Leads from SEO, social media, and PR often cost less and convert at a higher rate than leads generated from traditional outbound campaigns. But inbound marketing isn't free.
As savvy B2B marketers shift more of their marketing resources into driving inbound leads, many are struggling to demonstrate the effectiveness and ROI of their inbound marketing efforts. That's no surprise given that there are dozens of inbound marketing metrics out there—each of which tells only part of the story.
If you're like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline. So which metrics actually prove that your inbound efforts are doing exactly that? Which are important indicators of future success? And which metrics are just noise?
Check out these slides from the free seminar from Optify and MarketingProfs, and discover the top metrics you need to track to ensure that your inbound programs are making the right impact.
If you’re like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline.
So which metrics actually prove that you’re inbound efforts are doing exactly that? Which are important indicators of future success and which metrics are just noise? In this deck you will find the top metrics you need to track to ensure that your inbound programs are making the right impact.
With the right metrics to guide your journey you’ll know where to focus your resources and be able to prove which programs and campaigns are worthy of continued or increased funding.
Why Social Media Measurement is Fun!
Beth Kanter, Co-Author, The Networked Nonprofit
The most compelling social media and nonprofit success stories come from organizations that have embraced the core principles of being a Networked Nonprofit and use measurement to learn and improve. In this interactive session, Beth will share a few inspiring stories and practical social media measurement tips that any nonprofit can put into practice to improve results.
If you’re like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline.
So which metrics actually prove that you’re inbound efforts are doing exactly that? Which are important indicators of future success and which metrics are just noise? In this deck you will find the top metrics you need to track to ensure that your inbound programs are making the right impact.
With the right metrics to guide your journey you’ll know where to focus your resources and be able to prove which programs and campaigns are worthy of continued or increased funding.
Why Social Media Measurement is Fun!
Beth Kanter, Co-Author, The Networked Nonprofit
The most compelling social media and nonprofit success stories come from organizations that have embraced the core principles of being a Networked Nonprofit and use measurement to learn and improve. In this interactive session, Beth will share a few inspiring stories and practical social media measurement tips that any nonprofit can put into practice to improve results.
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...Digiday
This presentation will illustrate the superior power of experience-driven social marketing, and why more and more marketers are making it a part of their mix. Come hear how putting the consumer front and center is generating the most powerful earned media the marketing industry has seen. You’ll learn how earned media generated by in-person experiences drives deeper engagement, more passionate advocacy and bigger sales lifts.
Presenter: Peter Storck, svp of research, House Party @pstorck
1Vondasoft has introduced completely new and a very simple concept in Online Reputation Management. Now just forget all those costly, verbose and data heavy analytics which only Einstein could understand. With a straight forward approach, always ON platform, any brand / corporate / celebrity can start using Vonda engine in flat 5 minutes. Yes ..Just 5 mins. So what are you waiting for? Just contact Vonda representative - info@vondasoft.com
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift
Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics.
DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.
With Paid/Earned/Owned Media converging like never before, there is an unprecedented opportunity to amplify Earned Media (a.k.a. your most TRUSTED content assets) using Paid Promotion strategies.
After years of trial and error, lots of vendor presentations, demos, trials, and even partnerships across various brands... this is my personal POV on some of the top tools for optimizing your social media workflow, between clients and agencies. Please know that pricing changes often per vendor, as do updates, platform changes, etc. so the pros/cons/ and reviews of each will change often.
10 Imperatives for Charting a New B2B Marketing CourseMarketingProfs
Don't you hate it when you get home from a conference with your head full of ideas but you aren't sure where to start? Attendees at the MarketingProfs B2B Forum in Boston can start right here, with these 10 imperatives gleaned from the June 2011 event in Boston.
Addressing the mobility by tapping into human experienceMarta Klepka
Loads was said about mobile. It is the future, it is now, it is irrelevant, it is .... Exactly what it is?
