For too long, financial services marketing departments have been seen as a cost center. It's time to prove—and improve—marketing's contribution to the bottom line using marketing automation and metrics that matter. Watch "Increase Assets Under Management with Marketing Automation: Marketing Analytics to Prove ROI" to learn how leveraging marketing automation can help you prove ROI on marketing programs and grow AUM.
Early stage program metrics such as email open rates and Facebook likes are great, but don't give you the full picture. At Marketo, our Advanced Report Builder enables us to dig deeper to discover how and which programs make the most impact on our revenue goals. See the slides to see the metrics Marketo uses to back its own program budget.
Check out this presentation to learn how Jessica Kao used Marketo’s Revenue Cycle Analytics (RCA) at two different companies, Fluidigm and GuideSpark, to help marketing speak the language of business. Learn how she did it, where to begin, and expert tips for overcoming obstacles in your own measurement journey.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
How to Test and Optimize Your Lead Nurturing StrategyMarketo
In this webinar, Marketo and SmartBear cover best practices for your lead nurture strategy.
Highlights include:
- Why segmenting your database is important
- A/B testing for lead nurturing
- Creating a consistent message for multiple channels
Managing Changes in Your Marketing OrganizationMarketo
These days, it's table stakes to implement digital tools to better engage with customers, but figuring out how to take full advantage of the technology and structure your team are a different matter altogether.
Check out this presentation by Marketo expert Shyna Zhang for an overview on how to make comprehensive digital marketing changes that positively affect your enterprise team.
Attend this exciting webinar to discover:
- The unique challenges of enterprise-level marketers
- How to make the case for marketing software and guide the change management process
- Tactics for optimizing your team's structure
Early stage program metrics such as email open rates and Facebook likes are great, but don't give you the full picture. At Marketo, our Advanced Report Builder enables us to dig deeper to discover how and which programs make the most impact on our revenue goals. See the slides to see the metrics Marketo uses to back its own program budget.
Check out this presentation to learn how Jessica Kao used Marketo’s Revenue Cycle Analytics (RCA) at two different companies, Fluidigm and GuideSpark, to help marketing speak the language of business. Learn how she did it, where to begin, and expert tips for overcoming obstacles in your own measurement journey.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
How to Test and Optimize Your Lead Nurturing StrategyMarketo
In this webinar, Marketo and SmartBear cover best practices for your lead nurture strategy.
Highlights include:
- Why segmenting your database is important
- A/B testing for lead nurturing
- Creating a consistent message for multiple channels
Managing Changes in Your Marketing OrganizationMarketo
These days, it's table stakes to implement digital tools to better engage with customers, but figuring out how to take full advantage of the technology and structure your team are a different matter altogether.
Check out this presentation by Marketo expert Shyna Zhang for an overview on how to make comprehensive digital marketing changes that positively affect your enterprise team.
Attend this exciting webinar to discover:
- The unique challenges of enterprise-level marketers
- How to make the case for marketing software and guide the change management process
- Tactics for optimizing your team's structure
Finding New Customers Through Engaging ContentMarketo
Everyone is talking about content. However, many businesses struggle to get started, build their team, and create enough engaging content to fuel their lead generation strategy. Watch this session with Dayna Rothman, Content Marketing Manager at Marketo, to learn how to construct a solid content marketing plan that converts.
Watch this session from the record-breaking New Rules of Marketing Virtual event to discover:
-How to create a rockstar content marketing team
-How to do more with less by using lean content marketing techniques
-How to build your content marketing plan based around themes and personas
-Examples from Marketo's own content marketing successes
It's not enough to just acquire new names - you need to engage them, create relationships and ultimately move them through the funnel to become customers.
In this webinar, we explain how to:
- Focus on the right inbound activities
- Nurture leads until they are sales-ready
- Use analytics to identify what's working - and what isn't
Marketing for Asset Management: How to Build Programs that Grow AUMMarketo
While prospects and clients become more tech savvy, you are still tasked with the same objective: build trust, educate prospects on macro-economic events that will impact investments and grow AUM. Listen to Mike Madden, Senior Demand Programs Manager at Marketo, to learn how to nurture prospects by investor persona, drive personalized engagement at scale, and build long-lasting relationships through digital channels.
As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and ...Marketo
In this presention, you'll learn how to get the most out of your content by optimizing your campaigns and landing pages. See how you can take online advertising one step further and personalize your outbound digital ads with personalized retargeting.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
The Quest for the Holy Grail: Driving Predictable RevenueMarketo
Do you want to significantly boost predictable revenue, the holy grail of SaaS companies? Of course you do! Watch this session to discover how TrackMaven, a competitive intelligence and analysis company for digital marketers, was able to leverage Marketo and Fliptop, a predictive lead scoring company, to meet their lofty sales goals.
The New Marketing Champ: 5 Steps to Real-Time Account-Based MarketingMarketo
Modern marketers are expected to generate revenue and help organizations meet strategic goals. Account-Based Marketing enables marketers to create a broader reach and more marketing-sourced deals within your company's most critical accounts.
When Panaya faced the challenge of generating more revenue from Fortune 1000 organizations, they leveraged Insightera and Marketo to create a real-time Account-Based Marketing program. With these solutions, Panaya created a full-funnel content stream to attract, engage, and convert key accounts.
