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@linkedinMKTG
CrasH Course
30 minute
MARKETING METRICS
Understanding metrics vs. analytics
Uncovering the metrics that really matter
Measuring full funnel impact
@linkedinMKTG
3
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan
EAKERS
today’s
@linkedinMKTG
Why Do I Need
Introduction
METRICS AND ANALYTICS?
@linkedinMKTG
According to Forrester Research,
as much as
90%
of the buyers’ journey may be complete
before they contact a salesperson. During that
time, marketing is responsible for moving
prospects down the purchase path.
@linkedinMKTG
6
report the ROI of programs and
confidently request larger budgets
become more efficient at optimizing the
purchase path and driving revenue
metrics & analytics
Help
marketers...
@linkedinMKTG
7
Metrics &
what’s the difference
@linkedinMKTG
BETWEEN
Analytics
METRICS
What you measure your marketing
programs on to gauge performance or
success. They can also be called Key
Performance Indicators (KPIs).
ANALYTICS
Using metrics to identify trends and insights
to inform decisions about your marketing
efforts.
LEARNINGfrom
MONEYBALL METRICS
@linkedinMKTG
9
Metrics
moneyball
In baseball, a lead off hitter’s
job is to get on base and
score runs, while a cleanup
hitter’s job Is to drive in runs.
A baseball team would never
measure the performance of
these two players in the
same way.
@linkedinMKTG
10
Metrics
moneyball
In baseball, a lead off hitter’s
job is to get on base and
score runs, while a cleanup
hitter’s job Is to drive in runs.
A baseball team would never
measure the performance of
these two players in the
same way.
@linkedinMKTG
EMAIL DISPLAY
Click open rate
Conversion rate
Drive pipeline and revenue
Brand awareness
New website visitors
Click-through rate
RETARGETING SPONSORED CONTENT
Lead quality
Increase conversion
Drive pipeline and revenue
Increase engagement
Build brand & shape perception
Conversion rate
11
Measuringthe impact of
FULL FUNNEL MARKETING
@linkedinMKTG
12
Full
Funnel
marketing
Each marketing
tactic should have
a clear purpose
and map to the
buyer’s journey.
So, ask yourself…
“
“
1
Who is the target
audience?
How do they need
to be educated?
How can we align
our benefits to their
pain points?
2
Are you providing
your prospects
increasingly
relevant content as
you learn more
about them?
3
What happens
after the sale?
Do you have the
content that sets
up customers for
success after
they’ve bought
from you?
@linkedinMKTG
The ultimate goal of reaching and then nurturing
prospects is to “acquire” them, to drive them toward
becoming a customer.
13
REACH
NURTURE
Full
Funnel
marketing
@linkedinMKTG
Increase awareness
Build brand
Shape perception
Improve lead quality
Increase conversion
Drive pipeline and revenue
UPPER
LOWE
R
14
REACH
metrics
upper funnel
Play an active role in
prospect education
throughout the buyer’s
journey.
Email Marketing open rate, website traffic, opt-in
Display Ads awareness, brand recall and lift
Search Marketing branded search
Organic Social Media shares, likes, comments
PR
awareness, brand lift, website traffic, inbound links,
referral traffic, unique visitors
Paid Social Media
awareness, brand recall and lift, website traffic,
unique visitors
Free Written content
website traffic, shares, likes, bounce rate, unique
visitors, inbound links, referral traffic, comments
Rich Media content time spent, page views, pages per visit, opt in
TACTICS METRICS
@linkedinMKTG
15
NURTURE
Nurture prospects that
have either implicitly
or explicitly expressed
an interest in your
brand.
Email Marketing open rate, returning visitors, form fills, MQLs, SAOs,
SQOs, retention rate
Search Marketing leads, cost per lead, form fills, MQLs
Display Ads leads, cost per lead, form fills, MQLs
Paid Social Media
leads, cost per lead, returning visitors, MQLs, form
fills
PR leads, cost per lead, returning visitors
Gated Long-form Content
form fills,
Webinars
Form fills, leads, cost per lead, SAO, SQO, close
rate, revenue, retention rate
Demos / Trials form fills, leads, cost per lead, SAOs, SQOs, close
rate, revenue, retention rate
TACTICS METRICS
metrics
lower funnel
@linkedinMKTG
16
REACH
NURTURE
Reach audiences to
drive awareness and
a positive impression
of your brand
• Awareness
• Branded search
• Brand recall and lift
• Website and referral traffic
• Page views, pages per visit,
time spent on site lift
• Subscriber/opt-in lift
• Engagement (open rate,
shares, likes, comments)
• Bounce rate decline
• Unique visitor lift
• Inbound links lift
Nurture prospects
until they’re ready to
make a purchase
• Leads (organic vs paid)
• MQLs/SAOs
• SQOs
• Cost per lead
• Qualified lead velocity rate
(i.e., growth in qualified leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate, customer
lifetime value, upsell/cross-sell
APPLYing
ANALYTIC
S
across the funnel
@linkedinMKTG
17
Full
Funnel
marketing
What is your
recommendation
on how to lay the
foundation to full
funnel marketing?
