B2B Marketing Analytics

B2B Marketing Analytics Using Data Analytics to Improve Lead Generation & Lead Nurturing Jep Castelein, LeadSloth (@jepc)

Q: B2B Marketers? Who is: Marketer? B2B? B2C? Sales? Analytics or BI professional? Websites, Social Media, Advertising, Agencies?

Marketing, Sales, Lead Generation Marketing = Getting People Interested (1 to many) Sales = Getting Interested People to Give You Money (1 to 1) Lead Generation = Getting a List of People to Spam Nurture

What is Marketing Analytics? My Definition: Marketing Analytics = analyzing performance of the marketing function to optimize: marketing tactics budget allocation ROI revenue prediction

B2B Marketing & Marketing Automation

My Focus & Background My Focus: B2B Marketing Lead Generation Lead Nurturing Marketing & Sales Alignment My Background: 10+ Years of Software Marketing Now: B2B Marketing Consultant

Marketing Metrics Challenges 1. Which Metrics? 2. How to Get Good Data & Reports?

Challenge 1: Marketing Metrics Basic Metrics Revenue Metrics Process Metrics Justification Metrics

Basic Metrics

Basic Metrics From Raw leads To Qualified leads Ideal Lead Profile Lead Scoring

Revenue Metrics 1. Do a search on 'widgets for industrial cleaning' 2. Find blog article on http://blog.widgetco.com 3. Subscribe to RSS 4. Register for eBook "industrial cleaning for less" that is promoted in next blog post 5. Registration for webinar (invitation came via email) 6. Visit www.widgetco.com for product and pricing info 7. Received call from a Widgetco sales person 8. I buy some widgets to try it out

Revenue Metrics Measure a Campaign's Impact on Revenue: Cost e.g. Search Engine Optimization project costs $50k Revenue e.g. $400k revenue from Google searches Margin e.g. $400k revenue = $150k profit ROI e.g. 150 - 50 / 50 * 100% = 200% ROI Requirements: Closed-loop marketing measurement

Process Metrics

Process Metrics SiriusDecisions Waterfall: Measure Inquiries Marketing-qualified leads Sales accepted leads Sales qualified leads Closed/won business

Justification Metrics

Justification Metrics Keep track of the following: marketing sourced pipeline marketing influenced pipeline investment-to-pipeline investment-to-revenue

Metrics & Our Goals Optimize: Marketing tactics: using all metrics Budget allocation: using revenue metrics & process metrics ROI: using justification metrics Revenue prediction: using process metrics

Questions So Far?

Challenge 2: Good Data & Reports Collecting Data with Marketing Automation Collecting Data with Other Systems Reporting on this Data

Marketing Automation Parts

Marketing Technology Ecosystem

Google Analytics for Marketing?

Marketing Reporting Show trends over time (capture snapshots of your data) Group by category (e.g. classify your campaigns) Drill-down options (subcategories & segmentation) Waterfall reports Exception & trend reporting

Questions? Jep Castelein, LeadSloth (919) 246-9290 or 888-4A- SLOTH jep@leadsloth.com http://www.leadsloth.com http://twitter.com/jepc

http://www.leadsloth.com	243
http://www.slideshare.net	16
http://www.brijj.com	1
http://translate.googleusercontent.com	1

B2B Marketing Analytics

by LeadSloth on Feb 11, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 261

Statistics

B2B Marketing Analytics — Presentation Transcript