In this live webinar, an all-star line-up will help you discover:
-What Account-Based Marketing is
-How you can target desired accounts onsite in real-time
-Best practices for expanding content reach for a new market
-Steps to creating an Account-Based Marketing program
-How to extend your top-of-funnel reach to accelerate customer acquisition
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
Driving Marketing Automation Success Across the Enterprise: Revenue Funnel MarketoEnterpriseContent
Join Marketo for a webinar on best practices for optimizing each stage of your revenue funnel. You'll learn:
• How to manage the entire funnel from end to end
• Best practices for evaluating your overall technology stack
• Tips on defining the stages of your funnel
Want to learn how to unlock the full potential of your marketing automation technology with Salesforce data?
Listen in to our on-demand webinar with Marketo's Adrienne Whitten and Bluewolf's Mark Townsend to learn:
• Why integration is essential for customer journey design
• What marketers really need from their data
• Four barriers to high performance campaigns
• How to design and build programs that scale
From Email to Advocates: How to Amplify Your Marketing with SocialMarketo
There are many factors required for a successful marketing campaign, but if you aren't enabling your advocates to share your content and messages, you're missing a huge opportunity to drive awareness, social engagement, and website traffic. In today's socially-connected world, its more critical than ever that marketers maximize their social reach to amplify their marketing messages and credibility.
Listen in as DJ Waldow, Digital Marketing Evangelist at Marketo, and Gregory Shove, Founder and CEO at SocialChorus, demonstrate how to create emails that encourage social sharing, and how to develop an advocacy program that can transform your customers into advocates.
You'll learn how to:
-Encourage advocates to share content from existing email campaigns
-Leverage marketing automation data to find existing advocates
-Empower advocates to create and share brand content
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
Pocket Your Key Targets with Account Based MarketingMarketo
Similar to a game of pool, account-based marketing (ABM), is about technique, strategy, and sinking the targets you're after. Watch this on-demand webinar to discover how ABM can help you target key accounts and get the desired results with the right technique.
Check out this presentation by Marketo's Vidya Chadaga and discover how nurturing can get you on the path to long-term, lasting relationships with your customers!
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
5 Critical Steps to Account-Based MarketingMarketo
Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.
Finding New Customers Through Engaging ContentMarketo
Everyone is talking about content. However, many businesses struggle to get started, build their team, and create enough engaging content to fuel their lead generation strategy. Watch this session with Dayna Rothman, Content Marketing Manager at Marketo, to learn how to construct a solid content marketing plan that converts.
Watch this session from the record-breaking New Rules of Marketing Virtual event to discover:
-How to create a rockstar content marketing team
-How to do more with less by using lean content marketing techniques
-How to build your content marketing plan based around themes and personas
-Examples from Marketo's own content marketing successes
It's not enough to just acquire new names - you need to engage them, create relationships and ultimately move them through the funnel to become customers.
In this webinar, we explain how to:
- Focus on the right inbound activities
- Nurture leads until they are sales-ready
- Use analytics to identify what's working - and what isn't
Marketing for Asset Management: How to Build Programs that Grow AUMMarketo
While prospects and clients become more tech savvy, you are still tasked with the same objective: build trust, educate prospects on macro-economic events that will impact investments and grow AUM. Listen to Mike Madden, Senior Demand Programs Manager at Marketo, to learn how to nurture prospects by investor persona, drive personalized engagement at scale, and build long-lasting relationships through digital channels.
As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and ...Marketo
In this presention, you'll learn how to get the most out of your content by optimizing your campaigns and landing pages. See how you can take online advertising one step further and personalize your outbound digital ads with personalized retargeting.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
The Quest for the Holy Grail: Driving Predictable RevenueMarketo
Do you want to significantly boost predictable revenue, the holy grail of SaaS companies? Of course you do! Watch this session to discover how TrackMaven, a competitive intelligence and analysis company for digital marketers, was able to leverage Marketo and Fliptop, a predictive lead scoring company, to meet their lofty sales goals.
The New Marketing Champ: 5 Steps to Real-Time Account-Based MarketingMarketo
Modern marketers are expected to generate revenue and help organizations meet strategic goals. Account-Based Marketing enables marketers to create a broader reach and more marketing-sourced deals within your company's most critical accounts.
When Panaya faced the challenge of generating more revenue from Fortune 1000 organizations, they leveraged Insightera and Marketo to create a real-time Account-Based Marketing program. With these solutions, Panaya created a full-funnel content stream to attract, engage, and convert key accounts.
In this live webinar, an all-star line-up will help you discover:
-What Account-Based Marketing is
-How you can target desired accounts onsite in real-time
-Best practices for expanding content reach for a new market
-Steps to creating an Account-Based Marketing program
-How to extend your top-of-funnel reach to accelerate customer acquisition
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
Driving Marketing Automation Success Across the Enterprise: Revenue Funnel MarketoEnterpriseContent
Join Marketo for a webinar on best practices for optimizing each stage of your revenue funnel. You'll learn:
• How to manage the entire funnel from end to end
• Best practices for evaluating your overall technology stack
• Tips on defining the stages of your funnel
Want to learn how to unlock the full potential of your marketing automation technology with Salesforce data?
