Take Your Marketing Measurement to the Next Level          Presented by Laurel Miltner (@laurelmackenzie)                 ...
The Need for Change@laurelmackenzie
Change Velocity        • Accelerated rate of change          driven by technology innovations        • Trends and shifts i...
Selective Consumption        • Basic principle behind inbound marketing        • Consumers tune out traditional marketing ...
Success Factors        • Outcomes > outputs        • Metrics that impact the bottom line                      Image from H...
How to Make the Move@laurelmackenzie
Determine Objectives, Success Factors                   and KPIs      • What do you want to        achieve?      • What fa...
Example 1      • Objective: Increase brand awareness in Cleveland market      • Success Factors:         • (KPI) Website t...
Example 1                   Image from Google Analytics shows geographic                      origin of visits, drilled do...
Example 1                   Image (top) from Google Analytics shows where Cleveland                    visitors come from....
Example 2      •   Objective: Increase sales      •   Success Factors:           • (KPI) Leads           • Engagement with...
Example 2                   Image from HubSpot Enterprise shows the                     pages that assist in lead conversi...
Marketing Tactics That Drive Results@laurelmackenzie
Integrated Approach@laurelmackenzie
Spotlight on Content       Buyer-                                     Nurturing      focused                              ...
Spotlight on Content        Sample Landing Page                   Images from HubSpot show how a lead-nurturing email     ...
How to Make it Happen@laurelmackenzie
Marketing Technology                         (just a few examples)@laurelmackenzie
Hybrid Professionals      • Proficient content creators      • Social media and tech savvy      • Analytical      • Busine...
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Take Your Marketing Measurement to the Next Level

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Take Your Marketing Measurement to the Next Level

  1. 1. Take Your Marketing Measurement to the Next Level Presented by Laurel Miltner (@laurelmackenzie) May 31, 2012
  2. 2. The Need for Change@laurelmackenzie
  3. 3. Change Velocity • Accelerated rate of change driven by technology innovations • Trends and shifts in consumer behavior demand evolved marketing services • New ways to reach target audiences, measure and track communications Source: Wikipedia • With challenge comes opportunity — tools can make our lives easier, too@laurelmackenzie
  4. 4. Selective Consumption • Basic principle behind inbound marketing • Consumers tune out traditional marketing messages, choose what to consume and when • Brands lose control, but gain loyalty by being there when consumers need them • Shifting budgets demand new strategies, tactics and marketing skills@laurelmackenzie
  5. 5. Success Factors • Outcomes > outputs • Metrics that impact the bottom line Image from HubSpot shows traffic sources and lead conversion rate.@laurelmackenzie
  6. 6. How to Make the Move@laurelmackenzie
  7. 7. Determine Objectives, Success Factors and KPIs • What do you want to achieve? • What factors impact this goal? • How will you truly measure success?@laurelmackenzie
  8. 8. Example 1 • Objective: Increase brand awareness in Cleveland market • Success Factors: • (KPI) Website traffic from Cleveland • Local media and blog mentions, and resulting traffic • Social media reach and influence among Clevelanders • (KPI) Cleveland leads and sales • Reviews and referrals from Clevelanders@laurelmackenzie
  9. 9. Example 1 Image from Google Analytics shows geographic origin of visits, drilled down to Cleveland.@laurelmackenzie
  10. 10. Example 1 Image (top) from Google Analytics shows where Cleveland visitors come from. Image (bottom) from HubSpot shows Lead Management tool, basic lead data available.@laurelmackenzie
  11. 11. Example 2 • Objective: Increase sales • Success Factors: • (KPI) Leads • Engagement with lead-nurture outreach • (KPI) Sales • Look for: • Actions that impact conversions (e.g. 80% of people who complete lead form A visit page X)@laurelmackenzie
  12. 12. Example 2 Image from HubSpot Enterprise shows the pages that assist in lead conversions.@laurelmackenzie
  13. 13. Marketing Tactics That Drive Results@laurelmackenzie
  14. 14. Integrated Approach@laurelmackenzie
  15. 15. Spotlight on Content Buyer- Nurturing focused Sale Campaign contentCross-channel promotion: Share related resources to Work closely with sales• Blog drive the lead further teams to ensure consistent• Social media through the purchase path messaging, understand the• PR pitches buyer• PPC ads• Guest articles• Email@laurelmackenzie
  16. 16. Spotlight on Content Sample Landing Page Images from HubSpot show how a lead-nurturing email campaign can follow content download.@laurelmackenzie
  17. 17. How to Make it Happen@laurelmackenzie
  18. 18. Marketing Technology (just a few examples)@laurelmackenzie
  19. 19. Hybrid Professionals • Proficient content creators • Social media and tech savvy • Analytical • Business-minded • Strategic@laurelmackenzie

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