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CrasH Course30 minute

MARKETING METRICS

Understanding metrics vs. analytics

Uncovering the metrics that really matter

Measuring full funnel impact

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Amanda HalleSenior Manager, Demand Generation@ahalle | linkedin.com/in/amandahalle

Megan GoldenSenior Content Marketing Manager@goldmegs | linkedin.com/in/goldenmegan

SpEAKERStoday’s

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Why Do I NeedIntroduction

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 & analyticsHelp marketers...

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Metrics &what’s the difference

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BETWEEN

Analytics

METRICSWhat you measure your marketing programs on to gauge performance or success. They can also be called Key Performance Indicators (KPIs).

ANALYTICSUsing metrics to identify trends and insights to inform decisions about your marketing efforts.

LEARNINGfrom

MONEYBALL METRICS

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Metricsmoneyball

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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Metricsmoneyball

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 rateConversion rateDrive pipeline and revenue

Brand awarenessNew website visitorsClick-through rate

RETARGETING SPONSORED CONTENT

Lead qualityIncrease conversionDrive pipeline and revenue

Increase engagementBuild brand & shape perceptionConversion 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 awarenessBuild brandShape perception

Improve lead qualityIncrease conversionDrive pipeline and revenue

UPPER

LOWER

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REACH

metricsupper 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

metricslower 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 ANALYTIC

S

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 PromotionSearch Engine

MarketingLinkedIn Display Ads

BlogEmailLinkedIn Sponsored ContentLinkedIn Sponsored InMail Webinars

Multi-ChannelCAMPAIGNS

success lies in

IMPACThowLINKEDIN measureso

nLINKEDIN

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 Key conduit for reach and nurturing at scale.

 “ “

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SPONSORED Content

LINKEDIN

OBJECTIVESProduct awarenessThought leadershipStarter guidesTargeted content

METRICSContent engagementLeads & MQLsLead qualityRevenue

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 Great tool to increase reach beyond email  to drive leads and event registrations.

 “ “

@linkedinMKTG

SPONSORED INMAIL

LINKEDIN

OBJECTIVESDrive content downloads & event registration Expand reach beyond email Right people, right time

METRICSOpen rateClick-through rateConversion rateLeads/Event registration

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 Think beyond CTR and conversions to measure the success of your Display campaigns.

 “ “

@linkedinMKTG

Display AdsLINKEDIN

OBJECTIVESProduct AwarenessThought LeadershipTargeted Content

METRICSClick-through rateConversion rateWeb and referral traffic liftBrand recallSubscriber opt-in lift

Q&Ayour

WITH AMANDA

@linkedinMKTG @ahalle

CONNECTEDstay

Amanda HalleSenior Manager, Demand Generation@ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com

Megan GoldenSenior Content Marketing Manager@goldmegs | linkedin.com/in/goldenmegan | mgolden@linkedin.com

LinkedIn Marketing Solutions BlogLnkd.in/Blog