Listen in to our on-demand webinar with Marketo's Adrienne Whitten and Bluewolf's Mark Townsend to learn:
• Why integration is essential for customer journey design
• What marketers really need from their data
• Four barriers to high performance campaigns
• How to design and build programs that scale
From Email to Advocates: How to Amplify Your Marketing with SocialMarketo
There are many factors required for a successful marketing campaign, but if you aren't enabling your advocates to share your content and messages, you're missing a huge opportunity to drive awareness, social engagement, and website traffic. In today's socially-connected world, its more critical than ever that marketers maximize their social reach to amplify their marketing messages and credibility.
Listen in as DJ Waldow, Digital Marketing Evangelist at Marketo, and Gregory Shove, Founder and CEO at SocialChorus, demonstrate how to create emails that encourage social sharing, and how to develop an advocacy program that can transform your customers into advocates.
You'll learn how to:
-Encourage advocates to share content from existing email campaigns
-Leverage marketing automation data to find existing advocates
-Empower advocates to create and share brand content
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
Pocket Your Key Targets with Account Based MarketingMarketo
Similar to a game of pool, account-based marketing (ABM), is about technique, strategy, and sinking the targets you're after. Watch this on-demand webinar to discover how ABM can help you target key accounts and get the desired results with the right technique.
Check out this presentation by Marketo's Vidya Chadaga and discover how nurturing can get you on the path to long-term, lasting relationships with your customers!
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
5 Critical Steps to Account-Based MarketingMarketo
Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.
Get Scrappy: Smarter Digital Marketing for Businesses Big and SmallMarketo
When it comes to marketing, it’s the best of times and the worst of times. New channels and technologies enable us to reach more people, build personal relationships, and deliver real value to our customers. However, budgets are tighter than ever and we’re constantly distracted by all of the shiny new things coming at us. The answer? Get scrappy!
Social Intelligence: How to Make Your Digital Campaigns SmarterMarketo
Check out this presentation featuring expert marketing experts from Marketo and Synthesio! You'll discover how today’s top brands are using social intelligence to listen to customers across social channels, better understand their needs and build smarter and more engaging marketing campaigns.
Integrating Marketing Automation into Your Technology StackMarketo
If you’re looking to arm your marketing team with a marketing automation platform, you’ll likely want to understand how it fits into your existing IT environment and what an implementation will look like.
Join Chris Pooley, Principal Solutions Architect, Enterprise at Marketo, for our 15-minute IT Architecture Chat to learn how Marketo’s Engagement Marketing Platform integrates seamlessly into your complex systems landscape, supporting often challenging scenarios like a multi-CRM environment and the enrichment of BI with marketing performance data.
We’re going back to the basics. Join Mike Tomita, Director of Online Marketing at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of digital marketing. We'll define the acronyms, translate the buzzwords, and give you the foundation you need to understand and implement an effective digital marketing strategy.
You'll learn:
- How digital marketing fits into your marketing mix
- Best practices for getting started and optimizing your programs
- Pitfalls, perils, and how to avoid them
Wake Up Sleepy Subscribers with Marketing AutomationMarketo
Up to 80% of email databases are classified as inactive.* These "sleepy subscribers" haven't engaged with your emails in months, which negatively impacts your overall email program health. But with the right re-engagement strategy, you'll discover a cost-effective way to convert inactive subscribers into revenue! Learn from email marketing expert Mike Madden in our webinar, "Wake Up Sleepy Subscribers with Marketing Automation!"
Social Media: The Rising Star for Your Digital Marketing StrategyMarketo
It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on social networks have created a huge opportunity to reach and engage audiences in a way that has never been possible. Tune into this webinar to learn how social media fits into your digital marketing strategy, what advertising options are available, how to reach your target audience, how to measure your results, and what you'll need to be successful.
Email marketing doesn’t need to be complex. Join Mike Madden, Sr. Demand Generation Program Manager at Marketo, to learn the fundamentals of email marketing. We'll define the metrics, discuss copy and design, and give you the essentials you need to understand and implement a bulletproof email marketing strategy.
You'll learn:
- How to write subject lines that beg to be opened
- Best practices for testing and measuring your email campaigns
- Pitfalls, perils, and how to avoid them
Using Cloud Tech and Social Network Tools to Keep Your Career in the GameTonya Thomas
A review of hidden LinkedIn features to keep your resume updated, plus common and little-known social networking and collaboration tools that can also be used to easily create an online portfolio of your work that can easily be maintained.
Presentation from CIMCIG Digital Marketing Workshop in March 2011. This presentation focuses on measuring what matters for your website.....outcomes or leads and understanding conversion rates.
