The Ultimate Conversion: Tying Ad Campaigns to Pipeline & Revenue
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Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
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The Ultimate Conversion: Tying Ad Campaigns to Pipeline & Revenue
- 1. The Ultimate Conversion: Tying Ad Campaigns to Pipeline & Revenue
- 2. Speakers Brian Glover Sr. Product Marketing Manager Marketo @brianjglover Divya Dutt Senior Marketing Manager, Digital and Nurture Programs Marketo @dkap_11
- 3. So where should we put more budget? Which channels and campaigns are driving revenue? We can look at conversions, or just ask these Tarot cards. Are the leads we’re generating becoming customers?
- 4. Top of Funnel Conversions Middle of Funnel Qualified Leads Bottom of Funnel Pipeline/Revenue
- 5. Attribution Ties Marketing & Advertising Activities to Desired Outcomes
- 6. Page 6 Two Types of Attribution: First-Touch and Multi-Touch Attribution
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First-Touch Attribution 3 months $100K
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First-Touch Attribution 3 months $100K $100K
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi-Touch Attribution 3 months $100K
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi-Touch Attribution 3 months $33K $33K $100K $33K
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Attended “Top 10 Marketing Reports” Webinar Display Ad Downloaded Analytics Survey Results Engaged with us at Big Tradeshow Connected with Sales Rep What About Other Advertising Touches? 3 months $33K $33K $100K $33K
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Social Ad Downloaded Infographic onAnalytics Attended “Top 10 Marketing Reports” Webinar Display Ad Downloaded Analytics Survey Results Engaged with us at Big Tradeshow Connected with Sales Rep What About Other Advertising Touches? 3 months $33K $33K $100K $33K
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Social Ad Downloaded Infographic onAnalytics Attended “Top 10 Marketing Reports” Webinar Display Ad Downloaded Analytics Survey Results Engaged with us at Big Tradeshow Connected with Sales Rep Without Attribution, They Get No Credit 3 months $33K $33K $100K $33K $0K $0K
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Social Ad Downloaded Infographic onAnalytics Attended “Top 10 Marketing Reports” Webinar Display Ad Downloaded Analytics Survey Results Engaged with us at Big Tradeshow Connected with Sales Rep WITH Attribution, Two Things Happen 3 months $20K $20K $100K $20K $20K $20K
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Social Ad Downloaded Infographic onAnalytics Attended “Top 10 Marketing Reports” Webinar Display Ad Downloaded Analytics Survey Results Engaged with us at Big Tradeshow Connected with Sales Rep WITH Attribution, Two Things Happen 3 months $20K $20K $100K $20K $20K $20K 1. Ad channels/campaigns get revenue credit
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016 PPC Ad Downloaded eBook on Analytics Social Ad Downloaded Infographic onAnalytics Attended “Top 10 Marketing Reports” Webinar Display Ad Downloaded Analytics Survey Results Engaged with us at Big Tradeshow Connected with Sales Rep WITH Attribution, Two Things Happen 3 months $20K $20K $100K $20K $20K $20K 2. More tracked touchpoints means more precise attribution
- 17. Page 17© Marketo, Inc. 5/26/2016 Key Questions to Address Which ad channels are working? How to allocate budgets between channels? Which campaigns are working within a channel? Performance of my channels vs others?
- 18. Page 18© Marketo, Inc. 5/26/2016 Key Metrics that Matter Good to Have Metrics Must Have Metrics Impressions Clicks Click Through Rates Leads/Conversions Opportunities Created Pipeline Created Revenue Won
- 20. Facebook – Opportunity and Pipeline Data
- 21. Facebook Front End vs Back End Data Conversion Data Opps and Pipeline Data
- 22. Page 22© Marketo, Inc. 5/26/2016 Maps to Programs in Marketo Url for Ad: www.marketo.com?source=Social- Paid&comment=SA_FB_Umbr_NA Create Program in Marketo
- 23. Page 23© Marketo, Inc. 5/26/2016 Flow Step Link to Marketo Docs for Set Up: https://docs.marketo.com/x/fBia
- 24. Program Channel Q1 2016 FT Opportunity Created Content Syndication 38 Social Organic 16 PPC 47 Events 32 Social Paid 25 Channel Performance Report
- 25. Measuring Your Program Performance Channels First Touch (FT) Revenue LinkedIn $319,000 Facebook $270,000 PPC $625,000
- 26. Measuring Your Program Performance Page FT Revenue MT Revenue LinkedIn $319,000 $345,000 Facebook $270,000 $423,000 PPC $625,000 $117,000
- 27. Page FT Revenue MT Revenue LinkedIn $319,000 $345,000 Facebook $270,000 $423,000 PPC $625,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
- 28. Page 28© Marketo, Inc. 5/26/2016 Allocate Your Budget
- 29. Page 29© Marketo, Inc. 5/26/2016 Key Takeaways • First Touch and Multi-Touch Metrics are important to answer budget and performance related questions • Create programs in Marketo to get a full picture of how your ad channels are doing • Programs will help you optimize towards Opportunity and Pipeline and not just form fills @dkap_11 @brianjglover #mktgnation
- 30. Page 30© Marketo, Inc. 5/26/2016 Q/A
- 31. Thank You! Brian Glover Sr. Product Marketing Manager Marketo @brianjglover Divya Dutt Senior Marketing Manager, Digital and Nurture Programs Marketo @dkap_11
Editor's Notes
- 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.
- Optimize ad campaigns and budgets Better revenue attribution overall for better insights Easily compare cross-channel
- How do we really evaluate the channels. We look at Metrics! In the online world you have some good early indicators of what’s working and what’s not. These are your impressions, clicks, CTRs and Conversions. These metrics are important and most platforms like Google, Facebook etc give us there early metrics but for businesses that have long sales cycles, just going off of these metrics is not enough. You need to really know which channels and campaigns are driving Opps, Pipeline and Revenue because ultimately that’s what your VPs and CMOs care about. So I think we all agree metrics are important and we cannot discount early indicator metrics but we do want to drive towards metrics that really matter. So let’s take a look at how to do that.
- Screen shot from our Facebook platform. This is telling me the conversions.
- Screen shot from our reporting tool
- Just trying to drive my point home here. Don’t just go and make big decisions based on front end data. Demo data and you will need more data to make budget decisions. Now that we know backend data is important how are we tracking. We are creating programs in Marketo that match the campaigns running in different platforms.
- I want to share with you how you can create these programs in Marketo. Create a new program in Marketo. When a person fills out a form the query string field in here needs to be added to the url and the source field too. If someone clicks a ad in fB and goes to a url that contains these fields lands on a LP using a Marketo form these fields will get captured and the program we created here will get credit for that lead.
- Input doc link
- So I walked you through how to figure out which campaigns are performing within a channel but with these reports you can also see the big picture and compare how various channels are performing vs each other and make decisions on budget alloocations based on that knowledge.
- Brian spent some time going over FT and MT and here at Marketo we look at both those metrics while evaluating our programs so I want to walk you through an example. Again the data here is for the purpose of the webinar and not actual data.
- Both FT and MT are important and before you make big decisions to keep a channel or take it out evaluate both touches. If your goal is FT then PPC is going great but if you take FB away your will not have a good channel that is keeping folks engaged. We often run retargeting campaigns that push out custom audiences into FB and LLA and that helps with MT.
- Now that you have al lthe front end backend, FT and MT insights you can make informed decisions on where to spend your ad dollars and what kind of returns to expect over time.