MARKETING METRICSTHE SMART MARKETER’S ADVANTAGEZach BaileySenior Director, EngineeringPardot, an ExactTarget companyzach.b...
WHO ISTHIS GUY?And why should I listen to him?Everybody loves babies, right?Last but not least: I’m a huge nerdAt Pardot s...
Why are metrics so awesome?What should I be measuring?How can I measure it?AGENDAQuestions
“Five years from now, aCMO will spend moreon IT than the CIO”Gartner, 2012METRICS = AWESOMEHuge shift enabled by technology
Who would you rather your boss think you are?We should be a mix of both!METRICS = AWESOMEApplying science to our work!
HypothesizeDesignExperimentCollectResultsSynthesizeMETRICS = AWESOMEThis is wherewe get betterApplying science to our work!
Analysis paralysis aka the cereal aisle“What getsmeasured,gets improved”Peter DruckerWHATTO MEASURE?
✓ Specific✓ Measurable✓ Achievable✓ Relevant✓ TimelyWHATTO MEASURE?S.M.A.R.T. Metrics
Let’s get prescriptive:optimize your “critical path”Visitor Prospect Opp WinsSpending Money! Making Money!WHATTO MEASURE?
On a regular basis, assess:how many/effectively/quicklyVisitor Prospect Opp Wins13,435 1,087 199 12818.3% 64.3%8.1%26 days...
Set a goal and lather, rinse, repeat03875113150Q1 2012 Q2 2012 Q3 2012 Q4 2012Visitor to Prospect Prospect to Opp Opp to W...
01345May 2012 June 2012 July 2012 Aug 2012 Sept 2012 Oct 2012 Nov 2012ConversionExample Goal: PPCVisitor to Prospect Conve...
“One metric to rule them all”Campaign Spend Revenue ROIAdwords $25,000 $45,000 80%Webinars $3,500 $9,000 157%Tradeshows $1...
Optimize your spend - ROIAllows us to ask and answer,on a per channel/campaign basis:Have we hit diminishing returns?If we...
Inter-team metrics orgetting sales & marketing alignedFollow-up response SLAsMarketing sourced lead quotaLead Qual: Market...
Marketing Automation PlatformSpreadsheetsWeb Analytics + Email Marketing + CRM PlatformB.I.ToolHOWTO MEASURE?
Pardot is pretty nifty!HOWTO MEASURE?
Pardot is pretty nifty!HOWTO MEASURE?
SUMMARYBe an artist AND a scientistSet SMART goals and iterate as fast as you canROI is kingMetrics/Goals align vertically...
QUESTIONS?
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Marketing Metrics - The Smart Marketer's Advantage

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In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.

Marketing Metrics - The Smart Marketer's Advantage

  1. 1. MARKETING METRICSTHE SMART MARKETER’S ADVANTAGEZach BaileySenior Director, EngineeringPardot, an ExactTarget companyzach.bailey@pardot.com
  2. 2. WHO ISTHIS GUY?And why should I listen to him?Everybody loves babies, right?Last but not least: I’m a huge nerdAt Pardot since 2011Digital Marketing ProductsVeteran
  3. 3. Why are metrics so awesome?What should I be measuring?How can I measure it?AGENDAQuestions
  4. 4. “Five years from now, aCMO will spend moreon IT than the CIO”Gartner, 2012METRICS = AWESOMEHuge shift enabled by technology
  5. 5. Who would you rather your boss think you are?We should be a mix of both!METRICS = AWESOMEApplying science to our work!
  6. 6. HypothesizeDesignExperimentCollectResultsSynthesizeMETRICS = AWESOMEThis is wherewe get betterApplying science to our work!
  7. 7. Analysis paralysis aka the cereal aisle“What getsmeasured,gets improved”Peter DruckerWHATTO MEASURE?
  8. 8. ✓ Specific✓ Measurable✓ Achievable✓ Relevant✓ TimelyWHATTO MEASURE?S.M.A.R.T. Metrics
  9. 9. Let’s get prescriptive:optimize your “critical path”Visitor Prospect Opp WinsSpending Money! Making Money!WHATTO MEASURE?
  10. 10. On a regular basis, assess:how many/effectively/quicklyVisitor Prospect Opp Wins13,435 1,087 199 12818.3% 64.3%8.1%26 days 43 days 19 daysWHATTO MEASURE?
  11. 11. Set a goal and lather, rinse, repeat03875113150Q1 2012 Q2 2012 Q3 2012 Q4 2012Visitor to Prospect Prospect to Opp Opp to WinExample Goal:Visit to Revenue in <110 daysWHATTO MEASURE?
  12. 12. 01345May 2012 June 2012 July 2012 Aug 2012 Sept 2012 Oct 2012 Nov 2012ConversionExample Goal: PPCVisitor to Prospect Conversion >4%Set a goal and lather, rinse, repeatWHATTO MEASURE?
  13. 13. “One metric to rule them all”Campaign Spend Revenue ROIAdwords $25,000 $45,000 80%Webinars $3,500 $9,000 157%Tradeshows $100,000 $92,000 -8%Whitepapers $8,500 $23,000 171%Optimize your spend - ROIROI = (Revenue - Spend) / SpendWHATTO MEASURE?
  14. 14. Optimize your spend - ROIAllows us to ask and answer,on a per channel/campaign basis:Have we hit diminishing returns?If we double spend, will revenue double?What is going well and what needs improvement?Is the channel right but the message wrong?WHATTO MEASURE?
  15. 15. Inter-team metrics orgetting sales & marketing alignedFollow-up response SLAsMarketing sourced lead quotaLead Qual: Marketing qualified vs. Sales accepted“Gone cold” or competitive nurtureWHATTO MEASURE?
  16. 16. Marketing Automation PlatformSpreadsheetsWeb Analytics + Email Marketing + CRM PlatformB.I.ToolHOWTO MEASURE?
  17. 17. Pardot is pretty nifty!HOWTO MEASURE?
  18. 18. Pardot is pretty nifty!HOWTO MEASURE?
  19. 19. SUMMARYBe an artist AND a scientistSet SMART goals and iterate as fast as you canROI is kingMetrics/Goals align vertically and horizontally
  20. 20. QUESTIONS?
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