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Drive Marketing Automation Success Across the Enterprise: Measurement and Reporting

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Looking to establish a baseline for measurement and reporting, so you can prove your programs' contribution to revenue pipeline? …

Looking to establish a baseline for measurement and reporting, so you can prove your programs' contribution to revenue pipeline?

Check out these slides from the Marketo webinar with Tim Kirby, Sr. Enterprise Solutions Consultant, for an overview of the optimal blend of analytics to implement to accelerate performance at your enterprise organization.

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  • Add SJ’s B2B vs B2C diagram

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  • 1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc. Marketo Proprietary and Confidential. Driving Marketing Automation Success: Measurement & Reporting July 31, 2014
  • 2. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Today’s Webinar About the Presenter • Marketing Automation for 5 Years • Digital Marketing 9 Years • Solutions Consultant 5 Years • Digital Marketing • Technical/Databases Marketing • API Integrations • CRM • B2B and B2C Experience • Sales and Marketing Background Tim Kirby Sr. Solutions Consultant Marketo tkirby@marketo.com
  • 3. © 2014 Marketo, Inc. Marketo Proprietary and Confidential • What are Key Performance Indicators • The Three Areas of KPI’s - Tactical - Strategic - Operational • Product Demonstration • How Marketo Can Help Today’s Webinar Agenda
  • 4. Measurement and Reporting What are Key Performance Indicators…
  • 5. © 2014 Marketo, Inc. Marketo Proprietary and Confidential • A Key Performance Indicator (KPI) is any measure of activity for a marketing or business initiative - Usually numeric - Often plotted What Are KPI’s A measurement tool for success monitoring • Why are they important? - Shows an impact on business objectives - Indicates progress & challenges - Allows for consistent evolution based on metric feedback
  • 6. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Performance Indicators Buckets of Measurement Tactical Strategic Operational Typically looks for behaviors such as opens, clicks, visits, downloads, and submissions Typically generated by looking at the results of tactical reporting. Looks for things like revenue Typically contains indicators of cross- functional alignment and looks at items such as Lead Kickback
  • 7. 1. Tactical KPI’s 2. Strategic KPI’s 3. Operational KPI’s To better execute against performance initiatives, Marketo recommends a series of KPI’s be created that reflect accurate measurement within three key areas:
  • 8. © 2014 Marketo, Inc. Marketo Proprietary and Confidential • Tactical KPI’s are typically reserved for Marketers with high influence on specific channels such as Email, Mobile, Social, or Web. • Example Titles of an Interested Party would Be: - Director of Email Marketing - Manager of Social Media - Director of Mobile Messaging • Tactical Reporting Cadence - Post Deployment in an Ad-Hoc Fashion - Weekly and Monthly for Adjustment Key Area One Tactical KPI’s
  • 9. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Area One Tactical KPI Example – Email Performance
  • 10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential • Strategic KPI’s are typically reserved for Marketers with input over Marketing Performance in general. As opposed to behaviors, these KPI’s focus on results. • Example Titles of an Interested Party would Be: - Director of Digital Marketing - VP of Demand Generation - VP of Sales - VP of Marketing • Strategic Reporting Cadence - Weekly, Monthly, Quarterly, and Annually Key Area Two Strategic KPI’s
  • 11. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Area Two Strategic KPI’s – Top Performing Lead Sources
  • 12. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Area Two Strategic KPI’s – Program Analyzers
  • 13. © 2014 Marketo, Inc. Marketo Proprietary and Confidential • Number of New Inquiries • Number of Active Leads • Leads per Lead Stage Report • Success Path Acceleration • Number of Touches to Conversion • Last Touch to Conversion • Pipeline Generated • Revenue Generated • Campaign Return on Investment • Program Analyzer • Success Path Analyzer Key Area Two Recommended Reports
  • 14. © 2014 Marketo, Inc. Marketo Proprietary and Confidential • Operational KPI’s are typically reserved for Marketers with interest in understanding how the alignment is working between Sales and Marketing and where the bottlenecks are in the sales funnel. These are the closed loop reporting tools. • Example Titles of an Interested Party would Be: - VP of Commercial Operations - VP of Sales - CMO • Operational Reporting Cadence - Quarterly and Annually - During Performance Review and Planning Meetings Key Area Three Operational KPI’s
  • 15. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Area Three Operational KPI’s – Success Path Analyzer
  • 16. Measurement and Reporting Product Demonstration…
  • 17. Measurement and Reporting How Marketo can help get you started…
  • 18. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Is a consultative, collaborative, & flexible assessment involving Marketo Innovate Consultants + Your Functional Teams Focused on determining sales & marketing strategy, cross functional alignment, sales & marketing funnel, and measurement & reports to deliver strategic recommendations and plans for improvement. INNOVATE is designed to provide you a vision of your marketing automated future that aligns to your business and it’s strategic business objectives. in·no·vate
  • 19. © 2014 Marketo, Inc. Marketo Proprietary and Confidential The Value of Innovate for your Organization Overall Measurement & Reporting – Determine the best mix of Key Performance Indicators – Understand key roles within your organization and which roles will be interested in certain reports and measures – Develop procedures and cadence for distributing reports within the organization Strategic Recommendations and Path to Success – Understanding of how your campaigns compare to best practice – Defined strategy for marketing initiatives – Planning and agreed upon path to success – Facilitated workshops Understanding of Business Impact of Marketing Automation – Comparative Analysis of your success metrics – Complete ROI Case Study
  • 20. © 2014 Marketo, Inc. Marketo Proprietary and Confidential • Measurement & Reporting is critical to the success of transformational marketing • Engage with Marketo to map your resources, create clear hand-offs between teams, and implement a joint execution plan Takeaways & Q&A Thank you! tkirby@marketo. com