“
“
1
Understand the
key objectives you
need to hit at
each stage of the
funnel
2
Pin down the right
metrics to
measure progress
against those
objectives
3
Deploy effective
programs and
continually use
analytics to gauge
the effectiveness
and optimize their
performance
@linkedinMKTG
18
REACH
NURTURE
@linkedinMKTG
Paid Promotion
Search Engine Marketing
LinkedIn Display Ads
Blog
Email
LinkedIn Sponsored Content
LinkedIn Sponsored InMail
Webinars
Multi-Channel
CAMPAIGNS
success lies in
MPACT
how LINKEDIN measures
on LINKEDIN
@linkedinMKTG
20
Key conduit for
reach and
nurturing at
scale.
“
“
@linkedinMKTG
SPONSORED
Content
LINKEDIN
OBJECTIVES
Product awareness
Thought leadership
Starter guides
Targeted content
METRICS
Content engagement
Leads & MQLs
Lead quality
Revenue
21
Great tool to
increase reach
beyond email
to drive leads
and event
registrations.
“
“
@linkedinMKTG
SPONSORED
INMAIL
LINKEDIN
OBJECTIVES
Drive content downloads &
event registration
Expand reach beyond email
Right people, right time
METRICS
Open rate
Click-through rate
Conversion rate
Leads/Event registration
22
Think beyond
CTR and
conversions to
measure the
success of your
Display
campaigns.
“
“
@linkedinMKTG
Display Ads
LINKEDIN
OBJECTIVES
Product Awareness
Thought Leadership
Targeted Content
METRICS
Click-through rate
Conversion rate
Web and referral traffic lift
Brand recall
Subscriber opt-in lift
Q&A
your
WITH AMANDA
@linkedinMKTG @ahalle
ONNECTED
stay
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan | mgolden@linkedin.com
LinkedIn Marketing Solutions Blog
Lnkd.in/Blog
Live Webinar: The Sophisticated Marketer's Crash Course in Metrics & Analytics

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Live Webinar: The Sophisticated Marketer's Crash Course in Metrics & Analytics

  • 2. CrasH Course 30 minute MARKETING METRICS Understanding metrics vs. analytics Uncovering the metrics that really matter Measuring full funnel impact @linkedinMKTG
  • 3. 3 Amanda Halle Senior Manager, Demand Generation @ahalle | linkedin.com/in/amandahalle Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan EAKERS today’s @linkedinMKTG
  • 4. Why Do I Need Introduction METRICS AND ANALYTICS? @linkedinMKTG
  • 5. According to Forrester Research, as much as 90% of the buyers’ journey may be complete before they contact a salesperson. During that time, marketing is responsible for moving prospects down the purchase path. @linkedinMKTG
  • 6. 6 report the ROI of programs and confidently request larger budgets become more efficient at optimizing the purchase path and driving revenue metrics & analytics Help marketers... @linkedinMKTG
  • 7. 7 Metrics & what’s the difference @linkedinMKTG BETWEEN Analytics METRICS What you measure your marketing programs on to gauge performance or success. They can also be called Key Performance Indicators (KPIs). ANALYTICS Using metrics to identify trends and insights to inform decisions about your marketing efforts.
  • 9. 9 Metrics moneyball In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs. A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG
  • 10. 10 Metrics moneyball In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs. A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG EMAIL DISPLAY Click open rate Conversion rate Drive pipeline and revenue Brand awareness New website visitors Click-through rate RETARGETING SPONSORED CONTENT Lead quality Increase conversion Drive pipeline and revenue Increase engagement Build brand & shape perception Conversion rate
  • 11. 11 Measuringthe impact of FULL FUNNEL MARKETING @linkedinMKTG
  • 12. 12 Full Funnel marketing Each marketing tactic should have a clear purpose and map to the buyer’s journey. So, ask yourself… “ “ 1 Who is the target audience? How do they need to be educated? How can we align our benefits to their pain points? 2 Are you providing your prospects increasingly relevant content as you learn more about them? 3 What happens after the sale? Do you have the content that sets up customers for success after they’ve bought from you? @linkedinMKTG The ultimate goal of reaching and then nurturing prospects is to “acquire” them, to drive them toward becoming a customer.
