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Building a 2012 Marketing Budget
 

Building a 2012 Marketing Budget

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Metrics, Dashboards, KPI's & Best Practices

Metrics, Dashboards, KPI's & Best Practices

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  • \n
  • We make SEO software.\nSEOmoz isn't sophisticated with our FP&A.\nBut we do have a complex marketing operation.\nWe don’t have a sales team.\nMulti-discipline and multi-channel approach.\nYMMV- I’ve come up as an online-marketer, and affects this advice.\n
  • Before we begin.\nLet’s take a look at how:\nMarketing budgets (and projects) have changed, and what to expect in the coming year\n
  • If we got back to the old days.\nMost of the marketing we did was loosely attributable.\nBusinesses would do lots of forms of marketing, hope some of it works, and repeat the process.\n
  • But analytics changed that.\n
  • We can now know the direct ROI of most of the marketing we do.\n
  • For the last ten years we’ve been able to measure the ROI of individual channels.\n
  • The future is going to be about measuring the incremental lift of having multiple channels.\n
  • But it’s not just attribution that’s changed.\nThe activities of marketing have expanded dramatically.\nIt’s become an alphabet soup.\n
  • In preparing for this presentation, I got anxiety just thinking about preparing my budget for 2012.\n
  • Another thing that has changed is marketers themselves.\n
  • Marketers now need to be generalist specialists.\n
  • They also need to be what I call technical marketers.\nSelf-reliant. A one stop shop of kick ass.\nCan devise a campaign, estimate success, pull the list, create the email template, send it, and measure and report on it.\n
  • Marketers need to know how to prioritize their work-- and that requires data (and intuition).\n
  • And to cap it all off, some people dion’t even call it marketing anymore.\nSilicon Valley companies now call it “growth”.\nI don’t subscribe to that.\n
  • So what are we discussing today?\n
  • Before you build your budget, I’ve got a way make the process a little easier, and make sense of everything you can be doing next year.\nIt starts with understanding your marketing landscape.\nThe actions, channels, hubs and activities that power your efforts.\n
  • So let’s start with your actions.\nThese are the actions that make you money.\nThe actions might make you want to ring a bell.\n(now if you’re high volume you wouldn’t want a bell going off every 20 seconds)\n
  • Start with determining what makes you money?\nHow does the CEO judge marketing success?\n
  • And how much is each of those “actions” worth?\n
  • How you do calculate the value?\nBuild a simple funnel.\n
  • \n
  • Doesn’t consider the time value of money.\n
  • Doesn’t consider the time value of money.\n
  • Doesn’t consider the time value of money.\n
  • Doesn’t take into consideration the time value of money, or revenue over time.\nThat’s when you’re talking financial planning and analysis\n
  • Channels can be attributed to an action.\nYou have direct control over their performance.\nThey usually cost money.\n
  • Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  • Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  • Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  • Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  • Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  • Hubs where transaction/conversion activity take place.\nHubs needs to be optimized or require assistance.\n
  • Might be a website, or a sales team.\nHubs needs support.\nOptimizing a hub has the best returns of any marketing optimization you do.\nIncrease the conversion rate of your website and boost all sales.\n\n
  • Activities aren’t attributable but that help the performance of your activities, but don’t necessarily have a direct ROI.\n
  • This includes standard marketing activities, supporting work, and things that are time bound like launches, events and webinars.\n
  • So in summary, your landscape includes:\n
