The document outlines a webinar by Marketo on the importance of measuring and reporting key performance indicators (KPIs) for marketing automation success. It categorizes KPIs into tactical, strategic, and operational areas, each designed for different roles in marketing to assess performance and alignment with business objectives. The presentation emphasizes the value of measurement for enhancing marketing strategies and achieving organizational goals.

1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc. Marketo Proprietary and Confidential.
Driving Marketing Automation Success:
Measurement & Reporting
July 31, 2014

2. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Today’s Webinar
About the Presenter
• Marketing Automation for 5 Years
• Digital Marketing 9 Years
• Solutions Consultant 5 Years
• Digital Marketing
• Technical/Databases Marketing
• API Integrations
• CRM
• B2B and B2C Experience
• Sales and Marketing Background
Tim Kirby
Sr. Solutions Consultant
Marketo
tkirby@marketo.com

3. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
• What are Key Performance Indicators
• The Three Areas of KPI’s
- Tactical
- Strategic
- Operational
• Product Demonstration
• How Marketo Can Help
Today’s Webinar
Agenda

4. Measurement and Reporting
What are Key Performance Indicators…

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• A Key Performance Indicator (KPI) is any measure of activity
for a marketing or business initiative
- Usually numeric
- Often plotted
What Are KPI’s
A measurement tool for success monitoring
• Why are they important?
- Shows an impact on business objectives
- Indicates progress & challenges
- Allows for consistent evolution based on
metric feedback

6. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Key Performance Indicators
Buckets of Measurement
Tactical Strategic Operational
Typically looks for
behaviors such as
opens, clicks, visits,
downloads, and
submissions
Typically generated
by looking at the
results of tactical
reporting. Looks for
things like revenue
Typically contains
indicators of cross-
functional alignment
and looks at items
such as Lead Kickback

7. 1. Tactical KPI’s
2. Strategic KPI’s
3. Operational KPI’s
To better execute against performance initiatives,
Marketo recommends a series of KPI’s be created
that reflect accurate measurement within three
key areas:

8. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
• Tactical KPI’s are typically reserved for Marketers with high
influence on specific channels such as Email, Mobile, Social,
or Web.
• Example Titles of an Interested Party would Be:
- Director of Email Marketing
- Manager of Social Media
- Director of Mobile Messaging
• Tactical Reporting Cadence
- Post Deployment in an Ad-Hoc Fashion
- Weekly and Monthly for Adjustment
Key Area One
Tactical KPI’s

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Key Area One
Tactical KPI Example – Email Performance

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• Strategic KPI’s are typically reserved for Marketers with input
over Marketing Performance in general. As opposed to
behaviors, these KPI’s focus on results.
• Example Titles of an Interested Party would Be:
- Director of Digital Marketing
- VP of Demand Generation
- VP of Sales
- VP of Marketing
• Strategic Reporting Cadence
- Weekly, Monthly, Quarterly, and Annually
Key Area Two
Strategic KPI’s

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Key Area Two
Strategic KPI’s – Top Performing Lead Sources

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Key Area Two
Strategic KPI’s – Program Analyzers

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• Number of New Inquiries
• Number of Active Leads
• Leads per Lead Stage Report
• Success Path Acceleration
• Number of Touches to Conversion
• Last Touch to Conversion
• Pipeline Generated
• Revenue Generated
• Campaign Return on Investment
• Program Analyzer
• Success Path Analyzer
Key Area Two
Recommended Reports

14. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
• Operational KPI’s are typically reserved for Marketers with
interest in understanding how the alignment is working
between Sales and Marketing and where the bottlenecks are
in the sales funnel. These are the closed loop reporting tools.
• Example Titles of an Interested Party would Be:
- VP of Commercial Operations
- VP of Sales
- CMO
• Operational Reporting Cadence
- Quarterly and Annually
- During Performance Review and Planning Meetings
Key Area Three
Operational KPI’s

15. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Key Area Three
Operational KPI’s – Success Path Analyzer

16. Measurement and Reporting
Product Demonstration…

17. Measurement and Reporting
How Marketo can help get you started…

18. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Is a consultative, collaborative, & flexible assessment involving
Marketo Innovate Consultants +
Your Functional Teams
Focused on determining sales & marketing strategy, cross functional alignment, sales &
marketing funnel, and measurement & reports to deliver strategic recommendations and
plans for improvement. INNOVATE is designed to provide you a vision of your marketing
automated future that aligns to your business and it’s strategic business objectives.
in·no·vate

19. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Value of Innovate for your Organization
Overall Measurement & Reporting
– Determine the best mix of Key Performance Indicators
– Understand key roles within your organization and which roles will be interested in
certain reports and measures
– Develop procedures and cadence for distributing reports within the organization
Strategic Recommendations and Path to Success
– Understanding of how your campaigns compare to best practice
– Defined strategy for marketing initiatives
– Planning and agreed upon path to success
– Facilitated workshops
Understanding of Business Impact of Marketing Automation
– Comparative Analysis of your success metrics
– Complete ROI Case Study

20. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
• Measurement & Reporting is critical to the success
of transformational marketing
• Engage with Marketo to map your resources, create
clear hand-offs between teams, and implement a
joint execution plan
Takeaways & Q&A
Thank
you!
tkirby@marketo.
com