Solve the Mysteries of Marketing Metrics – The Basics

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Pardot

Technology Business

Introduc1on

Ka1
Newburg,
Training
Coordinator,
Pardot
LLC

Agenda

•  Intro

•  Where
We’ve
Been

•  Where
We
Are

•  Where
We
Can
Go

Where
We’ve
Been

•  Get
the
word
out!

•  Bulk
mail
campaigns

•  Publica#ons

•  Press
releases

•  One-‐on-‐one
interac#on

•  Tradeshows

•  Diﬀerent
#me,
diﬀerent
approach

Where
We
Are

•  Digital
age,
digital
presence

•  Website
(corporate,
mobile)

•  Email

•  Social
media

•  Marke#ng
automa#on

•  Marke#ng
is
visible

•  Campaigns
and
marke#ng
eﬀorts
DO
maMer

•  Numbers

•  The
boMom
line

A
liHle
scary?

•  Numbers
can
be
in#mida#ng
to
some
marke#ng

team
members

•  Numbers
and
metrics
are
your
friends

•  Use
to
your
advantage

•  Gauge
campaign
eﬀec#veness

•  Iden#fy
the
need

•  Minor
modiﬁca#ons
make
major
diﬀerences

Metrics,
KPIs
and
ROI

•  Metrics
–
a
standard
of
measurement

•  KPI
(Key
Performance
Indicators)
-‐
indicators
that

help
deﬁne
and
measure
the
progress
towards
speciﬁc

goals

•  ROI
(Return
on
Investment)
-‐
the
return
on
money

dedicated
to
a
par#cular
eﬀort
or
investment

What
MaHers

•  Decide
how
success
will
be
measured

•  Determine
which
metrics
are
to
be
used

•  Iden#fy
KPIs
needed

•  Extract
results
from
KPIs
and
assess
outcome

Which
KPIs
should
I
use?

•  Basic
web
traﬃc
and
conversion

•  Lead
and
campaign
ac#vity

•  Marke#ng
funnel

•  Marke#ng
contribu#on
to
revenue

•  Product
usage

•  Email
Success

GoodData
Blog
–
Measure,
2010:

Five
KPIs
Every
Marketer
Should
Track

KPIs
–
Examples

Basic
Web
Traﬃc
and
Conversion

1,295
2,983
68.3%
62

2.3%
42.5%
23.9%
5.3%

KPIs
–
Examples

Lead
and
Campaign
Ac#vity

Name

Visitors

Assigned

Opps

Value

Revenue

ROI

DriveRev
Tech
Media
2,572

57

DriveRev
Tech
SEO

974

97

DriveRev
Tech
Webinar

49

6

DriveRev
Tech
Soc
Media

354

56

DriveRev
Tech
LinkedIn
Ads

4

2

Total:

3,953

218

30

$
0.00

$104,043,550.00

KPIs
–
Examples

Email
Success

2,597

0

12
Soc

57
Hard

2,528

99.24%

1,256

46.3%

723

12.5%

321

10.5%

21

.16%

0

0.00%

Contact
Informa1on

Pardot

Ka1
Newburg
950
East
Paces
Ferry
Rd

Training
Coordinator
Suite
3300

Pardot
LLC
Atlanta,
Georgia
30326

ka#.newburg@pardot.com

@ka#_newburg
at
TwiMer

404.492.6848

877.3B2B.ROI

www.pardot.com

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Solve the Mysteries of Marketing Metrics – The Basics

1. Solve the Mysteries of Marke1ng Metrics – The Basics Presented by: Ka# Newburg, Training Coordinator, Pardot September 20, 2012

2. Introduc1on Ka1 Newburg, Training Coordinator, Pardot LLC

3. Agenda •  Intro •  Where We’ve Been •  Where We Are •  Where We Can Go

4. Where We’ve Been Marke1ng of the Past

5. Where We’ve Been •  Get the word out! •  Bulk mail campaigns •  Publica#ons •  Press releases •  One-‐on-‐one interac#on •  Tradeshows •  Diﬀerent #me, diﬀerent approach

6. Where We Are Living in the Present

7. Where We Are •  Digital age, digital presence •  Website (corporate, mobile) •  Email •  Social media •  Marke#ng automa#on •  Marke#ng is visible •  Campaigns and marke#ng eﬀorts DO maMer •  Numbers •  The boMom line

8. A liHle scary? •  Numbers can be in#mida#ng to some marke#ng team members •  Numbers and metrics are your friends •  Use to your advantage •  Gauge campaign effec#veness •  Iden#fy the need •  Minor modifica#ons make major differences

9. Metrics, KPIs and ROI •  Metrics – a standard of measurement •  KPI (Key Performance Indicators) -‐ indicators that help define and measure the progress towards specific goals •  ROI (Return on Investment) -‐ the return on money dedicated to a par#cular effort or investment

10. What MaHers •  Decide how success will be measured •  Determine which metrics are to be used •  Iden#fy KPIs needed •  Extract results from KPIs and assess outcome

11. Which KPIs should I use? •  Basic web traﬃc and conversion •  Lead and campaign ac#vity •  Marke#ng funnel •  Marke#ng contribu#on to revenue •  Product usage •  Email Success GoodData Blog – Measure, 2010: Five KPIs Every Marketer Should Track

12. KPIs – Examples Basic Web Traﬃc and Conversion 1,295 2,983 68.3% 62 2.3% 42.5% 23.9% 5.3%

13. KPIs – Examples Lead and Campaign Ac#vity Name Visitors Assigned Opps Value Revenue ROI DriveRev Tech Media 2,572 57 DriveRev Tech SEO 974 97 DriveRev Tech Webinar 49 6 DriveRev Tech Soc Media 354 56 DriveRev Tech LinkedIn Ads 4 2 Total: 3,953 218 30 $ 0.00 $104,043,550.00

14. KPIs – Examples Email Success 2,597 0 12 Soc 57 Hard 2,528 99.24% 1,256 46.3% 723 12.5% 321 10.5% 21 .16% 0 0.00%

15. Ques1ons

16. Contact Informa1on Pardot Ka1 Newburg 950 East Paces Ferry Rd Training Coordinator Suite 3300 Pardot LLC Atlanta, Georgia 30326 ka#.newburg@pardot.com @ka#_newburg at TwiMer 404.492.6848 877.3B2B.ROI www.pardot.com

Solve the Mysteries of Marketing Metrics – The Basics

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