Maximizing the ROI of Inbound Clicks, Content & Conversion

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Maximizing the ROI of Inbound Clicks, Content & Conversion

  1. 1. 10/2/2013 Maximizing the ROI of Inbound Clicks, Content & Conversion AMA Webinar Sponsored by © 2013 Lenskold Group, Inc. All rights reserved. © 2013 Lenskold Group, Inc. All rights reserved. Lenskold Group Overview Partial Client List Lenskold Group founded in 1997 Marketing profitability management • • • • ROI Framework Measurement & Analysis ROI Tools & Dashboards Workshops & Training “Marketing ROI” book • One of the 5 most influential marketing books of 2004 Leading marketing ROI innovator © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 1
  2. 2. 10/2/2013 Inbound Marketing Measurement Framework © 2013 Lenskold Group, Inc. All rights reserved. Influence on Buyer Decisions BUYER STAGES ROLES OF INBOUND + CONTENT Brand Mktg Unaware & Untroubled Inbound Mktg Seeker Nurture Mktg Shopper Demand Mktg Buyer CONTENT Trouble Prospects Explorer Attract & Engage Educate Differentiate Progress & Convert User Sales Channel Add Value FINANCIAL OUTCOMES Increase Sales via Volume Increase Sales via Conversion Increase Customer Value Increase Loyalty & Advocacy © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 2
  3. 3. 10/2/2013 Inbound Mktg Paid Search SEO QR Codes E-mail Online Ads Social Media CONTENT Inbound & Content Marketing Products & Services White Papers Blogs Newsletters e-Books Video Research Webinars Podcasts Infographics © 2013 Lenskold Group, Inc. All rights reserved. Maximizing ROI Brand Mktg Inbound Mktg Nurture Mktg Demand Mktg Sales Channel = CONTENT Net Profit ROI = -------------------------Marketing Invt FINANCIAL OUTCOMES Increase Sales via Volume Increase Sales via Conversion Increase Customer Value Increase Loyalty & Advocacy (Gross Margin – Marketing Invt) ------------------------------Marketing Investment Inbound Marketing Spend Increase efficiency (e.g. SEO vs. SEM) Incremental Profits Increase effectiveness “Gross Margin” equals the Discounted Cash Flow (Net Present Value) of incremental profits and costs that result specifically from the corresponding marketing investment 6 © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 3
  4. 4. 10/2/2013 Current Measures & Reporting Brand Mktg Inbound Mktg Nurture Mktg Demand Mktg Sales Channel = (Gross Margin – Marketing Invt) ------------------------------Marketing Investment COMMON MEASURES CONTENT Net Profit ROI = -------------------------Marketing Invt FINANCIAL OUTCOMES Increase Sales via Volume Increase Sales via Conversion Increase Customer Value Increase Loyalty & Advocacy Click Thru Rates Engagement by Tactic New Names by Source New Leads by Source ? Cost per Engagement, Lead or Sale “Gross Margin” equals the Discounted Cash Flow (Net Present Value) of incremental profits and costs that result specifically from the corresponding marketing investment 7 © 2013 Lenskold Group, Inc. All rights reserved. Measurement Challenges Choosing right metrics • No closed loop tracking • Not reflecting role of tactic Inaccurate credit for outcomes: • First touch Missing impact • Last touch Missing impact • Shared attribution Subjective Need multi-contact measures More tactical than strategic measures. Need insights into: • • • • Targeting Offer/Message Destination Integration © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 4
  5. 5. 10/2/2013 Measurement & ROI Priorities 1. Better Metrics for Tracking Clicks, Content & Conversion 2. Measurements to Capture Incremental Lift for ROI 3. Improving Inbound Marketing ROI © 2013 Lenskold Group, Inc. All rights reserved. 1. Better Metrics for Tracking Clicks, Content & Conversion © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 5
  6. 6. 10/2/2013 Approach to Measurements Inbound Marketing Key Measure: Quality of inbound Inbound Mktg • Targeting • Destination • Engagement Nurture Mktg Demand Mktg CONTENT Brand Mktg Content Marketing Key Measure: Incremental sales & profits Sales Channel • Engagement • Lift in sales conversion rates • Lift in profit per sale © 2013 Lenskold Group, Inc. All rights reserved. Comparison of Key Metrics Inbound Marketing Content Marketing Impressions (= search or ads) Click-Throughs Click Through Rate (CTR) Impressions (= click throughs) Engaged Engagement Rate Engaged Engagement Rate Re-Engaged Re-Engagement Rate Other Metrics Bounce Rate Net Visits Engage per Net Visit Incremental Sales Revenue Profits © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 6
