Extreme Measurement:
Proving Marketing’s Return
Marketing II
Mikel Chertudi, Omniture
Chad Sollis, Omniture
Todd Barr, Red Hat

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“When marketing tries to define its
impact on the business only in terms
of leads generated, it sells itself
short.”

Table of Contents
 WHY Closed Loop Measurement
 HOW Closed Loop Marketing Works
 WHAT – Red Hat: A Deeper Showcase of the
Solution

Mikel Chertudi
Senior Director, Demand Marketing
mchertudi@omniture.com

Omniture is a leading provider of online business optimization software
• INDUSTRY: High Tech, Online Marketing
• EMPLOYEES: 550
• GEOGRAPHY: Global
• # USERS: 2500 Companies
• PRODUCT(S) USED:
•Discover
•SiteCatalyst
(real-time segmentation & site analysis)
(campaign analytics)
•TouchClarity •Genesis
(behavioral targeting) (marketing application integration)
•SearchCenter •Offermatica
(search marketing) (A/B & multivariate testing)

WHY Closed Loop Measurement

Key Marketing Challenges for B2B Companies
1. Measure marketing’s contribution to sales beyond
the lead
3. Optimize campaign results (online and offline)
based on sales metrics beyond the lead
5. Justify and align marketing budgets with sales
based on pipeline commitments beyond the lead

Scope of the Issue
“According to the Direct Marketing Association, North
American B2B companies spend $77B on marketing
programs and campaigns annually with no real idea on
how it affects sales.”

“The metrics that most B2B marketers say they
use — like number of leads generated, cost
per lead, …”
— rank in the lower half of the effectiveness
list.”
Forrester Research
Redefining B2B Marketing Measurement August 10, 2007
Laura Ramos

Marketers Relying on Misleading Metrics

Which Are the Right Metrics?

When is lead measurement not sufficient?
DMA Direct Marketing Rule – Campaign Success
 Offer – 40%
Lead
• product tours, white papers
• Webinars, software trials
 Audience/List – 40%
Lead
• keywords, banners, email publishers
• in-house list segments
 Creative 20%
Lead
• layout, imagery
• calls to action

Offer Testing Example: Measuring Beyond Leads
Guide
Webinar

Web to Lead Conversion
Guide converted
42% more leads
Guide
27%
19% Webinar

But, Webinar Converted Better in the Pipeline
2.42% Webinar
Guide
0.95%
•155% better conversion from lead to sales-ready
opportunity
•80% better close ratio from opportunity to deal
•2X average selling price

Form Layout Testing Example
Lead

Still Struggling to Connect Marketing’s Efforts
“…only 17% (of marketers) say … that (they) link
marketing effectiveness with longer-term business
impact — like revenue earned per marketing
dollar spent (ROI) and increases in lifetime
customer value…”
Forrester Research
Redefining B2B Marketing Measurement August 10, 2007
Laura Ramos

More than 60% of B2B Marketers don’t think
their measurement technology is up to snuff

Previous Approaches are Problematic
1st Attempt: On Premise Enterprise Applications
• Expensive and not on-demand (many hardware requirements)
• Complex, not designed for marketers
• No standard methodologies for multi-campaign measurement
2nd Attempt: On Demand Business Intelligence Layered On Top
• More expense - needs additional technologies (ETL, reporting, data marts)
• Complex, much room for error - not designed for marketers
• No standard methodologies for multi-campaign measurement

Why hasn’t the Marketing Loop been closed?
Lead 1:
Lead 2:
Account:
ACME
Contact 1:
Contact 2:

Getting Closed Loop Marketing Right
• Designed for Marketers by Marketers
• Measure Beyond the Lead
• Pre-integrated with Salesforce to provide a Single View
• No additional data marts or other technology components
needed
• 100% multi-tenant, on demand application

HOW Closed Loop Marketing Works

Chad Sollis
Director of Interactive Marketing
csollis@omniture.com

How it works: Differentiating Technology
•Designed by Marketers for Marketers
•Completely Automated
•Patent Pending Attribution Methodology
•Multiple External Source Allocation
•First
•Last
•Sales Selected
•Multiple Campaign Stage Allocation
•External
•Conversion
•Re-touch (or Remarketing)

How it works: Simple Example
Lead 1:
Account:
ACME
Contact 1:

First Touch:
How it works: Simple Example Determines which campaign
originated the account.
Organize Campaigns
Lead 1:
by Date
Campaign A (11/30/06)
Campaign B (1/1/07)
Campaign A (11/30/06)
Account: Campaign B (1/1/07)
Opportunity 1:
ACME
New Customer
Campaign C (3/1/07)
Contact 1: Sales Selected:
Campaign G (5/5/07) Campaign Z
Campaign C (3/1/07)
Campaign G (5/5/07)
Last Touch: Sales Selected:
Lead Determines which campaign Subjective Campaign
influenced the current selected by the Sales
Contact
opportunity creation Representative
(a formally
converted
lead)

