Marketers are responsible for a lot these days!! From paid programs to tradeshows and events -- how do you know which marketing metrics are the ones that matter? Use the tips to track your marketing efforts on pipeline and revenue.

1. How to Track the Campaign
Metrics That Matter
Amelia Ibarra, Demand Gen and
Customer Marketing Manager,
BrightFunnel

2. • Background in B2B / B2C
• Was a BrightFunnel customer at
EverString!
• Has a rescue dog named, Nova
• On Twitter: @miadia, @brightfunnel
• Email: amelia@brightfunnel.com
Your Speaker

3. • Marketing Attribution Tracking
• ABM Analytics
• Web Tracking & Ad Network
Integration
• Independent Platform Solution
• Revenue Funnel Analysis
• Forecasting & Prediction
• Data Validation & Process
Optimization
• Sales Activity Analysis

4. •How to differentiate metrics by early, mid, and late stage
•How to measure the impact of specific content assets
•Tips for tracking lead quality and conversions by deal stage
•Why you should, and how you can, advance to multi-touch
attribution
Agenda

5. 88% of marketers cite the ability to measure and
analyze marketing impact as a top priority this year.
– DemandGen Report

6. Lead Generation
• Paid programs and
ads
• Events
• Webinars/Virtual
Events
• Website/Content
• Social
• SEO
Funnel Acceleration
• Database Blasts
• Email Nurturing
• Account-Based
Marketing
• Accelerator
Programs
• Retargeting Ads
Brand Awareness
• Social
• Content
• Events
• Blog
• Influencer
Marketing
Marketers Do A Lot

7. Leveraging data to determine what marketing
and sales touches work throughout your funnel
enables you to better orchestrate your customer
journey.

8. How to differentiate metrics by early, mid, and late stage

9. Track Metrics at Different Stages of Your Sales Funnel

10. • First touch attribution — what brings people into your funnel
• Multi-touch attribution — look at every marketing touch to see what
accelerates people through your funnel
• Last touch attribution — what converts people to become customers
• Velocity — how fast a piece of content, a channel, or a campaign moves
people through your funnel
• Full account analysis — how everything adds up in order to determine the
best path to sale
Which Marketing Metrics Matter?

11. Early Stage Metrics

12. Early Stage: Brand Awareness
Website
● What: Which campaigns
are driving visits to your
website?
● How: Google Analytics
Social
● What: How many followers,
who’s looking at your posts
● How: Native / Hootsuite

13. Lead Gen Campaigns:
• For all lead gen campaigns: events, sponsored content & more
• What to Track:
# of leads generated
Cost per lead / Cost per qualified lead
• Which assets brought in these leads?
• Why track?
• See what works / ROI
•Where to track these metrics?
Marketo, SFDC, BrightFunnel
Early Stage: What’s the ROI?

14. • What channels are sourcing the most leads, MQLs, SQLs?
• Does it change with each progressive stage?
Early Stage: What Channels Bring People In?

15. • What channels are best for driving first-touch pipeline
and revenue?
• Is there a difference between what was sourcing leads?
Early Stage: What Channels Bring People In?

16. • Which campaigns brought leads into those top-performing
channels?
Early Stage: What Campaigns Bring People In? (By Channel)

17. • As a whole, which campaign brought in the most leads?
• Should you adjust channel / offer mix?
Early Stage: What Campaigns Bring People In? (Overall)

18. Mid-Stage Metrics

19. • How are your leads moving through the funnel?
Mid-Stage: What Campaigns Accelerate Your Leads?

20. • How many leads and opps are your campaigns touching?
Mid-Stage: Lead/Opp Touches

21. • What channels and campaigns influence revenue and pipeline?
Mid-Stage: Lead/Opp Touches

22. • Multi-touch attribution for content that moves leads through
your funnel on multiple channels
• What content influences leads to become opps and closed deals?
• What content can be attributed to revenue for the business?
• Multi-touch attribution modeling in an attribution platform
• Don’t miss out on everything in the middle!
Mid-Stage: Why Multi-Touch?

23. • First touch vs. Multi-touch
Mid-Stage: Multi-Touch

24. A Look at Channel Velocity: Quantity vs. Quality

25. Late Stage Metrics

26. • Last touch
attribution for
content that moves
leads to the bottom
of your funnel
• Content that
converts opps to
closed
Last Touch: What Campaigns Convert Your Leads?

27. Measuring Your Content Assets

28. • Organize programs in
Marketo for easy tracking
and sorting
• Have consistent naming
conventions
• Create programs for gated
and ungated content
Organize Your Content

29. Track Views vs. Downloads

30. • Use parent/child bucket
programs in SFDC to look at
how a content asset does
across all channels and
campaigns
• Enables you to look at a roll-
up value without double
counting
Track Content Holistically Across All Channels

31. Tips & Takeaways

32. • Set up metrics early — don’t wait. Set foundation for success.
• Set programs up to be measurable from the beginning
• Create a culture of measurement across your team
• Move beyond vanity metrics (focus on pipeline/revenue)
• Communicate your metrics up
• Constantly keep testing and optimizing!
Tips & Takeaway

33. ● Q&A
● Email: amelia@brightfunnel.com
● Click here to tell us what you thought about today’s seminar.