Your SlideShare is downloading. ×
Startup Marketing Series: The Scorecard
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Startup Marketing Series: The Scorecard

1,716
views

Published on

3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 2—The Scorecard—focuses on how to create a customized marketing performance dashboard.

3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 2—The Scorecard—focuses on how to create a customized marketing performance dashboard.

Published in: Business, News & Politics

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,716
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
33
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. startup  marke+ng  seriesthe  scorecard:  how  to  build  a  customized  marke3ng  performance  dashboardJune  4,  2013
  • 2. Define  Founda3on  Projectsthe  backstory  —  by  the  numbersenterprise  social  so-ware  company6  months  oldseed  funding  of  $250,00030  ac9ve  customersavg.  50  users  per  account  at  $10  per  user  ($500/month)recurring  revenue  =  $15,000/monthseeking  Series  A  funding  of  $2.5  million
  • 3. www.TheMarke*ngScore.com  
  • 4. 73%  rated  as  escalators  (including  N/A)
  • 5. financial  stability  (3)  is  a  concern.marke<ng  budget  (5-­‐10%)  is  a  challenge.brand,  leads  and  sales  all  high  priority.marke<ng  team  (1)  is  weak.weak  customer  (3)  and  lead  (2)  databases.lacking  cri*cal  marke*ng  tech  solu*ons.audiences  primarily  escalators.source:  leon_eyemuch  building  work  to  be  done  .  .  .key  findings
  • 6. top 3-5  key performance indicators (KPIs)?highest priority marketing needs?greatest opportunities for growth?marketing staffing plans?commitment to content marketing?source:  Ethan  LoLon
  • 7. 1)  build  brand.2)  generate  leads.3)  convert  leads  into  sales.4)  increase  customer  loyalty.
  • 8. “CMOs  today  are  under  increasing  pressure  to  provide  quan<fiable  evidence  of  how  their  marke*ng  expenditure  is  helping  the  organiza*on  achieve  its  goals.”  —  IBM  Global  Chief  Marke3ng  Officer  Study,  2011
  • 9. the  scorecard
  • 10. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.52%    of  marketers  do  not  have  a  formal  scorecard  for  ra*ng  agency  performance  on  an  annual  basis.  
  • 11. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.71%    of  clients  cited  accountability  as  the  main  area  of  frustra*on  with  agencies,  as  CEOs  and  board  levels  demand  greater  marke*ng  ROI  effec*veness.
  • 12. Source:  IBM  Global  Chief  Marke5ng  Officer  Study,  2011
  • 13. 5-­‐step  scorecard  process1)  iden<fy  KPIs.2)  customize  the  funnel.3)  input  and  analyze  data.4)  establish  benchmarks  and  goals.5)  update  and  integrate  the  scorecard.
  • 14. 1)  iden<fy  top  KPIs.
  • 15. Define  Founda3on  Projects top  KPIswebsite  visitors  leadsfree  trials  signupscustomer  conversionscustomer  reten<on  (churn)recurring  revenuebrand  leads  sales  loyalty  
  • 16. Google  Drive  dashboard  
  • 17. 2)  customize  the  funnel.
  • 18. build  brand  (standard  metrics)
  • 19. build  brand(SBU  metrics)
  • 20. generate  leads  (standard  metrics)
  • 21. generate  leads(SBU  metrics)
  • 22. convert  sales  (standard  metrics)
  • 23. convert  sales  (SBU  metrics)
  • 24. increase  loyalty  (standard  metrics)
  • 25. increase  loyalty  (SBU  metrics)
  • 26. 3)  input  and  analyze  data.
  • 27. Google  spreadsheet  
  • 28. ‣ Collect  at  least  3  months  of  historical  data.‣ Look  for  fluctua<ons  and  abnormali<es.‣ Insert  notes  to  explain  increases  and  decreases.populate  the  scorecard  
  • 29. ‣ Google  Analy<cs‣ Overall  site  traffic  and  engagement  metrics‣ Landing  page  engagement‣ Ungated  content  downloads  (9p:  use  tracking  codes)‣ Keywords‣ HubSpot‣ Lead  +  conversion  sources‣ Lead  quality  score‣ Gated  content  and  forms‣ Inbound  linkssample  analy<cs  tools  
  • 30. data  sources  
  • 31. ‣ Social  media  management  solu<ons‣ followers,  likes,  subscribers,  etc.‣ social  engagement‣ Email  soPware  ‣ subscribers,  list  sizes‣ Call  tracking  soPware  ‣ CRM  systems‣ prospects‣ salesdata  sources  
  • 32. 4)  establish  benchmarks  and  goals.
  • 33. build  brand  
  • 34. generate  leads  
  • 35. convert  sales  
  • 36. increase  loyalty  
  • 37. 5)  update  and  integrate  the  scorecard.
  • 38. scorecard  maintenance  process    
  • 39. ‣ In  Google  Drive,  collabora9on  permissions  are  found  under  the  “Share”  buYon  in  the  upper  right-­‐hand  corner.‣ Determine  internal  and  client  contacts  that  can  view  and  edit  the  Scorecard.‣ Tip:  Set  up  your  Google  spreadsheet  so  that  you  receive  email  no<fica<ons  when  edits  are  made.collabora<on  permissions    
  • 40. Define  Founda3on  Projectsmonthly  reportsprime  goals  funnel  viewKPIs  by  funnel  sec*onhighlights  +  analysistop  campaigns/projectspriority  ac<ons
  • 41. 5-­‐step  scorecard  process1)  iden<fy  KPIs.2)  customize  the  funnel.3)  input  and  analyze  data.4)  establish  benchmarks  and  goals.5)  update  and  integrate  the  scorecard.
  • 42. session  3:  the  gameplan  (june  11)
  • 43. paul  roetzerpaul@pr2020.com@paulroetzerwww.TheMarke*ngScore.com        www.PR2020.com    thank  you

×