startup	  marke+ng	  seriesthe	  scorecard:	  how	  to	  build	  a	  customized	  marke3ng	  performance	  dashboardJune	 ...
Define	  Founda3on	  Projectsthe	  backstory	  —	  by	  the	  numbersenterprise	  social	  so-ware	  company6	  months	  ol...
www.TheMarke*ngScore.com	  
73%	  rated	  as	  escalators	  (including	  N/A)
financial	  stability	  (3)	  is	  a	  concern.marke<ng	  budget	  (5-­‐10%)	  is	  a	  challenge.brand,	  leads	  and	  sa...
top 3-5  key performance indicators (KPIs)?highest priority marketing needs?greatest opportunities for growth?marketing st...
1)	  build	  brand.2)	  generate	  leads.3)	  convert	  leads	  into	  sales.4)	  increase	  customer	  loyalty.
“CMOs	  today	  are	  under	  increasing	  pressure	  to	  provide	  quan<fiable	  evidence	  of	  how	  their	  marke*ng	 ...
the	  scorecard
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.52%	  	  of	  marketers	  do	  not	  have	  a	  fo...
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.71%	  	  of	  clients	  cited	  accountability	  a...
Source:	  IBM	  Global	  Chief	  Marke5ng	  Officer	  Study,	  2011
5-­‐step	  scorecard	  process1)	  iden<fy	  KPIs.2)	  customize	  the	  funnel.3)	  input	  and	  analyze	  data.4)	  est...
1)	  iden<fy	  top	  KPIs.
Define	  Founda3on	  Projects top	  KPIswebsite	  visitors	  leadsfree	  trials	  signupscustomer	  conversionscustomer	  r...
Google	  Drive	  dashboard	  
2)	  customize	  the	  funnel.
build	  brand	  (standard	  metrics)
build	  brand(SBU	  metrics)
generate	  leads	  (standard	  metrics)
generate	  leads(SBU	  metrics)
convert	  sales	  (standard	  metrics)
convert	  sales	  (SBU	  metrics)
increase	  loyalty	  (standard	  metrics)
increase	  loyalty	  (SBU	  metrics)
3)	  input	  and	  analyze	  data.
Google	  spreadsheet	  
‣ Collect	  at	  least	  3	  months	  of	  historical	  data.‣ Look	  for	  fluctua<ons	  and	  abnormali<es.‣ Insert	  not...
‣ Google	  Analy<cs‣ Overall	  site	  traffic	  and	  engagement	  metrics‣ Landing	  page	  engagement‣ Ungated	  content	 ...
data	  sources	  
‣ Social	  media	  management	  solu<ons‣ followers,	  likes,	  subscribers,	  etc.‣ social	  engagement‣ Email	  soPware	...
4)	  establish	  benchmarks	  and	  goals.
build	  brand	  
generate	  leads	  
convert	  sales	  
increase	  loyalty	  
5)	  update	  and	  integrate	  the	  scorecard.
scorecard	  maintenance	  process	  	  
‣ In	  Google	  Drive,	  collabora9on	  permissions	  are	  found	  under	  the	  “Share”	  buYon	  in	  the	  upper	  rig...
Define	  Founda3on	  Projectsmonthly	  reportsprime	  goals	  funnel	  viewKPIs	  by	  funnel	  sec*onhighlights	  +	  anal...
5-­‐step	  scorecard	  process1)	  iden<fy	  KPIs.2)	  customize	  the	  funnel.3)	  input	  and	  analyze	  data.4)	  est...
session	  3:	  the	  gameplan	  (june	  11)
paul	  roetzerpaul@pr2020.com@paulroetzerwww.TheMarke*ngScore.com	  	  	  	  www.PR2020.com	  	  thank	  you
Startup Marketing Series: The Scorecard
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Startup Marketing Series: The Scorecard

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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.

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Startup Marketing Series: The Scorecard

  1. 1. startup  marke+ng  seriesthe  scorecard:  how  to  build  a  customized  marke3ng  performance  dashboardJune  4,  2013
  2. 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. 3. www.TheMarke*ngScore.com  
  4. 4. 73%  rated  as  escalators  (including  N/A)
  5. 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. 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. 7. 1)  build  brand.2)  generate  leads.3)  convert  leads  into  sales.4)  increase  customer  loyalty.
  8. 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. 9. the  scorecard
  10. 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. 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. 12. Source:  IBM  Global  Chief  Marke5ng  Officer  Study,  2011
  13. 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. 14. 1)  iden<fy  top  KPIs.
  15. 15. Define  Founda3on  Projects top  KPIswebsite  visitors  leadsfree  trials  signupscustomer  conversionscustomer  reten<on  (churn)recurring  revenuebrand  leads  sales  loyalty  
  16. 16. Google  Drive  dashboard  
  17. 17. 2)  customize  the  funnel.
  18. 18. build  brand  (standard  metrics)
  19. 19. build  brand(SBU  metrics)
  20. 20. generate  leads  (standard  metrics)
  21. 21. generate  leads(SBU  metrics)
  22. 22. convert  sales  (standard  metrics)
  23. 23. convert  sales  (SBU  metrics)
  24. 24. increase  loyalty  (standard  metrics)
  25. 25. increase  loyalty  (SBU  metrics)
  26. 26. 3)  input  and  analyze  data.
  27. 27. Google  spreadsheet  
  28. 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. 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. 30. data  sources  
  31. 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. 32. 4)  establish  benchmarks  and  goals.
  33. 33. build  brand  
  34. 34. generate  leads  
  35. 35. convert  sales  
  36. 36. increase  loyalty  
  37. 37. 5)  update  and  integrate  the  scorecard.
  38. 38. scorecard  maintenance  process    
  39. 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. 40. Define  Founda3on  Projectsmonthly  reportsprime  goals  funnel  viewKPIs  by  funnel  sec*onhighlights  +  analysistop  campaigns/projectspriority  ac<ons
  41. 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. 42. session  3:  the  gameplan  (june  11)
  43. 43. paul  roetzerpaul@pr2020.com@paulroetzerwww.TheMarke*ngScore.com        www.PR2020.com    thank  you
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