Marketo@Marketo: Our Simplified Marketing Analytics
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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.
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Marketo@Marketo: Our Simplified Marketing Analytics
- 1. Marketo@Marketo: Our Simplified Marketing Analytics
- 2. Lizzy Funk Marketing Program Manager Marketo @lizzymfunk Speakers Brian Glover Sr. Product Marketing Manager Marketo @brianjglover
- 3. • What and why of marketing analytics • Attribution • Reporting Examples • Early, Mid and Late Stage Reports • “What if” budget planning scenario • Marketo Advanced Reporting Agenda
- 4. Source: Experian 2014 Digital Marketer report 44% of marketing leaders cite tracking and measuring campaigns is a top challenge.
- 5. Why is measurement hard? Wow, our engagement, likes, and Klout have never looked better! What are they ##$%^ talking about? sales marketing team
- 6. Page 6 What’s the Payoff if I Get It Right? Earn a seat at the revenue table1 Achieve alignment between sales & marketing2 Improve marketing results & ROI3
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 3 Key Types of Analytics New Name Acquisition Buyer Journey Analysis Marketing Impact/ROI
- 8. Attribution
- 9. Page 9 First Touch vs. Multi-Touch Attribution
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Downloaded eBook on Analytics Attended Advanced Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First Touch Attribution 3 months $100K
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First Touch Attribution 3 months $100K $100K
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch Attribution 3 months $100K
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch Attribution 3 months $25K $0 $25K $25K $100K $25K
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at BigTradeshow Connected with Sales Rep Multi Touch Attribution $14K $0 $14K $14K $14K Attended the Analytics Webinar Attended “Top 10 Marketing Reports” Webinar Engaged with us at Tradeshow Connected with Sales Rep$14K $14K $14K Moe Larry $100K
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch Attribution $14K $14K $100K Attended the Analytics Webinar Attended “Top 10 Marketing Reports” Webinar Engaged with us at Tradeshow Connected with Sales Rep $14K $28K $28K Moe Larry
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Multi Touch Attribution Program MT Revenue Email: eBook Analytics $14,000 Webinar: Advanced Analytics $14,000 Email: Survey Results $14,000 Webinar: Top 10 Marketing Reports $28,000 Tradeshow: Big $28,000 Moe and Larry both engaged with these programs
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Multi Touch Attribution Program FT Revenue MT Revenue Email: eBook Analytics $100,000 $14,000 Webinar: Advanced Analytics $0 $14,000 Email: Survey Results $0 $14,000 Webinar: Top 10 Marketing Reports $0 $28,000 Tradeshow: Big $0 $28,000
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Multi Touch Attribution Program FT Revenue MT Revenue Email: eBook Analytics $176,000 $249,000 Webinar: Advanced Analytics $131,000 $362,000 Email: Survey Results $234,000 $276,000 Webinar: Top 10 Marketing Reports $189,000 $541,000 Tradeshow: Big $325,000 $117,000
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 3/29/2016 Multi Touch Attribution Channel FT Revenue MT Revenue Email $310,000 $525,000 Webinars $320,000 $903,000 Tradeshows $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
- 21. • Early stage reports • Am I bringing in the right names? • Which channels are bringing in the best, cheapest names? • Mid stage reports • How are my leads moving through my funnel? • Are my leads converting at a good rate? • Late stage reports • How are my programs impacting revenue? • What is my ROI? Marketo Examples
- 22. What important metrics do we track? 1 • Channel 2 • Program Name 4 • Program tags 5 • Successes 6 • Cost 7 • Pipeline 8 • Revenue Set yourself up for success!
- 23. Early Stage Reports Program Cost Analysis
- 24. • Which channels/programs are generating the most successes/new names by month? • Which channels are the cheapest for bringing in new names? Early stage reports – Program Cost Analysis
- 25. • Which channels/programs are generating the most successes/new names by month? • Which channels are the cheapest for bringing in new names? Early stage reports – Program Cost Analysis Quick Tip: drag in filters to narrow down your results
- 26. Example Channel Cost Members Successes New Names Cost per new name % New Names Content Syndication $210,000 8923 8923 7421 $28 83% Email - Sponsored $140,000 10061 10061 4859 $29 48% Events $165,000 15087 2154 3651 $45 24% Virtual Events $9,000 4055 699 1642 $5 40% Webinars $20,020 21873 3761 2087 $10 10% PPC $104,720 1387 1387 965 $109 70% Social $49,000 1021 1001 712 $69 70% Website $0 761 749 695 $0 91% Early Stage Report Which channels are bringing in the most new names? Which channels are bringing in the cheapest new names?
- 27. • What is the trend of cost per new name by channel? Early stage reports – Program Cost Analysis
- 28. • What is the trend of cost per new name by channel? Early stage reports – Program Cost Analysis Quick Tip: change data view to graph and add trend line
- 29. Mid Stage Reports Program Revenue Stage Analysis
- 30. • Where are my leads in the funnel for each channel? Mid Stage Report – Program Revenue Stage Analysis Known > Engaged > Lead > MQL > Opportunity > Customer
- 31. • Where are my leads in the funnel for each channel? Mid Stage Report – Program Revenue Stage Analysis Known > Engaged > Lead > MQL > Opportunity > Customer Quick Tip: Get more granular by adding in Program Name
- 32. Example How are my leads moving through the funnel? Where are my leads getting stuck? Which channels have the best lead to opportunity rate?
