Marketing ROI is more important today then it ever has been. Did you know that Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon? In fact, Gartner analyst Laura McLellan predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs. The evidence is mounting on how smart B2B marketing executives are connecting to revenue, transforming marketing from a cost to a revenue center, and in the process, helping their organizations outgrow their competition. As we all well know, a marketer's job doesn't stop at lead generation. Have you ever wondered what marketing analytics are important to measure, what will the executive team look for? Will I have a strategy and plan to improve revenue when I’m asked? This session Kim Walsh will leave you with key insights on how to be part of the revenue conversations and justify your marketing ROI.

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I’m a marketer, how can I justify marketing ROI?
Kim Walsh
Head of Enterprise Sales, HubSpot

2. Head of Enterprise Sales
4+ years @HubSpot
Originally from Alberta, Canada and I have sold 1,200 pairs of shoes on air with QVC in 8 minutes.
@kwalsh07
KimWalsh

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33%
of B2B marketers don’t even attempt to measure the financial impact of marketing!!
Source: http://blog.hubspot.com/insiders/marketing-analytics-vs-business-analytics

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Let’s all promise to not be part of the 33% 

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Marketing roles are changing.

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The Modern Marketer Is
•
An Experimenter
•
A Lover of Data
•
A Content Creator
•
A Justifier of ROI

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By 2017, CMO’s will spend more on IT than CIO’s.

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We have to find a way to drive repeatable, predictableand scalable revenue.

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1
Understand the metrics of your marketing funnel.
2
Create accountability.
3
Establish achievable goals.
4
Map out your plan.
5
Forecast on return, not on investment.
Agenda

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1
Understand the metrics of your marketing funnel.

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Understand your funnel (metrics)

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2
Create accountability.

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Amarketing SLA is vital to establishing accountability.

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Create a Smarketing(SLA) commitment

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“The service-level agreement (SLA) is a two- way process between sales and marketing.”
What is an SLA?

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
How many quality leads does the sales team need to make quota?

What % revenue comes from marketing vs. sales-generated leads?

What is the average sales deal size?

What is the average lead to customer close %?
HubSpot’sSLA

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Calculate SLA -$ value

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3
Establish achievable goals.

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Share revenue goals

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26. Monitor your goal progress

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Track your SLA’s
You can track these metrics through marketing platforms.

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4
Map out YOURplan.

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Develop your personas
•
Customized marketing SLA, sales effectiveness, and customer success metrics to persona
Marketing Mary
(100-2,000 employees)
Enterprise Erin
(2,000+ employees)
Owner Ollie Team
(1-100 employees)

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Pay attention to the way your personas consume your content

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Persona based marketing SLAs
Lead Type
Lead Value
Webinar
$.35
eBook
$.45
FreeTrial
$2.10
Demo Request
$2.75
Marketing Mary Leads
(100-2,000 Employees)
Lead Type
Lead Value
Webinar
$.85
eBook
$1.00
FreeTrial
$4.25
Demo Request
$6.10
Enterprise Erin Leads
(2,000+ Employees)
* Data has been altered from actual HubSpot data for the purposes of this presentation

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What channels are working?

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Is sales following through on the plan?

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Is YOURplan on track?

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5
Forecast on Return not Investment.

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Show the impact of lead generation

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Show leads transferred

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Dashboard
Understand your overall marketing performance and tie it back to customers.

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Revenue Reporting
Understand how much revenue has come from contacts in your database.

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Key take-a-ways
1.
Know your visitor metrics
2.
Know your cost per lead metrics
3.
Know your avg. cost per customer
4.
Marketing SLA’s are important and necessary
5.
Reporting will allow you to make real time adjustments

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In true Jerry Maguire fashion

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THANK YOU!
Kwalsh@hubspot.com

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QUESTIONS ?

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Consistent Cadence of Metrics
Metric
Persona 1
Persona 2
Persona3
LTV/CAC
5.2
11.5
19.0
CAC
$6,250
$15,500
$28,750
MRRChurn
1.3%
0.7%
0.5%
AvgMRR
$425
$1250
$2725
LTV
$32,700
$179,000
$545,000
Months to Payback
14.7
12.4
10.6
Revenue Growth (Q3)
18%
27%
34%
Revenue/ Rep
$4,750
$7,250
$10,500
Leads per Cust.
540
2,400
6,625

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FACT:
“70% of the buying process is now complete by the time a prospect is ready to engage with sales.” SiriusDecisions, Inc.

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(general blank slide)

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2
How can we measure ROI?

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What is our lead goal

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55. Fun fact: Rhode Island has America’s only naturally occurring lighthouse.
@kippbodnar
KIPPBODNAR

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A caption about these dogs would be great right about here.

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For a second option, consider this nice shade of blue. Thanks.

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57% of web activity occurs in the evening.

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The way people do business has changed.

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How do you stand out in a crowded market?