  • SEOmoz visualized our landscape so we can explain how we do marketing.\n
  • Take a deep breath.\nYou now everything you need to budget.\n
  • Ok, let’s build a budget.\n
  • Start with if your going to be using either bottom up, or top down method.\n
  • \n
  • \n
  • \n
  • \n
  • And even though you may have captured every possible marketing activity and channel with your marketing landscape, doesn’t mean you should be doing it.\n
  • Focus on what returns value.\nThis is where data & intuition come in.\nMarketing is managing opportunity– be confident with what you choose to as well as not to.\n
  • You’ve built your budget.\nNow you need to measure performance as the year progresses.\n
  • Review prior performance to and look at month to month performance growth.\nBase on activities you’re going to have in specific months.\nAssign owners for every metrics.\nFocus on the actionable.\n
  • These are our metrics.\n
  • In Google Docs.\nAdd commentary.\nCompare to prior periods.\n\n
  • \n
  • Dive deep on a channel and add all of the relevant metrics.\nFor PPC that would be: impressions, position, clicks, cost, ctr, cpc, conversion rate.\nUpdated each week, and roll metrics up monthly.\n
  • Agencies are great for benchmark data.\n
  • \n
  • \n
  • Progress, not just success\n
  • \n
  • This process is not intended to be limit your efforts,\nbut instead provide two things:\n1) Direction on what performance you can expect.\n2) And on what’s working and what’s not.\n
  • \n

Building a 2012 Marketing Budget Building a 2012 Marketing Budget Presentation Transcript

  • Building a 2012Marketing BudgetMetrics, Dashboards,KPIs & Best Practices
  • TwLin itter Jam ked In @j htt amie VP ie St Ma ev p:/ /lin s rke en ked tin in. c g om /in /ja mi es
  • Marketing in 2012
  • Analytics
  • Marketing nowadays =Knowing the direct ROI
  • 2000-2010 AttributionWhat is a channel worth? PPC = $55,000 of annual value Affiliate = $35,000 of annual value Display = $20,000 of annual value
  • 2012+ AttributionWhat is a channel combination worth? PPC = $55,000 of annual value Affiliate = $35,000 of annual value Display = $20,000 of annual valueIncremental value PPC + Affiliate + Display = $20,000
  • Sponsorships Leads Offers SEO Website Affiliate Blog Revenue Twitter PromotionsCommunity Email CRO Events Display Retention TradeshowsFacebook Launches ReportingRetargetting Branding PPC PR Pricing Local Referral UGCVideos Content Channel Leads
  • Marketers have changed.
  • Generalist specialistsSponsorships Leads Offers SEO Website Affiliate BlogRevenue Twitter PromotionsCommunity Email CRO EventsDisplay Retention TradeshowsFacebook Launches ReportingRetargetting Branding PPC PR
  • Technical marketers HTML/CSS ‣ Web pages, HTML emails SQL ‣ Pulling data & listsAnalytical Capabilities ‣ Calculate ROI, reporting Regression Analytics ‣ Attribute results, analyze Forecasting ‣ Estimate value Copy capability ‣ Write ad copy Oh, and creative.
  • Get sh*t done.
  • MarketingGrowth
  • What we’re discussing- Understand your marketing landscape- Building a comprehensive budget- Measuring performance
  • Understand yourmarketing landscapeActions, channels, hubs & activities.
  • What are your actions?
  • What makes you money? Leads Demos Free Trials Signups Purchases
  • And how much money? Leads $125 Demos $1000 Free Trials $11 Signups $20 Purchases $50
  • How to calculate value?Build a funnel. Leads 200 Demos 25Contracts 10 Sale 5 Average $5000 Value $25,000 Sale$25,000 / 200 = $125
  • How to calculate value?Build a funnel. Leads 200 Demos 25Contracts 10 Sale 5 Average $5000 Value $25,000 Sale$25,000 / 25 = $1000
  • How to calculate value?Build a funnel.Free Trials 1000 Average Duration 10 Signups 550 Revenue Value $11,000 Per Month $20 $11,000 / 1000 = $11
  • How to calculate value?Build a funnel.Free Trials 1000 Average Duration 10 Signups 550 Revenue Value $11,000 Per Month $20 $11,000 / 550 = $20
  • How to calculate value?Build a funnel. Purchases 540 Value $27,000 $27,000 / 540 = $50
  • What is each worth? Leads $125 Demos $1000 Free Trials $11 Signups $20 Purchases $50
  • What channels drive those actions?
