Mastering Marketing Metrics

Mastering Marke,ng Metrics Presented by: Zach Bailey, Vice President of Product Management, Pardot LLC March 29, 2012

Agenda •  Intro •  Where We’ve Been •  Where We Are •  Where We Can Go

Where We’ve Been Marke,ng of the Past

Where We’ve Been •  Get the word out! •  Bulk mail campaigns •  Publica?ons •  Press releases •  One-‐on-‐one interac?on •  Tradeshows •  Diﬀerent ?me, diﬀerent approach

Where We Are Living in the Present

Where We Are •  Digital age, digital presence •  Website (corporate, mobile) •  Email •  Social media •  Marke?ng automa?on •  Marke?ng is visible •  Campaigns and marke?ng eﬀorts DO maLer •  Numbers •  The boLom line

A liEle scary? •  Numbers can be in?mida?ng to some marke?ng team members •  Numbers and metrics are your friends •  Use to your advantage •  Gauge campaign effec?veness •  Iden?fy the need •  Minor modifica?ons make major differences

Metrics, KPIs and ROI •  Metrics – a standard of measurement •  KPI (Key Performance Indicators) -‐ indicators that help define and measure the progress towards specific goals •  ROI (Return on Investment) -‐ the return on money dedicated to a par?cular effort or investment

What MaEers •  Decide how success will be measured •  Determine which metrics are to be used •  Iden?fy KPIs needed •  Extract results from KPIs and assess outcome

Which KPIs should I use? •  Basic web traﬃc and conversion •  Lead and campaign ac?vity •  Marke?ng funnel •  Marke?ng contribu?on to revenue •  Product usage •  Email Success GoodData Blog – Measure, 2010: Five KPIs Every Marketer Should Track

KPIs – Examples Basic Web Traﬃc and Conversion 1,295 2,983 68.3% 62 2.3% 42.5% 23.9% 5.3%

KPIs – Examples Lead and Campaign Ac?vity Name Visitors Assigned Opps Value Revenue ROI DriveRev Tech Media 2,572 57 DriveRev Tech SEO 974 97 DriveRev Tech Webinar 49 6 DriveRev Tech Soc Media 354 56 DriveRev Tech LinkedIn Ads 4 2 Total: 3,953 218 30 $ 0.00 $104,043,550.00

KPIs – Examples Email Success 2,597 0 12 Soc 57 Hard 2,528 99.24% 1,256 46.3% 723 12.5% 321 10.5% 21 .16% 0 0.00%

Ques,ons

Contact Informa,on Zach Bailey Pardot VP Product Management 950 East Paces Ferry Rd Suite 3300 Pardot LLC Atlanta, Georgia 30326 zach.bailey@pardot.com 404.492.6848 TwiLer @znbailey 877.3B2B.ROI www.pardot.com

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Mastering Marketing Metrics

by Pardot on Apr 10, 2012

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