The Ultimate Conversion: Tying Ad Campaigns to Pipeline & Revenue

The Ultimate Conversion:Tying Ad Campaigns to Pipeline & Revenue

Speakers

Brian Glover

Sr. Product Marketing Manager

Marketo

@brianjglover

Divya Dutt

Senior Marketing Manager,

Digital and Nurture Programs

Marketo

@dkap_11

So where should we put more budget?

Which channels and campaigns are driving revenue?

We can look at conversions, or just ask these Tarot cards.

Are the leads we’re generating

becoming customers?

Top of Funnel

Conversions

Middle of Funnel

Qualified Leads

Bottom of Funnel

Pipeline/Revenue

Attribution Ties Marketing & Advertising Activities to Desired Outcomes

Two Types of Attribution:First-Touch and Multi-Touch Attribution

Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016

PPC AdDownloaded

eBook on Analytics

Attended “Top 10 Marketing

Reports” Webinar

Engaged with us at Big Tradeshow

Connected with Sales Rep

First-Touch Attribution

3 months

$100K


PPC AdDownloaded

eBook on Analytics


Reports” Webinar



First-Touch Attribution

3 months

$100K

$100K


PPC AdDownloaded

eBook on Analytics


Reports” Webinar



Multi-Touch Attribution

3 months

$100K


PPC AdDownloaded

eBook on Analytics


Reports” Webinar



Multi-Touch Attribution

3 months

$33K

$33K $100K

$33K


PPC AdDownloaded

eBook on Analytics


Reports” Webinar

Display Ad Downloaded

AnalyticsSurvey Results

Engaged with us at Big

Tradeshow


What About Other Advertising Touches?

3 months

$33K

$33K $100K$33K


PPC AdDownloaded

eBook on Analytics

Social AdDownloaded Infographic onAnalytics


Reports” Webinar




Tradeshow


What About Other Advertising Touches?

3 months

$33K $33K

$100K

$33K


PPC AdDownloaded

eBook on Analytics



Reports” Webinar




Tradeshow


Without Attribution, They Get No Credit

3 months

$33K $33K

$100K

$33K

$0K $0K


PPC AdDownloaded

eBook on Analytics



Reports” Webinar




Tradeshow


WITH Attribution, Two Things Happen

3 months

$20K $20K

$100K

$20K

$20K $20K


PPC AdDownloaded

eBook on Analytics



Reports” Webinar




Tradeshow



3 months

$20K $20K

$100K

$20K

$20K $20K

1. Ad channels/campaigns get revenue credit


PPC AdDownloaded

eBook on Analytics



Reports” Webinar




Tradeshow



3 months

$20K $20K

$100K

$20K

$20K $20K

2. More tracked touchpoints means more precise attribution

© Marketo, Inc. 5/26/2016

Key Questions to Address

Which ad

channels are

working?

How to allocate

budgets between

channels?

Which campaigns

are working

within a channel?

Performance of

my channels vs

others?


Key Metrics that Matter

Good to Have Metrics Must Have Metrics

Impressions

Clicks

Click Through

Rates

Leads/Conversions

Opportunities

Created

Pipeline

Created

Revenue

Won

Facebook Front End

Facebook – Opportunity and Pipeline Data

Facebook Front End vs Back End DataConversion Data

Opps and Pipeline Data


Maps to Programs in Marketo

Url for Ad:

www.marketo.com?source=Social-

Paid&comment=SA_FB_Umbr_NA

Create Program in Marketo


Flow Step

Link to Marketo Docs for Set Up:

https://docs.marketo.com/x/fBia



Program Channel Q1 2016 FT Opportunity Created

Content Syndication 38

Social Organic 16

PPC 47

Events 32

Social Paid 25

Channel Performance Report

Measuring Your Program Performance

Channels First Touch (FT)Revenue

LinkedIn $319,000

Facebook $270,000

PPC $625,000

Measuring Your Program Performance

Page FT Revenue MT Revenue

LinkedIn $319,000 $345,000

Facebook $270,000 $423,000

PPC $625,000 $117,000

Page FT Revenue MT Revenue

LinkedIn $319,000 $345,000

Facebook $270,000 $423,000

PPC $625,000 $117,000

More efficient at pushing leads

through funnel

More efficient at acquiring the right

leads


Allocate Your Budget


Key Takeaways

• First Touch and Multi-Touch Metrics are important to answer budget and performance related questions

• Create programs in Marketo to get a full picture of how your ad channels are doing

• Programs will help you optimize towards Opportunity and Pipeline and not just form fills

@dkap_11@brianjglover#mktgnation


Q/A

Thank You!

Brian Glover

Sr. Product Marketing Manager

Marketo

@brianjglover

Divya Dutt

Senior Marketing Manager,

Digital and Nurture Programs

Marketo

@dkap_11

The Ultimate Conversion: Tying Ad Campaigns to Pipeline & Revenue

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Transcript of The Ultimate Conversion: Tying Ad Campaigns to Pipeline & Revenue