Secret to Accountable Marketing

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  • What I’ll actually talk about here is that today, we’re almost on statistics overload. This presentation will cover Which ones should we be paying attention to, how do we ensure they are correct, how do we get those numbers, etc.
  • What I’ll actually talk about here is that today, we’re almost on statistics overload. This presentation will cover Which ones should we be paying attention to, how do we ensure they are correct, how do we get those numbers, etc. While all of these are important to a degree, if customers don’t come in the door, who cares? If you need to spend 50K on a promotion, and you spent 40K last year, why should you – because you did last year?
  • It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
  • It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
  • It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
  • It needs to start with the PEOPLE. Image courtesy of dangerourinterstections.org.
  • Secret to Accountable Marketing

    1. 1. LEARN THESECRETTO ACCOUNTABLEMARKETING &ROIMARCH (2013)
    2. 2. A ChatAbout:Why Inbound Marketing makes this all possibleWhat marketing metrics you should never ignoreHow to create a marketing system that tracks resultsHow great sales orgs tie in Sales and MarketingWhat this looks like for you
    3. 3. MARKETING EVOLUTION That was Then… …This is Now“50% of “70% of amarketing sales is overdollars are before a saleswasted, we person everjust don‟t gets involved”know which
    4. 4. STATISTICS OVERLOAD Email open rate  Increase twitter followers Bounce Rate  ROI (Return on Investment) Web Traffic  COCA (Cost of Customer Acquisition) # of leads  SEO Avg. time on site  PPC CPL (Cost per Lead)  Radio Enhance Social Media  Ads Go Viral  % on mobile More „likes‟  Emails unsubscribe rate
    5. 5. COCACost of Customer Acquisition Total S&M Cost # of Customers = COCA
    6. 6. IS THAT GOOD OR BAD?Working Example: COCA: $6,000  It costs you $6,000 to get a new customer How much is a customer worth?  Avg. Customer Revenue x Net Income % = Value of Customer  Example: $100,000 x 15% = $15,000 Is a new customer profitable?  Value of Customer – COCA = New Customer Profit  Example: $15,000 - $6,000 = $9,000
    7. 7. WHY WE FAIL Try doing too much Don‟t do enough Focus on the wrong thing Don‟t have the right data I hear or say “I don’t know” Where to start?
    8. 8. Step #1:Set up theMarketing System
    9. 9. SET UP THE SYSTEM CRM Website  Microsoft  Sales Force Marketing Software  Hubspot
    10. 10. ALIGN SALES & MARKETING
    11. 11. ALIGN SALES & MARKETINGSet Up Service Level Agreements Qualified Lead – Define and Adjust Sales - Commit to # of follow up calls / month Marketing – Commit to # of Qualified leads / month
    12. 12. Step #2:Know WhereYou Are
    13. 13. BASELINE METRICSKnow where you are Web Visits 6,150/mo Leads 76/mo Customers 3/moFree tools: Google Analytics, or HubSpot trial
    14. 14. KNOW HOW MONEY WORKS Cost of Sales and Marketing  Determine what to include Average annual revenue per customer Net Income %  How much of each sale falls to the bottom line
    15. 15. Step #3:Know WhereYou Want to Go
    16. 16. SET THE MARKETING GOALMake it S.M.A.R.T. What are the business goals marketing needs to achieve? Example: I need to successfully transition a product brand over the next 12 months by obtaining an 85% ($12.3M) client retention for this product line, and increase overall sales by 12% ($2.5 million) within that same period.
    17. 17. SET REVENUE GOALS
    18. 18. SET GOALS:VISITS, LEADS, CUSTOMERS
    19. 19. Step #4:Set the Plan
    20. 20. DEFINE THE STRATEGYAdjust Levers in the Cockpit How long should the marketing strategy last? Examples:  Blogging  E-newsletters  SEO  PPC  White papers  PR  Local campaigns  Paid media  Social media  Video  Lead Nurturing
    21. 21. MONTHLY GOALS
    22. 22. WEB VISITS WATERFALLManage your traffic generation marketing efforts daily
    23. 23. LEADS WATERFALLManage your website conversion marketing efforts daily
    24. 24. CUSTOMER WATERFALLManage your new customers performance daily
    25. 25. In 2013, never again say “I Don‟t Know”
    26. 26. QUESTIONS? www.facebook.com/elementthree @tiffanysauder http://info.elementthree.com/

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