Presented	  by	  The	  5	  Metrics	  Every	  Marketer	  Must	  Track	  For	  A	  Clear	  Picture	  Of	  Revenue	  Impact	 ...
Welcome	  Webinar	  AAendees	  Type	  quesDon	  here	  
Follow	  this	  webinar	  on	  TwiAer	  #Revenue	  Demand	  Gen	  Report:	   @DG_Report	  LeadMD:	   @MyLeadMD	  Jus9n	  G...
About	  Demand	  Gen	  Report	  •  Launched	  in	  2007	  to	  track	  best	  prac9ces	  in	  lead	  genera9on	  •  Newsle...
Panelists	  David	  Raab	  Chief	  Analyst	  Raab	  Associates	  Jus9n	  Gray	  CEO	  LeadMD	  MaGhew	  McKenzie	  Senior	...
Top	  Five	  Metrics	  For	  Revenue	  GeneraDon	  Marketers	  6	  www.raabassociatesinc.com	  Justin GrayMarketing Evange...
It’s	  a	  great	  9me	  to	  be	  a	  marketer.	  7	  www.raabassociatesinc.com	  
We	  need	  new	  measures.	  www.raabassociatesinc.com	   8	  
Revenue	  =	  	  	  	  	  leads	  produced	  	  x	  close	  rate	  x	  customer	  value	  Core	  Metrics	  www.raabassocia...
Revenue	  =	  	  	  	  	  leads	  produced	  (acquisi9on)	  x	  close	  rate	  (nurture)	  x	  customer	  value	  (quality...
Revenue	  =	  	  	  	  	  leads	  produced	  (acquisi9on)	  x	  close	  rate	  (nurture)	  x	  customer	  value	  (quality...
How	  am	  I	  doing?	  (Compared	  to	  what?)	  www.raabassociatesinc.com	  James	  Buchanan	  Abraham	  Lincoln	  
Funnel	  Stages	  www.raabassociatesinc.com	   13	  quanDty	   conversion	  rate	  cycle	  Dme	  cost	  
Segmenta9on	  www.raabassociatesinc.com	   14	  
Pueng	  It	  Together	  •  five	  core	  metrics	  •  split	  by	  stage	  and	  segment	  •  compare	  vs	  trends,	  plan...
How?	  www.raabassociatesinc.com	   16	  
How?	  www.raabassociatesinc.com	   17	  key	  func9ons	  • gather	  the	  data	  • store	  the	  data	  • create	  benchm...
Final	  Result:	  Controlled	  Marke9ng	  www.raabassociatesinc.com	   18	  
The	  Results?	  •  Nothing…	  www.raabassociatesinc.com	   19	  
So	  what’s	  the	  problem	  •  Data	  not	  present	  •  Data	  not	  standardized	  •  Process	  not	  defined	  www.raa...
First	  Steps	  •  Recognize	  the	  cyclic	  nature	  of	  interest	  •  Devise	  a	  system	  to	  capture	  it	  •  Cre...
Key	  Areas	  of	  Weakness	  •  AGribu9on	  Model	  – First	  Touch	  – Last	  Touch	  – Equal	  AGribu9on	  – Weighted	 ...
Fix	  it	  &	  Maintain	  It	  •  If	  it	  happens	  once…	  •  Document	  the	  process	  •  Details	  drive	  reports	 ...
Define	  Success	  •  When	  building	  reports	  – What	  is	  the	  desire?	  – How	  will	  you	  measure?	  – What	  ch...
5	  Common	  Metrics	  •  1.	  Total	  Net	  New	  Leads	  by	  Acquisi9on	  Program	  •  2.	  Conversion	  &	  Close	  Ra...
Lead	  Acquisi9on	  •  Who	  is	  filling	  the	  “funnel”	  and	  at	  what	  Cost	  www.raabassociatesinc.com	   26	  
Lead	  Conversion	  •  How	  do	  acquisi9ons	  channels	  convert	  – Keeps	  Marketers	  Honest	  www.raabassociatesinc....
Value	  of	  Channel	  •  Locate	  the	  best	  deals	  –	  find	  the	  best	  Channels	  – Makes	  it	  real	  •  $$$	  w...
Lead	  Velocity	  •  Add	  the	  dimension	  of	  9me	  – Absent	  of	  opportunity	  www.raabassociatesinc.com	   29	  
Revenue	  Model	  •  Display	  the	  “Funnel”	  – Align	  the	  organiza9on	  through	  exposure	  www.raabassociatesinc.c...
BE	  PREPARED	  TO	  ACCEPT	  FAILURE	  •  If	  we	  knew	  best,	  there	  would	  be	  no	  need	  to	  report.	  – Peri...
The	  Actual	  Results	  •  How	  you	  present	  is	  as	  important	  as	  what	  •  Over-­‐communicate	  •  Have	  an	 ...
Q&A	  	  //	  	  Submit	  Your	  QuesDons	  Type	  quesDon	  here	  
Q&A	  	  //	  	  Panelists	  David	  Raab	  Chief	  Analyst	  Raab	  Associates	  Jus9n	  Gray	  CEO	  LeadMD	  MaGhew	  M...
Thank	  You	  For	  AAending	  This	  Webinar!	  Download the White Paper at:http://leadmd.com/top5
Upcoming SlideShare
Loading in...5
×