I think mobile is how people live their lives in a busy, hectic, always-on-the-go world. Yesterday's consumers are today's Participants. We do not have the mission of informing uninformed anymore. Participants expect seamless experience across all channels, it requires integrated planning and management.
How to do that? By tapping into human experience...
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...Digiday
This presentation will illustrate the superior power of experience-driven social marketing, and why more and more marketers are making it a part of their mix. Come hear how putting the consumer front and center is generating the most powerful earned media the marketing industry has seen. You’ll learn how earned media generated by in-person experiences drives deeper engagement, more passionate advocacy and bigger sales lifts.
Presenter: Peter Storck, svp of research, House Party @pstorck
1Vondasoft has introduced completely new and a very simple concept in Online Reputation Management. Now just forget all those costly, verbose and data heavy analytics which only Einstein could understand. With a straight forward approach, always ON platform, any brand / corporate / celebrity can start using Vonda engine in flat 5 minutes. Yes ..Just 5 mins. So what are you waiting for? Just contact Vonda representative - info@vondasoft.com
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift
Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics.
DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.
With Paid/Earned/Owned Media converging like never before, there is an unprecedented opportunity to amplify Earned Media (a.k.a. your most TRUSTED content assets) using Paid Promotion strategies.
After years of trial and error, lots of vendor presentations, demos, trials, and even partnerships across various brands... this is my personal POV on some of the top tools for optimizing your social media workflow, between clients and agencies. Please know that pricing changes often per vendor, as do updates, platform changes, etc. so the pros/cons/ and reviews of each will change often.
10 Imperatives for Charting a New B2B Marketing CourseMarketingProfs
Don't you hate it when you get home from a conference with your head full of ideas but you aren't sure where to start? Attendees at the MarketingProfs B2B Forum in Boston can start right here, with these 10 imperatives gleaned from the June 2011 event in Boston.
Addressing the mobility by tapping into human experienceMarta Klepka
Loads was said about mobile. It is the future, it is now, it is irrelevant, it is .... Exactly what it is?
I think mobile is how people live their lives in a busy, hectic, always-on-the-go world. Yesterday's consumers are today's Participants. We do not have the mission of informing uninformed anymore. Participants expect seamless experience across all channels, it requires integrated planning and management.
How to do that? By tapping into human experience...
10 Confounding Content-Marketing Challenges (and How to Solve Them) MarketingProfs
At a recent MarketingProfs seminar, Ann Handley (chief content officer at MarketingProfs) and Stephanie Tilton (content marketing consultant for B2B high tech) answered the top 10 questions about content marketing that they are often asked.
This slide show are the visual notes taken during the seminar.
Introduction into Social Media and Social Media AnalyticsDr Matt McDougall
An introduction to social media and the measurement platforms of social media analytics. Some interesting examples of social media gone wrong and some other examples of companies doing social media.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Real-time intelligence, collaborative research, adaptive brand planning
Measuring and monitoring online conversations about brands to assess brand influence and brand visibility
Applying qualitative analysis to determine research parameters and add meaning to quantitative findings
Identifying the conversation hubs and the influencers across a wide range of channels
Using crowd-sourcing and co-creation methodologies to achieve research, innovation and planning objectives
Building iterative models for feeding real-time insights and consumer inputs into the existing marketing process
INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
Social Media Strategy & Delivery for Business. HnyB Untangle – A Specialist Social Branding and Promotion Company delivering Social Branding, Social Advertising, Social Marketing and Social PR solutions.
HnyB Untangle is an agency fuelled by passion to create brands which are loved by people and is driven by smart thinking.
HnyB Untangle engage Social Branding opportunities with innovative solutions crafted to produce measurable results.
HnyB Untangle's brand of creative strategic solutions are defined by our people, our processes, our network and exhaustive experience of our team.
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
This presentation outlines a powerful solution for tapping into social media and exploiting this channel for the benefit of your hotel
As most agree, Social Media allows hotels to establish a relationship with customers unlike any other media. It opens the door for hotels to establish a one-on-one relationship with travelers where hotels are getting regular feedback on how their customers are reacting to their marketing messages, customer service, and hotel stay experience.
