Driving Revenue Over Leads #CLZSF

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Presentation by Bizible CEO Aaron Bird (@birdstweets) on driving revenue over leads. Why it matters, what it enables, overcoming challenges like attribution, and a few ways to make the magic happen.

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Driving Revenue Over Leads #CLZSF

  1. 1. Driving Revenue Over Leads: Closed-Loop Optimization
  2. 2. 2 Clients: Previously CMO or VPM of: Rich Roberts Senior Vice President rich@businessol.com @b2beacon
  3. 3. B2B is Different – Much Harder Than B2C B2B Marketing Measurement • It’s a complex, multi-touch decisions with multiple stakeholders • Key to B2B performance is understand the attribution of marketing activity to sales and revenue
  4. 4. “…companies are seeing an average 15-18% lift in revenue as result of implementing closed-loop & optimizing” - Tina Moffett, Attribution Analysts Forrester Research
  5. 5. About Me @birdstweets #pipelinemarketing • CEO of Bizible • Previously Lead Program Manager at Microsoft on Bing Ads
  6. 6. The 3 Big Problems
  7. 7. @birdstweets #pipelinemarketing Grow Revenue Cut Costs Marketing’s job “Budget cuts” Problem #1: Marketing Seen As Cost Center
  8. 8. @birdstweets #pipelinemarketing Problem #2: Sales And Marketing Strain
  9. 9. @birdstweets #pipelinemarketing Problem #3: Optimizing Top of the Funnel
  10. 10. 99% of leads never become a customer for the average company
  11. 11. Actually all the same problem: Marketing and sales data is disconnected
  12. 12. @birdstweets #pipelinemarketing Click / Visit Lead Opportunity Customer / Revenue $$$ $$$ Marketing Costs
  13. 13. Click / Visit Lead Opportunity Customer / Revenue @birdstweets #pipelinemarketing Marketing goal $$$ Sales goal $$$ Marketing Costs
  14. 14. Click / Visit Lead Opportunity Customer / Revenue @birdstweets #pipelinemarketing $$$ $$$ Marketing Costs
  15. 15. Driving Revenue Over Leads aka Pipeline Marketing
  16. 16. Enabled only by connecting marketing and sales
  17. 17. @birdstweets #pipelinemarketing Click / Visit Lead Opportunity Customer / Revenue
  18. 18. @birdstweets #pipelinemarketing Click / Visit Lead Opportunity Customer / Revenue
  19. 19. @birdstweets #pipelinemarketing Click / Visit Lead Opportunity Customer / Revenue
  20. 20. @birdstweets #pipelinemarketing Cost / Click Cost / Lead Cost / Opp. ROAS Keyword #1 $4 $20 ?? ?? Keyword #2 $8 $40 ?? ?? New Optimization Process
  21. 21. @birdstweets #pipelinemarketing New Optimization Process Cost / Click Cost / Lead Cost / Opp. ROAS Keyword #1 $4 $20 $500 0.8 Keyword #2 $8 $40 $600 1.2
  22. 22. Challenges
  23. 23. “My sales cycle is too long; I have to wait to make optimizations”
  24. 24. Projected ROAS @birdstweets #pipelinemarketing
  25. 25. “How should I attribute revenue back to marketing?”
  26. 26. Directionally correct Not perfect Everyone buys in Best Models... @birdstweets #pipelinemarketing
  27. 27. First Touch Last Touch U-Shaped 3 Main Models @birdstweets #pipelinemarketing
  28. 28. Need To Account For 1.Anonymous touches (pre lead) 2.Marketing touches (post lead) 3.Key transitions (handoffs) 4.Account based (vs person based) @birdstweets #pipelinemarketing
  29. 29. 1 2 31.First 2.Lead 3.Handoff W-Shaped Model @birdstweets #pipelinemarketing
  30. 30. Implementation & Actions
  31. 31. Check Team Alignment @birdstweets #pipelinemarketing Check sales and marketing alignment first http://bit.ly/MarketingSalesAlignment
  32. 32. 4 Levels Of Integration Campaign Keyword Projected Custom @birdstweets #pipelinemarketing
  33. 33. Implementation @birdstweets #pipelinemarketing Integration Monthly Spend How Campaign < $10K Hidden Form Parameters Keyword > $10K Javascript + Valuetrack Parameters Multi-Session / Channel > $20K CRM / Marketing Automation Custom Varies Purpose Built Solution
  34. 34. Campaign Integration • Dedicated landing pages • Hidden fields for UTM parameters • Time consuming; last touch only; duplicate content @birdstweets #pipelinemarketing
  35. 35. Keyword Integration @birdstweets #pipelinemarketing • Javascript + Valuetrack parameter integration • Dynamically inserts keywords into hidden form fields • aaron@bizible.com
  36. 36. Multi-Session / Channel @birdstweets #pipelinemarketing
  37. 37. Custom Approach @birdstweets #pipelinemarketing Web Analytics Business Systems Channel Data Customer Intelligence
  38. 38. @birdstweets #pipelinemarketing
  39. 39. @birdstweets #pipelinemarketing
  40. 40. Thanks! Questions? @birdstweets aaron@bizible.com @b2beacon rich@businessol.com

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