Webinar: The 5 Metrics Every Marketer Must Track For A Clear Picture of Revenue Impact

333
-1

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
333
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Webinar: The 5 Metrics Every Marketer Must Track For A Clear Picture of Revenue Impact

  1. 1. Presented  by  The  5  Metrics  Every  Marketer  Must  Track  For  A  Clear  Picture  Of  Revenue  Impact  #RevenueSponsored  by  
  2. 2. Welcome  Webinar  AAendees  Type  quesDon  here  
  3. 3. Follow  this  webinar  on  TwiAer  #Revenue  Demand  Gen  Report:   @DG_Report  LeadMD:   @MyLeadMD  Jus9n  Gray:   @JGraymaAer  David  Raab:   @DRaab  
  4. 4. About  Demand  Gen  Report  •  Launched  in  2007  to  track  best  prac9ces  in  lead  genera9on  •  NewsleGer  has  grown  to  more  than  26,000  readers  •  We  also  offer  a  menu  of  research  and  best  prac9ces  reports    •  New  audio/video  podcasts  at  DemandGenReport.com      @DG_Reporthttp://linkd.in/DG_Specialists
  5. 5. Panelists  David  Raab  Chief  Analyst  Raab  Associates  Jus9n  Gray  CEO  LeadMD  MaGhew  McKenzie  Senior  Editor  Demand  Gen  Report  MODERATOR  
  6. 6. Top  Five  Metrics  For  Revenue  GeneraDon  Marketers  6  www.raabassociatesinc.com  Justin GrayMarketing EvangelistLeadMDjgray@leadmd.com@myleadmdDavid M. RaabChief AnalystRaab Associates Inc.draab@raabassociates.com@draab
  7. 7. It’s  a  great  9me  to  be  a  marketer.  7  www.raabassociatesinc.com  
  8. 8. We  need  new  measures.  www.raabassociatesinc.com   8  
  9. 9. Revenue  =          leads  produced    x  close  rate  x  customer  value  Core  Metrics  www.raabassociatesinc.com   9  
  10. 10. Revenue  =          leads  produced  (acquisi9on)  x  close  rate  (nurture)  x  customer  value  (quality)  Core  Metrics  www.raabassociatesinc.com   10  
  11. 11. Revenue  =          leads  produced  (acquisi9on)  x  close  rate  (nurture)  x  customer  value  (quality)    cycle  9me  cost  Core  Metrics  www.raabassociatesinc.com   11  
  12. 12. How  am  I  doing?  (Compared  to  what?)  www.raabassociatesinc.com  James  Buchanan  Abraham  Lincoln  
  13. 13. Funnel  Stages  www.raabassociatesinc.com   13  quanDty   conversion  rate  cycle  Dme  cost  
  14. 14. Segmenta9on  www.raabassociatesinc.com   14  
  15. 15. Pueng  It  Together  •  five  core  metrics  •  split  by  stage  and  segment  •  compare  vs  trends,  plans,  standards  •  connect  cause  with  effect  •  es9mate  incremental  value  www.raabassociatesinc.com   15  
  16. 16. How?  www.raabassociatesinc.com   16  
  17. 17. How?  www.raabassociatesinc.com   17  key  func9ons  • gather  the  data  • store  the  data  • create  benchmarks  • build  a  model    next  steps  •  assess  resources  •  set  ini9al  goals  •  set  long-­‐term  goals  •  deploy  in  stages  
  18. 18. Final  Result:  Controlled  Marke9ng  www.raabassociatesinc.com   18  
