Measuring the business impact of digital marketing efforts continues to be one of the biggest struggles in B2B. Learning how to effectively measure these campaigns will help ensure the success of your team and organization. View this presentation to learn how to integrate data, measure ROI and more in order to improve your B2B marketing efforts.

1. Measuring the Effectiveness of
Your B2B Marketing Efforts
AMA B2B SIG

2. Agenda:
2
• Introductions
• Marketing Technologies:
• Key Players
• The Platforms
• What's Important to Measure
• Common Issues/Breakpoints
• Use Cases: Sample Dashboards
• Key Takeaways and Questions

3. Introductions:
3
Kyle Chandler
Director of Marketing Services
@ProjectChandler
Alex Greger
Sr. Demand Gen Technologist
@AlexMGreger

4. Marketing Technologies: Key Players
4

5. Players: What is What?
The key goal in B2B marketing is proving what your marketing efforts
produce in revenue, AKA your return on investment. With so many players in
the game, it is often very hard to determine this number without a very precise
set of tools. These include:
• Advertising Technology (Ad Tech)
• Marketing Automation (MA)
• Customer Relationship Management (CRM)
• Reporting Platforms (Analytics)
5

6. Players: What is What?
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Marketing Automation (MA) is a platform leveraged by marketing
teams to manage early funnel leads and prospective customers.
This system allows for easy management of marketing programs,
lead nurturing and marketing analytics.
Advertising Technology (Ad Tech) is a platform leveraged by
marketing teams to manage paid efforts such as paid search,
display campaigns, or paid social posts. This system allows for easy
management of inbound campaigns, keyword optimization and
marketing analytics.

7. Players: What is What?
7
Reporting Platform (Analytics) is a platform leveraged by
marketing, sales and executive teams to manage reporting on
marketing efforts. This system allows for report building and easy
analysis of marketing data to provide clear trends.
Customer Relationship Management (CRM) is a platform
leveraged by sales and executive teams to manage their
prospective customers’ and current customers’ data. This system
allows for full reporting on business profitability and the ability to tie
it back to individual customers and opportunities.

8. Players: What is What?
8

9. 9
Marketing Technologies: The Platforms

10. Platforms: What Does What?
Advertising Technology (Ad Tech) Platforms
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WordStream
Paid Search and Social Media, niche player for mid to SMB
Acquisio
Paid Search, Channel and Social Media, mid to enterprise
RocketFuel
Programmatic Display and Premium Media, mid to enterprise
DoubleClick (Google)
Holistic Programmatic Display and Search Media, industry leader

11. Platforms: What Does What?
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(Marketing Hubs) Gartner Magic Quadrant Platforms Evaluation: 2016

12. Platforms: What Does What?
Marketing Automation (MA) Platforms
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Marketo
Industry leader, ease of use, mid to enterprise
HubSpot
Industry leader, ease of use, common in SMB
Act-On
Niche player, technology-focused, low cost, SMB to enterprise
Pardot (Salesforce)
Key player, technology-focused, SMB to enterprise

13. 13
(MA) Gartner Magic Quadrant Platforms Evaluation: 2015
Platforms: What Does What?

14. Platforms: What Does What?
Client Relationship Management (CRM) Platforms
14
Salesforce
Industry leader, ease of use, SMB to enterprise
Microsoft Dynamics
Key player, customized solutions, enterprise
Sugar CRM
Niche player, open source platform, common in SMB
HubSpot CRM
New to market, targeted for small business, “one vendor” approach

15. 15
(CRM) Gartner Magic Quadrant Platforms Evaluation: 2015
Platforms: What Does What?

16. Platforms: What Does What?
Reporting (Analytics) Platforms
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Google Analytics
Industry leader, ease of use, SMB to enterprise
KissMetrics
Combines web analytics and user engagement, SMB
Klipfolio
Holistic data integrator, interactive online dashboards, SMB to enterprise
Hot Jar
User engagement, heat maps, video recordings, SMB to enterprise

17. Platforms: What Does What?
17
(Digital Analytics) Gartner Magic Quadrant Platforms Evaluation: 2016

18. 18
What’s Important to Measure

19. What’s Important to Measure
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What is important to
track and measure for
your marketing teams?

20. There are many metrics that can be reported on when looking at a business’s
marketing initiatives. It’s tempting to think because some metric looks good, it
should be reported on, or the more metrics, the better the report. The truth is,
the key to actionable metrics is having as few as possible.
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Vanity metrics are mainly used by the marketing team for campaign
and email optimization. These do not necessarily show true ROI as
most of them are metrics around the ad and email performance. These
should be used when determining optimizations of specific ads, emails
and posts from a tactical perspective.
Key performance indicators (KPI) are metrics that are true indications
of program performance and help define business decisions. These are
actionable metrics marketing uses to share with directors and c-level
colleagues to show campaign performance, ROI on efforts, and to help
gain more influence at the revenue table.
Metrics: Vanity vs KPI

21. Metrics: Vanity vs KPI
SampleVanity Metrics
21
Sample KPI Metrics
• Impressions
• Time on site
• Open rate
• Page views
• Click-through rate
• Bounce rate
• Delivery rate
• ROI
• Opportunities/Revenue
• Cost per acquisition
• Conversion rate
• Lead quality
• Funnel stage per channel
• Stage velocity

22. 22
Common Issues/Breakpoints

23. Common Issues/Breakpoints
Sales and Marketing Alignment - Not Disagreement!
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24. Common Issues/Breakpoints
Sales and Marketing Alignment
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1. The most important aspect of leveraging MA and CRM
platforms is ensuring both the marketing and sales
teams are aligned on the stages, definitions and
processes.
2. The biggest area to focus on is not only the hand-off of
a lead from marketing to sales BUT also when a lead is
sent from sales back to marketing.
3. You also want to define measurements of lead quality
to allow a common language between both teams. This
is commonly done through a lead score model.
4. This process is know as a service level
agreement (SLA).
Marketing
Sales

25. Common Issues/Breakpoints
Sales and Marketing Alignment
25
What to document in your SLA:
• Marketing Stages
• Sales Stages
• Automated Transition Steps
• Manual Transition Steps
• Example Use Cases

26. Common Issues/Breakpoints
Sales and Marketing Alignment
26

27. 27
Use Cases: Sample Dashboards

28. Use Cases: Reporting Dashboards
Vanity Metrics: Ad Metrics
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29. Use Cases: Reporting Dashboards
Vanity Metrics: Nurture Metrics
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30. Use Cases: Reporting Dashboards
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KPI Metrics: Revenue through toTactics

31. Key Takeaways

32. Key Takeaways:
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1. Begin with the end in mind. Decide with your marketing and sales team what
metrics are most important to your business and determine what needs to be set
in place to easily report on them.
2. Create a common glossary to be used within your company to allow you to speak
the same language and understand key metrics.
3. Lock down your data input fields up front to help set standards for data
normalization. This goes a long way for reporting long-term.
4. Define a formal SLA, make sure it is crystal clear what is expected from each
team so everyone is held accountable.
5. Reporting isn’t done just once. Your data should be analyzed across the full
funnel on a continual basis to ensure ongoing optimizations are being made.

33. Confusing
Acronyms?
Download the
Digital Marketing
Glossary:
Download Here