Introduction to New Media and Industry trends in IndiaSantosh K Patra
Disclaimer: this presentation is a part of the class room teaching of Introduction to new media and all right reserved with the author. No part of the presentation can be copied or reproduced without the permission of the author. Contact: santosh@micamail.in
[Research] The State of B2B Marketing TrainingMarketingProfs
Only 19% of B2B marketers feel very prepared for their future in marketing.
Yikes.
And only 31% feel their team is very effective in their roles. A quarter don’t think everyone on their team has a basic understanding of marketing.
A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
So what’s going on? And more importantly, how can marketing reverse these trends in 2022? (And beyond.)
Our data (and experience) shows that marketing teams are participating in training. But it’s not helping them be as effective in their roles as it should, and it’s not helping them feel confident about their future.
In other words: Offering team access to training is a good thing. But access alone just isn’t enough.
Our data shows that how marketing organizations train their teams directly impacts how prepared marketers feel. And there are many specific, actionable things marketing leaders can do to move teams from where they are… to where they need to be.
Read on to learn what the “state of the state” is in B2B marketing training.
But more importantly, learn from the marketers who are doing things a bit differently and feeling more prepared. The end of the report outlines the specific steps Marketing leaders can take right now to future-proof their own teams.
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021MarketingProfs
The 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report from MarketingProfs and Content Marketing Institute. In a pandemic world, marketers report that content is more important than ever.
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.MarketingProfs
Our annual content marketing research, providing new information and insights on the state of content marketing in 2019. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Our annual content marketing research with new insights useful for 2019 budget planning and benchmarking. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!
The theme of B2B Marketing Forum is Make Marketing Magic, with an emphasis on the MAKE. We decided to ask our speakers what kinds of things they make, marketing magic aside. Here are their responses.
MarketingProfs B2B Forum - What Comes NextMarketingProfs
We asked some of the smartest marketers in the industry what comes next in the world of B2B marketing. And boy did they answer! We've collected some of their responses and put them together to let you know what you should have on your radar for the upcoming year.
Adventures of Flat Handley at B2B Marketing ForumMarketingProfs
We asked B2B Marketing Forum attendees, speakers, and sponsors to have fun taking photos with Flat Handley, and boy did they deliver. Check out this storybook collection of Flat Handley's travels from all over the country and the world, and the shenanigans she instigated along the way.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
The theme of the 2014 MarketingProfs' B2B Marketing Forum is "Marketing For What Comes Next." Lee Odden of TopRank decided to ask some of the brightest minds in marketing to make predictions about where marketing is heading. What he got ranged from realistic to ridiculous, but all were packed with insight.
Marketers, be our valentine! So this Valentine's Day, MarketingProfs would like to shower our community with what you deserve: A whole lot of love. Enjoy these valentines especially for marketers... and pass them around!
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
LA HUG - Video Testimonials with Chynna Morgan - June 2024
The Top Inbound Metrics for B2B Marketers
1. Top Inbound Metrics for B2B
Marketers
Speakers:
Morgan Stewart, Trendline
Interactive
Uri Bar-Joseph, Optify
Tuesday June 26, 12pm ET (9am PT)
2. Morgan Stewart
As CEO of Trendline Interactive, Morgan’s
focuses on how trends in consumer behavior
impact marketing performance. Morgan currently
leads primary research for MarketingProfs, his
research is frequently cited in industry
publications, and his work has been featured in
general business publications including
Fortune, Forbes, and Newsweek. In addition to
conducting extensive primary research, he works
with clients to apply these insights to develop
cutting-edge communication strategies that have
a direct impact on the bottom line.
3. Uri Bar-Joseph
Uri Bar-Joseph is a key player in the Optify
marketing team, with deep expertize in tracking
and analyzing the inbound marketing metrics
that matter most to B2B marketers.
As well as being responsible for reporting on
Optify’s internal marketing metrics, Uri works
closely with the product development team to
ensure that the Optify product meets the closed-
loop reporting needs of professional B2B
marketers.
