Startup Marketing - An Introduction to AAARR Metrics and Inbound Marketing
The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns
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Transcript of The Metrics That Matter: How to Build Performance-Driven Inbound Marketing Campaigns
#INBOUND14
the metrics that ma'erhow to build performance-‐driven inbound marke2ng campaigns
sept. 18, 2014
presented by paul roetzer (@paulroetzer) CEO | PR 20/20
what’s holding businesses back from achieving performance poten7al?
0%10%20%30%40%50%60%70%80%90%
100%
short-term impact proven long-term impact proven
29%36%
just 36% of CMOs have quan7ta7vely proven the short-‐term impact of marke2ng spend. that figure
drops to 29% when demonstra2ng long-‐term impact.
source: 2014 CMO Survey
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on average, marketers depend on data for just 11% of customer-‐related decisions.
!source: CEB
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B2B marketers say just 9% of CEOs and 6% of CFOs use marke2ng data to help set corporate direc2on.
source: ITSMA, VisionEdge and Forrester
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agenda
1. perform a marke2ng assessment 2. develop a marke2ng scorecard 3. strategize a marke2ng game plan
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the marke7ng assessment a strategy gateway
align expecta7ons + forecast poten7al
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Define Founda2on Projects
subjec2ve analysis internal stakeholders 10 sec2ons 27 profile fields 132 factors 0-‐5 = liabili2es 6-‐7 = neutrals 8-‐10 = assets
www.TheMarke7ngScore.com
Average Scores by Section
Business Cores
Marke2ng Cores
Audiences
Marke2ng Team Strength
Marke2ng Technology U2liza2on
Marke2ng Performance
Social Media Marke2ng
Lead Sources
Public Rela2ons
Content Marke2ng0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Source: PR 20/20’s 2014 Marketing Score Report
Business Cores (63%) and Marke7ng Cores (56%) are the highest rated sec2ons. Lead Sources (32%), Public Rela2ons (29%), and Content Marke2ng (25%) are the lowest.
n=318
bit.ly/mscore-‐report-‐14
“I was a classically trained marketer who had cut my teeth at Procter & Gamble,
nego2ated mul2-‐million dollar deals with the NFL, and received an MBA at Harvard Business School.
“I was a fossil – a senior marke0ng execu0ve who was doomed to ex0nc0on.”
!— Anita Newton, VP of corporate marke2ng, Adknowledge
of marketers say their lack of skills is impac2ng revenue in some way !source: 2012 Marke2ng Skills Gap Report
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of companies lack necessary digital skills in key areas of social media, mobile, internal social networks, process automa2on, and performance monitoring and analysis. !source: Capgemini Consul2ng
90%@paulroetzer www.pr2020.com#inbound14
capable of building, managing and execu0ng
fully integrated campaigns that produce results
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data analysis
!
iden2fy top KPIs. turn data into ac7onable intelligence. uncover anomalies, trends and opportuni7es. adjust strategies based on data, in real-‐2me. 2e ac2vi2es to performance and bo'om-‐line results.
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6 classes, 43 categories, 947 companies
marketing automation high performers (8-10) have an average lead-to-sale conversion rating of 6.1, 1.6x the average rate of all others (rated 0-7).
marketing tech spotlight: marketing automation
the high performers
Marketing automation high performers (n=40)
These high performers rate cost of customer acquisition (COCA) 1.4x stronger, and have an average overall Marketing Score of 61%, 1.5x all others.
Impact of Marketing Automation on Lead-to-Sale Conversion Rates
Lead
-to-S
ale
Con
vers
ion
Rate
Sco
re
0
1
2
3
4
5
6
7
8
9
10
Marketing Automation Strength Score (Marketing Technology Utilization Section)0 1 2 3 4 5 6 7 8 9 10
2.4
3.43.8 3.9
4.84.2
5.1
4.1
5.4
7.2
5.6
PR 20/20 | 2014 Marketing Score Report
Assets (8-10)Neutrals (6-7)Liabilities (0-5)
Sec9on 7 Q: How would you rate your organiza9on’s u9liza9on of these marke9ng and sales technology solu9ons?
many organiza2ons lack, or are underu2lizing, fundamental marke7ng technologies
Content management system (CMS)Project management
Search engine op2miza2on (SEO)Customer rela2onship management (CRM)
Social media monitoring/managementEmail marke2ng
Marke2ng analy2csMarke2ng automa2on/lead nurturing
Internal social networkCall tracking
0 1 2 3 4 5 6 7 8 9 10
2.2
2.9
3.7
4.5
4.7
4.8
4.8
5.3
5.3
5.4
Average Factor Rating (0-10 Scale)
Source: PR 20/20 | 2014 Marke2ng Score Report
n=318
Assets (8-10)Neutrals (6-7)Liabilities (0-5)
bit.ly/mscore-‐report-‐14
a new era in sales and marke7ng alignment
the marke7ng scorecard data without analysis is simply noise
A mere 9% of marketers strongly agree with the statement, “I know our digital marke7ng is working.”
source: Adobe
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76% of marketers believe measurement is important, while only 29% believe they are doing it well.
