b2b marketing analytics
DESCRIPTION
My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. This presentation shows the 'why' behind marketing analytics, which metrics to choose, how to collect the data and how to create your reports.TRANSCRIPT
B2B Marketing Analytics
Using Data Analytics to Improve Lead Generation & Lead Nurturing
Jep Castelein, LeadSloth (@jepc)
Q: B2B Marketers?
Who is: Marketer?
B2B?B2C?
Sales?Analytics or BI professional?Websites, Social Media, Advertising, Agencies?
Marketing, Sales, Lead Generation
Marketing = Getting People Interested (1 to many)
Sales = Getting Interested People to Give You Money (1 to 1)
Lead Generation = Getting a List of People to Spam Nurture
What is Marketing Analytics?
My Definition:
Marketing Analytics = analyzing performance of the marketing function to optimize:
marketing tacticsbudget allocationROI revenue prediction
B2B Marketing & Marketing Automation
My Focus & Background
My Focus:B2B MarketingLead GenerationLead NurturingMarketing & Sales Alignment
My Background:10+ Years of Software MarketingNow: B2B Marketing Consultant
Marketing Metrics Challenges
1. Which Metrics?
2.
How to Get Good Data & Reports?
Challenge 1: Marketing Metrics
Basic Metrics
Revenue Metrics
Process Metrics
Justification Metrics
Basic Metrics
Basic Metrics
From Raw leadsTo Qualified leads
Ideal Lead ProfileLead Scoring
Revenue Metrics
1. Do a search on 'widgets for industrial cleaning'2. Find blog article on http://blog.widgetco.com3. Subscribe to RSS4. Register for eBook "industrial cleaning for less" that is
promoted in next blog post5. Registration for webinar (invitation came via email)6. Visit www.widgetco.com for product and pricing info7. Received call from a Widgetco sales person8. I buy some widgets to try it out
Revenue Metrics
Measure a Campaign's Impact on Revenue:Cost e.g. Search Engine Optimization project costs $50kRevenue e.g. $400k revenue from Google searchesMargin e.g. $400k revenue = $150k profitROI e.g. 150 - 50 / 50 * 100% = 200% ROI
Requirements:Closed-loop marketing measurement
Process Metrics
Process Metrics
SiriusDecisions Waterfall:Measure InquiriesMarketing-qualified leadsSales accepted leadsSales qualified leadsClosed/won business
Justification Metrics
Justification Metrics
Keep track of the following:marketing sourced pipelinemarketing influenced pipelineinvestment-to-pipelineinvestment-to-revenue
Metrics & Our Goals
Optimize:
Marketing tactics: using all metrics
Budget allocation: using revenue metrics & process metrics
ROI:using justification metrics
Revenue prediction:using process metrics
Questions So Far?
Challenge 2: Good Data & Reports
Collecting Data with Marketing AutomationCollecting Data with Other SystemsReporting on this Data
Marketing Automation Parts
Marketing Technology Ecosystem
Google Analytics for Marketing?
Marketing Reporting
Show trends over time (capture snapshots of your data)Group by category (e.g. classify your campaigns)Drill-down options (subcategories & segmentation)Waterfall reportsException & trend reporting
Questions?
Jep Castelein, LeadSloth
(919) 246-9290 or [email protected]
http://www.leadsloth.comhttp://twitter.com/jepc