Nordic MUG 2023 AUG MPI

Performance Insights
Marketo User Groups | Nordic MUG

Nordic MUG Hosts
Veronica Lazarovici
Marketing Ops Lead – Alma
Marketo Champion 🏆
Michael Knudsen
Senior Solution Consultant – Adobe

Welcome to our new Nordic MUG leader ✨
Nick Deboo
Marketing Ops Manager
Trimble

© 2023 Adobe. All Rights Reserved. Adobe
Confidential.
Adobe Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a
safe space for members of the Marketing Nation to learn,
network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted
at MUG events
• Don’t contact people outside of the User Group
without their consent
• If MUG members share their use case at the User
Group, please don’t share that information without
their consent

Confidential.
This MUG Meeting is being Recorded.
▪ To ensure that we are abiding by the MUG Code
of Conduct, we are informing all user group
attendees at Nordic MUG meeting on August 17th
2023 that this meeting will be recorded and posted
on the MUG YouTube Channel to promote
training, education, and future learning.
▪ If you do not wish to participate in a LIVE
recorded session, please feel free to watch the
recording at a later time, which will be linked after
the meeting concludes, and send us any
questions you may have to
Advocacy@adobe.com.

Confidential.
Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo
Engage User Groups!
▪ Step 1: Navigate to https://mugs.marketo.com/nordics-mug/
▪ Step 2: Create an account using the email associated with
your Adobe Marketo Engage Account
Once you’ve joined the chapter you’ll receive notifications and
reminders about new events that the chapter has posted!

Confidential.

Upcoming Opportunities for
Chapter Members

Why Measure the Impact of
Marketing on Pipeline, Revenue
and ROI?

©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Measuring Marketing Performance
Campaign A Campaign B Campaign D
Campaign C
We ran four campaigns last quarter.

Confidential.
Campaign A
• 10,000 website visits
Campaign B
Campaign D
Campaign C
Here is their performance.

Confidential.
Campaign A
Campaign B
Campaign D
Campaign C
Which campaign should we run again next quarter?

Confidential.
Campaign A
• 1,500 leads
Campaign B
• 2,500 leads
Campaign D
• 1,500 leads
Campaign C
• 1,000 leads

Confidential.
Campaign A
• 1,500 leads
• 150 opportunities
Campaign B
• 2,500 leads
Campaign D
• 1,500 leads
Campaign C
• 1,000 leads

Confidential.
Campaign A
• 1,500 leads
• $5M revenue
Campaign B
• 2,500 leads
• $6M revenue
Campaign D
• 1,500 leads
• $10M revenue
Campaign C
• 1,000 leads
• $6M revenue

Confidential.
Campaign A
• 1,500 leads
• $5M revenue
• 5:1 ROI ($1M cost)
Campaign B
• 2,500 leads
• $6M revenue
• 20:1 ROI ($300k)
Campaign D
• 1,500 leads
• $10M revenue
• 10:1 ROI ($1M)
Campaign C
• 1,000 leads
• $6M revenue
• 3:1 ROI ($2M)

Confidential.
Campaign A
• 1,500 leads
• $5M revenue
• 5:1 ROI ($1M cost)
Campaign B
• 2,500 leads
• $6M revenue
• 20:1 ROI ($300k)
Campaign D
• 1,500 leads
• $10M revenue
• 10:1 ROI ($1M)
Campaign C
• 1,000 leads
• $6M revenue
• 3:1 ROI ($2M)
You can only maximize PIPELINE, REVENUE & ROI if you measure PIPELINE, REVENUE &
ROI

Confidential.
Your essential performance insights in one, highly visual
dashboard
Performance Insights
Capability Highlight (Attribution & ROI Dashboards)
• Pre-built Performance Dashboards
• Year-over-year Trend Analysis
• Success Metric Data
• Channel Performance
• Program Performance
• Pipeline, Revenue & Engagement Data
• One-click Filtering
• Export & Share
• Single- & multi-touch Attribution Models
Pre-built dashboards make critical
metrics easy to access
Easy-to-use UI for every marketer
Built-in trend analysis to see
changes in performance
Use
Cases:
Easily understand campaign
effectiveness
Bring critical high-level data into
planning meetings and QBRs
Quickly understand changes
in performance over time

Confidential.
How it works
Pre-built Dashboards that are ready to use right away!
Select the time period
you want to view
Select between
contribution and trend
analysis
1
Select which
dashboard you want to
view
2 3
Adjust the one-click
performance data
filters
4 5
View your marketing
performance and ROI!

Confidential.
But first…. Setup!
Performance Insights needs the right data.
23
Marketing Channels
Do you have all the channels you
need for your reporting? & are they
configured correctly?
For ROI calculations we
need costs
Period costs, if we want to be able to
report on this, we need data.
Remember “0” is also a value…
Are you collection
enough data?
Pick-up SoMe clicks and other
activity, using UTM codes, Smart
campaigns and the right channel
status configuration.

Confidential.
Account or Contact roles Attribution – assigned to Opportunity?
Lead
Creation
Opportunity
Creation
Demo
Anonymous
First Touch
20 %
20 % 20 % 20 %
MQL Deal /
Revenue
20 %
Monitored by Marketo Engage

Confidential.
100% first anonymous touch
MQL Deal /
Revenue
Anonymous
First Touch
Lead
Creation
Opportunity
Creation
Demo
100%

Confidential.
Multi-touch model
Lead
Creation
Opportunity
Creation
Demo
Anonymous
First Touch
MQL Deal /
Revenue
20 %
20 % 20 % 20 %
20 %
Monitored by Marketo Engage

Confidential.
Let’s take it for a spin…
Performance
Insights

Confidential.
Interesting link for after
Rachel Miller
Marketo Certified Expert - Shift Paradigm
In-depth demo of Marketo Performance Insights
https://www.youtube.com/watch?v=o_xymBdBnpU

Nordic MUG 2023 AUG MPI

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