DEFINING KPIS FOR B2B MARKETERS - DWA€¦ · Justifying marketing activity to C-suite Being able...
Transcript of DEFINING KPIS FOR B2B MARKETERS - DWA€¦ · Justifying marketing activity to C-suite Being able...
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D E F I N I N G K P I S F O R B 2 B M A R K E T E R S
M I C H E L L E S T E W A R T G L O B A L M E D I A D I R E C T O R
M O L L I E P A R K E R D I R E C T O R A N A L Y T I C S A N D T E C H O P S
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M I C H E L L E S T E W A R T G L O B A L M E D I A D I R E C T O R
Lead on DWA’s largest global accounts, including DXC, NetApp, and NetSuite
Background in digital and traditional media across both B2B and B2C
M O L L I E P A R K E R D I R E C T O R A N A L Y T I C S A N D T E C H O P S
Spearheaded DWA’s onboarding of data visualization platform Datorama
Background in marketing and analytics strategy across multiple verticals, including Banking Business Services, Education, Energy, Retail, and Technology
W H O W E A R E
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B U S I N E S S G O A L S
A U D I E N C E
S T R A T E G Y
M E A S U R E M E N T D A T A M E S S A G I N G C H A N N E L S
M O N I T O R
L O C A T E & V A L I D A T E
A C T I V A T E
O P T I M I Z E
PRED
EFIN
ED
WHA
T HOW
D W A ’ S F R A M E W O R K
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MAC
RO MICRO
Justifying marketing activity
to C-suite
Being able to tell a story with your campaign’s data
Being able to accommodate
changes to marketing programs
Integrating siloed media channels
Locating audience
Defining performance metrics
Translating performance metrics to KPIs
Setting up a measurement framework
Optimizing marketing activity
M O N I T O R I N G B U S I N E S S G O A L S : M A C R O & M I C R O
M O N I T O R
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I N F L U E N C E R
D E C I S I O N M A K E R
P R E D E F I N E D D E C I S I O N M A K I N G C H A I N
F I R S T - P A R T Y D A T A
T H I R D - P A R T Y D A T A
P R O G R A M M A T I C
S O C I A L
S E A R C H
L O C A T I N G Y O U R A U D I E N C E T H R O U G H D A T A - I N F O R M E D M E D I A
L O C A T I N G Y O U R A U D I E N C E
With a predefined audience, you understand who the key decision-makers are. Activating data sources can help you find your audience and better understand their behavior.
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Audience unfamiliar with Brand that’s searching for more information
Audience that is familiar with your brand and is comparing your products or services against competitive solutions
A C T I V A T I N G A S T R A T E G Y : Differences Between Audiences and Aligning Messaging
Audience that’s ready to purchase
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T O P
M I D D L E
B O T T O M
S O C I A L V I D E O H I G H I M P A C T D I S P L A Y
S O C I A L V I D E O S E A R C H E M A I L C O N T E N T M A R K E T I N G
S O C I A L S E A R C H D I S P L A Y L E A D G E N E R A T I O N
A C T I V A T I N G A S T R A T E G Y : Selecting Media Channels
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L I M I T E D F I R S T - P A R T Y D A T A
Test-and-learn to see which partners perform
N E E D T O G R O W T A R G E T A C C O U N T L I S T
Account-based marketing
W O R K I N G I N A ‘ P I X E L E S S ’ E N V I R O N M E N T
Known limitations impact partner selection
A C T I V A T I N G A S T R A T E G Y : Selecting Data Partners
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D E C I D E O N A M E A S U R E M E N T
F R A M E W O R K
D E F I N E A C O M M O N A L I T Y O R K E Y T O M A R R Y D I S P A R A T E
D A T A
A L I G N A N A L Y T I C S W I T H M E D I A
Unify cross-channel measurement through tracking and reporting Determine proxy metrics for success
Ensure 1:1 element exists within KPI mapping
Communicate data categorization, adherence to industry standards, and processes for identifying anomalies
A C T I V A T I N G A S T R A T E G Y : Measuring Success
Outline systems required to measure channel effectiveness
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B R A N D - D E M A N D K P I S
B R A N D - D E M A N D A C T I O N S
T I M E
Reach & Frequency
Engagements
Conversions: Demo, Trial, Contact Us
CPL/CPC
Conversion Rate
Site Visits
Time on Site
Pages Per Visit
Non-Paid Traffic/Conversions
Cross-Media Performance
SQLs
Opportunities
Sales Pipeline
Sale Velocity
ROI
Report daily & weekly trends
Extract actionable insights
Build optimization plan
Report weekly & monthly trends
Run correlation analyses
Validate audiences
Report monthly & quarterly trends
Extract directional insights
Build strategy to grow sales pipeline
K P I M A P P I N G
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A C T I V A T I N G A S T R A T E G Y : Business Example
B U S I N E S S G O A L S & A U D I E N C E
C H A N N E L S : d i g i t a l - f i r s t , T V , m o b i l e , a u d i o , p r i n t
T e l e c o m g i a n t w i s h e d t o r e a c h B 2 B b u y e r s
w i t h t h e i r e n t e r p r i s e o f f e r
S M B + M i d m a r k e t
M u l t i p l e L O B s w i t h i n b u s i n e s s b r a n d w i t h
v a r y i n g o b j e c t i v e s
T u r n k e y s o l u t i o n f o r d e p l o y m e n t o f c r o s s -
c h a n n e l m e d i a & m e a s u r e m e n t
M E S S A G I N G : s e q u e n t i a l a c r o s s d e v i c e s
D A T A : B l u e k a i , B o m b o r a , D u n & B r a d s t r e e t
S T R A T E G Y
M E A S U R E M E N T : m e a s u r e o n l i n e r e a c h , i m p r e s s i o n s , a n d o n s i t e a c t i v i t y a s w e l l a s o f f l i n e e n g a g e m e n t
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Programmatic & CTV Print Digital Audio
Paid Social High Impact Digital Video Endemic Partnerships
Programmatic Display Location-based Mobile Paid Search Content Syndication
T A R G E T E D A W A R E N E S S
E N G A G E M E N T
I N T E N T
I M P R E S S I O N S
P A G E A R R I V A L S
M E D I A L E A D S
A S S E T D O W N L O A D S
A C T I V A T I N G A S T R A T E G Y : Business Example
STRATEGY CHANNELS KPIS RESULTS QOQ
+ 3 9 4 % O V E R A L L C O N V E R S I O N R A T E
+ 2 3 9 % L E A D V O L U M E
- 7 2 % C P L
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T I P S T O E V O L V E Y O U R S T R A T E G Y
Don’t set and forget. Always test and learn. Understand what success means to your business and stick to a framework that illustrates key data. Get cross-team buy in and agreement on goals. Your agency should serve as a strategic partner.