5. What we’ll cover today
• How to cut through the noise
• Inbound vs. outbound
• Metrics that matter
– Web site effectiveness & reach
– Social media effectiveness &
reach
– Inbound marketing ROI
• Q&A
6.
7. 100 Ways To Measure Social Media
by David Berkowitz, 360i
1. Volume of consumer-created buzz 29. Pageviews (for blogs, microsites, 51. Method of content discovery (search, channels (e.g., call centers, in-store)
for a brand based on number of etc) pass-along, discovery engines, etc) 77. Savings generated by enabling
posts 30. Effective CPM based on spend per 52. Clicks customers to connect with each
2. Amount of buzz based on number of impressions received 53. Percentage of traffic generated from other
impressions 31. Change in search engine rankings earned media 78.
Impact on first contact resolution
3. Shift in buzz over time for the site linked to through social 54. View-throughs (FCR) (hat tip to Forrester Research
4. Buzz by time of day / daypart media 55. Number of interactions for that one)
5. Seasonality of buzz 32. Change in search engine share of 56. Interaction/engagement rate 79.
Customer satisfaction
voice for all social sites promoting
6. Competitive buzz the brand 57. Frequency of social interactions per 80. Volume of customer feedback
generated
7. Buzz by category / topic 33. Increase in searches due to social consumer
8. Buzz by social channel (forums, 58. Percentage of videos viewed 81.
Research & development time saved
activity based on feedback from social
social networks, blogs, Twitter, etc) 34. Percentage of buzz containing links 59. Polls taken / votes received media
9. Buzz by stage in purchase funnel 35. Links ranked by influence of 60. Brand association 82.
Suggestions implemented from
(e.g., researching vs. completing publishers 61. Purchase consideration social feedback
transaction vs. post-purchase)
10. Asset popularity (e.g., if several 36. Percentage of buzz containing 62. Number of user-generated 83.
Costs saved from not spending on
videos are available to embed, which multimedia (images, video, audio) submissions received traditional research
is used more) 37. Share of voice on social sites when 63. Exposures of virtual gifts 84.
Impact on online sales
11. Mainstream media mentions running earned and paid media in 64. Number of virtual gifts given 85.
Impact on offline sales
same environment 65. Relative popularity of content 86.
Discount redemption rate
12. Fans 38. Influence of consumers reached
13. Followers 66. Tags added 87.
Impact on other offline behavior
39. Influence of publishers reached 67. Attributes of tags (e.g., how well they (e.g., TV tune-in)
14. Friends (e.g., blogs)
15. Growth rate of fans, followers, and 40. match the brand's perception of 88.
Leads generated
Influence of brands participating in itself) 89.
