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Building a 2012
Marketing Budget
Metrics, Dashboards,
KPI's & Best Practices
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Marketing in 2012
Analytics
Marketing nowadays

         =
Knowing the direct ROI
2000-2010 Attribution
What is a channel worth?

     PPC = $55,000 of annual value
   Affiliate = $35,000 of annual value
   Display = $20,000 of annual value
2012+ Attribution
What is a channel combination worth?

    PPC = $55,000 of annual value
  Affiliate = $35,000 of annual value
  Display = $20,000 of annual value

Incremental value
  PPC + Affiliate + Display = $20,000
Sponsorships Leads Offers
  SEO Website Affiliate Blog
 Revenue Twitter Promotions
Community Email CRO Events
 Display Retention Tradeshows
Facebook Launches Reporting
Retargetting Branding PPC PR
  Pricing Local Referral UGC
Videos Content Channel Leads
Marketers have changed.
Generalist specialists
Sponsorships Leads Offers
 SEO Website Affiliate Blog
Revenue Twitter Promotions
Community Email CRO Events
Display Retention Tradeshows
Facebook Launches Reporting
Retargetting Branding PPC PR
Technical marketers

            HTML/CSS ‣      Web pages, HTML emails
                  SQL ‣     Pulling data & lists
Analytical Capabilities ‣   Calculate ROI, reporting
 Regression Analytics ‣     Attribute results, analyze
           Forecasting ‣    Estimate value
       Copy capability ‣    Write ad copy


              Oh, and creative.
Get sh*t done.
Marketing
Growth
What we’re discussing

- Understand your marketing landscape
- Building a comprehensive budget
- Measuring performance
Understand your
marketing landscape

Actions, channels, hubs & activities.
What are your actions?
What makes you money?

      Leads
     Demos

  Free Trials
    Signups
  Purchases
And how much money?

     Leads $125
    Demos $1000

 Free Trials $11
   Signups $20
 Purchases $50
How to calculate value?
Build a funnel.
 Leads       200
 Demos        25
Contracts     10
  Sale        5        Average
                               $5000
  Value     $25,000      Sale

$25,000 / 200 = $125
How to calculate value?
Build a funnel.
 Leads       200
 Demos        25
Contracts     10
  Sale        5        Average
                               $5000
  Value     $25,000      Sale

$25,000 / 25 = $1000
How to calculate value?
Build a funnel.

Free Trials    1000
                        Average
                        Duration    10
 Signups       550
                         Revenue
  Value       $11,000   Per Month   $20

 $11,000 / 1000 = $11
How to calculate value?
Build a funnel.

Free Trials    1000
                        Average
                        Duration    10
 Signups       550
                         Revenue
  Value       $11,000   Per Month   $20

 $11,000 / 550 = $20
How to calculate value?
Build a funnel.

      Purchases    540



        Value     $27,000


       $27,000 / 540 = $50
What is each worth?

       Leads $125
      Demos $1000

   Free Trials $11
     Signups $20
   Purchases $50
What channels drive those actions?
What are your direct channels?
         Affiliate
         PPC
         Channel
         SEO
         Referral
         Display
         Retargetting
         Email
         Facebook Ads
         Twitter Ads
         Offline (Direct)
What are your direct channels?
     Channel            Leads
     Affiliate           210
     PPC                 195
     Channel              90
     SEO                 165
     Referral            180
     Display             195
     Retargetting        225
     Email                45
     Facebook Ads         30
     Twitter Ads          15
     Offline (Direct)    150
     Total              1,500
How many actions per channel?
Channel            Leads   Value ($125)
Affiliate           210        $26,250
PPC                 195        $24,375
Channel              90        $11,250
SEO                 165        $20,625
Referral            180        $22,500
Display             195        $24,375
Retargetting        225        $28,125
Email                45         $5,625
Facebook Ads         30         $3,750
Twitter Ads          15         $1,875
Offline (Direct)    150        $18,750
Total              1,500      $187,500
And the cost?
Channel               Leads      Value      Cost
Affiliate              210     $26,250   $10,500
PPC                    195     $24,375   $14,625
Channel                 90     $11,250    $9,000
SEO                    165     $20,625         -
Referral               180     $22,500    $4,500
Display                195     $24,375   $22,425
Retargetting           225     $28,125    $7,875
Email                   45      $5,625     $450
Facebook Ads            30      $3,750    $1,050
Twitter Ads             15      $1,875    $2,025
Offline (Direct)       150     $18,750   $15,000
Total                 1,500   $187,500   $87,450
Finally, the cost-per-action.
Channel        Leads      Value      Cost   CPA
Affiliate       210     $26,250   $10,500    $50
PPC             195     $24,375   $14,625    $75
Channel          90     $11,250    $9,000   $100
SEO             165     $20,625         -     $-
Referral        180     $22,500    $4,500    $25
Display         195     $24,375   $22,425   $115
Retargetting    225     $28,125    $7,875    $35
Email            45      $5,625     $450     $10
Facebook         30      $3,750    $1,050    $35
Ads
Twitter Ads      15      $1,875    $2,025   $135
Offline         150     $18,750   $15,000   $100
(Direct)
Total          1,500   $187,500   $87,450   $58
What are your hubs?
What are your hubs?