  • What are your direct channels? Affiliate PPC Channel SEO Referral Display Retargetting Email Facebook Ads Twitter Ads Offline (Direct)
  • What are your direct channels? Channel Leads Affiliate 210 PPC 195 Channel 90 SEO 165 Referral 180 Display 195 Retargetting 225 Email 45 Facebook Ads 30 Twitter Ads 15 Offline (Direct) 150 Total 1,500
  • How many actions per channel?Channel Leads Value ($125)Affiliate 210 $26,250PPC 195 $24,375Channel 90 $11,250SEO 165 $20,625Referral 180 $22,500Display 195 $24,375Retargetting 225 $28,125Email 45 $5,625Facebook Ads 30 $3,750Twitter Ads 15 $1,875Offline (Direct) 150 $18,750Total 1,500 $187,500
  • And the cost?Channel Leads Value CostAffiliate 210 $26,250 $10,500PPC 195 $24,375 $14,625Channel 90 $11,250 $9,000SEO 165 $20,625 -Referral 180 $22,500 $4,500Display 195 $24,375 $22,425Retargetting 225 $28,125 $7,875Email 45 $5,625 $450Facebook Ads 30 $3,750 $1,050Twitter Ads 15 $1,875 $2,025Offline (Direct) 150 $18,750 $15,000Total 1,500 $187,500 $87,450
  • Finally, the cost-per-action.Channel Leads Value Cost CPAAffiliate 210 $26,250 $10,500 $50PPC 195 $24,375 $14,625 $75Channel 90 $11,250 $9,000 $100SEO 165 $20,625 - $-Referral 180 $22,500 $4,500 $25Display 195 $24,375 $22,425 $115Retargetting 225 $28,125 $7,875 $35Email 45 $5,625 $450 $10Facebook 30 $3,750 $1,050 $35AdsTwitter Ads 15 $1,875 $2,025 $135Offline 150 $18,750 $15,000 $100(Direct)Total 1,500 $187,500 $87,450 $58
  • What are your hubs?
  • What are your hubs? Website Sales Team Design Collateral Development Tradeshows/Events Conversion Rate Videos Optimization Swag
  • What are your activities?
  • What are your activities?Activities Supporting Time-boundSponsorships Design LaunchesContent/UGC Development EventsBlogging CRO WebinarsPR Copy TradeshowsSocial Media Collateral MeetupsCommunityTradeshowsBrandingOffers/PricingRetention
  • Your landscape includes: Actions that drive the business. Channels that result in actions. Hubs that require support. (and can be optimized) Activities that help boost everything.
  • Performance! !  PPC! !  Affiliate! Influencers" Bloggers" MARKETING! Affiliate networks! !  Display media! LANDSCAPE! !  Retargeting! !  SEO! !  Site sponsorships! Accessibility/usability" !  Distribution partnerships! Keyword research/targeting" Link building" !  Paid social marketing! !  Customer Cohort !  Product Marketing! !  Social Media! Messaging" Analysis! Twitter" Landing pages" !  Retention Behavior! Facebook" Product tiers and features! !  Targeted Programs! New sites (Q&A)! !  Offers! !  Churn Reduction! Free trials/deals" !  Email Marketing! !  Winback Programs!Inbound! Promotions! Moz Top 10! 1.  SaaS !  Conversion Rate !  Referral Programs! !  Community Marketing! Optimization! Management! 2.  Community! Conversion! Engagement! Retention! YOUmoz" Moderator development" 3.  Education! !  Product Hand Off! !  Events! !  Training & Meetups" Education! Seminars" !  Nurture Email Webinars" Program! !  Awesome Content! !  Proactive Customer Blog" Service! Guides" Big content projects" !  Branding ! Video" !  Press Relations! Infographics" Coverage " " Industry experts" Interviews" " !  Event Sponsorships! !  Business Development! !  Word of Mouth! !  Roger!! Awareness/Brand!
  • Take a deep breathYou now everything you need to budget.
  • Creating your budgetCost, return, timing and staffing.
  • Budget methodBottom up $5,000,000 in revenue How many customers or “actions” does that require?
  • Budget methodTop down $1,000,000 budget What sort of performance can we expect from that?
  • Objectives of a budget Channels -What months are we doing this? -How/who is managing (cost)? -How much should we spend? -Expected performance and return. Activities -What months are we doing this? -How/who is managing (cost)? -How much will it cost? What our expected KPIs per month? What are we ok not doing?
