This document discusses the state of marketing analytics and ROI measurement. It finds that only 37% of CMOs have quantified short-term marketing spending impact and 20% don't measure ROI at all. However, 63% of marketers see ROI as the most important success measure. Those who measure ROI are 12 times more likely to improve returns year-over-year. The document advocates for measuring ROI to improve marketing investments and lead quality over time. It provides tips for ROI measurement even without access to customer data or long sales cycles.
25. Measure and improve ROI!
Every marketing investment has a different return. Lets
measure it so we can improve lead volume and quality for
sales!
26. How to Measure ROI
IDEAL: # of customers (or final revenue) by
lead source (Organic? Email? PPC?
Events? Referral Relationships)
Track everything!
Tracking URLs are your friend!
27. #1 Challenge for Marketers
What if you don’t have access to
customer information?
28. YOU NEED TO
GET ACCESS
TO CUSTOMER
INFORMATION
29. Additional Challenges
• Long sales cycle
• Sales doesn’t follow a process
• Sales doesn’t capture feedback
• Sales never talks to marketing (and they
don’t like each other)
30. What you can do today (real world)
1. Identify the marketing and sales process
2. Get the sales team on record (what are
the qualities of your favorite leads?)
3. Measure lead quality (manually or with
software)
4. Identify marketing investments that result
in the highest quality leads
31. Questions
Do you know of any rich sources of financial
performance data for inbound marketing
programs?
32. Questions
Can you suggest a method of calculating
ROI for clients that are just getting started
with content marketing that sell very high-value
ticket items ($500K-$1M)? How can
ROI be improved for such transactions
33. Questions
How do you measure "free" activities
(unpaid media) such as social, webinars,
email blasts vs paid media