    Website          Sales Team




       Design            Collateral
    Development      Tradeshows/Events
   Conversion Rate         Videos
    Optimization            Swag
What are your activities?
What are your activities?
Activities       Supporting    Time-bound
Sponsorships     Design        Launches
Content/UGC      Development   Events
Blogging         CRO           Webinars
PR               Copy          Tradeshows
Social Media     Collateral    Meetups
Community
Tradeshows
Branding
Offers/Pricing
Retention
Your landscape includes:

  Actions     that drive the business.

 Channels     that result in actions.

     Hubs     that require support.
              (and can be optimized)
 Activities   that help boost everything.
Performance!
                                             !  PPC!
                                             !  Affiliate!
                                               Influencers"
                                               Bloggers"                                                                        MARKETING!
                                               Affiliate networks!
                                             !  Display media!
                                                                                                                                LANDSCAPE!
                                             !  Retargeting!
           !  SEO!                           !  Site sponsorships!
               Accessibility/usability"
                                             !  Distribution partnerships!
               Keyword research/targeting"
               Link building"                !  Paid social marketing!                                                          !  Customer Cohort
                                                                        !  Product Marketing!
           !  Social Media!                                               Messaging"
                                                                                                                                   Analysis!
               Twitter"                                                   Landing pages"                                        !  Retention Behavior!
               Facebook"                                                  Product tiers and features!                           !  Targeted Programs!
               New sites (Q&A)!                                         !  Offers!                                              !  Churn Reduction!
                                                                          Free trials/deals"
           !  Email Marketing!                                                                                                  !  Winback Programs!
Inbound!




                                                                          Promotions!
               Moz Top 10!                     1.  SaaS                 !  Conversion Rate                                      !  Referral Programs!
           !  Community                            Marketing!              Optimization!
              Management!                      2.  Community!                Conversion!                  Engagement!              Retention!
               YOUmoz"
               Moderator development"
                                               3.  Education!                                           !  Product Hand Off!
           !  Events!                                                                                   !  Training &
               Meetups"                                                                                    Education!
               Seminars"                                                                                !  Nurture Email
               Webinars"                                                                                   Program!
           !  Awesome Content!                                                                          !  Proactive Customer
               Blog"                                                                                       Service!
               Guides"
               Big content projects"
                                               !  Branding !
               Video"                          !  Press Relations!
               Infographics"                      Coverage "
           "                                      Industry experts"
                                                  Interviews"
           "
                                               !  Event Sponsorships!
                                               !  Business Development!
                                               !  Word of Mouth!
                                               !  Roger!!


                                              Awareness/Brand!
Take a deep breath
You now everything you need to budget.
Creating your budget
Cost, return, timing and staffing.
Budget method
Bottom up

   $5,000,000 in revenue

    How many customers
    or “actions” does that
           require?
Budget method
Top down

     $1,000,000 budget

        What sort of
    performance can we
     expect from that?
Objectives of a budget
   Channels
    -What months are we doing this?
    -How/who is managing (cost)?
    -How much should we spend?
    -Expected performance and return.
   Activities
    -What months are we doing this?
    -How/who is managing (cost)?
    -How much will it cost?
   What our expected KPIs per month?
   What are we ok not doing?
Channels & Activities Budget
Costs                               January 2012                           February 2012
               Who        Media     Exec.    Mgmt.     Notes     Media      Exec.    Mgmt.     Notes
Channels
                                                                                               Launch
     PPC       Chris      $10,000     -         -        -       $20,000      -         -
                                                                                                boost
                                                                                                 New
 Affiliate     Janet      $1,000      -         -        -       $1,200     $1,000      -
                                                                                               banners