Products sampled
friends social channels
16. Rate of virality / pass-along 68. Registrations from third-party social 90. Visits to store locator pages
41. Demographics of target audience logins (e.g., Facebook Connect,
17. Change in virality rates over time engaged with social channels Twitter OAuth) 91.
Conversion change due to user
18. Second-degree reach (connections 42. Demographics of audience reached 69. ratings, reviews
Registrations by channel (e.g., Web, 92. Rate of customer/visitor retention
to fans, followers, and friends through social media desktop application, mobile
exposed - by people or impressions) 43. Social media habits/interests of application, SMS, etc) 93. Impact on customer lifetime value
19. Embeds / Installs target audience 70. Contest entries 94. Customer acquisition / retention
20. Downloads 44. Geography of participating 71. Number of chat room participants costs through social media
21. Uploads consumers 72. Wiki contributors 95. Change in market share
22. User-initiated views (e.g., for videos) 45. Sentiment by volume of posts 73. Impact of offline marketing/events on 96. Earned media's impact on results
23. Ratio of embeds or favoriting to 46. Sentiment by volume of impressions social marketing programs or buzz from paid media
views 47. Shift in sentiment before, during, and 74. User-generated content created that 97. Responses to socially posted events
24. Likes / favorites after social marketing programs can be used by the marketer in other 98. Attendance generated at in-person
25. Comments 48. Languages spoken by participating channels events
26. Ratings consumers 75. Customers assisted 99. Employees reached (for internal
49. Time spent with distributed content 76. Savings per customer assisted programs)
27. Social bookmarks 100.Job applications received
28. Subscriptions (RSS, podcasts, video 50. Time spent on site through social
media referrals
through direct social media
interactions compared to other
series)
8. How your buyers are
influenced on their journey
• Search
• Social Media
• Website
• Website
• Sales Rep
• Social Media (Validation)
• Sales Rep
• Website
• References
9. Inbound versus outbound
Inbound Outbound
• PPC
• SEO • Online
• Social Media advertising
• PR • Email blasts
• Direct • Trade shows
• Word of Mouth • Direct mail
• Referrals • Print advertising
• Content • Telemarketing
10. Inbound versus outbound
Inbound Outbound
• Easy to create
• High quality and ramp up
• Higher conversion • Measureable
rates and predictable
• Further down the • You control
funnel everything
• Hard to build • Lower
• You don’t control it conversion rates
• Hard to predict • Expensive
• Hard to measure • Early in the
buying cycle
11. Do you know your split?
Inbound Outbound
Traffic 16,000 (58%) 11,600 (42%)
Leads 320 (35%) 580 (65%)
Opportunities 48 (45%) 58 (55%)
Cost $3,000 $14,500
(15%) (85%)
16. Important website effectiveness
indicators
Lead conversion
rate trends
Time on site
Page views
Bounce rate
Returning visitors
17. Reach
“the total number of different people or households
exposed, at least once, to a medium during a given
period.”
18. Top website reach metrics
Visits by referring domains Visits by referring keywords
Media / blogs – driven by PR Total visits
efforts
Visits per keyword
Directories / listing services
Number of keywords
Partners
23. But they still struggle to track things
important to management
24. For Social Media to drive leads, you must
first
REACH your audience
# followers / fans / members
# tweets, re-tweets, mentions
# likes
# comments
25. “Anybody can post a Tweet or a status update on
Facebook, but the brands and people who are
being the most successful are really taking into
account who their audience is, what they care
about, and how they can stand out...”
– Jordan Viator Slabaugh, Spredfast
26. Top social media effectiveness metrics
# visits
# leads
# opportunities
Segmented by social
media channel
29. What cost items should you include?
• PR firm fees
• Content
development
costs –
employees and
contractors
• SEO costs –
employees and
contractors
• Don’t forget time
31. Using metrics for planning
You have $24,000 to invest on
improving results. Where should you
spend it?
32. Using metrics for planning
Scenario #1 – Increase Visitor Goal
• $2,000 monthly content
development budget
• Expect 5% increase in traffic month-
over-month
• Yields $39,955 more in profit vs.
maintaining status quo
• ROI = 66%
33. Using metrics for planning
Scenario #2 – Increase Lead Capture
Goal
• $24,000 project for extensive capture
testing and optimization
• Estimate a 50% increase in lead
capture rate
• Will take 1 month to run and
implement
• Profit yield from 11 months @ higher
capture rate is $56,100
• ROI = 134%
34. Key takeaways
Focus on what’s
important
Have
infrastructure and
tools to capture
key metrics (KPIs)
Always have a
baseline
Use KPIs in
planning and
adjust accordingly
Morgan starts hereThere are a lot of metrics out there in the inbound marketing space. During this Webinar we’ll be examining which IM metrics prove that your efforts are driving leads and pipeline, which metrics are indicators of future success and which are just noise. By focusing on the first two categories you’ll be able to stay on the right course and maximize the effectiveness of your IM programs.Webinar will cover Web site effectiveness & reachSocial media effectiveness & reachInbound marketing ROI
Speak to cutting through the noise
One historical misconception about social media is that it is not measurable. This is incorrect. Social media is very measurable. We can measure more things in social media than marketers have ever been able to measure in the past. This list was compiled by David Berkowitz, a well-respected leader in the social media marketing space, to prove this point.The reality is not that things can’t be measured. Instead, it is that TOO MUCH can be measured… there is a lot of noise out there… and this can become a trap if marketers do not pay close attention to where they focus their measurement efforts.