  7. 7. 10/2/2013 Engagement Results Inbound Campaigns Impressions Clicks CTR Engaged Engage Bounce Bounce Rate Rate Net Visits Engage per Net Visit 48.8% Paid Search - Research paper 50124 998 2.0% 303 30.4% 377 37.8% 621 Paid Search - New buyer guide 71232 1264 1.8% 285 22.5% 724 57.3% 540 52.8% Paid Search - 10 Tips 488043 10843 2.2% 1574 14.5% 3365 31.0% 7478 21.0% SEO - CTO Interview Videocast 52045 3267 6.3% 255 7.8% 1313 40.2% 1954 13.1% SEO - Research Paper 90123 4009 4.4% 140 3.5% 1765 44.0% 2244 6.2% SEO - New Buyer Guide 86634 2991 3.5% 421 14.1% 1112 37.2% 1879 22.4% SEO - Path to Success Infographic 102022 2577 2.5% 155 6.0% 1077 41.8% 1500 10.3% Banner Ad - Research Paper 88234 2084 2.4% 198 9.5% 722 34.6% 1362 14.5% Banner Ad - New Buyre Guide 91654 1324 1.4% 251 19.0% 589 44.5% 735 34.1% Banner Ad - 10 Tips 109273 1987 1.8% 398 20.0% 998 50.2% 989 40.2% © 2013 Lenskold Group, Inc. All rights reserved. Results Tracking – Closed Sales & ROI Campaign Closed Sales Sales Marketing Cost Conversion Rate Cost per Sale Paid Search - Research paper 24 7.9% $4,491 $187.13 Paid Search - New buyer guide 14 4.9% $5,688 $406.29 Paid Search - 10 Tips 58 3.7% $48,794 $841.27 Average Profit per Sale Total Profit Additional Marketing Expenses Total Expense ROI Paid Search - Research paper $2,463 $59,112 $15,150 $19,641 200.9% Paid Search - New buyer guide $2,244 $31,416 $14,250 $19,938 57.5% Paid Search - 10 Tips $2,154 $124,932 $78,700 $127,494 -2.0% Campaign © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 7
  8. 8. 10/2/2013 First Source Inbound Channels Distribution of First Source by Funnel Stage 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1st Source Webinars e-Books Local Events Videocast 1st Source to 2+ Engaged Webinars Newsletter Subs 1st Source to Lead Videocast 74% 5% 18% 9% 2% 8% 27% Exec Briefing 3% 23% 22% Newsletter Subs White Papers 5% 11% 62% Exec Briefing 1st Source to Sales 22% 59% e-Books White Papers 2% 11% 8% © 2013 Lenskold Group, Inc. All rights reserved. Days to Close Analysis Closed Sales Volume by # of Days 1st Source to Close 400 350 300 250 200 150 100 50 0 0 - 30 Days Webinars 30 - 60 Days e-Books Videocast 60 - 75 Days Newsletter Subs 75 - 90 Days White Papers 90+ Days Exec Briefing Many more buyers are first engaging with Webinars late in their buying cycle E-Books and Newsletter Subscriptions are engaging buyers earlier in the buying cycle © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 8
  9. 9. 10/2/2013 Days to Close Analysis Distribution of Closed Sales by # Days 1st Source to Close 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Webinars e-Books 0 - 30 Days Videocast 30 - 60 Days Newsletter Subs 60 - 75 Days White Papers 75 - 90 Days Exec Briefing 90+ Days Videocasts are engaged as a first source for buyers who convert quickly Buyers engaged in Executive Briefings are generally closing in 30 to 60 days © 2013 Lenskold Group, Inc. All rights reserved. Metrics for Clicks, Content & Conversion Metrics must be aligned to ROI and provide different levels of insight. KPIs Leading Indicators Diagnostic Metrics Sales Conversion Rate Viral Shares Days to Close trends Profit Contribution by Sources Segment Engagement Click-Through Rate Profit per Sale Lead Score Engagement Rate Cost per Sale Re-Engagement Rate Bounce rate © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 9
  10. 10. 10/2/2013 2. Measurements to Capture Incremental Lift for ROI © 2013 Lenskold Group, Inc. All rights reserved. Incremental Lift for ROI Results Tracking Metrics Strategic market testing Modeling Single-attribution approach Incremental lift of click, content and conversions Incremental lift of conversion by tactic Insight to monitor and compare performance Insight into strategies, funnel outcomes and value lift Insight into interaction effects © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 10
  11. 11. 10/2/2013 Strategic Market Testing Approach Unaware Prospects Test vs. Control Group Inbound targeting, tactics & messaging Measures incremental contribution to mix Assess key funnel outcomes to close gaps Measures Content tactic Funnel objective Webinar Content messaging Timing Contact progression Multi-contact integration Profitable Sales © 2013 Lenskold Group, Inc. All rights reserved. Strategic Market Testing Unaware Prospects Control (BAU) Test (w/Webinar) Incremental 32% 36% +2% Re-Engagement Webinar 16% 24% +8% New Leads 1,200 1,800 600 Sales 100 130 30 Repeat Sales 20 25 5 $800 $1,000 $200 $80,000 $130,000 $50,000 New Contacts Avg. $/Customer Profit Profitable Sales BAU = Business As Usual marketing and sales © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 11
  12. 12. 10/2/2013 Marketing Channels & Potential Drivers Potential Drivers Paid Search SEO Videocasts Online Display Offers Blogs Radio Email Marketing E-Books Webinars Newsletters Executive Briefings © 2013 Lenskold Group, Inc. All rights reserved. Impact of Intermediary Variables on Sales Potential Drivers Web Visits External Factors Web Pageviews Vector Auto-Regression Identifies independent variables that drive multiple outcomes simultaneously Sales Bayesian Networks Quantifies the causal relationship between outcomes © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 12