Activities
                                                                                               Media
       PR    Illuminate     $0      $500     $3,000      -         $0       $5,000   $10,000
                                                                                                tour
                                                       Seattle
  Events       Emily        -       $5,000      -
                                                       meetup
                                                                    -         -         -        -



Return                    Signup     CPA      Rev.     Notes     Signup      CPA      Rev.     Notes

Channels
                                                                                               Launch
     PPC       Chris       100      $100     $12,500     -        222        $90     $27,750
                                                                                                boost
                                                                                                 New
 Affiliate     Janet        20       $50     $2,500      -         24        $50     $3,000
                                                                                               banners
Considerations

-Budget with padding and for rainy days.
-Do you have seasonality?
-Do you to include need staffing costs?
-Revenue is nice. Profit is better.
-Retention & repeat sales.
Performance!
                                             !  PPC!
                                             !  Affiliate!
                                               Influencers"
                                               Bloggers"                                                                        MARKETING!
                                               Affiliate networks!
                                             !  Display media!
                                                                                                                                LANDSCAPE!
                                             !  Retargeting!
           !  SEO!                           !  Site sponsorships!
               Accessibility/usability"
                                             !  Distribution partnerships!
               Keyword research/targeting"
               Link building"                !  Paid social marketing!                                                          !  Customer Cohort
                                                                        !  Product Marketing!
           !  Social Media!                                               Messaging"
                                                                                                                                   Analysis!
               Twitter"                                                   Landing pages"                                        !  Retention Behavior!
               Facebook"                                                  Product tiers and features!                           !  Targeted Programs!
               New sites (Q&A)!                                         !  Offers!                                              !  Churn Reduction!
                                                                          Free trials/deals"
           !  Email Marketing!                                                                                                  !  Winback Programs!
Inbound!




                                                                          Promotions!
               Moz Top 10!                     1.  SaaS                 !  Conversion Rate                                      !  Referral Programs!
           !  Community                            Marketing!              Optimization!
              Management!                      2.  Community!                Conversion!                  Engagement!              Retention!
               YOUmoz"
               Moderator development"
                                               3.  Education!                                           !  Product Hand Off!
           !  Events!                                                                                   !  Training &
               Meetups"                                                                                    Education!
               Seminars"                                                                                !  Nurture Email
               Webinars"                                                                                   Program!
           !  Awesome Content!                                                                          !  Proactive Customer
               Blog"                                                                                       Service!
               Guides"
               Big content projects"
                                               !  Branding !
               Video"                          !  Press Relations!
               Infographics"                      Coverage "
           "                                      Industry experts"
                                                  Interviews"
           "
                                               !  Event Sponsorships!
                                               !  Business Development!
                                               !  Word of Mouth!
                                               !  Roger!!


                                              Awareness/Brand!
Be ok with what
you’re not doing.
Measuring performance
Goals, KPIs, metrics and sharing data.
Set monthly goals
KPIs                  Owner     Metric      Jan.       Feb.
Overall
          Signups     Jamie    Signups      1,000      1,200

             Sales    Jamie    Revenue     $125,000   $150,000

Channels
                               Signups       100        222
              PPC     Chris
                                 CPA        $100        $90


          Affiliate   Janet    Signups       20         24


Traffic & Social

            Visits    Daniel    Visits     100,000    110,000

          Twitter     Emily    Followers    20,000     22,000
Track metrics weekly
SEOmoz’s KPIs:
Membership Stats                 Site Traffic
Free Trials                      Visits
Paid Trials                      Search Visits
Signups                          Referral Visits
Voluntary Cancels                Direct Visits
Involuntary Cancels              Social Media Visits
Weekly Churn %
Paid Member Count
                                 Social/Community
Paid PRO
                                 Twitter Followers
Total PRO (including trialers)
                                 Facebook Fans
Users in Free Trial
                                 LinkedIn Followers
Subscribers by Tier
                                 LinkedIn Group Members
                                 RSS Subscribers
SEO Stats (many!)                Blog Comments
Make it easily accessible
Using Google Spreadsheets, compare to the past,
and add commentary.
Make it easily accessible
Email to the company or department, each week
Create detailed
worksheets
For primary channels/activities.
Owned by team members.
Comparing performance
3 primary ways:

1.Vs. Prior Period (week or month)

2.Vs. Rolling Average (6 or 12 week)

3.Vs. Peer, Competitor or Benchmark data
Consider a status board
We use Geckoboard:
Twice yearly off-sites
- Deep dive on metrics and performance
- Brainstorm activities, based on your metrics:
  - Brainstorm, estimate, develop, test, iterate, evaluate, repeat.
Celebrate progress
Not just success.
Employee performance

  Don’t judge employee
  performance on metrics alone.
  Just as important are culture-fit, values
  alignment, intuition and willingness/
  ability to learn.
Direction.
Thanks!
            Jamie Steven
            VP Marketing
              SEOmoz


Twitter    @jamies
LinkedIn   http://linkedin.com/in/jamies

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Building a 2012 Marketing Budget

  • 1. Building a 2012 Marketing Budget Metrics, Dashboards, KPI's & Best Practices
  • 2. Tw Lin itter Jam ked In @j htt amie VP ie St Ma ev p:/ /lin s rke en ked tin in. c g om /in /ja mi es
  • 4.
  • 6. Marketing nowadays = Knowing the direct ROI
  • 7. 2000-2010 Attribution What is a channel worth? PPC = $55,000 of annual value Affiliate = $35,000 of annual value Display = $20,000 of annual value
  • 8. 2012+ Attribution What is a channel combination worth? PPC = $55,000 of annual value Affiliate = $35,000 of annual value Display = $20,000 of annual value Incremental value PPC + Affiliate + Display = $20,000
  • 9. Sponsorships Leads Offers SEO Website Affiliate Blog Revenue Twitter Promotions Community Email CRO Events Display Retention Tradeshows Facebook Launches Reporting Retargetting Branding PPC PR Pricing Local Referral UGC Videos Content Channel Leads
  • 10.
  • 12. Generalist specialists Sponsorships Leads Offers SEO Website Affiliate Blog Revenue Twitter Promotions Community Email CRO Events Display Retention Tradeshows Facebook Launches Reporting Retargetting Branding PPC PR
  • 13. Technical marketers HTML/CSS ‣ Web pages, HTML emails SQL ‣ Pulling data & lists Analytical Capabilities ‣ Calculate ROI, reporting Regression Analytics ‣ Attribute results, analyze Forecasting ‣ Estimate value Copy capability ‣ Write ad copy Oh, and creative.
  • 16. What we’re discussing - Understand your marketing landscape - Building a comprehensive budget - Measuring performance
  • 17. Understand your marketing landscape Actions, channels, hubs & activities.
  • 18. What are your actions?
  • 19. What makes you money? Leads Demos Free Trials Signups Purchases
  • 20. And how much money? Leads $125 Demos $1000 Free Trials $11 Signups $20 Purchases $50
  • 21. How to calculate value? Build a funnel. Leads 200 Demos 25 Contracts 10 Sale 5 Average $5000 Value $25,000 Sale $25,000 / 200 = $125
  • 22. How to calculate value? Build a funnel. Leads 200 Demos 25 Contracts 10 Sale 5 Average $5000 Value $25,000 Sale $25,000 / 25 = $1000
  • 23. How to calculate value? Build a funnel. Free Trials 1000 Average Duration 10 Signups 550 Revenue Value $11,000 Per Month $20 $11,000 / 1000 = $11
  • 24. How to calculate value? Build a funnel. Free Trials 1000 Average Duration 10 Signups 550 Revenue Value $11,000 Per Month $20 $11,000 / 550 = $20
  • 25. How to calculate value? Build a funnel. Purchases 540 Value $27,000 $27,000 / 540 = $50
  • 26. What is each worth? Leads $125 Demos $1000 Free Trials $11 Signups $20 Purchases $50
  • 27. What channels drive those actions?
  • 28. What are your direct channels? Affiliate PPC Channel SEO Referral Display Retargetting Email Facebook Ads Twitter Ads Offline (Direct)
  • 29. What are your direct channels? Channel Leads Affiliate 210 PPC 195 Channel 90 SEO 165 Referral 180 Display 195 Retargetting 225 Email 45 Facebook Ads 30 Twitter Ads 15 Offline (Direct) 150 Total 1,500
