marketing metrics
DESCRIPTION
If you are new to marketing metrics, or just curious as to what they are, then this 1/2-hour webinar blitz is for you!TRANSCRIPT
Marke&ng Metrics
Presented by: Ka# Newburg, Training Coordinator, Pardot LLC February 9, 2012
Introduc&on Ka& Newburg, Training Coordinator, Pardot LLC
Agenda
• Intro • Where We’ve Been • Where We Are • Where We Can Go
Where We’ve Been Marke&ng of the Past
Where We’ve Been • Get the word out! • Bulk mail campaigns • Publica#ons • Press releases • One-‐on-‐one interac#on • Tradeshows
• Different #me, different approach
Where We Are Living in the Present
Where We Are • Digital age, digital presence
• Website (corporate, mobile) • Email • Social media • Marke#ng automa#on
• Marke#ng is visible • Campaigns and marke#ng efforts DO maQer • Numbers • The boQom line
A liFle scary? • Numbers can be in#mida#ng to some marke#ng team members
• Numbers and metrics are your friends • Use to your advantage
• Gauge campaign effec#veness • Iden#fy the need • Minor modifica#ons make major differences
Metrics, KPIs and ROI • Metrics – a standard of measurement • KPI (Key Performance Indicators) -‐ indicators that
help define and measure the progress towards specific goals
• ROI (Return on Investment) -‐ the return on money dedicated to a par#cular effort or investment
What MaFers • Decide how success will be measured • Determine which metrics are to be used • Iden#fy KPIs needed • Extract results from KPIs and assess outcome
Which KPIs should I use? • Basic web traffic and conversion • Lead and campaign ac#vity • Marke#ng funnel • Marke#ng contribu#on to revenue • Product usage • Email Success
GoodData Blog – Measure, 2010: Five KPIs Every Marketer Should Track
KPIs – Examples Basic Web Traffic and Conversion
68.3%
2.3%
2,983 1,295
42.5% 23.9% 5.3%
62
KPIs – Examples Lead and Campaign Ac#vity
DriveRev Tech Media
DriveRev Tech SEO
DriveRev Tech Webinar
DriveRev Tech Soc Media
DriveRev Tech LinkedIn Ads
2,572 57
974 97
49 6
354 56
4 2
Total: 3,953 218 30 $ 0.00 $104,043,550.00
Name Visitors Assigned Opps Value Revenue ROI
KPIs – Examples Email Success
2,597
0
12 Sod 57 Hard
2,528
99.24%
1,256
46.3%
723
12.5%
321
10.5%
.16%
21
0
0.00%
Ques&ons
Ka& Newburg Training Coordinator Pardot LLC
@ka#_newburg at TwiQer
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact Informa&on