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Marketing's New Metrics - Pardot Users Conference

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Page 1: Marketing's New Metrics - Pardot Users Conference

www.DemandGenReport.com

Page 2: Marketing's New Metrics - Pardot Users Conference

www.DemandGenReport.com

Background on DGR/DCSBackground on DGR/DCS

Launched in April 2007 to track best practices in lead generation, lead management Newsletter has grown to more than 24,000 readers We also offer a menu of research and best practices reports

Page 3: Marketing's New Metrics - Pardot Users Conference

www.DemandGenReport.com

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

Page 4: Marketing's New Metrics - Pardot Users Conference

www.DemandGenReport.com

Page 5: Marketing's New Metrics - Pardot Users Conference

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Measurement = VisibilityMeasurement = 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?”

Page 6: Marketing's New Metrics - Pardot Users Conference

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Scientific Approach to Scientific Approach to DemandDemand

“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)

Page 7: Marketing's New Metrics - Pardot Users Conference

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1) Quantitatively track marketing and sales funnel (shared)

2) Understand bottlenecks3) Understand costs that drive leads

to each stage4) Reduce cost per sale by prioritizing

marketing and sales resources5) Engage with prospects digitally and

gain intelligence about message effectiveness, market opportunities

New Priorities for the New Priorities for the PipelinePipeline

Page 8: Marketing's New Metrics - Pardot Users Conference

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2 Views of Engagement2 Views of Engagement

The Buyer’s View

Only 10% of recent buyers said they were contacted cold by the solution provider they chose

Marketer’s Reality35% were attributed to cold call from sales was the initial engagement in recent customer wins50% responded to marketing campaign or website visit

Page 9: Marketing's New Metrics - Pardot Users Conference

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Fumbling The HandoffFumbling The Handoff

Recent research from the Sales Lead Management Association (SLMA) found 58% of BtoB marketers do not qualify inquiries prior to lead distribution.

Page 10: Marketing's New Metrics - Pardot Users Conference

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Develop a Simple Scoring Develop a Simple Scoring SystemSystem

Need to Prioritize Leads

Focus on “In Profile” leads

Incorporate both activity and demographic factors

Page 11: Marketing's New Metrics - Pardot Users Conference

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Moving Beyond Activity-Based Moving Beyond Activity-Based MeasuresMeasures

Page 12: Marketing's New Metrics - Pardot Users Conference

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Defining The Funnel or Defining The Funnel or WaterfallWaterfall

Page 13: Marketing's New Metrics - Pardot Users Conference

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Next Gen – Demand GenNext Gen – Demand Gen

•Marketing’s role evolving beyond the top of the funnel

•Greater need for and emphasis on lead nurturing and lead acceleration

Page 14: Marketing's New Metrics - Pardot Users Conference

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Migrating From Lead Generation Migrating From Lead Generation To Revenue GenerationTo Revenue Generation

Page 15: Marketing's New Metrics - Pardot Users Conference

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Which Measures Matter?Which Measures Matter?

Page 16: Marketing's New Metrics - Pardot Users Conference

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Which Measures Matter?Which Measures Matter?

Inquiry to MQL: 5%

MQL to SAL: 60%

SAL to SQL: 55%

Opportunity to Deal: 25%

Page 17: Marketing's New Metrics - Pardot Users Conference

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Marketing’s New MetricsMarketing’s New Metrics

Page 18: Marketing's New Metrics - Pardot Users Conference

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Pipeline Contribution?Pipeline Contribution?

Page 19: Marketing's New Metrics - Pardot Users Conference

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Marketing Sourced Leads Engaged through

marketing, qualified by marketing, accelerated to close by marketing

Marketing Influenced Leads Nurture campaigns

help to re-engage Maintain content

during buying cycle

Categories of ContributionCategories of Contribution

Page 20: Marketing's New Metrics - Pardot Users Conference

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Last Touch AttributionLast Touch Attribution

1) Implement a lead tracking system.

2) Track leads not only based on their source but also disposition.

3) Conduct win/loss analysis Questions to ask: Did leads convert to sales? What was the conversion

percentage? What was the conversion

timeframe?

Page 21: Marketing's New Metrics - Pardot Users Conference

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Freshness Dates for Your Freshness Dates for Your LeadsLeads

•Consider the “age” of the leads in your database

•Put emphasis on “net new” leads

•Plan append or refresh programs for your contact database

Page 22: Marketing's New Metrics - Pardot Users Conference

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Need for NurturingNeed for Nurturing

•Less than 10% of leads convert to closed business

•Typically means that 90% of leads “leak” out of your funnel

•Marketing should be engaged at all phases of funnel

Page 23: Marketing's New Metrics - Pardot Users Conference

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Thank YouThank You

The Scorecard for Sales & Marketing Automationwww.DemandGenReport.com

Content that Connects Buyers & Sellerswww.DemandCreationSpecialists.com