  • 30. How many actions per channel? Channel Leads Value ($125) Affiliate 210 $26,250 PPC 195 $24,375 Channel 90 $11,250 SEO 165 $20,625 Referral 180 $22,500 Display 195 $24,375 Retargetting 225 $28,125 Email 45 $5,625 Facebook Ads 30 $3,750 Twitter Ads 15 $1,875 Offline (Direct) 150 $18,750 Total 1,500 $187,500
  • 31. And the cost? Channel Leads Value Cost Affiliate 210 $26,250 $10,500 PPC 195 $24,375 $14,625 Channel 90 $11,250 $9,000 SEO 165 $20,625 - Referral 180 $22,500 $4,500 Display 195 $24,375 $22,425 Retargetting 225 $28,125 $7,875 Email 45 $5,625 $450 Facebook Ads 30 $3,750 $1,050 Twitter Ads 15 $1,875 $2,025 Offline (Direct) 150 $18,750 $15,000 Total 1,500 $187,500 $87,450
  • 32. Finally, the cost-per-action. Channel Leads Value Cost CPA Affiliate 210 $26,250 $10,500 $50 PPC 195 $24,375 $14,625 $75 Channel 90 $11,250 $9,000 $100 SEO 165 $20,625 - $- Referral 180 $22,500 $4,500 $25 Display 195 $24,375 $22,425 $115 Retargetting 225 $28,125 $7,875 $35 Email 45 $5,625 $450 $10 Facebook 30 $3,750 $1,050 $35 Ads Twitter Ads 15 $1,875 $2,025 $135 Offline 150 $18,750 $15,000 $100 (Direct) Total 1,500 $187,500 $87,450 $58
  • 33. What are your hubs?
  • 34. What are your hubs? Website Sales Team Design Collateral Development Tradeshows/Events Conversion Rate Videos Optimization Swag
  • 35. What are your activities?
  • 36. What are your activities? Activities Supporting Time-bound Sponsorships Design Launches Content/UGC Development Events Blogging CRO Webinars PR Copy Tradeshows Social Media Collateral Meetups Community Tradeshows Branding Offers/Pricing Retention
  • 37. Your landscape includes: Actions that drive the business. Channels that result in actions. Hubs that require support. (and can be optimized) Activities that help boost everything.
  • 38. Performance! !  PPC! !  Affiliate! Influencers" Bloggers" MARKETING! Affiliate networks! !  Display media! LANDSCAPE! !  Retargeting! !  SEO! !  Site sponsorships! Accessibility/usability" !  Distribution partnerships! Keyword research/targeting" Link building" !  Paid social marketing! !  Customer Cohort !  Product Marketing! !  Social Media! Messaging" Analysis! Twitter" Landing pages" !  Retention Behavior! Facebook" Product tiers and features! !  Targeted Programs! New sites (Q&A)! !  Offers! !  Churn Reduction! Free trials/deals" !  Email Marketing! !  Winback Programs! Inbound! Promotions! Moz Top 10! 1.  SaaS !  Conversion Rate !  Referral Programs! !  Community Marketing! Optimization! Management! 2.  Community! Conversion! Engagement! Retention! YOUmoz" Moderator development" 3.  Education! !  Product Hand Off! !  Events! !  Training & Meetups" Education! Seminars" !  Nurture Email Webinars" Program! !  Awesome Content! !  Proactive Customer Blog" Service! Guides" Big content projects" !  Branding ! Video" !  Press Relations! Infographics" Coverage " " Industry experts" Interviews" " !  Event Sponsorships! !  Business Development! !  Word of Mouth! !  Roger!! Awareness/Brand!
  • 39. Take a deep breath You now everything you need to budget.
  • 40. Creating your budget Cost, return, timing and staffing.
  • 41. Budget method Bottom up $5,000,000 in revenue How many customers or “actions” does that require?
  • 42. Budget method Top down $1,000,000 budget What sort of performance can we expect from that?
  • 43. Objectives of a budget Channels -What months are we doing this? -How/who is managing (cost)? -How much should we spend? -Expected performance and return. Activities -What months are we doing this? -How/who is managing (cost)? -How much will it cost? What our expected KPIs per month? What are we ok not doing?
