How to Measure Inbound Markerting
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How to Measure Inbound Markerting

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If you’re like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline. ...

If you’re like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline.

So which metrics actually prove that you’re inbound efforts are doing exactly that? Which are important indicators of future success and which metrics are just noise? In this deck you will find the top metrics you need to track to ensure that your inbound programs are making the right impact.

With the right metrics to guide your journey you’ll know where to focus your resources and be able to prove which programs and campaigns are worthy of continued or increased funding.

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How to Measure Inbound Markerting How to Measure Inbound Markerting Presentation Transcript

  • Top Inbound Metrics for B2B Marketers Speaker: Uri  Bar-­‐Joseph   Director  of  MarkeFng,  OpFfy   Wednesday    August  22,  2012   1pm  ET  (10am  PT)   Follow  on  Twi)er:  #TopMetrics   #TopMetrics  
  • Uri Bar-Joseph Uri  Bar-­‐Joseph  is  Director  of  MarkeFng  at  OpFfy,   with  deep  experFze  in  tracking  and  analyzing  the   inbound  markeFng  metrics  that  maMer  most  to  B2B   marketers.       As  well  as  being  responsible  for  reporFng  on  OpFfy’s   internal  markeFng  metrics,  Uri  works  closely  with   the  product  development  team  to  ensure  that  the   OpFfy  product  meets  the  closed-­‐loop  reporFng   needs  of  professional  B2B  marketers.         Follow  Uri  on  TwiMer:  @uribarjoseph  Slide 2 #TopMetrics  
  • What We’ll Cover Today •  How to cut through the noise •  Inbound vs. outbound •  Metrics that matter –  Web site effectiveness & reach –  Social media effectiveness & reach –  Inbound marketing ROI •  Q&ASlide 3 #TopMetrics  
  • What’s The Next Number in the Sequence? •  49, 36, 25, 16, 9, 4, ?Slide 4 #TopMetrics  
  • 100 Ways To Measure Social Mediaby David Berkowitz, 360i1.  Volume of consumer-created buzz 28.  Subscriptions (RSS, podcasts, video 49.  Time spent with distributed content 75.  Customers assisted for a brand based on number of series) 50.  Time spent on site through social 76.  Savings per customer assisted posts 29.  Pageviews (for blogs, microsites, media referrals through direct social media2.  Amount of buzz based on number of etc) 51.  Method of content discovery (search, interactions compared to other impressions 30.  Effective CPM based on spend per pass-along, discovery engines, etc) channels (e.g., call centers, in-store)3.  Shift in buzz over time impressions received 52.  Clicks 77.  Savings generated by enabling4.  Buzz by time of day / daypart 31.  Change in search engine rankings 53.  Percentage of traffic generated from customers to connect with each5.  Seasonality of buzz for the site linked to through social other earned media6.  Competitive buzz media 54.  View-throughs 78.  Impact on first contact resolution 32.  Change in search engine share of 55.  (FCR) (hat tip to Forrester Research7.  Buzz by category / topic Number of interactions for that one) voice for all social sites promoting8.  Buzz by social channel (forums, the brand 56.  Interaction/engagement rate 79.  Customer satisfaction social networks, blogs, Twitter, etc) 33.  Increase in searches due to social 57.  Frequency of social interactions per 80.  Volume of customer feedback9.  Buzz by stage in purchase funnel activity consumer generated (e.g., researching vs. completing 34.  Percentage of buzz containing links 58.  Percentage of videos viewed 81.  Research & development time saved transaction vs. post-purchase) 59.  Polls taken / votes received based on feedback from social10.  Asset popularity (e.g., if several 35.  Links ranked by influence of publishers 60.  Brand association media videos are available to embed, which 82.  Suggestions implemented from is used more) 36.  Percentage of buzz containing 61.  Purchase consideration multimedia (images, video, audio) 62.  Number of user-generated social feedback11.  Mainstream media mentions 37.  Share of voice on social sites when submissions received 83.  Costs saved from not spending on12.  Fans traditional research running earned and paid media in 63.  Exposures of virtual gifts13.  Followers same environment 84.  Impact on online sales14.  Friends 64.  