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How to Align Your Digital Marketing Metrics with Campaign Objectives
 

How to Align Your Digital Marketing Metrics with Campaign Objectives

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What are your marketing objectives? Generate sales, brand awareness, increase revenues, enhance customer loyalty, or improve customer experience? ...

What are your marketing objectives? Generate sales, brand awareness, increase revenues, enhance customer loyalty, or improve customer experience?

In today’s digital marketing ecosystem, promotional
campaigns alone do not necessary lead to a sale. As
companies increase digital marketing investments, marketers are facing increased pressure to prove the return on marketing investments (ROMI) of their digital and branding campaigns. This presentation, originally shared at the 2013 IQPC Digital Marketing Mix & Metrics Conference, provides best practices for marketers on how to align their marketing metrics with their campaigns.

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    How to Align Your Digital Marketing Metrics with Campaign Objectives How to Align Your Digital Marketing Metrics with Campaign Objectives Presentation Transcript

    • Digital Marketing Mix & Metrics: ‖Setting Marketing Objectives: Align Your Digital Marketing Metrics with Campaign Objectives‖ Courtney Wiley Vice President, Marketing November 15, 2013 @wileyCcoyote #AskTPMA
    • M eSpeaker 2 Background Copyright © 2013, Marketing Advocate. All rights reserved.
    • Agenda  Speaker Background  Marketing’s Real-Life Objectives  My Metrics-to-Objectives Alignment ―Cheat Sheet‖  Digital Marketing: The ―Cliff’s Notes‖ Version  Metrics/KPIs Mapping  Bonus Material  Takeaways  Q&A  Contact Info 3 Copyright © 2013, Marketing Advocate. All rights reserved.
    • How Does Marketing Attribute the Most Value to the Org? The Business Challenge at the Highest Level • • • • • • • • 4 Increase the number of Twitter followers and Facebook ―likes‖ Develop more content Send 4 more emails per week Add a blog to the Web site Initiate a PPC click-to-call campaign Publish 1 press release a quarter Implement a mobile text campaign Email pre-show mailers to generate more foot traffic to your booth Copyright © 2013, Marketing Advocate. All rights reserved. • • • • • • Leverage digital and online marketing to drive dynamic, scalable growth of the demand generation funnel Speed the velocity of leads through the B2B buying cycle Increase CLV Decrease CPL Improve the scope, strength, and efficiency of the sales pipeline Increase marketing attribution revenue
    • My Alignment ―Cheat Sheet‖ • Understand the P1 company-wide business objective – Align with your #1 internal customer • Start diving for data! – Locate all closed-won opportunities from the last FY • Determine campaign mix – What do you want your campaign to net? Drive leads, awareness, Web traffic? – Identify areas of exposure – Which content assets are required to support each activity? • Start where you are – Benchmark, benchmark, benchmark • • 5 Execute and measure your demand gen funnel Tweak dials as needed Copyright © 2013, Marketing Advocate. All rights reserved.
    • You Can’t Manage What You Can’t Measure The Eventual ―Holy Grail‖ of Marketing Metrics 6 Copyright © 2013, Marketing Advocate. All rights reserved.
    • 7 Copyright © 2013, Marketing Advocate. All rights reserved.
    • Search KPIs Objective: To Increase Brand Awareness, Provide Air Cover, Gen Demand • Number of MQLs generated by paid search – • • • • • • 8 • – Which keywords? Which campaigns? Change in CPL Share-of-Voice (SOV) for top terms Number of impressions Number of paid search clicks MOM Percentage of Web traffic being driven by paid search What % of total site conversions are paid search leads? Copyright © 2013, Marketing Advocate. All rights reserved. Number of MQLs generated by organic search • • • • • Which keywords? Number of MQLs initiated by SEO Position of SEO rankings for nonbrand keywords Natural file downloads (content) Percentage of Web traffic being driven by organic search What % of total site conversions are organic search leads?
    • Search ROI % Budget % Lead Gen Paid Search 12% 13.5% Remarketing 12% 21% Search Remarketing 68% 60.5% SEO 8% 5% $150.00 For every $1 of paid search spend, we netted $2.38 in pipeline $100.00 $50.00 $Cost per MQL Sept 9 Copyright © 2013, Marketing Advocate. All rights reserved. PPC Oct
    • Web KPIs Objective: To Increase Traffic + Brand Awareness, Generate Leads • • Number of MQLs generated from Web site Web analytics metrics – – – – – • Sources of traffic – • • • % of TS (direct) traffic versus organic versus referral versus social versus paid Sources of online conversion Pingbacks Site ―stickiness‖ – – 10 Visits Unique Visits % Unique Page Views Pages per Visit Blog comments Returning visitors Copyright © 2013, Marketing Advocate. All rights reserved.