!
source: Adobe
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marke2ng dashboards that report ac7vi7es rather than business outcomes are a major cause of the disconnect between marketers and the C-‐suite.
!
source: ITSMA, VisionEdge and Forrester
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Source: HubSpot
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Source: HubSpot
keep score of what ma'ers
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turn data into intelligence
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1) priori7ze marke7ng goals.2) iden7fy KPIs.3) customize your funnel.
3-‐steps to start the scorecard process
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generate leads86%
85% convert sales
build brand46%
51% increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke9ng Score Report
high-‐priority goals
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sample KPIs
website traffic social reach subscribers
lead volume lead quality score
lead-‐to-‐sale conversion rates cost of customer acquisi7on (COCA)
customer life7me value (CLV) customer reten7on rates recurring revenue
brand
leads
sales
loyalty
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h_p://bit.ly/performance-‐pack
h_p://bit.ly/performance-‐pack
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bring structure and meaning to numbers
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h_p://developers.hubspot.com/
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h'ps://www.dis2lled.net/blog/seo/google-‐analy2cs-‐api-‐made-‐easy-‐google-‐docs-‐magic-‐tutorial/
the marke7ng game plan high performers connect ac9ons to outcomes
data > intelligence > ac2on > outcomes
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analy2cs automa2on coding content digital ads email mobile public rela2ons search social tech websource: Al2meter’s The Converged Media Impera2ve
the new marke7ng mix
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h_p://bit.ly/performance-‐pack
every campaign is a series of projects designed to achieve a goal
blogging martech stack media rela2ons search engine op2miza2on social engagement website
builders are recurring campaigns designed to create and expand assets
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lead nurturing original research reports persona-‐based lead gen referrals retarge2ng ads website conversion op2miza2on
image: Pedro Moura Pinheiro
drivers are campaigns designed to capitalize on exis2ng assets to accelerate success
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sample monthly game plan
40 points
60 points
drivers 40%
builders 60%
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sample resource alloca7on by life cycle stage
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drivers 20%
builders 80%
startup
drivers 40%
builders 60%
early growth
drivers 80%
builders 20%
HIGH growth
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a case study in performance-‐driven inbound marke2ng
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The organiza2on sought to infuse its sales pipeline with new leads, segment and priori7ze its exis2ng lead database of 10,000+ contacts, drive short-‐term sales conversions through its web store, and iden2fy larger-‐scale enterprise sales opportuni7es.
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• integrated strategy • database segmenta2on • lead-‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tes2ng (email and landing page) • social sharing • email workflows • sales integra2on • website CTAs • media pitches • analy2cs
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• 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni7es
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1. perform a marke2ng assessment 2. develop a marke2ng scorecard 3. strategize a marke2ng game plan
build performance-‐driven inbound campaigns
@paulroetzer www.pr2020.com#inbound14
what’s possible for the future of campaign and marke2ng
performance management?
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data > intelligence > ac7on > outcomes
make-‐shiN solu9on to connect strategy and performance
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strategy
project management
automa7on (cms, email, seo, social)
crm
analy7cs
scorecard
current marke7ng management system
what if there was a marke7ng strategy and management system that enabled dynamic performance-‐driven campaigns
and resource alloca2on (talent, budgets, 2me)?
data > intelligence > ac7on > outcomes
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app builder tool
custom fields
ac7vity stream
advanced (and intui2ve) repor7ng
employee performance management
intelligent (and eventually automated) strategy based on goals and historical performance
so, what’s possible?
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“Marke2ng is now, as it has always been, an art form. But the next genera2on of
marketers understands it can be so much more. These innovators are rewri7ng what is possible when the art and science of
marke7ng collide.”
@paulroetzer www.pr2020.com#inbound14
paul roetzer, @paulroetzer !CEO | PR 20/20 author | The Marke9ng Performance Blueprint (Wiley, 2014) & The Marke9ng Agency Blueprint (Wiley, 2012) creator | Marke2ng Score & Marke2ng Agency Insider
www.pr2020.com