Number of virtual gifts given 38.  Influence of consumers reached 65.  Relative popularity of content 85.  Impact on offline sales15.  Growth rate of fans, followers, and 39.  Influence of publishers reached (e.g.,66.  86.  Discount redemption rate friends Tags added blogs)16.  Rate of virality / pass-along 40.  Influence of brands participating in 67.  Attributes of tags (e.g., how well they 87.  Impact on other offline behavior (e.g., TV tune-in)17.  Change in virality rates over time social channels match the brands perception of itself) 88.  Leads generated18.  Second-degree reach (connections 41.  Demographics of target audience 68.  Registrations from third-party social 89.  Products sampled to fans, followers, and friends engaged with social channels logins (e.g., Facebook Connect, 90.  Visits to store locator pages exposed - by people or impressions) 42.  Demographics of audience reached Twitter OAuth) 91.  Conversion change due to user19.  Embeds / Installs through social media 69.  Registrations by channel (e.g., Web, ratings, reviews20.  Downloads 43.  Social media habits/interests of desktop application, mobile 92.  Rate of customer/visitor retention21.  Uploads target audience application, SMS, etc) 93.  Impact on customer lifetime value22.  User-initiated views (e.g., for videos) 44.  Geography of participating 70.  Contest entries 94.  Customer acquisition / retention23.  Ratio of embeds or favoriting to consumers 71.  Number of chat room participants 45.  Sentiment by volume of posts costs through social media views 72.  Wiki contributors 95.  Change in market share24.  Likes / favorites 46.  Sentiment by volume of impressions 73.  Impact of offline marketing/events on 96.  Earned medias impact on results25.  Comments 47.  Shift in sentiment before, during, and social marketing programs or buzz after social marketing programs from paid media26.  Ratings 74.  User-generated content created that 97.  Responses to socially posted events #TopMetrics  27.  Social bookmarks 48.  Languages spoken by participating can be used by the marketer in other 98.  Slide 5 consumers channels Attendance generated at in-person events 99.  Employees reached (for internal
  • Slide 6 #TopMetrics  
  • Slide 7 #TopMetrics  
  • Slide 8 #TopMetrics  
  • Slide 9 #TopMetrics  
  • What’s the Next Number in the Sequence? •  849, 856, 863, 870, ?Slide 10 #TopMetrics  
  • Marketing-Sales FunnelSlide 11 #TopMetrics  
  • Marketing-Sales Funnel Effec5veness  Slide 12 #TopMetrics  
  • Marketing-Sales Funnel Reach   Effec5veness  Slide 13 #TopMetrics  
  • Inbound Versus OutboundSlide 14 #TopMetrics  
  • Inbound Versus Outbound Inbound   Outbound  Slide 15 #TopMetrics  
  • Inbound Versus Outbound Inbound   Outbound  •  SEO  •  Social  Media  •  PR  •  Direct  •  Word  of  Mouth  •  Referrals  •  Content   Slide 16 #TopMetrics  
  • Inbound Versus Outbound Inbound   Outbound   •  PPC  •  SEO   •  Online  adverFsing  •  Social  Media   •  Email  blasts  •  PR   •  Trade  shows  •  Direct   •  Direct  mail  •  Word  of  Mouth   •  Print  adverFsing  •  Referrals   •  TelemarkeFng  •  Content   Slide 17 #TopMetrics  
  • Inbound Versus Outbound Inbound   Outbound  Slide 18 #TopMetrics  
  • Inbound Versus Outbound Inbound   Outbound   •  Easy  to  create  and   ramp  up   •  Measureable  and   predictable   •  You  control   everything   •  Lower  conversion   rates   •  Expensive   •  Early  in  the  buying   cycle  Slide 19 #TopMetrics  
  • Inbound Versus Outbound Inbound   Outbound   •  Easy  to  create  and   ramp  up  •  High  quality   •  Measureable  and  •  Higher  conversion   predictable   rates   •  You  control  •  Further  down  the   everything   funnel   •  Lower  conversion  •  Hard  to  build   rates  •  You  don’t  control  it   •  Expensive  •  Hard  to  predict   •  Early  in  the  buying  •  Hard  to  measure   cycle   Slide 20 #TopMetrics  
  • Do You Know Your Split? Inbound Outbound Traffic 16,000 (58%) 11,600 (42%) Leads 320 (35%) 580 (65%) Opportunities 48 (45%) 58 (55%) Cost $3,000 (15%) $14,500 (85%)Slide 21 #TopMetrics  
  • EffectivenessSlide 22 #TopMetrics  
  • Your Website Has to be GreatSlide 23 #TopMetrics  
  • Top Website Effectiveness Metrics Conversion rate Leads Opportunities (and visits) By ChannelSlide 24 #TopMetrics  
  • Top Social Media Effectiveness Metrics Conversion rate Leads Opportunities (and visits) By Social Channel By CampaignSlide 25 #TopMetrics  