    • Online Conversions Web Analytics Dashboard 100% 80% 60% 40% 20% Direct Organic Paid Referral 0% Social Visits Visits-to-Leads % Paid or Organic 1% 80.0% 1% 1% 60.0% 1% 40.0% 0% 20.0% 0% 0.0% 0% 2 3 4 Axis Title % Organic % of Visitors Converting 11 % Paid Linear (% Organic) Copyright © 2013, Marketing Advocate. All rights reserved. % Visitors Converted by Month Jul-13 100.0% 1 Unique Visits Aug-13 % Unique Pageviews Pages per Visit Sep-13 Oct-13 Traffic Sources 600 500 400 300 200 100 0 Direct Organic Jul-13 Aug-13 Paid Sep-13 Referral Oct-13 Social
    • Email Marketing KPIs Objective: To Stay Top-of-Mind with Prospects, Stimulate Engagement • Email performance metrics – – – – – – Open rate (OR) Click-through rate (CTR) Click-to-open rate (CTOR) Unsubscribe rate (UR) Bounce rate (BR) Deliverability rate (DR) Nurture Type Top of funnel Middle of funnel Bottom of funnel Objective To improve top-of-funnel lead generation. Leads/contacts—net new or existing—do not meet criteria to transition to an MQL (for a particular product line) Suspect x MQL x To pre-qualify leads. Leads/contacts meet MQL criteria to qualify them for routing to Sales (for a particular product line) To take new customers through a welcome track (by product), to restate acct POCs and offer addt’l proof points about purchased product, allow them to opt-in to specific mailings; is automatically activated by the system Onboarding/Welcome x To stay top-of-mind after lead has been dispositioned for a particular LOV reason (i.e., buying cycle extended, timing past standard sales cycle, etc.); is activated by Sales Active Recycle (SRL) x x To pull back dead/expired leads at the product-line level; these leads have never been touched by Sales. These leads would either return to previous nurture track-stage or be sent continued education resources on an ongoing basis • Nurture campaign results by type • Re-engagement campaign results Passive Recycle (SRL) x To increase ARR per customer. Cross-sell: Customers that been identified as having a propensity to purchase a particular product, where a complimentary purchase can add proven ROI; Up-sell: Opportunity to up-sell additional licenses for a particular product Customer Up-/Cross-sell Competitor Attack x x x x To either displace a competitor or counter-attack competitor campaigns by product line To proactively engage w customers’ designated POC before contract expires (i.e., 90 days prior to expiration) in order to reup terms EOL/Renewals 12 Copyright © 2013, Marketing Advocate. All rights reserved. x
    • Email Performance Metrics 37.8% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 8.2% 6.5% 9.3% 7.9% 7.7% 6.8% 1.0% 7.0% 0.9% 1.2% 5.0% 0.3% 0.6% 0.9% 0.8% 0.8% 0.0% Email Open Rate (%) Click-Through Rate (%) Email 1 Email 3 Email 4 Email 5 Email 6 Email 7 Email 8 13 Email 2 Email 9 Email 10 Email 11 Email 12 Email 13 Email 14 Copyright © 2013, Marketing Advocate. All rights reserved. MQLs Generated from Email Campaigns
    • Social KPIs Objective: To Increase Social Reach, Generate Leads • Number of MQLs generated from social channels • Percentage of growth MOM – – – • Social bookmarks Twitter • Number of RTs • Total sphere of influence LinkedIn • Campaign responders Percentage of ―stickiness‖ MOM Total Reach by Social Channel 7000 6000 5000 4000 3000 2000 1000 0 Aug-13 14 Copyright © 2013, Marketing Advocate. All rights reserved. Sep-13 Oct-13
    • Online Advertising & New Media KPIs Objective: To Increase Targeted Reach, Brand Awareness, Gen Leads • Number of MQLs generated from third-party campaigns – – – – • Percentage of traffic growth from third-party campaigns MOM – – 15 Content syndication Site conquesting campaigns Banner ads Content, Click-to-Call, Mobile, Tablet QR code scans Engagement with microsites or personalized destination pages Copyright © 2013, Marketing Advocate. All rights reserved.
    • Quarterly Business Review Dashboard Example 16 Copyright © 2013, Marketing Advocate. All rights reserved.
    • Takeaways • Build strategy that supports the business objective • Keep the main things the main things – Marketing’s #1 internal client is sales – Alignment between sales and marketing is key • Measure twice, cut once – Use directional data to learn and adapt • Benchmark data is your BFF • Fail fast 17 Copyright © 2013, Marketing Advocate. All rights reserved.
    • Have Questions? Let’s Connect • Twitter: • LinkedIn: www.linkedin.com/cdwiley • Email: 18 wileyCcoyote courtneywiley@marketingadvocate.com Copyright © 2013, Marketing Advocate. All rights reserved.