Below are the five things attendees will come away learning:
1. What you should expect from a Database.
2. How to get the most out of your system.
3. The importance and value of s system that is easy to use.
4. Understanding what data needs to be collected.
5. The difference between Process Data versus Analyzing Data.
DMANF Digital Day Chicago - Data and AnalyticsHeather Marsh
A practical guide of how to analyze the success of your fundraising program, key metrics to consider and overall excellent advice from Kevin Moran of Integral
E Marketing PowerPoint Presentation SlidesSlideTeam
Explore our E Marketing PowerPoint Presentation Slides to showcase your online marketing plan. Digital marketing system PowerPoint complete deck contains visually appealing slides such as digital marketing key statistics, digital marketing channels, email marketing strategies, budget dashboard, pay per click advertising, statistics, strategies, budget dashboard, search engine optimization, display advertising, social media marketing, content marketing, ROI on digital marketing, digital marketing roadmap, and many more. The presentation deck is fully editable so that users can alter text, color, font size if they wish to, and present it in the shortest possible time. Using our internet marketing presentation design users can discuss the outcome and impact of online marketing on business. This comprehensive deck is perfect to measure the effectiveness of digital marketing campaign. Make an important marketing decision with this content ready fully editable online marketing channels PowerPoint templates. Download digital marketing medium presentation slides to explain the importance of online marketing and its advantages.
Why Digital Marketing is the next big growth lever for Private Equity investo...Shiv Narayanan
Shiv Narayanan spoke at Silicon Y'all, organized by Zane Tarence and the Founders Advisors team, on why digital marketing is the next big growth lever for Private Equity companies and CEOs.
Cornell: Random Hacks of Kindness: Ithaca Choice Demoams345
Implementation of new revenue generation models via new digital solutions for ad revenue.
Team Members:
Anusha Jain, BS ORIE '17
Jonathan Kim, BS ILR '17
Kyung Jae Cho, BS ILR '16
The 15 Minute Breakdown: The Answer to Signal LossTinuiti
Signal loss has been a challenge to navigate for marketers for quite some time now.
Signals have no where to go – but we found them a home. Let’s talk about it.
Join Tinuiti’s Data Privacy expert, Nirish Parsad, as he breaks down signal loss and shares insights on how to address one of marketing’s most pressing challenges – in just 15 minutes.
90% of the world's data was generated in the last 12 months, and a lot of that data is about the customer you want to reach. Traditional analytics platforms don't handle the new types of big data, and it can take months or years to get it into the hands of marketers. Join us to learn how leading brands are using Wave, the Salesforce Analytics Cloud to:
• Understand customers like never before by joining data from applications, databases and even products in a single view
• Supercharge marketing personnel by putting the answer to any question in the palms of their hands, on their mobile devices
• Shorten the cycle time to innovate by quickly connecting the dots from marketing to sales to service with a single analytical view
Ever get the question “what budget does your channel need next year?” If so, this is the session for you! This session will teach you how to create performance forecasts decision makers will love, and clients truly need to help them grow; even when you don’t know your exact media budget just yet.
Key Takeaways:
Improving the accuracy of your forecasts
Increase transparency and educate your colleagues about your channel
Create one forecast that speaks to almost any budget scenario
About the speaker – A digital marketing veteran, Derrick, is a currently a Paid Media Manager at Augurian. From e-commerce to Iraqi real estate, Derrick has seen it all and carries a special passion for connecting strategies, teams, and platforms to support business objectives.
Speaker: Derrick Turner, Augurian
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...Hanapin Marketing
This session will cover three aspects of YouTube ads:
1. Creative - Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube.
2. Targeting - Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords.
3. Strategy - The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.
Digital Marketing Channels Powerpoint Presentation SlidesSlideTeam
Talk about online marketing channels with readymade digital marketing channels PowerPoint presentation slides. This exclusive e-marketing PPT will be very useful for people in digital marketing. Showcase different ways to promote your business, services, and products by using our e-marketing PowerPoint template. This content ready e-marketing channel presentation consists of a total of 62 slides. All the slides are completely editable and can be easily changed as per your requirement. The social media marketing channel PowerPoint complete deck covers various topics like digital marketing key statistics, email marketing, pay per click advertising, search engine optimization, display advertising, social media marketing, content marketing, elements of digital marketing, digital marketing channels, ROI on digital marketing, digital marketing strategy framework, roadmap to digital marketing strategy, digital marketing summary dashboard, digital marketing ROI report and many other slides. Download this digital advertising channel PowerPoint theme to expand the horizons of your business and to increase the sales revenue. Our Digital Marketing Channels Powerpoint Presentation Slides act like elbow grease. They enhance the force of your effort. https://bit.ly/2UOOzSl
Digital Marketing Channels PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Digital Marketing Channels PowerPoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with sixty two slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Digital Marketing Channels Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
7 approaches to achieving progressive growth in digitalSerge Milbank
The Basics
1. Building up channels
2. Reporting
Volume drivers
3. Programmatic Buying
4. Member Get Member Programs
Advanced stuff
5. Data Management Platforms
6. Cross Platform
7. Growth Hacking
Is data driving your budget planning & decisions? It should be. This interactive session comes with a two-fold perspective led by Montreat College’s former Vice President of Marketing & Enrollment and Plattform’s data-driven experts in education marketing. This session will explore critical areas including: how deep does your data allow you to analyze, and how to manage performance along with expectations based on data. This presentation will involve key discussions such as setting realistic enrollment expectations based on budget and having those difficult conversations with institutional leadership.
Presenter:
Lyle Kraft
Executive Vice-President of Enrollment Marketing
PlattForm
Impletementing Analytics - Stop talking, Start doing! by Ben Salmon, We are C...Jahia Solutions Group
Ben Salmon, Co-Founder of We are Crank talks about the importance of learning from data coming from various sources such as Digital Ads, Emailing campaigns, etc. He does a great job in explaining us to act upon the data insights.