  • Important Website Effectiveness Indicators Lead conversion rate trends Time on site Page views Bounce rate Returning visitorsSlide 26 #TopMetrics  
  • Write the Next Number in its Original Form •  1, 2, 4, 8, 16, 32, ?Slide 27 #TopMetrics  
  • Reach “the total number of different people or households exposed, at least once, to a medium during a given period.”Slide 28 #TopMetrics  
  • Top Website Reach MetricsVisits by referring keywords Total visits Visits per keyword Number of keywords Visits by referring domainsMedia / blogs – driven by PR efforts Directories / listing services PartnersSlide 29 #TopMetrics  
  • Website Reach Indicators # inbound links and domainsBrand mentions (Google alerts) Keyword rankingSlide 30 #TopMetrics  
  • WHAT ABOUT SOCIAL MEDIA?Slide 31 #TopMetrics  
  • Marketers Have Embraced Social MediaSlide 32 #TopMetrics  
  • And the Majority Use it to Drive Awareness & ExposureSlide 33 #TopMetrics  
  • But They Still Struggle to Track Things Important to ManagementSlide 34 #TopMetrics  
  • Social Media Reach Metrics# followers / fans / members # tweets, re-tweets, mentions # likes # commentsSlide 35 #TopMetrics  
  • What To Track and Measure Effectiveness Reach How well you get potential how far you your message travels prospects to become customers to get to your potential prospects Conversion rates Visits from referrals Opportunities Inbound Links Leads Keyword ranks Visitors # followers / fans / members # tweets, re-tweets, mentionsSlide 36 #TopMetrics  
  • Slide 37 #TopMetrics  
  • What’s the Next Number in the Sequence? •  0, 1, 3, 6, 10, 15, 21, 28, 36, 45, 55, 66, ?Slide 38 #TopMetrics  
  • INBOUND MARKETING ROISlide 39 #TopMetrics  
  • (Gain  from  Investment  –  Cost  of  Investment)   Cost  of  Investment  Slide 40 #TopMetrics  
  • What Cost Items Should You Include?•  PR firm fees•  Content development costs – employees and contractors•  SEO costs – employees and contractors•  Don’t forget timeSlide 41 #TopMetrics  
  • Use Closed-Loop Reporting to Demonstrate ROISlide 42 #TopMetrics  
  • Start With Your Goal September Plan OpportunitiesSlide 43 #TopMetrics  
  • Work Your Way Back September Visitors Conversion Leads Conversion Opportunities Plan rate RateSlide 44 #TopMetrics  
  • Identify the Drivers September Visitors Conversion Leads Conversion Opportunities Plan rate Rate Organic Social Media Referrals Direct TotalSlide 45 #TopMetrics  
  • Add the KPI’s September Budget Visitors Conversion Leads Conversion Opportunities Cost per Plan rate Rate Opportunity Organic Social Media Referrals Direct TotalSlide 46 #TopMetrics  
  • Fill In the GapsSeptember Budget Visitors Conversion Leads Conversion Opp’s Cost perPlan rate Rate OpportunityOrganic $8,000 10,000 7% 700 15% 105 $76.19SocialMedia $4,000 20,000 5% 1,000 7% 70 $57.14Referrals N/A 5,000 3% 150 5% 8 N/ADirect N/A 25,000 1% 250 13% 32 N/ATotal $12,000 60,000 3.5% 2,100 10.3% 215 $55.18Slide 47 #TopMetrics  
  • Make DecisionsSeptember Budget Visitors Conversion Leads Conversion Opp’s Cost perPlan rate Rate OpportunityOrganic $8,000 10,000 7% 700 15% 105 $76.19SocialMedia $4,000 20,000 5% 1,000 7% 70 $57.14Referrals N/A 5,000 3% 150 5% 8 N/ADirect N/A 25,000 1% 250 13% 32 N/ATotal $12,000 60,000 3.5% 2,100 10.3% 215 $55.18 •  Double down on Social Media •  See if possible to increase visits from Organic •  Fix conversion rates from referralsSlide 48 #TopMetrics  
  • What’s the Next Number in the Sequence? •  2, 3, 5…401, 409, 419, 421, 431, 433, ?Slide 49 #TopMetrics  
  • Key Takeaways ü  Focus on what’s important ü  Have infrastructure and tools to capture key metrics (KPIs) ü  Always have a baseline ü  Use KPIs in planning and adjust accordinglySlide 50 #TopMetrics  
  • Put all the Numbers from the Previous Questions in Order •  49, 36, 25, 16, 9, 4, 1 7 2, 6 2, 5 2, 4 2, 3 2, 2 2, 1 2 •  849, 856, 863, 870, 800 +7 +7 +7 +7 •  1, 2, 4, 8, 16, 32, 64 = 26 2 0, 2 1, 2 2, 2 3, 2 4, 2 5, 2 6 •  0, 1, 3, 6, 10, 15, 21, 28, 36, 45, 55, 66, 78 +1 +2 +3 +4 +5 +6 +7 +8 +9 +10 +11 +12 •  2, 3, 5…401, 409, 419, 421, 431, 433, 439 Prime numbers •  1 800 26 78 439 = 1-877-2-OPTIFYSlide 51 #TopMetrics  
  • About OptifySlide 52 #TopMetrics  
  • www.op5fy.net   1  (206)  388-­‐4234  (phone)   1  (877)  2-­‐OPTIFY  (toll-­‐free)     Uri  Bar-­‐Joseph,  Director  of  Marke5ng,  Op5fy                    @uribarjoseph                      www.linkedin.com/in/uribarjoseph  Slide 53 #TopMetrics