Webinar 5 reasons why your marketing measurement isn't working (& how to fix it)

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Improve Your Marketing Measurement If you’re like many B2B marketers out there, you know that your measurement isn’t good enough...but, hey, what can you do about it? Your manager comes to you with questions and you just don’t have the right data to give a good answer. It’s a huge problem, but it’s just something you have to deal with, right? Not anymore! Join Jordan Con and Lillian Smith for their webinar, 5 Reasons Why Your Marketing Measurement Isn’t working (& how to fix it), where they discussed how you can get prepared to answer all of the measurement questions that come your way. We discussed: - Shortfalls of current measurement technology - Real-life challenges that come from those shortfalls - How to get started with better measurement - A preview of what it’s like when you can answer your manager’s questions

5 Reasons Why Your
Marketing Measurement
Isn’t Working
(& how to fix it)

Proprietary and Confidential | © Marketo, Inc. 2
Lillian Smith
Senior Demand Manager
Jordan Con
Product Marketing Manager

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Our goals for the webinar
Challenge your
mindset
Ideas that you can
implement now
Ideas that you can
implement in the
medium-term

Only 15.2% of B2B Marketers rated
their ability to measure marketing
performance as “effective”
[2018 State of Pipeline Marketing Report]

Proprietary and Confidential | © Marketo, Inc. 5
MARKETERS ARE GREAT AT KNOWING THEIR CHANNEL METRICS
Marketing Data
Optimize Optimize OptimizeOptimize Optimize
WEB PAID
MEDIA
EVENTS EMAIL SALES
DEV
Badge scans /
registrations
Open rate,
click rate
CPM, CPC,
CPL
Pageviews,
bounce rate
Calls, emails
sent

Proprietary and Confidential | © Marketo, Inc. 6
“We’re behind on our quarterly pipeline
target. What can we do?”
“The CEO wants to know what we’re
going to do this quarter. Can you give me
data to back up our strategy?”
“We have $50,000 left to spend in the
next month. Where should we put it?”

Proprietary and Confidential | © Marketo, Inc. 7
So why is your current
way of measuring
impact not working?

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Our Example Buyer Journey
$100K

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Conversion!
Reason #1: Digital-Only Attribution
Click!
Success!
Success!
Open &
Click!
Reply!
Click!

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Reason #2: Offline-Only Attribution

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Reason #3: Campaign-Based Attribution
$100K

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Reason #4: Lead-Based Attribution
$100K

Proprietary and Confidential | © Marketo, Inc. 13
Reason #5: Binary Attribution
$100K
Opportunity
Created by
Marketing!

Proprietary and Confidential | © Marketo, Inc. 15
Badge scans /
registrations
Impressions,
CPM/CPC
Open Rate,
Click Rate
Dials,
Connects
$100K
Clicks,
Keyterm rank
Impressions,
CPM/CPC
Badge scans /
registrations
Dials,
Connects
Open Rate,
Click Rate
Open Rate,
Click Rate
Open Rate,
Click Rate
RSVPs, Cost
per Head
RSVPs, Cost
per Head
From Channel Data to Revenue Data

Proprietary and Confidential | © Marketo, Inc. 16
$2K
$20K $8K $2K
$100K
$2K
$20K $2K
$2K
$2K $8K
$15K$15K
$2K
From Channel Data to Revenue Data

Proprietary and Confidential | © Marketo, Inc. 18
Capture
DIGITAL OFFLINE SALES

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Unify
$100K

Proprietary and Confidential | © Marketo, Inc. 20
Model
$100K
FIRST TOUCH
$22.5K
LEAD CREATION
$22.5K
CLOSED WON
$22.5K
OPP CREATION
$22.5K$1.1K $1.1K $1.1K
$1.1K $1.1K $1.1K $1.1K $1.1K
$1.1K

Proprietary and Confidential | © Marketo, Inc. 21
Analyze
$100K
$200K
$50K
$30K
$80K
$110K

Proprietary and Confidential | © Marketo, Inc. 22
Analyze
$100K
$200K
$50K
$30K
$80K
$110K
Revenue from LinkedIn
$22.5K
$2K
$2K
$1K
$10K
$20K
$23K
$80.5K revenue from LinkedIn

Proprietary and Confidential | © Marketo, Inc. 24
1. Conduct an Audit
DIGITAL OFFLINE SALES
Starting Questions
● What are you able to track?
● What are you missing?
● What mechanisms are you using to track
your channels?
● How much of the measurement process is
manual vs. automated?
● Is your measurement sufficiently granular?

Proprietary and Confidential | © Marketo, Inc. 25
2. Use Consistent URL Parameters
Medium
Source
Campaign
Content
Term
Channel: email, display, social, etc.
Subchannel: newsletter, DoubleClick, Facebook, etc.
Campaign name (internal)
Ad copy, ad dimensions, etc.
Keyword (where relevant)
Find a template or create your own, as long as you’re consistent and know what your system means

Proprietary and Confidential | © Marketo, Inc. 26
3. Identify Your Key Stages
FIRST TOUCH
LEAD CREATION
CLOSED WONOPP CREATIONMQL
DEMO
SQL

Proprietary and Confidential | © Marketo, Inc. 27
4. Identify What Matters
For every channel and campaign, figure out what 3-5 metrics matter
(whether or not you can measure them today), what you want to report out,
how you’re going to make decisions
Impact
Pipeline
Revenue
ROI
Journey
Stage Velocity
Stage Conversion Rates
Win Rate
Activity/Engagement
Visits / Pageviews
Registrations / Attendance
Leads / MQLs
Touchpoints