  13. 13. 10/2/2013 Results for Direct & Indirect Drivers The impact of Web Pageviews on Sales is attributed back to the marketing channels driving Pageviews. Pageview Contribution by Marketing Channel Sales Contribution by Marketing Channel Paid Search Online Banner Radio E-mail Marketing Webinars Blogs Webinars Newsletter Subs Content Pageviews (Intermediary) Base Sales Videocasts Content Pageviews (Direct) E-books Executive Briefings Blogs © 2013 Lenskold Group, Inc. All rights reserved. 3. Improve Inbound Marketing ROI © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 13
  14. 14. 10/2/2013 Analytics to Drive Performance Improvements Analysis Opportunity Techniques Engagement Path Analysis Identify most effective series of content engagement to determine marketing triggers Structural Equation Models Variations of Path Analyses Customer Intelligence Use key indicators from engagement history and customer data to guide marketing strategies Pre-Post Comparison Market Testing Lead Scoring Use lead scores that project sales conversion and value to assess marketing contribution and estimate ROI Data Mining Predictive Modeling © 2013 Lenskold Group, Inc. All rights reserved. Engagement Path Analysis Engagement Paths F B A D C C A C F Engaged Measures Effectiveness based on combinations of tactics Works for content only or all touchpoints Identifies strengths as well as combinations Content Tactics Lead A $ $ Videocast D Case Study Webinar Virtual Conference F $ Research Study C E Closed + Growth E-Newsletter B White Paper Download © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 14
  15. 15. 10/2/2013 Summary of Engagement Strengths Content Marketing Tactics A B C D E F Build Brand Positioning Capture New Name (Initiator) Educate with Content (Driver) Engage with Key Messaging (Driver) Nurture Future Buyers (Driver) Convert to Sales-Ready Lead (MQL) Pass to Sales (SAL > SQL) Support Sales Conversion (Oppy) Convert to Sale Reinforce Decision (Loyalty) Represents the relative strength in driving outcomes © 2013 Lenskold Group, Inc. All rights reserved. Lift from Customer Intelligence Customer intelligence contributes to sales and profits Inbound Source Funnel Stage Indicators Content Engaged Profile (from forms) Predictive Model of Data Next Best Action Lift on sales conversion, customer value and sales velocity Inbound source is an indicator • Message • Placement or keyword Content engaged and timing guide targeting precision Measurement Compare performance with and without intelligence • Pre-Post trend analysis • Market test © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 15
  16. 16. 10/2/2013 Lead Scores Provide Assessment Reduce Expense Webinar # Employees Region White Paper Download Engage Count …more data pts Convert Score Profit Score Lead #1 250+ NY MSA Yes 7.7% $5,851 Growth Strategy White Paper Engage6 …more data Convert # Employees RegionMSA Lead 1 - 10 SF No 3.2% Profit Score $4,296 Webinar #2 Download Count 4 pts Score Lead #3 10 - 25 NY MSA Midwest Yes No 2 3.8% $5,857 $2,883 250+ 7.7% Case Lead #1 Study White Paper Engage6 …more data Convert … Employees10 Region MSA # Lead 1SF No 3.2% Profit Score $4,291 Webinar #2 Download Count 4 pts Score Lead NY MSA No Yes 5.8% $2,886 $4,114 Lead #3 #100 10 - 10 - 25 Midwest 25 2 3 3.8% Lead #1 250+ NY MSA Yes 6 7.7% 5.1% $5,852 $4,282 Average … Lead #2 1 - 10 SF MSA No 4 3.2% $4,294 Lead #100 10 - 25 NY MSA Yes 3 5.8% $4,118 Lead #3 10 - 25 Midwest No 2 3.8% $2,882 Average 5.1% $4,284 … Lead #100 10 - 25 NY MSA Yes 3 5.8% $4,113 Average 5.1% $4,285 Leads scored based on profile & behavior details Webinars % Convert Client Case Study Growth Strategies Reducing Expense 5.1% 4.2% 4.1% Average Profit $4,285 $3,844 $3,132 # Leads 100 100 100 Projected Profit $21,962 $16,145 $12,841 Approach provides high accuracy of projected values for campaign comparisons © 2013 Lenskold Group, Inc. All rights reserved. Uncover Big Insights for Big Wins Effectiveness Drivers Inbound campaigns Targeting Messaging Content quality Funnel stage drivers Integrated marketing Knowledge-building Strategic Measures Integrated content strategies Message-driven targeting • Inbound to content Intelligence for key indicators Content to conversion strategies Viral content contribution • Social integration Closing key gaps © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 16
  17. 17. 10/2/2013 Jim Lenskold 732-292-2600 jlenskold@lenskold.com Additional Insights at www.lenskold.com Marketing ROI Research Studies White Papers Articles E-newsletter subscription © 2013 Lenskold Group, Inc. All rights reserved. Not for copy or distribution without written permission from Lenskold Group 17

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