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B2B Marketing Math: Solving
for ROI
Keith Richey
Director, Marketing at LinkedIn
Marcus Andrews
Senior Product Marketing M...
Today’s Agenda
About LinkedIn Marketing Solutions
Marketing ROI defined
The curve of marketing math success
How LinkedIn m...
For the first time in the history of media you can
engage with the world’s professionals in one place
Achieve your goals from awareness to
engagement to new business
The most effective platform for marketers to
engage profes...
61M
senior-level
influencers
40M
decision makers
10M
opinion leaders
6M
C-level execs
22M
Mass Affluent
4M
IT decision mak...
Today’s Agenda
About LinkedIn Marketing Solutions
Marketing ROI defined
The curve of marketing math success
How LinkedIn m...
Customer MarketingBrand Marketing Acquisition Marketing
Focus today on Acquisition Marketing ROI
Marketing ROI Defined
Return
(what you earned)
Investment
(what you spent)
ROI
Return on
investment
ROASReturn on Ad Spend ROI
• Spend on paid media
+ (maybe)
• Creative cost
• Spend on paid media
• Creative cost
+
• Sales...
The ROI calculation
Ad-sourced Revenue Ad spend ROIAd spend
Ad-sourced Revenue Ad spend ROI
Alternative: simplified version
Measuring ad spend =Easy
Measuring ad-sourced revenue =Harder
Today’s Agenda
About LinkedIn Marketing Solutions
Marketing ROI defined
The curve of marketing math success
How LinkedIn m...
HubSpot
The Inbound Marketing Methodology
Inbound marketing is about using marketing to bring potential customers
to you, ...
The HubSpot Ads Add-On
It’s inbound, Amplified
1. Your Ads, Inside HubSpot
• LinkedIn Sponsored updates
• Google AdWords
•...
The Curve of Marketing Math Success
Move from clicks to conversions
The Curve of Marketing Math Success
Move from clicks to conversions
Putting the Math to Work
Move from clicks to conversions
Inbound
Campaign
and Goal
Build Ads Conversion
Funnel
Run the
Num...
Putting the Math to Work
Move from clicks to conversions
Inbound
Campaign
and Goal
Build Ads Conversion
Funnel
Run the
Num...
Ads and Inbound through HubSpot
EHS Insight Example
All results from ads after implement HubSpot ads and focusing on other...
Today’s Agenda
About LinkedIn Marketing Solutions
Marketing ROI defined
The curve of marketing math success
How LinkedIn m...
Our Marketing Goals
MQLs for sales team
Marketing
Qualified Leads
(MQLs)
BookingsTraffic
Bookings $ from new
customers
Qua...
How we measure ‘beyond the lead’
Inquiries
(aka Leads)
Marketing
Qualified Leads
(MQLs)
BookingsOppsTraffic
Inquiries MQLs BookingsOppsTraffic
‘Last touch’
attribution
Individual inquiries tracked through to bookings $
Website Elo...
Ad-sourced measures direct impact
on new business
Influenced
• Brand awareness
• Retention / upsell
• Pipeline acceleratio...
Manage to ROI by channel, using cost per X as a
leading indicator to optimize more quickly
Inquiries MQLs BookingsOpps
Ad ...
We track 1st year customer $ actuals for reporting, and use 1-3
yr projections for investment decisions
Ad-sourced
Custome...
Reaching our goals
113% to plan for
MQLs in 2015
Marketing
Qualified Leads
(MQLs)
BookingsTraffic
30% of new biz
sourced b...
Content is core
EVENTS
CAMPAIGNS
SOCIAL +
ONLINE
CONTENT
Today’s Agenda
About LinkedIn Marketing Solutions
Marketing ROI defined
The curve of marketing math success
How LinkedIn m...
Lead generation using LinkedIn Sponsored Updates
Sales Cycle
A prospect gives
names and contact
info
Lead Opportunity
Closed Won
Deal
Name
After the prospect
expresses rea...
Three steps to calculating ROI
Calculate cost per Name by
channel
Calculate value per Name by
channel
Calculate ROI by cha...
Sponsored Updates delivers 5X+ the ROI of AdWords
Channel ROI (Name value / Cost per Name)
LinkedIn Sponsored Updates 17.6...
Engaging the right professionals gets results
1 B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/Market...
B2B Marketing Math: Solving for ROI
B2B Marketing Math: Solving for ROI
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B2B Marketing Math: Solving for ROI

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In this webcast, you will learn from LinkedIn's head of marketing about how LinkedIn drives qualified leads, collaborates with sales, and attributes revenue impact by going "beyond the lead".

You'll also hear from HubSpot, a certified marketing partner, about how B2B marketers are thriving by integrating inbound marketing and advertising, through the LinkedIn + HubSpot integration.