  • 44. Channels & Activities Budget Costs January 2012 February 2012 Who Media Exec. Mgmt. Notes Media Exec. Mgmt. Notes Channels Launch PPC Chris $10,000 - - - $20,000 - - boost New Affiliate Janet $1,000 - - - $1,200 $1,000 - banners Activities Media PR Illuminate $0 $500 $3,000 - $0 $5,000 $10,000 tour Seattle Events Emily - $5,000 - meetup - - - - Return Signup CPA Rev. Notes Signup CPA Rev. Notes Channels Launch PPC Chris 100 $100 $12,500 - 222 $90 $27,750 boost New Affiliate Janet 20 $50 $2,500 - 24 $50 $3,000 banners
  • 45. Considerations -Budget with padding and for rainy days. -Do you have seasonality? -Do you to include need staffing costs? -Revenue is nice. Profit is better. -Retention & repeat sales.
  • 46. Performance! !  PPC! !  Affiliate! Influencers" Bloggers" MARKETING! Affiliate networks! !  Display media! LANDSCAPE! !  Retargeting! !  SEO! !  Site sponsorships! Accessibility/usability" !  Distribution partnerships! Keyword research/targeting" Link building" !  Paid social marketing! !  Customer Cohort !  Product Marketing! !  Social Media! Messaging" Analysis! Twitter" Landing pages" !  Retention Behavior! Facebook" Product tiers and features! !  Targeted Programs! New sites (Q&A)! !  Offers! !  Churn Reduction! Free trials/deals" !  Email Marketing! !  Winback Programs! Inbound! Promotions! Moz Top 10! 1.  SaaS !  Conversion Rate !  Referral Programs! !  Community Marketing! Optimization! Management! 2.  Community! Conversion! Engagement! Retention! YOUmoz" Moderator development" 3.  Education! !  Product Hand Off! !  Events! !  Training & Meetups" Education! Seminars" !  Nurture Email Webinars" Program! !  Awesome Content! !  Proactive Customer Blog" Service! Guides" Big content projects" !  Branding ! Video" !  Press Relations! Infographics" Coverage " " Industry experts" Interviews" " !  Event Sponsorships! !  Business Development! !  Word of Mouth! !  Roger!! Awareness/Brand!
  • 47. Be ok with what you’re not doing.
  • 48. Measuring performance Goals, KPIs, metrics and sharing data.
  • 49. Set monthly goals KPIs Owner Metric Jan. Feb. Overall Signups Jamie Signups 1,000 1,200 Sales Jamie Revenue $125,000 $150,000 Channels Signups 100 222 PPC Chris CPA $100 $90 Affiliate Janet Signups 20 24 Traffic & Social Visits Daniel Visits 100,000 110,000 Twitter Emily Followers 20,000 22,000
  • 50. Track metrics weekly SEOmoz’s KPIs: Membership Stats Site Traffic Free Trials Visits Paid Trials Search Visits Signups Referral Visits Voluntary Cancels Direct Visits Involuntary Cancels Social Media Visits Weekly Churn % Paid Member Count Social/Community Paid PRO Twitter Followers Total PRO (including trialers) Facebook Fans Users in Free Trial LinkedIn Followers Subscribers by Tier LinkedIn Group Members RSS Subscribers SEO Stats (many!) Blog Comments
  • 51. Make it easily accessible Using Google Spreadsheets, compare to the past, and add commentary.
  • 52. Make it easily accessible Email to the company or department, each week
  • 53. Create detailed worksheets For primary channels/activities. Owned by team members.
  • 54. Comparing performance 3 primary ways: 1.Vs. Prior Period (week or month) 2.Vs. Rolling Average (6 or 12 week) 3.Vs. Peer, Competitor or Benchmark data
  • 55. Consider a status board We use Geckoboard:
  • 56. Twice yearly off-sites - Deep dive on metrics and performance - Brainstorm activities, based on your metrics: - Brainstorm, estimate, develop, test, iterate, evaluate, repeat.
  • 58. Employee performance Don’t judge employee performance on metrics alone. Just as important are culture-fit, values alignment, intuition and willingness/ ability to learn.
  • 60. Thanks! Jamie Steven VP Marketing SEOmoz Twitter @jamies LinkedIn http://linkedin.com/in/jamies

