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The Solving for Marketing ROI Checklist

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To show you how the LinkedIn Marketing Solutions team measures beyond the click, we created a Solving for Marketing ROI Checklist , complete with all the steps we take to accurately measure ROI and demonstrate our marketing success. Whether you have questions about setting the right goals, which metrics to track, or which attribution models to use, we have you covered.

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The Solving for Marketing ROI Checklist

  1. 1. ROI Checklist Navigate your way to more effective campaigns with insider tips
  2. 2. Climbing the Curve of Marketing Math Success Your company increasingly relies on you to attract and drive prospective buyers through the funnel. It also expects you to prove the value of your marketing investments. By substantiating that your marketing efforts pay off—ultimately contributing to revenues—you can confidently report the ROI of your programs and campaigns. We’re here to clear the path to better tackle the challenge at hand with insider tips from the LinkedIn Marketing Solutions team.
  3. 3. Pay attention to signposts left by early trailblazers. Here’s how we set ourselves up for a positive ROI on our own advertising spend: 1. Define the goal 2. Target the right people 3. Engage those people with content 4. Continuously optimize impact
  4. 4. GOAL 1: Drive quality traffic to our properties. GOAL 2: Drive MQLs (Marketing Qualified Leads) for the sales team. GOAL 3: Deliver bookings/revenue dollars for our business from new customers. Three main marketing goals
  5. 5. How we move from clicks to conversions to deliver bookings: Traffic Inquiries (aka Leads) Marketing Qualifed Leads Opps Bookings TIP: When we say moving beyond the click, we’re referring to the MQL, Opps and Bookings circles to the right of Traffic and Inquiries. 5 Steps to moving beyond the click
  6. 6. 5 Steps to moving beyond the click STEP 1: Before you even get the lead, you need traffic. STEP 2: Traffic leads to inquiries. (AKA leads)
  7. 7. STEP 3: With MQLs, it’s all about quality over quantity. We use a lead scoring methodology to assess the quality of leads before passing them to sales. By focusing on quality traffic and quality conversions, we increase the percentage of traffic that converts to MQLs. 5 Steps to moving beyond the click
  8. 8. 5 Steps to moving beyond the click STEP 4: Next, sales creates opportunities from the most qualified leads meeting their criteria. STEP 5: Some of those opportunities will close and turn into bookings, or revenue.
  9. 9. An ROI Checklist for success, from our team to yours. We use a number of systems to measure across the whole spectrum. SYSTEMS ENABLE MEASUREMENT: • Using Google Analytics, we measure website traffic. • With Eloqua, we measure inquiries. • Everything ‘beyond the click’ is occurring in Salesforce. Set up src and trk codes so you can track inquiries from the moment they become an inquiry to when they quality as an MQL.
  10. 10. Divide your return—or what you earned—by what you invested to drive that outcome in order to calculate your return on investment. EXAMPLE: If you spend $2,436 and generate $7,720 in ad-sourced revenue here’s how you’d calculate the ROI... Ad-Sourced Revenue Ad Spend Ad Spend ROI ($7,720 — $2,436) $2,436 217% (or 2.17x) ROI
  11. 11. Divide revenue by ad spend to determine return on ad spend. Ad-Sourced Revenue Ad Spend ROI 317% (or 3.17x) ROI$7,720 $2,436 EXAMPLE: If you spend $2,436 and generate $7,720 in ad-sourced revenue here’s how you’d calculate return on ad spend:
  12. 12. With LinkedIn Conversion Tracking, you can: 1. Track leads from your LinkedIn ad campaigns 2. Understand the ROI of your spend 3. Optimize for the results that matter most Know which ad leads to a conversion.
  13. 13. Remember that ad campaigns often start out with a negative ROI. ….and that’s okay. Look at the data. A/B test and optimize your way towards ads that deliver a higher ROI.
  14. 14. 3 basic attribution models First-touch: Gives 100% of the credit to the first action the person took before making a purchase. Last-touch: Gives 100% of the credit for a conversion or sale to the last marketing tactic the prospect interacted with. Multi-touch: More accurately measures the impact of your entire marketing strategy. The two types here are rules- based attribution and algorithmic attribution. Call upon multi-channel attribution for a more nuanced view of performance than last touch attribution.
  15. 15. Consider customer lifetime value (CLV): a master metric than can guide marketing budget allocation. For subscription-based services, this is a simple calculation of average length of subscription X monthly cost of subscription. Customer lifetime value (CLV): CLV: a projection of the revenue that a customer will generate during their lifetime* *note this means their lifetime as a customer, not their expected lifespan on the planet.
  16. 16. Insider Tip: KISSmetrics produced an infographic with a good explanation of how to calculate lifetime value for less predictable services. Looking at how much one of your customers spent as a result of your first campaign with them is not enough to understand that customer’s full value to your organization.
  17. 17. Best Practices Implement attribution and measurement techniques to show quality, not just quantity, of leads Divide your return—or what your earned—by what you invested to drive that outcome in order to calculate your ROI Divide revenue by ad spend to determine return on ad spend Know which ads lead to a conversion Remember that ad campaigns often start out with a negative ROI Call upon multi-channel attribution for a more nuanced view or performance than last-touch attribution Consider customer lifetime value (CLV) a master metric that can guide marketing budget allocation Measure ROI using LinkedIn Conversion Tracking by simply assigning a value for each conversion
  18. 18. Your Journey Begins with Your First Step Are you ready to get started measuring beyond the click on LinkedIn? Solving for Marketing ROI: Measuring Peak Performance DOWNLOAD GUIDE
  19. 19. For the first time in the history of media, you can reach the world’s professionals all in one place. More than 500M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow—precisely the people you want to target. For more information, visit marketing.linkedin.com

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