Proprietary and Confidential | © Marketo, Inc. 28
5. EDUCATE
Make data part of the
culture
Talk about it!
All.
The.
Time.
Do the work

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The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences? You'll learn about: -Why data-driven marketing is so difficult to get right -How to clean, organize, and manage your database -Where lead lifecycle marketing and account-based marketing fit into a data-driven approach -Using your data to create more personalized and engaging experiences -Implementing the right attribution solution for your organization and team

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Vídeo La forma en la cual los alumnos seleccionan dónde estudiar ha cambiado. Esa búsqueda es cada vez más digital. La mayoría de las universidades y centros de formación está invirtiendo gran parte de sus presupuestos en publicidad online, aunque los resultados no siempre son los esperados. A través de este webinar, descubre cómo están logrando reducir el coste por nuevo estudiante y mejorar la rentabilidad promedio por alumno aquellas universidades que han implementado una solución de Marketing Automation.

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Webinar 5 reasons why your marketing measurement isn't working (& how to fix it)

1. 5 Reasons Why Your Marketing Measurement Isn’t Working (& how to fix it)

2. Proprietary and Confidential | © Marketo, Inc. 2 Lillian Smith Senior Demand Manager Jordan Con Product Marketing Manager

3. Proprietary and Confidential | © Marketo, Inc. 3 Our goals for the webinar Challenge your mindset Ideas that you can implement now Ideas that you can implement in the medium-term

4. Only 15.2% of B2B Marketers rated their ability to measure marketing performance as “effective” [2018 State of Pipeline Marketing Report]

5. Proprietary and Confidential | © Marketo, Inc. 5 MARKETERS ARE GREAT AT KNOWING THEIR CHANNEL METRICS Marketing Data Optimize Optimize OptimizeOptimize Optimize WEB PAID MEDIA EVENTS EMAIL SALES DEV Badge scans / registrations Open rate, click rate CPM, CPC, CPL Pageviews, bounce rate Calls, emails sent

6. Proprietary and Confidential | © Marketo, Inc. 6 “We’re behind on our quarterly pipeline target. What can we do?” “The CEO wants to know what we’re going to do this quarter. Can you give me data to back up our strategy?” “We have $50,000 left to spend in the next month. Where should we put it?”

9. Proprietary and Confidential | © Marketo, Inc. 9 Conversion! Reason #1: Digital-Only Attribution Click! Success! Success! Open & Click! Reply! Click!

13. Proprietary and Confidential | © Marketo, Inc. 13 Reason #5: Binary Attribution $100K Opportunity Created by Marketing!

14. How do we fix it?

15. Proprietary and Confidential | © Marketo, Inc. 15 Badge scans / registrations Impressions, CPM/CPC Open Rate, Click Rate Dials, Connects $100K Clicks, Keyterm rank Impressions, CPM/CPC Badge scans / registrations Dials, Connects Open Rate, Click Rate Open Rate, Click Rate Open Rate, Click Rate RSVPs, Cost per Head RSVPs, Cost per Head From Channel Data to Revenue Data

16. Proprietary and Confidential | © Marketo, Inc. 16 $2K $20K $8K $2K $100K $2K $20K $2K $2K $2K $8K $15K$15K $2K From Channel Data to Revenue Data

17. 1. Capture 3. Model 4. Analyze2. Unify

20. Proprietary and Confidential | © Marketo, Inc. 20 Model $100K FIRST TOUCH $22.5K LEAD CREATION $22.5K CLOSED WON $22.5K OPP CREATION $22.5K$1.1K $1.1K $1.1K $1.1K $1.1K $1.1K $1.1K $1.1K $1.1K

22. Proprietary and Confidential | © Marketo, Inc. 22 Analyze $100K $200K $50K $30K $80K $110K Revenue from LinkedIn $22.5K $2K $2K $1K $10K $20K $23K $80.5K revenue from LinkedIn

23. Things you can start doing today

24. Proprietary and Confidential | © Marketo, Inc. 24 1. Conduct an Audit DIGITAL OFFLINE SALES Starting Questions ● What are you able to track? ● What are you missing? ● What mechanisms are you using to track your channels? ● How much of the measurement process is manual vs. automated? ● Is your measurement sufficiently granular?

25. Proprietary and Confidential | © Marketo, Inc. 25 2. Use Consistent URL Parameters Medium Source Campaign Content Term Channel: email, display, social, etc. Subchannel: newsletter, DoubleClick, Facebook, etc. Campaign name (internal) Ad copy, ad dimensions, etc. Keyword (where relevant) Find a template or create your own, as long as you’re consistent and know what your system means

26. Proprietary and Confidential | © Marketo, Inc. 26 3. Identify Your Key Stages FIRST TOUCH LEAD CREATION CLOSED WONOPP CREATIONMQL DEMO SQL

27. Proprietary and Confidential | © Marketo, Inc. 27 4. Identify What Matters For every channel and campaign, figure out what 3-5 metrics matter (whether or not you can measure them today), what you want to report out, how you’re going to make decisions Impact Pipeline Revenue ROI Journey Stage Velocity Stage Conversion Rates Win Rate Activity/Engagement Visits / Pageviews Registrations / Attendance Leads / MQLs Touchpoints

28. Proprietary and Confidential | © Marketo, Inc. 28 5. EDUCATE Make data part of the culture Talk about it! All. The. Time. Do the work

29. THANKS!

30. QUESTIONS

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