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CrasH Course 30 minute
MARKETING METRICS
Understanding metrics vs. analytics Uncovering the metrics that really matter Measuring full funnel impact
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Amanda Halle Senior Manager, Demand Generation @ahalle | linkedin.com/in/amandahalle
Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan
SpEAKERS today’s
@linkedinMKTG
Why Do I Need Introduction
METRICS AND ANALYTICS?
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According to Forrester Research, as much as
90% of the buyers’ journey may be complete before they contact a salesperson. During that time, marketing is responsible for moving prospects down the purchase path.
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report the ROI of programs and confidently request larger budgets
become more efficient at optimizing the purchase path and driving revenue
metrics & analytics
Help marketers...
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Metrics & what’s the difference
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BETWEEN
Analytics
METRICS What you measure your marketing programs on to gauge performance or success. They can also be called Key Performance Indicators (KPIs).
ANALYTICS Using metrics to identify trends and insights to inform decisions about your marketing efforts.
LEARNING from
MONEYBALL METRICS
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Metrics moneyball
In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs. A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG
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Metrics moneyball
In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs. A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG
EMAIL DISPLAY
Click open rate Conversion rate Drive pipeline and revenue
Brand awareness New website visitors Click-through rate
RETARGETING SPONSORED UPDATES
Lead quality Increase conversion Drive pipeline and revenue
Increase engagement Build brand & shape perception Conversion rate
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Measuring the impact of
FULL FUNNEL MARKETING
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Full Funnel marketing
Each marketing tactic should have a clear purpose and map to the buyer’s journey. So, ask yourself…
“ “
1
Who is the target audience?
How do they need to be educated?
How can we align our benefits to their pain points?
2
Are you providing your prospects increasingly relevant content as you learn more about them?
3
What happens after the sale?
Do you have the content that sets up customers for success after they’ve bought from you?
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The ultimate goal of reaching and then nurturing prospects is to “acquire” them, to drive them toward
becoming a customer.
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REACH
NURTURE
Full Funnel marketing
@linkedinMKTG
Increase awareness Build brand Shape perception
Improve lead quality Increase conversion Drive pipeline and revenue
UPPER
LOWER
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REACH
metrics upper funnel
Play an active role in prospect education throughout the buyer’s journey.
Email Marketing open rate, website traffic, opt-in
Display Ads awareness, brand recall and lift
Search Marketing branded search
Organic Social Media shares, likes, comments
PR awareness, brand lift, website traffic, inbound links, referral traffic, unique visitors
Paid Social Media awareness, brand recall and lift, website traffic, unique visitors
Free Written content website traffic, shares, likes, bounce rate, unique visitors, inbound links, referral traffic, comments
Rich Media content time spent, page views, pages per visit, opt in
TACTICS METRICS
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NURTURE
Nurture prospects that have either implicitly or explicitly expressed an interest in your brand.
Email Marketing open rate, returning visitors, form fills, MQLs, SAOs, SQOs, retention rate
Search Marketing leads, cost per lead, form fills, MQLs
Display Ads leads, cost per lead, form fills, MQLs
Paid Social Media leads, cost per lead, returning visitors, MQLs, form fills
PR leads, cost per lead, returning visitors
Gated Long-form Content form fills,
Webinars Form fills, leads, cost per lead, SAO, SQO, close rate, revenue, retention rate
Demos / Trials form fills, leads, cost per lead, SAOs, SQOs, close rate, revenue, retention rate
TACTICS METRICS
metrics lower funnel
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REACH
NURTURE
Reach audiences to drive awareness and a positive impression of your brand
• Awareness
• Branded search
• Brand recall and lift
• Website and referral traffic
• Page views, pages per visit,
time spent on site lift
• Subscriber/opt-in lift
• Engagement (open rate, shares, likes, comments)
• Bounce rate decline
• Unique visitor lift
• Inbound links lift
Nurture prospects until they’re ready to make a purchase
• Leads (organic vs paid)
• MQLs/SAOs
• SQOs
• Cost per lead
• Qualified lead velocity rate (i.e., growth in qualified leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate, customer lifetime value, upsell/cross-sell
APPLYing ANALYTICS across the funnel
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Full Funnel marketing
What is your recommendation on how to lay the foundation to full funnel marketing?
“ “
1
Understand the key objectives you need to hit at each stage of the funnel
2
Pin down the right metrics to measure progress against those objectives
3
Deploy effective programs and continually use analytics to gauge the effectiveness and optimize their performance
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REACH
NURTURE
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Paid Promotion
Search Engine Marketing
Display Ads
Blog Email
Sponsored Updates
Sponsored InMail
Webinars
Multi-Channel CAMPAIGNS
success lies in
IMPACT how LINKEDIN measures
on LINKEDIN
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Think beyond CTR and conversions to measure the success of your Display campaigns.
“ “
@linkedinMKTG
Display Ads LINKEDIN
OBJECTIVES Product Awareness
Thought Leadership
Targeted Content
METRICS Click-through rate
Conversion rate
Web and referral traffic lift
Brand recall
Subscriber opt-in lift
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Great tool to increase reach beyond email to drive leads and event registrations.
“ “
@linkedinMKTG
SPONSORED INMAIL LINKEDIN
OBJECTIVES Drive content downloads & event registration
Expand reach beyond email
Right people, right time
METRICS Open rate
Click-through rate
Conversion rate
Leads/Event registration
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Key conduit for reach and nurturing at scale.
“ “
@linkedinMKTG
SPONSORED UPDATES LINKEDIN
OBJECTIVES Product awareness
Thought leadership
Starter guides
Targeted content
METRICS Content engagement
Leads & MQLs
Lead quality
Revenue
Q&A your
WITH AMANDA
@linkedinMKTG @ahalle
CONNECTED stay
Amanda Halle Senior Manager, Demand Generation @ahalle | linkedin.com/in/amandahalle | [email protected]
Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan | [email protected]
LinkedIn Marketing Solutions Blog Lnkd.in/Blog
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