Editor's Notes

  1. \n
  2. We make SEO software.\nSEOmoz isn't sophisticated with our FP&A.\nBut we do have a complex marketing operation.\nWe don’t have a sales team.\nMulti-discipline and multi-channel approach.\nYMMV- I’ve come up as an online-marketer, and affects this advice.\n
  3. Before we begin.\nLet’s take a look at how:\nMarketing budgets (and projects) have changed, and what to expect in the coming year\n
  4. If we got back to the old days.\nMost of the marketing we did was loosely attributable.\nBusinesses would do lots of forms of marketing, hope some of it works, and repeat the process.\n
  5. But analytics changed that.\n
  6. We can now know the direct ROI of most of the marketing we do.\n
  7. For the last ten years we’ve been able to measure the ROI of individual channels.\n
  8. The future is going to be about measuring the incremental lift of having multiple channels.\n
  9. But it’s not just attribution that’s changed.\nThe activities of marketing have expanded dramatically.\nIt’s become an alphabet soup.\n
  10. In preparing for this presentation, I got anxiety just thinking about preparing my budget for 2012.\n
  11. Another thing that has changed is marketers themselves.\n
  12. Marketers now need to be generalist specialists.\n
  13. They also need to be what I call technical marketers.\nSelf-reliant. A one stop shop of kick ass.\nCan devise a campaign, estimate success, pull the list, create the email template, send it, and measure and report on it.\n
  14. Marketers need to know how to prioritize their work-- and that requires data (and intuition).\n
  15. And to cap it all off, some people dion’t even call it marketing anymore.\nSilicon Valley companies now call it “growth”.\nI don’t subscribe to that.\n
  16. So what are we discussing today?\n
  17. Before you build your budget, I’ve got a way make the process a little easier, and make sense of everything you can be doing next year.\nIt starts with understanding your marketing landscape.\nThe actions, channels, hubs and activities that power your efforts.\n
  18. So let’s start with your actions.\nThese are the actions that make you money.\nThe actions might make you want to ring a bell.\n(now if you’re high volume you wouldn’t want a bell going off every 20 seconds)\n
  19. Start with determining what makes you money?\nHow does the CEO judge marketing success?\n
  20. And how much is each of those “actions” worth?\n
  21. How you do calculate the value?\nBuild a simple funnel.\n
  22. \n
  23. Doesn’t consider the time value of money.\n
  24. Doesn’t consider the time value of money.\n
  25. Doesn’t consider the time value of money.\n
  26. Doesn’t take into consideration the time value of money, or revenue over time.\nThat’s when you’re talking financial planning and analysis\n
  27. Channels can be attributed to an action.\nYou have direct control over their performance.\nThey usually cost money.\n
  28. Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  29. Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  30. Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  31. Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  32. Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
  33. Hubs where transaction/conversion activity take place.\nHubs needs to be optimized or require assistance.\n
  34. Might be a website, or a sales team.\nHubs needs support.\nOptimizing a hub has the best returns of any marketing optimization you do.\nIncrease the conversion rate of your website and boost all sales.\n\n
  35. Activities aren’t attributable but that help the performance of your activities, but don’t necessarily have a direct ROI.\n
  36. This includes standard marketing activities, supporting work, and things that are time bound like launches, events and webinars.\n
  37. So in summary, your landscape includes:\n
  38. SEOmoz visualized our landscape so we can explain how we do marketing.\n
  39. Take a deep breath.\nYou now everything you need to budget.\n
  40. Ok, let’s build a budget.\n
  41. Start with if your going to be using either bottom up, or top down method.\n
  42. \n
  43. \n
  44. \n
  45. \n
  46. And even though you may have captured every possible marketing activity and channel with your marketing landscape, doesn’t mean you should be doing it.\n
  47. Focus on what returns value.\nThis is where data & intuition come in.\nMarketing is managing opportunity– be confident with what you choose to as well as not to.\n
  48. You’ve built your budget.\nNow you need to measure performance as the year progresses.\n
  49. Review prior performance to and look at month to month performance growth.\nBase on activities you’re going to have in specific months.\nAssign owners for every metrics.\nFocus on the actionable.\n
  50. These are our metrics.\n
  51. In Google Docs.\nAdd commentary.\nCompare to prior periods.\n\n
  52. \n
  53. Dive deep on a channel and add all of the relevant metrics.\nFor PPC that would be: impressions, position, clicks, cost, ctr, cpc, conversion rate.\nUpdated each week, and roll metrics up monthly.\n
  54. Agencies are great for benchmark data.\n
  55. \n
  56. \n
  57. Progress, not just success\n
  58. \n
  59. This process is not intended to be limit your efforts,\nbut instead provide two things:\n1) Direction on what performance you can expect.\n2) And on what’s working and what’s not.\n
  60. \n