Uri takes over hereLet’s start by focusing our topic on Inbound Marketing metrics, but first we need to clearly define the inbound tactics we’re going to measure.Inbound vs OutboundEarned Media vs Paid MediaPull vs PushLet’s categorize the different tactic first so know what we’re measuring later. So what is Inbound? Inbound is all the tactics that make people come to you, come in. Whereas outbound are all the tactics that include you going out to bring people in.With these definitions, you can see that under outbound we include: SEO, social media, PR, referrals, word of mouth, content, PR. Outbound will include all the heavily paid tactics – ads, PPC, email blasts, tradeshows.
The main differences between the two categories is not just how you get the leads, but it include the work you need to put in and how predictable it is. There are clear advantage to Outbound over Inbound: it’s more predictable, you control the message, the landing page, the audience, it’s easier to measure and prove ROI and let’s face it, it’s just easier. But the big disadvantages are that it’s very expensive and it gets you lower quality leads.Inbound on the other hand, drives more quality leads and the conversion rates to opportunities are higher. But it’s hard to build, it’s hard to predict and it’s hard to measure.And that’s what we’re going to help you do today.
But before we jump into the metrics, I want to make one important point: I’m not against outbound, (and this webinar is a proof for that), I’m actually responsible for mostly for outbound tactics, but I understand the importance of knowing your split. Whatever you do, you at least have to know where leads and opportunities are coming from so you can build something like the table on this slide.
And with that said, let’s jump into the metrics. For both the website metrics and social media metrics, we talk about effectiveness and reach. I will define both shortly. But we will also show you the important metrics to measure for each and the KPI’s; the “valves” on your pipeline, the “dials” you can play with to optimize your work and the indicators that will tell you if you’re going in the right direction.
Your website is the first opportunity you get to make a good impression. And studies after studies have shown that it has a crucial part in influencing a purchase decision. But when it comes to inbound, it’s actually serve as the gate keeper to your entire organization. Imagine a job interview. The company that invited you in have read your resume, got some good referrals on you, they might even talked to you on the phone, but when you come in to the in person interview, it’s the first time they get to see if what they thought and heard about you, match their expectations. Your website is the in-person meeting and you want to make the best impression, one that matches their expectations and that will get you the job.
So we measure effectiveness – How effective your website is in getting you more qualified leads and opportunities.Since you have less control over the landing page and conversion rate, you need to measure the overall effectiveness of your website in converting traffic to leads and opportunities
The best way to measure effectiveness is conversion rates, from traffic to leads, from leads to opportunities and from opportunities to deals. But your website effectiveness is measured mainly by the conversion rate from traffic to leads. Are you making the right impression on your visitors, does it match their expectations? Is your website optimized for conversion? You will know all of that if you measure inbound traffic, leads and opportunities and their corresponding conversion rates.
Because you’re not buying the placements, and have less control over where your content will show up, you need to measure the “reach” of your content. But since it’s hard to really know where everything is, you can use proxies such as visits from referring domains and from referring keywords. You can also try to tag every link you put out there and track it back .
# inbound links and domainsBrand mentions (Google alerts)Keyword ranking
Morgan takes over here
There are two aspects of social media. First, it is about driving awareness. Then it is about ensuring that the awareness is positive / supported by the online community.
Also point out ROI – major gap in desire and ability to report
Top Metrics for Measuring Social Media ReachNumber of followers / fans / membersNumber of Tweets, Re-Tweets, mentionsNumber of likesNumber of comments
Hard Metrics for Measuring EFFECTIVENESSNumber of visits to your websiteNumber of leadsNumber of opportunities (ALL Measured By Social Media Channel & Campaign)Soft MetricsCustomer SentimentRatings and Reviews