Adido was in attendance at VAC 2019 delivering a seminar on marketing with 2020 vision.
This session highlighted marketing strategies to consider over the next 12 months.
Coming from our real-world experience of working with numerous visitor attractions in the UK and over 15 years of experience.
This seminar outlined where you can get more ticket sales and save yourself from making mistakes with your budget.
Adido was in attendance at VAC 2019 delivering a seminar on marketing with 2020 vision.
This session highlighted marketing strategies to consider over the next 12 months. Coming from our real-world experience of working with numerous visitor attractions in the UK and over 15 years of experience. This seminar outlined where you can get more ticket sales and save yourself from making mistakes with your budget.
Similar to Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
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Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
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https://arxiv.org/abs/2306.08302
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https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
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Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
1. Increase Assets Under Management
with Marketing Automation
Part 3: Marketing Analytics to Prove ROI
Mike Madden
Demand Generation
Program Manager
Marketo
Joe Paone
Manager, SMB
Marketing
Marketo
2. • This webinar is being recorded! Slides and recording will be sent to you after the
webinar concludes.
• Have a question? Chat in the bottom right and I’ll get to your questions after the
webinar.
• Posting to social? Use our hashtag - #mktgnation
• There is a brief survey after this webinar.
Housekeeping
3. 1. Why Marketing Analytics to Prove ROI is a Challenge for Asset Management Firms
2. What Metrics are Important
3. How to Track Programs
4. How to Leverage Marketing Analytics to Optimize Campaigns (and ROI)
5. Case Study: Financial Firm Paradigm Life
Agenda
4. Only 32% of marketers pursue a data-first strategy, and less
than half of marketers feel prepared for a data-driven
marketing future.
B2B Marketing and Marketscan April 2015
5. Only 1 in 4 marketers can prove their impact on the business.
6. Why Are Metrics So Challenging for Asset Management?
Marketing Data
Sales Data
Email Analytics
Web Analytics
Client Data
7. Why Are Metrics So Challenging for Asset Management?
Acquisition
Retention
Asset Consolidation
For each client
journey, the data you
need may exist in
multiple locations.
This makes driving
business intelligence
extremely difficult.
8. Tracking for the win!
1 • Lead Source
2 • Acquisition Program
3 • Successes
4 • Cost
5 • AUM or Revenue
Set yourself up for
success!
9. The Right Metrics:
• New Names
• New Qualified Names
• Cost per new name
Early
TOFU
• MQLs
• SQLs
Mid
MOFU
• Opportunities
• Pipeline
• Revenue or AUM Won
Late
BOFU
TOFU
Attract
MOFU
Engage
BOFU
Close
11. Targets vs. New Names
Channel Cost Members Successes
New
Names
Targets
Cost per
new
name
Cost per
target
% New
Names
%
Targets
Content
Syndication
$210,000 8923 7023 6671 6597 $31 $32 75% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
New Name
New lead to your
database
Target
New lead with specific
qualities
12. Channel Cost Members
Successe
s
New
Names
Targets
Cost per
new
name
Cost per
target
% New
Names
%
Targets
Content
Syndication
$210,000 8923 7023 6671 6597 $31 $32 75% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
Cost per new name vs. cost per target
Cost per new name
Total cost / total new names Cost per
target
Total cost /
total targets
13. % New Names vs. % Targets
Channel Cost Members Successes
New
Names
Targets
Cost per
new
name
Cost per
target
% New
Names
%
Targets
Content
Syndication
$210,000 8923 7023 6671 6597 $31 $32 75% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
% New Names
% of members are new names –
high percentage are good
programs for filling the top of the
funnel
% Targets
% of new names are targets – high
percentage means you are receiving
the right quality names
14. TOFU Analysis
Channel Cost Members Successes
New
Names
Targets
Cost per
new name
Cost per
target
% New
Names
%
Targets
Content
Syndication
$210,000 8923 8923 7421 7398 $28 $28 83% 99%
Email -
Sponsored
$140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
Which channels are the best for TOFU
objectives?
Which channels are bringing in the most
new names?
Which channels are bringing in the most
targets (the right names)?
Which channels offer the best value for
new names and targets?
