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MARKETING METRICSTHE SMART MARKETER’S ADVANTAGE
Zach BaileySenior Director, Engineering
Pardot, an ExactTarget [email protected]
WHO IS THIS GUY?And why should I listen to him?
Everybody loves babies, right?
Last but not least: I’m a huge nerd
At Pardot since 2011
Digital Marketing Products Veteran
Why are metrics so awesome?
What should I be measuring?
How can I measure it?
AGENDA
Questions
“Five years from now, a CMO will spend more on IT than the CIO”
Gartner, 2012
METRICS = AWESOMEHuge shift enabled by technology
Who would you rather your boss think you are?We should be a mix of both!
METRICS = AWESOMEApplying science to our work!
Hypothesize
Design Experiment
Collect Results
Synthesize
METRICS = AWESOME
This is where we get better
Applying science to our work!
Analysis paralysis aka the cereal aisle
“What gets measured,
gets improved”Peter Drucker
WHAT TO MEASURE?
✓ Specific✓ Measurable✓ Achievable✓ Relevant✓ Timely
WHAT TO MEASURE?S.M.A.R.T. Metrics
Let’s get prescriptive: optimize your “critical path”
Visitor Prospect Opp Wins
Spending Money! Making Money!
WHAT TO MEASURE?
On a regular basis, assess: how many/effectively/quickly
Visitor Prospect Opp Wins
13,435 1,087 199 12818.3% 64.3%8.1%
26 days 43 days 19 days
WHAT TO MEASURE?
Set a goal and lather, rinse, repeat
0
38
75
113
150
Q1 2012 Q2 2012 Q3 2012 Q4 2012
Visitor to Prospect Prospect to Opp Opp to Win
Example Goal: Visit to Revenue in <110 days
WHAT TO MEASURE?
0
1
3
4
5
May 2012 June 2012 July 2012 Aug 2012 Sept 2012 Oct 2012 Nov 2012
Conversion
Example Goal: PPC Visitor to Prospect Conversion >4%
Set a goal and lather, rinse, repeatWHAT TO MEASURE?
“One metric to rule them all”
Campaign Spend Revenue ROI
Adwords $25,000 $45,000 80%
Webinars $3,500 $9,000 157%
Tradeshows $100,000 $92,000 -8%
Whitepapers $8,500 $23,000 171%
Optimize your spend - ROIROI = (Revenue - Spend) / Spend
WHAT TO MEASURE?
Optimize your spend - ROI Allows us to ask and answer, on a per channel/campaign basis:
Have we hit diminishing returns?If we double spend, will revenue double?
What is going well and what needs improvement?Is the channel right but the message wrong?
WHAT TO MEASURE?
Inter-team metrics or getting sales & marketing aligned
Follow-up response SLAs
Marketing sourced lead quotaLead Qual: Marketing qualified vs. Sales accepted
“Gone cold” or competitive nurture
WHAT TO MEASURE?
Marketing Automation Platform
Spreadsheets
Web Analytics + Email Marketing + CRM PlatformB.I. Tool
HOW TO MEASURE?
Pardot is pretty nifty!HOW TO MEASURE?
Pardot is pretty nifty!HOW TO MEASURE?
SUMMARYBe an artist AND a scientist
Set SMART goals and iterate as fast as you can
ROI is king
Metrics/Goals align vertically and horizontally
QUESTIONS?
