Download - Report (#iheartmktg NYC)
Eastern Region User Conference
June 6, 2014
RAPID FIRE SESSION
REPORT
PRESENTED BY:
JOJU MANGALAM
Director of Marketing Performance at Act-On
BRANDON LAROCQUE
Managing Partner at Access Marketing Company
Key Considerations for
Lifecycle Marketing Reporting
How well is our
product and brand
known in the market?
Are we able to capitalize on
initial attraction to start new
relationships?
Are we able to hold onto
the customer? Generate
upsells and referrals? How effective are we in
convincing the prospects to
consider buying from product
category? Our product? Are we able to convince
the lead to buy our
offering over competition?
EX
PA
ND
Attract: Content & Social Marketing
• How many people are visiting our
site?
• How attractive is our content?
• How popular is our brand?
Metrics that Matter
People visiting, Bounce rate
Social media followers, shares
Number of new articles, press releases, events
Google ranking, search volume for brand
BOTTOM LINE: Increase visibility and share-of-audience with
more appealing content and brand
Key metrics at:
Reports> Website Visitors
Capture: Targeted Offers, Calls to Action
• How many content consumers became
known prospects?
• What calls to action are most
effective? With what audiences?
• What channels are most effective?
Metrics that Matter
Conversion rate on calls to action
(Ad) Cost per click, Investment $, Form fills
Known visitors, Number of new prospects
Increase known prospects in the funnel
Key metrics at:
Reports> Forms & Media Reports
BOTTOM LINE:
Nurture: Segment, Score, Automate
• How many Marketing Qualified Leads?
• What automated programs are most
effective?
• What’s driving lead scores up?
Metrics that Matter
Number of new leads, Number of Reopened
leads
Number of Marketing Qualified Leads (MQLs),
Cost per MQL
Open rate, CTR of automated programs
Number of Leads by lead scores
More prospects qualified to buy
Key metrics at:
Dashboards for “Automated Programs”
Reports > Revenue Impact
BOTTOM LINE:
Convert: Tipping the deal
• How many Sales Qualified Leads?
• What campaigns and lead sources
are most effective at closing?
• How fast are the leads closing?
Metrics that Matter
Number of Sales Qualified Leads (SQLs)
Velocity from Lead to SQL, SQL to Win
Campaign/Channel ROI
Cost per SQL, Cost per new customer
BOTTOM LINE: More leads and customers at less cost. Higher
quality leads convert more.
Key metrics at:
Reports> Revenue Impact Report
Expand: Customer Marketing
• How successful are we in upselling to
customers?
• What customer marketing campaigns
and programs are most effective?
• How is the customer loyalty trending?
BOTTOM LINE: More revenue from existing customers
Metrics that Matter
Upsell as % of Total
Open rate, CTR of customer campaigns
Churn rate
Loyalty metric (example: Net Promoter Score)
Key metrics at:
Dashboards for “Automated Programs”
and “Email Campaigns”
Putting it Together: Marketing KPI’s
BOTTOM LINE: What impact is Marketing making in the business?
Key metrics at:
Reports> Marketing Funnels
Q1'14 Apr'14 May'14 Jun'14 Q2'14
Number of new leads
Number of new SQL's
Number of new business wins
Leads to SQL %
SQL to new Sale %
Lead to new Sale %
New sales $ (Marketing)
New sales $ (All)
% of new sales $ from Marketing
Total sales $ (All)
New sales as % of Total
Introducing the new funnel reporting feature
Thanks to the new funnel reporting, creating KPI reports
has become much simpler:
• We no longer have to stitch together information ─ every time ─ from
different sources (Act-On, CRM, etc.) to create KPI reports
• Furthermore, KPI’s are only part of funnel reporting’s capabilities …
Planning & Application of
Lifecycle Marketing Reporting
EX
PA
ND
FUNNEL-BASED
LEAD NURTURING & REPORTING
Demand / Lead Generation
Sales Enablement
Lead Nurturing
HOW DO WE CRAFT A CUSTOMER-ORIENTED
NURTURE FUNNEL?
Marketing Granularity | Audiences
Different Strokes for Different Folks
Your
Audiences? Needs
Pain Points Social Attributes
Industry
Demographic
Culture
Affinity Group
Role
Geography Product Sector
Prior Engagement
[audiences are segmented
according to how they affect
our message]
The Feasible Middle Ground
Athletes
Winter Athletes
Skiers
Professional Skiers
BUYING CYCLE
Buying Cycle | Choose an Existing Model
* this B2B buying cycle model was developed and copyrighted by Sirius Decisions
Looseningof the
Status Quo
Committingto Change
ExploringPossible
Solutions
Committingto a Solution
Justifyingthe
Decision
Making theSelection
Education Solution Purchase
Buying Cycle | Develop Your Own
Education Solution Purchase
Reimagining Our Friend – The Funnel
You Can’t Manage What You Don’t Measure
Buying Cycle | Measurement & Reporting
Sales Funnel | Doesn’t Follow Customer Behavior
Don’t go it alone, give us a call.
Brandon Larocque, Managing Partner
720.536.8650 x101
Formulating your strategy
Articulating your messages
Crafting your campaigns
Executing your tactics