15. • FT = First Touch
• Acquisition Program = 100% of the credit
• MT = Multi Touch
• Programs in between acquisition and opportunity = divided credit
FT vs. MT
Event
Clicked on
email
Attended
Webinar
Clicked on
Email
Downloaded
White Paper
Opportunity
Opened
($250M)
FT
Program that generated
prospect (acquisition
program) = 100% of credit
MT
All programs that touched
the lead and contributed to
an opp = divided credit
(20% each in this example)
Example customer journey: Acquisition Program Opportunity
17. FT vs. MT Pipeline
Channel FT Pipeline MT Pipeline
PPC $410,000 $525,000
Webinars $220,000 $903,000
Content Syndication $325,000 $117,000
More efficient at
pushing leads
through funnel
More efficient at
acquiring the right
leads
18. MOFU Analysis
Channel Cost FT Opps
Cost/FT
Opp
FT Pipeline
FT
Pipeline/Cost
MT Opps
Cost/MT
Opp
MT Pipeline
MT
Pipeline/Cost
Days to
Opp
Content
Syndication
$2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115
Email -
Sponsored
$1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98
Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107
Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124
Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99
PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87
Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127
Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74
MOFU Analysis
Determine which channels are
responsible for generating the
most opportunities and pipeline
to determine ROI
19. TOFU + MOFU Analysis
Channel
FT
Opps
FT
Pipeline/Cost
MT
Opps
MT
Pipeline/Cost
Content
Syndication
285 6 216 5
Email -
Sponsored
210 7 196 9
Live Events 116 4 118 3
Virtual Events 97 13 35 17
Webinars 110 3 196 21
PPC 267 8 238 7
Social 104 3 104 4
Website 320 N/A 450 N/A
Channel
Cost per new
name
Cost per
target
% New
Names
% Targets
Content
Syndication
$28 $28 83% 99%
Email -
Sponsored
$29 $30 48% 97%
Events $45 $62 24% 72%
Virtual Events $5 $25 40% 22%
Webinars $10 $10 10% 96%
PPC $109 $120 70% 90%
Social $69 $81 70% 85%
Website $0 $0 91% 99%
TOFU +
MOFU
Analysis
Some
programs are
good at
acquiring
new names
and other a
better at
pushing
leads
through the
funnel
20. Program Analysis
Program Name
Opportunity
Name
Opportunity
Value
Success
FT Opportunities
Created
FT Pipeline
Created
MT Opportunities
Created
MT Pipeline
Created
Volatility Email #1
Firm 1 $150,000 1,000 0 $0 0.10 $15,000
Firm 2 $45,000 1,000 0 $0 0.33 $15,000
Firm 3 $60,000 1,000 0 $0 0.25 $20,000
Firm 4 $90,000 1,000 0 $0 0.20 $18,000
Firm 5 $25,000 1,000 0 $0 0.01 $250
Firm 6 $185,000 1,000 0 $0 0.10 $18,500
Firm 7 $20,000 1,000 0 $0 0.20 $4,000
Grand Total $575,000 1,000 0 $0 1.19 $90,750
21. Opportunity Analysis
Opportunity
Name
Opportunity Value Program Channel Program Name
FT Opportunities
Created
FT Pipeline
Created
MT
Opportunities
Created
MT Pipeline
Created
Firm 6 $185,000
Email – Batch
Volatility Email #1 0 $0 0.10 $18,500
Volatility Email #2 0 $0 0.10 $18,500
Volatility Email #3 0 0.10 $18,500
Website
DG2WP 0 $0 0.10 $18,500
Pricing 0 0.10 $18,500
Email - Nurture Nurture Email #1 0 $0 0.10 $18,500
Social – Organic LinkedIn 0 $0 0.10 $18,500
Event – Live XYZ Event 0 $0 0.10 $18,500
Webinar XYZ Webinar 0 $0 0.10 $18,500
PPC Google – FA AUM 1 $185,000 0.10 $18,500
Grand Total $185,000 1 $185,000 1.00 $185,000
23. • Evaluate programs against
metrics that matter
• Cost per new name and target
• Lead Source – track which sources
marketing is responsible for
• Amount of pipeline generated
compared to program spend (ROI)
• Number of opportunities created
Key Takeaways
24. • Look at programs at different time points
• Immediately – did it have the response I
expected? (# of new names)
• If not, what went wrong? How to optimize?
• 2-4 months later – did it generate
opportunities? Pipeline?
• Continuous reassessment – how does the
program do over time?
• Is the program still performing as it did in the
beginning?
Key Takeaways
25. Case Study – Paradigm Life
“We didn't have a lot of analytics. We didn't have a lot of data. We were just shooting in the dark
hoping we'd hit our target. Marketo allowed us to take our marketing strategy from inefficient,
chaotic, and slow to quick and efficient. We wouldn't be where we are today without Marketo.”
- Janae Telford, Digital
Content Marketing Manager
And with that let’s get going!
Brief introduction of Joe and Mike.
I wanted to lead with an interesting stat. According to B2B Marketing and Marketscan, only 32% of marketers pursue a data-first strategy, and less than half of marketers feel prepared for a data-driven marketing future.
Even more interesting, only 26% of CEOs feel they are able to measure and report on the contribution of marketing programs to the success of the business.
40% of CEOs feel that marketing programs made a difference but the contribution to the business goals were not measured or reported.
28% of CEOs say marketing appears to have made some impact on the business, but it is not clear whether or not the impact was material, nor could it be measured.
Lastly, 6% of CEOs say marketing programs made no difference at all. And the there is no clarity as to how marketing is contributing to your business.
This is generalized across industries and not specific to financial services, however based on our experience, it may be that these numbers are slightly higher for financial services companies.
For too long, marketing departments have been viewed as a cost center. But with the right analytics and program measurements, you can rightfully take your seat at the revenue table.
But it’s easier said than done. Traditionaly, tracking marketing metrics has been extremely difficult for asset managers.
Depending on size and complexity of your firm, it can truly be a silo’d org which makes it very difficult to drive business intelligence from data.
Why are metrics so challenging? The answer is usually multiple data sources.
