This document discusses the state of marketing analytics and ROI measurement. It finds that only 37% of CMOs have quantified short-term marketing spending impact and 20% don't measure ROI at all. However, 63% of marketers see ROI as the most important success measure. Those who measure ROI are 12 times more likely to improve returns year-over-year. The document advocates for measuring ROI to improve marketing investments and lead quality over time. It provides tips for ROI measurement even without access to customer data or long sales cycles.

2. Your Hosts
(Innovative Marketing Resources)
Max Traylor | Director of Client
Services
@TheMaxTraylor
Danielle Winkler | Inbound
Marketing Consultant
@Dani_Winks

3. Imrcorp.com/innovative-marketing-blog

4. The State of Marketing Analytics

5. Only 37% of CMOs have quantified the
short-term impact of their marketing
spending
August 2014 The CMO Survey

6. 20% of marketers don’t measure ROI at all
August 2014 The CMO Survey

7. 63% of marketers rank marketing ROI as the
#1 most important measure to gauge
marketing success
IBM’s 2014 Global Chief Marketing Officer Study

8. Marketers that measure ROI are 12X more
likely to generate greater return year-over-year
than a lower return
HubSpot’s 2014 State of Inbound

9. More than half of CMOs feel unprepared to
tackle “ROI accountability” (56%)
IBM’s 2014 Global Chief Marketing Officer Study

10. 71% of CMOs feel unprepared to manage
the “data explosion”
IBM’s 2014 Global Chief Marketing Officer Study

11. What ROI is Not

12. ROI = Money

13. Horror Story Time!

14. Higher Education (visitors)
300% increase in traffic after year 1. 500% after year 2.
Real IMR Client (Higher Education)

15. Wow – if we blog we can increase
traffic!
We got fired!

16. Another horror story…

17. B2B Services
65% increase in traffic from sources that generated the highest quality leads.
Client attracting HR decision makers

18. Wow, if we offer whitepapers we can generate
leads!
We got fired!

19. Ok, we get it… you need
“sales qualified leads”

20. Or not… we got fired again
Over the 3 months, we got 38 “sales qualified leads” (vs ~90 from organic)

21. What we learned
The most valuable thing marketers can do is
MEASURE ROI
so that you can improve every month.
Then, you will always be needed…

22. Visitors – Got it!

23. Leads – got it!

24. How valuable are the leads?

25. Measure and improve ROI!
Every marketing investment has a different return. Lets
measure it so we can improve lead volume and quality for
sales!

26. How to Measure ROI
IDEAL: # of customers (or final revenue) by
lead source (Organic? Email? PPC?
Events? Referral Relationships)
Track everything!
Tracking URLs are your friend!

27. #1 Challenge for Marketers
What if you don’t have access to
customer information?

28. YOU NEED TO
GET ACCESS
TO CUSTOMER
INFORMATION

29. Additional Challenges
• Long sales cycle
• Sales doesn’t follow a process
• Sales doesn’t capture feedback
• Sales never talks to marketing (and they
don’t like each other)

30. What you can do today (real world)
1. Identify the marketing and sales process
2. Get the sales team on record (what are
the qualities of your favorite leads?)
3. Measure lead quality (manually or with
software)
4. Identify marketing investments that result
in the highest quality leads

31. Questions
Do you know of any rich sources of financial
performance data for inbound marketing
programs?

32. Questions
Can you suggest a method of calculating
ROI for clients that are just getting started
with content marketing that sell very high-value
ticket items ($500K-$1M)? How can
ROI be improved for such transactions

33. Questions
How do you measure "free" activities
(unpaid media) such as social, webinars,
email blasts vs paid media

34. Questions
Any others?

35. Still Have Questions? Get Help
http://www.imrcorp.com/help
This week’s password: iloveroi

36. Stay tuned for next week’s
webinar…
Topic: Buzzwords and Pitching Inbound
Marketing to Your Managers