As marketers we enjoy a good campaign, viral video, social proof just as much as anyone. But at the end of the day, what does it matter? What did that great awareness campaign change? What specific activity moved the needle? Why aren’t more marketers measuring their ROI in cold hard cash in the bank? Because it’s hard. Because it’s easier to say a campaign is successful if it is seen by a kajillion eyeballs. But eyeballs don’t pay the bills. In this session, Anastasia Valentine will talk about marketing, measurement, success and ROI. You’ll leave with strategies to make the right campaign investments, ROI calculations, and tools to justify more budget based on facts while leaving you some room to experiment.

1. egos & eyeballs
DON’T PAY THE BILLS
ANASTASIA VALENTINE
CMO, VERSATURE
DATA-DRIVEN MARKETING:

2. I’d treat you like a queen
and never 404 you.
If I were a landing page,
I’d only want to convert you.
MARKETING
WE WISHED
ACTUALLY WORKED
pickup lines
Why don’t you opt-in so we can
make beautiful business together?
You should have dinner with me.
My ROI is through the roof!

3. MARKETING
& NOWthen

4. SO MANY CHANNELS,
SO LITTLE TIME
SOURCE: DIGITAL MARKETING TRENDS FOR 2017 - SMART INSIGHTS DIGITAL MARKETING ADVICE

5. SO YOU THINK YOU’RE A
ROCK STAR MARKETER?
My budget is bigger than
your budget!
My blog post got 100
million views!
Our latest digital campaign
got 10 billion clicks!
My social share had 32
kajillion impressions!

6. YOU PROBABLY THINK
THIS METRIC IS ABOUT
YOU!
Vanity metrics are anything that doesn’t
directly contribute to generating revenue
for the company.
Are vanity metrics even
valuable?
As a marketer, what do
they tell you?
you're so vain,

7. HOW DO I KNOW WHAT'S WORKING?

8. WE SHOULD BE USING THE
SAME LENS TO VIEW METRICS
SALES QUALIFIED LEAD
(REVENUE-BASED QUALIFICATION)
MARKETING QUALIFIED LEAD
(SOFT & EASY QUALIFICATION)

9. FACT: THERE SHOULDN’T BE A DIFFERENCE.
BUSINESS QUALIFIED LEAD = CUSTOMER FIT + REVENUE

10. WHO ARE THE REAL
MARKETING ROCKSTARS?
Data-Driven
Revenue-Focused
Partner with Sales
(SERIOUSLY!)
Focused on
Customer Success

11. DASHBOARDS:
KEEPING MARKETERS HONESTSample: Marketing Campaign Overview
Report generated by
Sample: Individual Campaign Performance

12. CALCULATING ROI
SIMPLE CALCULATION COMPLEX CALCULATION
OVERALL MARKETING ROI
(ALL CAMPAIGNS)
=
REVENUE (ACV, TCV, CLV)
-
MARKETING SPEND
=
+/- $$$
OVERALL MARKETING ROI
(ALL CAMPAIGNS)
=
REVENUE (ACV, TCV, CLV)
-
MARKETING INVESTMENT
-
OVERHEAD (8-10%)
-
COST (COST OF GOODS)
=
+/- $$$

13. WHAT ABOUT THE ?
DON'T THEY HAVE VALUE?
warm & fuzzies
Relationships
PR
Partnerships
New Connections

14. CHECK OUT
OUR STACK!
PROSPECT
MANAGEMENT
LEAD NURTURING,
SCORING,
AUTOMATION,
EMAIL MARKETING
CUSTOMER
RELATIONSHIP
MANAGEMENT
(CRM)
WEB MONITORING CAMPAIGN PHONE
METRICS
PROJECT
MANAGEMENT
COLLABORATION
(SDRs, SALES,
MARKETING)
DASHBOARDS,
METRICS
MANAGEMENT
BILLING

15. MARKETING FLOW
& MEASUREMENT

16. IS LIKE A MARKETER
WITHOUT ANALYTICS:
LOST, VISION-LESS, AND CONFUSED.
me without you
VISIT VERSATURE AT BOOTH 419
FOR EXPERT CHATS ON:
• CALL ANALYTICS MASHUPS WITH GA,
SALESFORCE, AND MORE
• CAMPAIGN OPTIMIZATION
• MARKETING STRATEGIES & OUR STACK
• 5-MINUTE MARKETING TUNE-UPS
• JENGA STRATEGIES
GET YOUR LINK TO OUR
"ELEVATING YOUR BRAND WITH
UNIFIED COMMUNICATIONS"
WHITEPAPER!
ENTER TO WIN A VERSATURE
BUSINESS SOS PACK!