CRM (SFDC): You may be depending on Sales activity or analytics to prove whether or not campaign was successful – this is an incomplete picture
Marketing data (SQL Tables): Prospect and marketing data may be managed by a different team (SQL)
Email Analytics: which could be an email service provider like Yesmail, Constant Contact, or Mail Chimp
Web Analytics: which might be Google Analytics or Adobe Site Catalyst
Paid programs for generating new names at the top of the funnel (Adwords, Sponsored emails)
And lastly, a place to store your client data, because typically client and prospect data does not co-mingle.
In order for your to consolidate you will have to become a vlookup expert. But even if you are, it will still be an incomplete picture and will be extremely difficult to attribute success to a specific campaign.
Ultimately, your goal is to drive business intelligence through data and optimize your dollars spent. Multiple data sources makes it challenges to piece together the big picture and understand where dollars spent generate the best ROI.
And the challenge of multiple data sources goes beyond new client acquisition. Your goal isn’t just to acquire clients but also to grow AUM through asset consolidation and client retention.
For each client journey, the data you need to prove ROI and the success of your programs may exist in multiple locations. This makes driving business intelligence extremely difficult.
So you know you need to measure all of these programs, but how do you actually track these metrics from your programs?
Marketing automation can help you track all of the right key performance indicators to prove that every marketing dollar spent is worth the investment.
Here are some of the important things we track at Marketo:
Lead Source – tracks the channel in which a lead enters our database – this could be PPC, Social, Sponsored Email or even the website
Acquisition Program – tracks the specific program that brought the lead into our database, for example if a new lead was brought in via PPC, the lead source would be PPC and the acquisition program would be the specific program that brought it in whether that is a keyword or geography
Successes – measure engagement within each channel. We classify successes differently for each channel. For example, if someone registers for a webinar – they are not a success, but if they attend, they are a success. Successes track how much our leads are engaging with us directly.
Cost – you want to constantly track cost so you can keep track of how much each channel and program is costing you
Revenue, but in your case, AUM – by tracking revenue you can track which programs and channels are contributing the most revenue to growing your AUM
Alright, with that, I’ll hand it off to Joe. Joe, take it away.
Thanks Mike, I hope that everyone is doing well today. As Mike mentioned we both have many years experience in the asset management industry and we understand how challenging it can be to run a full analysis of your marketing programs. But we also understand the extreme importance of being able to do so. If marketing is to have a seat at the table and is looking to be considered something other than a cost center, it is absolutely necessary to be able to track all programs you are running and all of the touch points of your prospects. Is also means, you can no longer simply measure success by saying an email had a 30% open rate, for example. You have to be able to tie all prospect activity to whether or not they become a client and conduct a full attribution analysis to truly understand which marketing programs helped drive new client acquisition and Assets Under Management.
Ideally, you would be able to do this through a single platform like marketing automation. Otherwise, this could become extremely complex and cumbersome if you are working off of multiple platforms and have to export data and run vlookups.
Let’s take a look at how you can measure each marketing program you run as it relates to the funnel. For the next few slides, let’s consider that you are a focused on marketing to other financial firms and you are looking to increase the assets under management in a specific fund that you manage. You can also use a similar methodology if you are marketing to individual investors, but in the interest of time we’ll just go through a “B2B” example.
At the top of the funnel, you should be looking at your early stage programs and track the number of new names, the number of new, qualified names and how much you are paying for each one of those names. This type of top of the funnel analysis is important as it provides a basic indicator of how successful your programs are. It obviously doesn’t tell the whole story as you may run programs that are very targeted and yield a smaller number of leads, but those leads convert at a much higher percentage.
For that, we’ll look at middle of the funnel analysis. Here is where you can track how those new leads are converting – how many MQLs (or Marketing Qualified Leads; which is a lead that marketing deems qualified for sales to follow up on) are your marketing programs generating and of those MQLs how many are being accepted by sales to become a SQL (or Sales Qualified Lead; which is an MQL that was accepted as qualified by the sales team after a phone call or an email validated that lead).
And finally, we’ll review late stage or bottom of the funnel analytics. This is where we tie back our programs to opportunities created, pipeline generated and revenue or assets under management won.
Notice that no where are we analyzing email open rates or click to open rates or your PPC program click through rates or any other program level metrics. Those metrics are obviously important, but we are assuming that you already have solid understanding of how to optimize your campaigns at a program level. Senior management doesn’t care about those “in the weeds” metrics. If you have a meeting with your Chief Investment Officer, what they are interested in is how much did marketing spend and how much did AUM grow as a result from it.
Starting at the top of the funnel
Here is an example of SOME of the channels we leverage and what our TOFU analysis looks like.
We track how much we are spending on each channel, total number of members in each program, the number of successes for each program, new names and new targets acquired, cost per new name and target and percentage new names and targets.
It is important to track both new names and targets.
New names are just new leads to your database – this could be anyone. Could be someone with an HR title or Sales title or any other attributes that you consider to be not a specific target for your Sales team.
Targets will track qualified new names to your database – in your case, you may only consider people with “portfolio management” or “analyst” or “research” titles as people that are targets. All other titles would just be a new name that you added to your database. You can also add a behavioral filter to this and only count people as Targets if they meet your demographic or firmographic threshold and meet specific behavioral requirements as well, such as visiting a specific page on your website, or downloading a specific piece of content.