  • Channels & Activities BudgetCosts January 2012 February 2012 Who Media Exec. Mgmt. Notes Media Exec. Mgmt. NotesChannels Launch PPC Chris $10,000 - - - $20,000 - - boost New Affiliate Janet $1,000 - - - $1,200 $1,000 - bannersActivities Media PR Illuminate $0 $500 $3,000 - $0 $5,000 $10,000 tour Seattle Events Emily - $5,000 - meetup - - - -Return Signup CPA Rev. Notes Signup CPA Rev. NotesChannels Launch PPC Chris 100 $100 $12,500 - 222 $90 $27,750 boost New Affiliate Janet 20 $50 $2,500 - 24 $50 $3,000 banners
  • Considerations-Budget with padding and for rainy days.-Do you have seasonality?-Do you to include need staffing costs?-Revenue is nice. Profit is better.-Retention & repeat sales.
  • Performance! !  PPC! !  Affiliate! Influencers" Bloggers" MARKETING! Affiliate networks! !  Display media! LANDSCAPE! !  Retargeting! !  SEO! !  Site sponsorships! Accessibility/usability" !  Distribution partnerships! Keyword research/targeting" Link building" !  Paid social marketing! !  Customer Cohort !  Product Marketing! !  Social Media! Messaging" Analysis! Twitter" Landing pages" !  Retention Behavior! Facebook" Product tiers and features! !  Targeted Programs! New sites (Q&A)! !  Offers! !  Churn Reduction! Free trials/deals" !  Email Marketing! !  Winback Programs!Inbound! Promotions! Moz Top 10! 1.  SaaS !  Conversion Rate !  Referral Programs! !  Community Marketing! Optimization! Management! 2.  Community! Conversion! Engagement! Retention! YOUmoz" Moderator development" 3.  Education! !  Product Hand Off! !  Events! !  Training & Meetups" Education! Seminars" !  Nurture Email Webinars" Program! !  Awesome Content! !  Proactive Customer Blog" Service! Guides" Big content projects" !  Branding ! Video" !  Press Relations! Infographics" Coverage " " Industry experts" Interviews" " !  Event Sponsorships! !  Business Development! !  Word of Mouth! !  Roger!! Awareness/Brand!
  • Be ok with whatyou’re not doing.
  • Measuring performanceGoals, KPIs, metrics and sharing data.
  • Set monthly goalsKPIs Owner Metric Jan. Feb.Overall Signups Jamie Signups 1,000 1,200 Sales Jamie Revenue $125,000 $150,000Channels Signups 100 222 PPC Chris CPA $100 $90 Affiliate Janet Signups 20 24Traffic & Social Visits Daniel Visits 100,000 110,000 Twitter Emily Followers 20,000 22,000
  • Track metrics weeklySEOmoz’s KPIs:Membership Stats Site TrafficFree Trials VisitsPaid Trials Search VisitsSignups Referral VisitsVoluntary Cancels Direct VisitsInvoluntary Cancels Social Media VisitsWeekly Churn %Paid Member Count Social/CommunityPaid PRO Twitter FollowersTotal PRO (including trialers) Facebook FansUsers in Free Trial LinkedIn FollowersSubscribers by Tier LinkedIn Group Members RSS SubscribersSEO Stats (many!) Blog Comments
  • Make it easily accessibleUsing Google Spreadsheets, compare to the past,and add commentary.
  • Make it easily accessibleEmail to the company or department, each week
  • Create detailedworksheetsFor primary channels/activities.Owned by team members.
  • Comparing performance3 primary ways:1.Vs. Prior Period (week or month)2.Vs. Rolling Average (6 or 12 week)3.Vs. Peer, Competitor or Benchmark data
  • Consider a status boardWe use Geckoboard:
  • Twice yearly off-sites- Deep dive on metrics and performance- Brainstorm activities, based on your metrics: - Brainstorm, estimate, develop, test, iterate, evaluate, repeat.
  • Celebrate progressNot just success.
  • Employee performance Don’t judge employee performance on metrics alone. Just as important are culture-fit, values alignment, intuition and willingness/ ability to learn.
  • Direction.
  • Thanks! Jamie Steven VP Marketing SEOmozTwitter @jamiesLinkedIn http://linkedin.com/in/jamies