  19. 19. The  Results?  •  Nothing…  www.raabassociatesinc.com   19  
  20. 20. So  what’s  the  problem  •  Data  not  present  •  Data  not  standardized  •  Process  not  defined  www.raabassociatesinc.com   20  
  21. 21. First  Steps  •  Recognize  the  cyclic  nature  of  interest  •  Devise  a  system  to  capture  it  •  Create  a  feedback  loop  – Don’t  treat  failure  as  a  plague  www.raabassociatesinc.com   21  
  22. 22. Key  Areas  of  Weakness  •  AGribu9on  Model  – First  Touch  – Last  Touch  – Equal  AGribu9on  – Weighted  AGribu9on  •  Consistency  – CRM  &  MA  •  Progressions  /  Lifecycle  www.raabassociatesinc.com   22  
  23. 23. Fix  it  &  Maintain  It  •  If  it  happens  once…  •  Document  the  process  •  Details  drive  reports  – The  most  boring  areas  of  your  process  drive  the  most  dynamic  reports  •  Create  a  maintenance  plan  – De-­‐Dupe  – Standardize  – Change  Management  www.raabassociatesinc.com   23  
  24. 24. Define  Success  •  When  building  reports  – What  is  the  desire?  – How  will  you  measure?  – What  change  will  you  drive?  •  When  building  process  – What  will  you  gain?  – What  will  you  give?  www.raabassociatesinc.com   24  
  25. 25. 5  Common  Metrics  •  1.  Total  Net  New  Leads  by  Acquisi9on  Program  •  2.  Conversion  &  Close  Rates  •  3.  Opportunity  Metrics  per  Lead  Channel  •  4.  Lead  Velocity  •  5.  Revenue  Model  Performance    www.raabassociatesinc.com   25  
  26. 26. Lead  Acquisi9on  •  Who  is  filling  the  “funnel”  and  at  what  Cost  www.raabassociatesinc.com   26  
  27. 27. Lead  Conversion  •  How  do  acquisi9ons  channels  convert  – Keeps  Marketers  Honest  www.raabassociatesinc.com   27  
  28. 28. Value  of  Channel  •  Locate  the  best  deals  –  find  the  best  Channels  – Makes  it  real  •  $$$  www.raabassociatesinc.com   28  
  29. 29. Lead  Velocity  •  Add  the  dimension  of  9me  – Absent  of  opportunity  www.raabassociatesinc.com   29  
  30. 30. Revenue  Model  •  Display  the  “Funnel”  – Align  the  organiza9on  through  exposure  www.raabassociatesinc.com   30  
  31. 31. BE  PREPARED  TO  ACCEPT  FAILURE  •  If  we  knew  best,  there  would  be  no  need  to  report.  – Period.  www.raabassociatesinc.com   31  
  32. 32. The  Actual  Results  •  How  you  present  is  as  important  as  what  •  Over-­‐communicate  •  Have  an  ac9on  plan  •  Of  your  failures,  what  do  you  repeat?  – 96%  of  marketers  have  repeated  a  failed  campaign  – STOP!  www.raabassociatesinc.com   32  
  33. 33. Q&A    //    Submit  Your  QuesDons  Type  quesDon  here  
  34. 34. Q&A    //    Panelists  David  Raab  Chief  Analyst  Raab  Associates  Jus9n  Gray  CEO  LeadMD  MaGhew  McKenzie  Senior  Editor  Demand  Gen  Report  MODERATOR  
  35. 35. Thank  You  For  AAending  This  Webinar!  Download the White Paper at:http://leadmd.com/top5

×