This again, works for those marketing to individual investors. You would most likely set an assets threshold to define your Target (such as people with over $500k in investable assets) and everyone else would be considered a new name. You could also use age, location, or any other attribute that is relevant to your firm to define what a Target is.
By organizing your marketing by channel, like we’ve just gone through, you are able to analyze which channels are the…
But this doesn’t tell the whole story. As I mentioned before, you may run programs that are very focused and yield a lower number Targets at a higher cost per Target, but they end up converting at a much higher rate. For that, we dive into MOFU analysis.
Before we dive into MOFU, let’s quickly define first touch and multi-touch.
Some people like to do FT attribution;
First touch is the first interaction that you defined as a success. It is essentially the program that brings in the Target. A person may see an ad about your company, they may do they’re own research, but the program they engage with first, will get credit as being the first touch.
Other people like to do MT attribution;
Multi-touch attribution is equally dividing credit among all the programs where that prospect has a success.
As an example, let’s say you are sponsoring a Morningstar event and meet an Institutional investor at your booth. This is the very first interaction with that person, and therefore this event would receive the FT attribution credit. They generated the prospect and when you analyze your programs, the Morningstar event would get 100% FT attribution for this prospect.
Let’s say after the Morningstar event, that same prospect is added to your email list and they click on an email. They then later attend a webinar, click on another email and download a white paper all before becoming an opportunity. You would then equally divide the credit among all 5 of those interactions, meaning each would receive 20% MT attribution.
In Marketo, we do all of this attribution for you in real time. If you are not using marketing automation, this is where it gets complex and you will most likely run into issues when trying to tie back attribution to specific programs.
Looking at MOFU analytics, you want to be able to track Cost, number of FT opps created, cost per FT opp created, FT pipeline, FT pipeline to cost ratio, number of MT opps created, cost per MT opp created, MT pipeline, MT pipeline to cost ratio, average number of days to opp.
By looking at first touch and multi-touch pipeline you can measure different types of effectiveness. A higher amount of pipeline generated for FT indicates which channels are more efficient at acquiring the right type of leads.
A higher amount of MT pipeline generated indicates which channels may be more efficient at pushing leads through the funnel.
By leveraging this type of MOFU analysis you are able to determine which channels are responsible for generating the most opportunities and pipeline to determine ROI
When you combine TOFU and MOFU analytics, you are able to tie back the channel or program cost to opportunities or pipeline. This is the type of metric that Senior management will be most interested in. How much did we spend and what did we get for it.
You can then leverage this information to help shape future campaigns and determine which channels or programs need to be reviewed or further optimized.
Finally, You can look at programs on aggregate or dive into specific program level detail.
With the previous slides we were primarily looking at different marketing channels. Of course you can and should dive into specific program details.
Here is an example of a program that we ran at the beginning of the year. Many of you may have been part of it. We put together a series of emails about market volatility and how marketing automation can help you acquire and retain clients during volatile times. These, of course, are ficticous numbers. But let’s say we received these results. We had 1,000 successes within this program and 7 different opportunities were created.
But with this analysis, we can see that we have generated 0 FT opps and 0 FT pipeline, This makes sense as we are looking at an email and all the people we sent the email to would have been acquired through different programs.
All 7 opportunities were MT opportunities. As a result, we receive partial credit for each opp and a percentage of the total pipeline. In total, this email program yielded just over $90k in MT pipeline.
Let’s say you want to dive into a specific opportunity. Let’s take, for example, the largest opportunity value that we got. If we want to look at Firm 6 to see what other programs influenced this opportunity, we can.
We can dive into the opportunity to see all the different programs where this firm had successes in. We can see that multiple emails, website visits, a webinar, event, paid search and organic social all contributed to the opp. We see that Paid search, and specifically, the Google Financial Advisor AUM program is responsible for the first success and receives the FT opp credit.
In Marketo, you can also see a visual representation of this opportunity. You can see all the different touch points that influenced the opportunity and the dates associated with them. You can also see the specific people that were part of the program.
As we conclude today’s presentation, let’s review the key takeaways
Remember to evaluate programs against metrics that matter:
Cost per new name and target
Lead Source – track which sources marketing is responsible for
Amount of pipeline generated compared to program spend (ROI)
Number of opportunities created
In addition, it’s important to look at programs during different time periods:
Immediately – did it have the response you expected? (# of new names)
If not, what went wrong? How to optimize?
2-4 months later – did it generate opportunities? Pipeline?
And then Continuous reassessment – how does the program do over time?
Is the program still performing as it did in the beginning?
Hopefully this presentation was helpful for you to better understand the type of metrics you should analyze and how you can use them to drive business intelligence.
With that, I’d like to end with a quote from one of our customers. Paradigm life is a financial brokerage that focuses on whole life insurance.
Janae Telford, a Digital Content Marketing Manager for Paradigm says:
“We didn't have a lot of analytics. We didn't have a lot of data. We were just shooting in the dark hoping we'd hit our target. Marketo allowed us to take our marketing strategy from inefficient, chaotic, and slow to quick and efficient. We wouldn't be where we are today without Marketo.”