How it works: Complex Example
Lead 1:
Lead 2:
Account:
ACME
Contact 1:
Contact 2:

First Touch:
How it works: Complex Example Determines which campaign
originated the account.
Lead 1:
Organize Campaigns
Campaign A (11/30/06)
by Date
Campaign B (1/1/07)
Campaign A (11/30/06)
Lead 2: Opportunity 1:
New Customer
Campaign F (4/1/07) Campaign B (1/1/07)
Sales Selected:
Campaign F (4/1/07) Campaign Z
Account:
Contact 1:
ACME Campaign G (5/5/07)
Opportunity 2:
Campaign G (5/5/07)
Cross-Sell
Campaign E (6/3/07)
Sales Selected:
Campaign Y
Contact 2:
Campaign E (6/3/07)
Last Touch: Sales Selected:
Lead Determines which campaign Subjective Campaign
influenced the current selected by the Sales
Contact
opportunity creation Representative
(a formally
converted
lead)

Campaign Sequence Allocation
Eliminates the overriding of the different campaign types at critical junctures
in the marketing sales process
Direct Mail
Email
Nuturing
External Campaign ID Conversion Campaign ID ReTouch Campaign ID

How it Works: Creating a Campaign
 Create a campaign within Salesforce
Campaign ID is
used as the
common element
across both
applications

Classification Template Example

Classification Drilling Example
Media Source
Channel Tactic
Promotion
Profile Classification
•Title
•Industry
•Gender
•State
•Country

How it Works: Capturing Leads
 Leads from campaigns are captured in real-time
 Leads automatically de-duped prior to submission
Real-time integration
between Omniture
and Salesforce
through Salesforce
API for multi-
campaign allocation

WHAT– Red Hat:
A Deeper Showcase of Closed Loop Marketing

Todd Barr
Sr. Director Customer & Partner Marketing
tbarr@redhat.com

All About Red Hat
Red Hat is the global leader in bringing open source solutions to the enterprise.
Red Hat adds 10,000 customers per quarter for its Enterprise Linux and JBoss
Enterprise Middleware subscriptions. It has sales operations throughout the
globa, and sells direct to customers online and through multi-tiered channel and
OEM partners, such as Dell, HP, IBM and Fujitsu.
• INDUSTRY: Information Technology/Software
• EMPLOYEES: 2,000+
• GEOGRAPHY: Global
• # USERS OF SF.COM: 500+
• PRODUCT(S) USED: SFA, Service & Support, AppExchange

Which Half of My Marketing Works?
“I know that half of my advertising
budget is completely wasted, I’m
just not sure which half.”
Lord Leverhulme,
Founder of Unilever

Red Hat – Key Challenges
 Business Challenges
• Inability to report on marketing’s contribution to opportunities,
closed deals, and sales
• Lack of campaign measurement beyond leads
• Anecdotal mis-alignment between sales and marketing
• Marketing not see as relevant to sales; sales not following-up
• More demand than capacity to fulfill demand (good problem!)
 Technology/Process Challenges
• Multiple lead capture systems globally – but no controls
• Lead capture (website) integration from acquisitions
The Vision: “No Lead Left Behind”

Closed Loop for Salesforce.com
Measuring Beyond the Lead
 Measure Marketing’s Contribution to the Sales Pipeline
 Sales-ready opportunities, closed deals, sales
 Enable marketing commitment to the sales pipeline
 Optimize Multi-Channel Campaigns
 Side-by-side offer analysis (i.e. on-demand webinar vs.
white paper)
 Side-by-side channel analysis (i.e. tradeshows vs. paid
search)
 End-to-end campaign analysis (from ad impression or in-
person POC to closed deal)
 Justify Marketing Budgets
 Use key metrics (cost per opportunity/customer and model
to determine budget needs)

Close the loop from Ad Impression to Closed Deal
Measure
marketing’s
contribution

Measure Marketing’s Contribution To Pipeline
% of Sales
% of
Opportunities
% of Deals

Enable Marketing Pipeline Commitment
Build variance
reports to show
actual performance
vs. goals

Side by Side Offer Analysis
 Quickly modify campaign promotion based on deeper
conversion metrics
Opportunity Conversion by Offer Type (Webinar vs. White Paper)

Side by Side Offer Reports
Do white papers
convert to leads
better?
But do case
studies convert
from leads to
opportunities
better?

Side by Side Channel Analysis
Campaign Return on Investment
Show Actions and Metrics
Correlate ROI
across all
campaign types,
both online and
offline
Flexible
campaign
sourcing allowing
users to choose
between three
options

Side by Side Channel Analysis
Campaign Productivity by Lead Conversion Quality
Show Actions and Metrics
Rank campaigns
by number of
leads, lead
conversion rate,
opportunity close
rate

Side by Side Campaign Tactic & Source Analysis
Campaign productivity by Time-to-Close

Side by Side Campaign Tactic & Source Analysis
Campaign productivity by Largest Deal Size

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