- 33. • How fast do my leads move through the funnel? Mid Stage Report – Program Revenue Stage Analysis Known > Engaged > Lead > MQL > Opportunity > Customer
- 34. • How fast do my leads move through the funnel? Mid Stage Report – Program Revenue Stage Analysis Known > Engaged > Lead > MQL > Opportunity > Customer Quick Tip: Add in conditional formatting
- 35. Late Stage Reports Program Opportunity Analysis
- 36. • FT = First Touch • Acquisition Program = 100% of the credit • MT = Multi Touch • Programs in between acquisition and opportunity = divided credit Attribution – explained (FT vs. MT) Content Syndication Clicked on email Attended Webinar Attended Demo Downloaded Definitive Guide Opportunity Opened ($43K) FT Program that generated name (acquisition program) = 100% of credit MT All programs that touched the lead and contributed to an opp = divided credit Example customer journey: Acquisition Program Opportunity
- 37. • How are my marketing programs impacting total revenue? Late Stage Report – Program Opportunity Analysis Total Marketing Revenue Generated ÷ Total Revenue Generated = % Revenue Marketing Contributed
- 38. • How are my marketing programs impacting total revenue? Late Stage Report – Program Opportunity Analysis Total Marketing Revenue Generated ÷ Total Revenue Generated = % Revenue Marketing Contributed Quick Tip: Pull in Opportunity Name and Cost of Opportunity to see which opps your programs influenced
- 39. Example Quick Tip: Consider which channels are driving the most revenue (FT vs. MT) AND the most new names
- 40. • What is my ROI? Late Stage Report – Program Opportunity Analysis Revenue ÷ Cost = ROI
- 41. • What is my ROI? Late Stage Report – Program Opportunity Analysis Revenue ÷ Cost = ROI Quick Tip: Set a goal/baseline for your ROI metric to measure your success on
- 42. Example Channel Cost FT Opps Cost/FT Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT Opp MT Pipeline MT Pipeline/Cost Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A What is my ROI? Which channels bring in more pipeline than the cost?
- 45. Why Should I Give You $10k?
- 46. • How much pipeline can you generate? • How many new opportunities will be created? • How much revenue can you plan on closing? • How long will it take? What Your Boss Wants to Hear…
- 47. Predicting What $10k Will Generate Use previous data to predict ROI on spend Expected Spend x Expected ROI (ratio) = Expected Revenue
- 48. Example 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 What will $10k generate? Use avg. ROI ratio to calculate pipeline/revenue and use avg. cost/opp to calculate # of opps
- 49. How Long Will It Take? Average # of days to become an opportunity or customer
- 50. • What will it turn into? $10k = ? (Example) Early Stage Budget = $10k Average Cost per New Name = $30 333 New Names Late Stage Budget = $10k Average FT (ROI) Ratio = 6 $60K expected FT pipeline generated Avg. days to opp = 126
- 52. Page 52 Key Features • Marketing Impact & ROI • Buyer Journey Analysis • New Name Acquisition • 25 Pre-Configured Reports • Custom Report Creation • Dashboards • Custom Measures
- 53. Marketing Impact & ROI • Measure pipeline & revenue created, ROI and more • First-touch and multi-touch attribution Prove marketing’s contribution to business growth Marketing Influenced Pipeline
- 54. Buyer Journey Analysis • Measure names per stage, average days per stage, conversion rate and more Focus resources where customers get “stuck” in the buyer journey
- 55. New Name Acquisition • Measure new name acquisition, program cost, cost per lead and more Save time and avoid errors with automated metrics and reports
- 56. 25 Pre-Configured Reports • Marketing Impact & ROI • Buyer Journey Analysis • “Top 10” Program Reports • Email Analysis Start your revenue reporting program quickly without the errors and headaches.
- 57. Flexible Report Creation • Drag & drop report creation, multiple charting options, data highlighting, sharing & exporting and more
- 58. Dashboards Executive-level marketing dashboards with the click of a mouse
- 59. Custom Measures • Create your own analytics with calculated fields • Model revenue from add’l investment • Measure customer lifetime value Create the analytics you need to make better investment decisions
- 60. • Track the RIGHT metrics (i.e. opps, pipeline revenue, etc.) to prove your contribution on revenue • Analyze your programs/channels at different time points – early, mid, late • Use your ROI metrics to optimize programs and predict future performance Key Takeaways @lizzymfunk @brianjglover #mktgnation
- 61. Page 61 Additional Resources • The 8 Essential Reports e-book • https://marketoemployee.jiveon.com/docs/DOC-1565 • The ABCs of RCA (Mercer case study / best practices) • http://www.marketo.com/webinars/the-abcs-of-rca/ • Sungard AS case study • https://marketoemployee.jiveon.com/docs/DOC-1567
- 62. Questions? Lizzy Funk Marketing Program Manager Marketo @lizzymfunk Brian Glover Sr. Product Marketing Manager Marketo @brianjglover
- 63. Thank You!!! Lizzy Funk Marketing Program Manager Marketo @lizzymfunk Brian Glover Sr. Product Marketing Manager Marketo @brianjglover
Editor's Notes
- What do I measure? When do I measure? How do I connect
- Marketing Impact – touch on attribution
- Let’s talk about two popular ways to measure marketing influenced pipeline or revenue. Two different ways of attributing revenue back to marketing programs and they tell you different things.
- When you roll this up at a channel level
- Here is a real example of how we would analyze data using the early stage report. In this example over half of all channels are bringing in new names at our target cost per new name. However, only two of the channels are bringing in those new names as effectively as possible. By looking at % new names, you can start to figure out which channels you might be over-using or saturating.
- Example (for each channel): Content Syndication – Previous Data: Average Cost per target = $28 (TOFU) Average FT Ratio = 6 (MOFU) Expected Data: TOFU - $72,000 ($ to spend on CS, channel) / $28 (average CPT) = 2,571 targets MOFU – 6 (FT Ratio) x $72,000 = $432,000 (expected FT pipeline generated)
- -themes & templates -drag and drop reports -sharing & export