Published in: Marketing
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B2B Marketing Math: Solving for ROI

  1. 1. B2B Marketing Math: Solving for ROI Keith Richey Director, Marketing at LinkedIn Marcus Andrews Senior Product Marketing Manager, HubSpot
  2. 2. Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
  3. 3. For the first time in the history of media you can engage with the world’s professionals in one place
  4. 4. Achieve your goals from awareness to engagement to new business The most effective platform for marketers to engage professionals
  5. 5. 61M senior-level influencers 40M decision makers 10M opinion leaders 6M C-level execs 22M Mass Affluent 4M IT decision makers 433Mprofessionals are on LinkedIn The largest global community of professionals
  6. 6. Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
  7. 7. Customer MarketingBrand Marketing Acquisition Marketing Focus today on Acquisition Marketing ROI
  8. 8. Marketing ROI Defined Return (what you earned) Investment (what you spent) ROI Return on investment
  9. 9. ROASReturn on Ad Spend ROI • Spend on paid media + (maybe) • Creative cost • Spend on paid media • Creative cost + • Sales & marketing salary cost • Systems cost • Incentive cost • Etc . . . ‘Fully Loaded’ ‘Fully Loaded’ ROI adds more investment categories. For simplicity, most companies use ROAS to mean ROI.
  10. 10. The ROI calculation Ad-sourced Revenue Ad spend ROIAd spend Ad-sourced Revenue Ad spend ROI Alternative: simplified version
  11. 11. Measuring ad spend =Easy Measuring ad-sourced revenue =Harder
  12. 12. Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
  13. 13. HubSpot The Inbound Marketing Methodology Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention.
  14. 14. The HubSpot Ads Add-On It’s inbound, Amplified 1. Your Ads, Inside HubSpot • LinkedIn Sponsored updates • Google AdWords • More on the way 2. Conversions over Clicks • Close the loop on reporting by combining HubSpot and Ad Network Data. 3. Get More from Inbound • Drive more leads from your best performing content and offers.
  15. 15. The Curve of Marketing Math Success Move from clicks to conversions
  16. 16. The Curve of Marketing Math Success Move from clicks to conversions
  17. 17. Putting the Math to Work Move from clicks to conversions Inbound Campaign and Goal Build Ads Conversion Funnel Run the Numbers Measure Success Optimize Start Here!
  18. 18. Putting the Math to Work Move from clicks to conversions Inbound Campaign and Goal Build Ads Conversion Funnel Run the Numbers Measure Success Optimize CPC/CTR CPC/CTR CVR CVR CPA
  19. 19. Ads and Inbound through HubSpot EHS Insight Example All results from ads after implement HubSpot ads and focusing on other key optimizations EHS Insight increase ad conversions 90% with HubSpot Ads Add-On “Inbound and Paid campaigns absolutely must be in harmony to maximize the value for us. HubSpot Ads makes it much easier to keep an eye on both and to correlate the results of campaigns across channels. We can make better decisions in less time.” Gary McDonald CEO, EHS Insight SMB - Software Houston, TX HubSpot customer for 12-months. Have used the Ads Add-on for 4-months to optimize, search and social ads inside HubSpot. 225% More Visits 90% More Conversions 211% More Contacts 70% More MQLs
  20. 20. Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
  21. 21. Our Marketing Goals MQLs for sales team Marketing Qualified Leads (MQLs) BookingsTraffic Bookings $ from new customers Quality traffic to our properties
  22. 22. How we measure ‘beyond the lead’ Inquiries (aka Leads) Marketing Qualified Leads (MQLs) BookingsOppsTraffic
  23. 23. Inquiries MQLs BookingsOppsTraffic ‘Last touch’ attribution Individual inquiries tracked through to bookings $ Website Eloqua Salesforce Systems enable measurement
  24. 24. Ad-sourced measures direct impact on new business Influenced • Brand awareness • Retention / upsell • Pipeline acceleration • Sales enablement • Customer onboarding • NPS Sourced • Field customers • Self Serve activations
  25. 25. Manage to ROI by channel, using cost per X as a leading indicator to optimize more quickly Inquiries MQLs BookingsOpps Ad spend Cost/Inquiry Cost/MQL ROICost/Opp
  26. 26. We track 1st year customer $ actuals for reporting, and use 1-3 yr projections for investment decisions Ad-sourced Customer Qtr 1 revenue Qtr 2 revenue Qtr 3 revenue Qtr 4 revenue Qtr 5 revenue Labeled as “Ad sourced” in each reporting period Not labeled as “Ad sourced” Optimizations and investment decisions are based on 1-3 yr profit projections Mktg + Sales Customer Acquisition Cost Projected 1-3 yr Margin LTV 1-3 yr ROI
  27. 27. Reaching our goals 113% to plan for MQLs in 2015 Marketing Qualified Leads (MQLs) BookingsTraffic 30% of new biz sourced by marketing 72% of visitors to our site Manager+
  28. 28. Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
  29. 29. Today’s Agenda About LinkedIn Marketing Solutions Marketing ROI defined The curve of marketing math success How LinkedIn measures beyond the lead NewsCred ROI story
  30. 30. Lead generation using LinkedIn Sponsored Updates
  31. 31. Sales Cycle A prospect gives names and contact info Lead Opportunity Closed Won Deal Name After the prospect expresses real sales interest After successful meetings with leads who show intent to buy When a contract has been signed
  32. 32. Three steps to calculating ROI Calculate cost per Name by channel Calculate value per Name by channel Calculate ROI by channel # of Names by channel Ad Spend by channel Name Conversion rate by channel Annual Contract Value (ACV) Value of Name Cost per Name 1 2 3 Names from LinkedIn 50% more valuable than from AdWords
  33. 33. Sponsored Updates delivers 5X+ the ROI of AdWords Channel ROI (Name value / Cost per Name) LinkedIn Sponsored Updates 17.6 Native Ads 14.9 Google AdWords 3.1
  34. 34. Engaging the right professionals gets results 1 B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs; 2 The State of B2B Digital Marketing, Fall 2015, Demandwave

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