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Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROI

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Learn how you can create a dazzling metrics report that'll prove the ROI of your marketing.

Learn how you can create a dazzling metrics report that'll prove the ROI of your marketing.

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  • 1. Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROI
  • 2. Here’s a challenge for all you marketers who are on top of your game.
  • 3. How do you make sure your marketing team is taken seriously within your own company?
  • 4. How many times have you had to say ...
  • 5. 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 Now prove it.
  • 6. 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 Now prove it. With numbers.
  • 7. You need to report and share your monthly marketing metrics.
  • 8. And here’s a template to get started. We built a PowerPoint presentation deck that you can customize with your monthly marketing metrics. Half of this deck will show slides from that template, all of which can be customized with the Excel document that comes with your download of the PowerPoint! So if you want to follow along, download it! Download Yours
  • 9. Now let’s review the metrics you need to prove the value of your marketing team.
  • 10. Let’s start with a slide highlighting the, well, highlights from your previous month!
  • 11. [Month] Highlights •  Total Marketing reach grew X% (Cell O9, Reach Tab) •  Overall website visits up X% (Cell O14, Visits Tab) •  Generated X new leads, up X% (Cell M13 & O13, Leads Tab) •  Marketing brought in X customers, up X% (Cell M13 & Cell O13, Customers Tab) –  X% of all customers closed (Cell M18, Customers Tab) Note: Add additional metrics as needed.           Use this slide to provide asummary into the numbersyour team drove.
  • 12. December Highlights (Example) •  Total Marketing reach grew 13% •  Overall website visits up 7% –  Organic search traffic up 10% •  Generated 545 new leads in December, up 9% –  Organic search leads up 13% •  Marketing brought in 48 customers, up 20% –  96% of all customers closed –  Lead-to-Customer % up 10%           Here’s an example of what this would look like.
  • 13. NOTE
  • 14. Now, let’s create graphs showcasing monthly trends in your marketing efforts.
  • 15. Marketing Reach 0   500   1000   1500   2000   2500   3000   3500   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Marke&ng  Reach  by  Channel   YouTube   TwiBer   LinkedIn   Facebook   Email             Whether these bars go up, down, or stagnate, your reach is important!
  • 16. Website Visits 0   200   400   600   800   1000   1200   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Website  Visits  by  Source   Offline  Sources   Other  Campaigns   Social  Media   Referrals   Paid  Search   Organic  Search   Email  MarkeSng   Direct  Traffic             How many visitors are you driving back to your website?
  • 17. Leads Generated by Marketing 0   100   200   300   400   500   600   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Leads  Generated  by  Source   Offline  Sources   Other  Campaigns   Social  Media   Referrals   Paid  Search   Organic  Search   Email  MarkeSng   Direct  Traffic             How many sales leads result from your marketing campaigns?
  • 18. New Customers by Source 0   10   20   30   40   50   60   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Marke&ng-­‐Generated  Customers  by  Source   Offline  Sources   Other  Campaigns   Social  Media   Referrals   Paid  Search   Organic  Search   Email  MarkeSng   Direct  Traffic             How many customers is your marketing attracting?
  • 19. Customers Sourced by Marketing 0%   20%   40%   60%   80%   100%   120%   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   %  Customers  Generated  by  Marke&ng             What percent of allcustomers were firstinfluenced frommarketing?
  • 20. Visit to Lead Performance 0%   10%   20%   30%   40%   50%   60%   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Visit-­‐to-­‐Lead  %             How many visitors areyou converting intoleads?
  • 21. Lead to Customer Performance 0%   2%   4%   6%   8%   10%   12%   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Lead-­‐to-­‐Customer  %             What percent ofleads are closing intocustomers?
  • 22. Visit to Customer Performance 0.0%   0.5%   1.0%   1.5%   2.0%   2.5%   3.0%   3.5%   4.0%   4.5%   Jan-­‐12   Feb-­‐12   Mar-­‐12   Apr-­‐12   May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Visit-­‐to-­‐Customer  %             What percent ofmarketing attractedvisitors becomecustomers?
  • 23. Boy, was that a lot of graphs!
  • 24. Last, let’s review the top campaigns that truly drove your success.
  • 25. Top Marketing Campaigns •  Campaign A: X Leads •  Campaign B: X Leads •  Campaign C: X Leads           Based on your goals, youmay classify top campaignsby visitors attracted orcustomers closed.
  • 26. Top Marketing Campaigns (Example) •  Industry Trends Ebook: 225 leads •  Free Sales Assessment: 75 leads •  Product Launch Webinar: 50 leads           Example with leads!
  • 27. Like these slides? Customize them with you own metrics! Want more insight? Hear how these templates benefit one of our own heads of marketing by clicking to the next slide. Download Now

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