Getting Started With Marketing Measurement

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  • 1.Getting Started with MarketingMeasurement Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW | @ActOnSoftware | #ActOnSW
2. Welcome! Thanks for joining us today.Janelle Johnson Director, DemandGenAct-On Software@janelle_johnson | @ActOnSoftware | #ActOnSW 3. Agenda• Overview and Insights• Picking the Right Metrics• The Payoff of Marketing Measurement• Closing / Q&A | @ActOnSoftware | #ActOnSW 4. Overview & | @ActOnSoftware | #ActOnSW 5. Overview and Insightsof marketing organisations90% increased their analytics effortsover the previous 24 months “One of the biggest investments a company makes is in its marketing organization. Theof B2B marketers are turning topressure on marketers to70% metrics to help them justify theirbudgets say how these investments are paying off is enormous, and it’s going to keep growing.”of CEOs now actively track their40% marketing teams’ impact onrevenue David Lewis President and CEO DemandGen International* DemandGen Report – | @ActOnSoftware | #ActOnSW 6. Picking the Right Metrics | @ActOnSoftware | #ActOnSW 7. Picking the Right Metrics• Many Choices• Keep it Simple• Small Set of Metrics• Big Picture – Revenue vs. | @ActOnSoftware | #ActOnSW 8. Revenue Metrics – Painting the Big PictureMarketing Lead MetricsSales Lead Metrics • Inquiries • SAL - Sales Accepted Leads • Net New Leads • Opportunities • MQL – Marketing Qualified Leads • SQL – Sales Qualified LeadsKEY: Big picture metrics that answer the simplest of questions prove most | @ActOnSoftware | #ActOnSW 9. Revenue Metrics – Painting the Big Picture• Conversion Metrics • Conversions • Velocity metrics• Nurturing Metrics • Lead nurturing • Re-engagement metricsKEY: Metrics that identify when a prospect should move to the next stage in the | @ActOnSoftware | #ActOnSW 10. Program Metrics – Dealing with the DetailsBenchmarking Social Media Metrics Metrics Lead SourceDatabase and Data Metrics Quality | @ActOnSoftware | #ActOnSW 11. Program Metrics – Dealing with the Details• Benchmarking Metrics • Email open rates • Content/asset download • Website visits and page views • Form completion • Abandonment ratesKEY: Keep your benchmarking metrics easy, understandable, and | @ActOnSoftware | #ActOnSW 12. Program Metrics – Dealing with the Details• Social Media Metrics • Mentions • Connections • “Likes” • FollowersKEY: Followers are good but converting them to leads, opportunities and revenue is | @ActOnSoftware | #ActOnSW 13. Program Metrics – Dealing with the Details• Lead Source Metrics • Email campaigns • Direct mail efforts • Website navigation habits • Purchased listsKEY: Single attribution allows you to calculate the ROI for your campaigns | @ActOnSoftware | #ActOnSW 14. Program Metrics – Dealing with the Details• Database and Data Quality Metrics• Select the right DQ measures• Identify data dependencies• Establish improvement targets• Monitor and adjust for successKEY: Create measurements that quantify conformance to business user DQ expectations | @ActOnSoftware | #ActOnSW 15. The Payoff to | @ActOnSoftware | #ActOnSW 16. The Payoff of Marketing Measurement• Strategic Revenue-Building• Coherent Story• Effective MeasurementCompanies that track revenue metrics as part of30% an integrated marketing automation strategy are30% more likely to outgrow their competitorsLenskold Group study – 2012KEY: Invest today to profit | @ActOnSoftware | #ActOnSW 17. Next Steps and Q&A | @ActOnSoftware | #ActOnSW 18. ClosingWhite PaperIntroduction To Integrated MarketingGetting Started With Marketing Measurement Download the White Paper Or visit Act-On-> -> Resources-> Measurement & Analytics | @ActOnSoftware | #ActOnSW 19. Next Int’l +91 80 4098-5338 U.S. 1.877.530.1550Manage your online Get higher-qualityAlign sales and Track and measureMarketingleads marketing your resultsAll the tools you need, in Solutions that drive lead Integrations that work >> Real-time, actionableone place >> generation >> reporting >> | @ActOnSoftware | #ActOnSW 20. Q&A• Janelle Johnson• Director, DemandGen, Act-On Software•• | @ActOnSoftware | #ActOnSW