT

MQLSINVESTMENT PER

MQLSQLS

INVESTMENT PER SQL

SALESWON

REVENUEROMI

TIME TO REVENUE

(DAYS)

Google AdWords

10.000 $12.000 300 $40 60 $200 12 $1.000 4 $108.000 800% 30

Display Ads 5.000 $4.000 75 $67 11 $356 2 $2.370 1 $15.188 280% 40

Facebook Paid 5.000 $7.000 125 $56 31 $224 8 $896 2 $70.313 904% 30

Facebook Organic

1.000 N/A 30 $33 9 N/A 3 N/A 1 $24.300 N/A 15

LinkedIn Paid 3.000 $10.000 60 $167 11 $926 2 $5.144 1 $17.496 75% 50

LinkedIn Organic 500 N/A 10 $50 2 N/A 0 N/A 0 $3.600 N/A 30

Tradeshows N/A $20.000 60 $333 21 $952 7 $2.721 2 $66.150 231% 20

CRM N/A N/A 150 N/A 68 N/A 30 N/A 9 $273.375 N/A 10

Twitter Paid 800 $10.000 60 $167 15 $667 4 $2.667 1 $33.750 238% 50

Direct 1200 N/A 54 N/A 24 N/A 11 N/A 3 $98.415 N/A 20

D U M M Y D A T A

M A R K A N T B E D R E F O R E C A S T I N G M U L I G H E D E R

30

4%

9%

11%

4%

7%

10%

2%

7%

10%

7%7%

23%

0%

5%

10%

15%

20%

25%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Andel af lukkede deals

Phase change VelocityOnline leads conversion

rates

Sales leadsconversion

rates

Offline marketing conversion

rates

New lead à MQL(engaged/nurturing/qualified leads divided by total new leads)

1 month 20% 40% 40%

MQL à SQL(new sale opportunties divided by MQLs)

2 month 45% 90% 40%

SQL à Closed won(new sale wins divided by opportunities created)

4 months 15% 20% 10%

Total lead à close 7 months 1,35% 7,2% 1,6%

D U M M Y D A T A

H V O R S K A L M A R K E T I N G V Æ R E I D A G F O R A T N Å S A L G S T A R G E T O M 6 + M Å N E D E R ?

31

Jul-Dec has primary impact on 2020 sales targets

jul 18 aug 18 sep 18 okt 18 nov 18 dec 18 jan 19 feb 19 mar 19 apr 19 maj 19 jun 19 jul 19 aug 19 sep 19 okt 19 nov 19 dec 19

Needed leads Generated leads

Leads in July are on average closed in January etc.

AFRUNDING OG SPØRGSMÅL05

OVERVEJELSER

• Hvornår skal omsætning attribueres ift. opportunity role/account m.v.?

• Arbejder I fra et person eller account niveau?

• Hvis account: Hvordan løser i udfordring med ”mother accounts”? Eks. Novo Nordisk kontoret i DK er en helt anden organisation en Novo Nordisk i Boston osv.