Master Your Metrics - TFM Insights Your Metrics: An Expert Guide To Marketing Measurement And Analytics . Ray Coppinger . Senior Marketing Manager EMEA, Marketo . @raycop

Master Your Metrics: An Expert Guide To Marketing Measurement And Analytics

Ray Coppinger Senior Marketing Manager EMEA, Marketo @raycop

Page 2 © 2015 Marketo, Inc. Marketo Proprietary and Confidential

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• Unparalleled expertise

TOPICS

1. Trends in Marketing Measurement

2. Where Metrics Go Wrong

3. The Right Metrics: Revenue Cycle

4. The Right Metrics: Program Performance

5. Questions???


Strength in Numbers


Current Trends in Marketing Measurement

In a recent study of 478 of

CMOs and Senior marketers

worldwide carried out by the

Economist Intelligence Unit,

ONLY 21% of European

respondents said marketing is

currently measured in terms of

revenue impact. WWW.MARKETO.COM/NEXT-ERA “The Rise of the Marketer: Driving

Engagement, Experience and Revenue” The Economist Intelligence Unit,

commissioned by Marketo


Current Trends in Marketing Measurement

What will be your biggest

challenges over the next 12

months?

1. Sufficient budget (45%)

2. Measurement of marketing

ROI (28%)

3. Shift to digital marketing and

engagement (26%) WWW.MARKETO.COM/NEXT-ERA “The Rise of the Marketer: Driving

Engagement, Experience and Revenue” The Economist Intelligence Unit,

commissioned by Marketo


The Future of Marketing Metrics?

FROM TO

Efficiency Effectiveness

Brand Awareness Cost Metrics (Efficiency)

Overall Engagement Top-Line Revenue

In marketing measurement, effectiveness metrics trump efficiency metrics @marketo #TFMA2015

Where Metrics Go Wrong


Vanity Metrics

“Sound” or “look” good and impress people, but don’t measure impact on revenue.


Activity Metrics

Focus on what you do instead of what results and impact you have on generating revenue/pipeline.


Cost Metrics

Frame marketing in terms of cost and spending instead of results and outcomes

Cost Per… Lead Opportunity Acquisition Conversio

The Right Metrics: Revenue Cycle (Funnel) Metrics


The Revenue Cycle/Funnel


A Revenue Cycle Model

Screenshot: Marketo Revenue Cycle Analytics


Key Revenue Cycle/Funnel Metrics

*Opps. is bigger than SQLs because includes outbound and partner referrals


Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time



Marketing Credibility with Accurate Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://marketo.com/DG2MM

A trusted forecast is the single most important step to make marketing a revenue driver, not a cost center #TFMA2015

http://bit.ly/DG2MM

The Right Metrics: Program Performance Metrics


Why is Measuring Marketing ROI Hard?

• Multiple touches. Seven touches needed to convert a cold lead into a sale • Multiple influencers. Typical buying committee has 5-21 people


Source: 2013 Lenskold Group 2013 Lead Generation Marketing Effectiveness Study

Ways that Companies Measure Program ROI

Single Touch Attribution First or Last


Single Touch Attribution: First Touch

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.







Inbound and Web creates the best leads by far: high conversion, high velocity




Sponsored Email builds the database, but low conversion




Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU




Paid Social & Display Ad drive brand and amplify inbound as well




Average days to Opportunity: 327 days

Multi-Touch Attribution

Multi-touch attribution gives marketers more insight into the full funnel @marketo #TFMA2015


Track All Touches Across People



Track All Touches Across People



Example: Multi-Touch Attribution

A deal worth £100,000 recently closed. Three people were involved in the deal: • Person A attended Webinar A and Trade Show B • Person B attended Trade Show B • Person C was sent Email C

£100,000 Revenue

£25,000 £25,000 £25,000 £25,000

Webinar A £25,000

Tradeshow B £50,000

Email C £25,000


Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5



Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline



(MT) Ratio = Pipeline / Investment >10 is Great and <5 is Fail

Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events = 6.6, Content Syndication

7.7



% Programs with MT Ratio > 5 e.g. Tradeshow has good average but 49%

programs “fail”

Questions?

Email: [email protected] Twitter: @Marketo @raycop

Documents

Master Your Metrics - TFM Insights Your Metrics: An Expert Guide To Marketing Measurement And Analytics . Ray Coppinger . Senior Marketing Manager EMEA, Marketo . @raycop