  • 13. 13 REACH NURTURE Full Funnel marketing @linkedinMKTG Increase awareness Build brand Shape perception Improve lead quality Increase conversion Drive pipeline and revenue UPPER LOWE R
  • 14. 14 REACH metrics upper funnel Play an active role in prospect education throughout the buyer’s journey. Email Marketing open rate, website traffic, opt-in Display Ads awareness, brand recall and lift Search Marketing branded search Organic Social Media shares, likes, comments PR awareness, brand lift, website traffic, inbound links, referral traffic, unique visitors Paid Social Media awareness, brand recall and lift, website traffic, unique visitors Free Written content website traffic, shares, likes, bounce rate, unique visitors, inbound links, referral traffic, comments Rich Media content time spent, page views, pages per visit, opt in TACTICS METRICS @linkedinMKTG
  • 15. 15 NURTURE Nurture prospects that have either implicitly or explicitly expressed an interest in your brand. Email Marketing open rate, returning visitors, form fills, MQLs, SAOs, SQOs, retention rate Search Marketing leads, cost per lead, form fills, MQLs Display Ads leads, cost per lead, form fills, MQLs Paid Social Media leads, cost per lead, returning visitors, MQLs, form fills PR leads, cost per lead, returning visitors Gated Long-form Content form fills, Webinars Form fills, leads, cost per lead, SAO, SQO, close rate, revenue, retention rate Demos / Trials form fills, leads, cost per lead, SAOs, SQOs, close rate, revenue, retention rate TACTICS METRICS metrics lower funnel @linkedinMKTG
  • 16. 16 REACH NURTURE Reach audiences to drive awareness and a positive impression of your brand • Awareness • Branded search • Brand recall and lift • Website and referral traffic • Page views, pages per visit, time spent on site lift • Subscriber/opt-in lift • Engagement (open rate, shares, likes, comments) • Bounce rate decline • Unique visitor lift • Inbound links lift Nurture prospects until they’re ready to make a purchase • Leads (organic vs paid) • MQLs/SAOs • SQOs • Cost per lead • Qualified lead velocity rate (i.e., growth in qualified leads) • Form fills • Revenue • Returning visitors • Close rate • Retention rate, customer lifetime value, upsell/cross-sell APPLYing ANALYTIC S across the funnel @linkedinMKTG
  • 17. 17 Full Funnel marketing What is your recommendation on how to lay the foundation to full funnel marketing? “ “ 1 Understand the key objectives you need to hit at each stage of the funnel 2 Pin down the right metrics to measure progress against those objectives 3 Deploy effective programs and continually use analytics to gauge the effectiveness and optimize their performance @linkedinMKTG
  • 18. 18 REACH NURTURE @linkedinMKTG Paid Promotion Search Engine Marketing LinkedIn Display Ads Blog Email LinkedIn Sponsored Content LinkedIn Sponsored InMail Webinars Multi-Channel CAMPAIGNS success lies in
  • 19. MPACT how LINKEDIN measures on LINKEDIN @linkedinMKTG
  • 20. 20 Key conduit for reach and nurturing at scale. “ “ @linkedinMKTG SPONSORED Content LINKEDIN OBJECTIVES Product awareness Thought leadership Starter guides Targeted content METRICS Content engagement Leads & MQLs Lead quality Revenue
  • 21. 21 Great tool to increase reach beyond email to drive leads and event registrations. “ “ @linkedinMKTG SPONSORED INMAIL LINKEDIN OBJECTIVES Drive content downloads & event registration Expand reach beyond email Right people, right time METRICS Open rate Click-through rate Conversion rate Leads/Event registration
  • 22. 22 Think beyond CTR and conversions to measure the success of your Display campaigns. “ “ @linkedinMKTG Display Ads LINKEDIN OBJECTIVES Product Awareness Thought Leadership Targeted Content METRICS Click-through rate Conversion rate Web and referral traffic lift Brand recall Subscriber opt-in lift
  • 24. ONNECTED stay Amanda Halle Senior Manager, Demand Generation @ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan | mgolden@linkedin.com LinkedIn Marketing Solutions Blog Lnkd.in/Blog

Notas del editor

  1. This table lists metrics aligned with various tactics you might use in the upper funnel to drive awareness of your brand with the right people
  2. - metrics and analytics help you become more efficient in optimizing the purchase path
  3. To do this successfully, marketers need a clear understanding of metrics and analytics.
  4. This table lists metrics aligned with various tactics you might use in the upper funnel to drive awareness of your brand with the right people
  5. We do more than drive likes, shares or click-through, they drive revenue. Understand the metrics that matter most to your C-suite so can track, analyze and report on them Marketers need to track and measure the right metrics for each marketing tactic as prospects move from awareness to purchase. Only in this way can you make smart decisions about which programs to cut and which to keep and continually improve your efforts. Billy Beane, the Oakland A’s GM and hero of “Moneyball” Billy Beanne made baseball managers and owners rethink the metrics they ise to make multi-million-dollar decisions.
  6. We do more than drive likes, shares or click-through, they drive revenue. Understand the metrics that matter most to your C-suite so can track, analyze and report on them Marketers need to track and measure the right metrics for each marketing tactic as prospects move from awareness to purchase. Only in this way can you make smart decisions about which programs to cut and which to keep and continually improve your efforts. Billy Beane, the Oakland A’s GM and hero of “Moneyball” Billy Beanne made baseball managers and owners rethink the metrics they ise to make multi-million-dollar decisions.
  7. UPPER FUNNEL: Reaching your target audience even when they are not in the market for your offerings LOWER FUNNEL: Nurturing prospects until they are ready to purchase?
  8. UPPER FUNNEL: Reaching your target audience even when they are not in the market for your offerings LOWER FUNNEL: Nurturing prospects until they are ready to purchase?
  9. UPPER FUNNEL: Reaching your target audience even when they are not in the market for your offerings LOWER FUNNEL: Nurturing prospects until they are ready to purchase?
  10. UPPER FUNNEL: Reaching your target audience even when they are not in the market for your offerings LOWER FUNNEL: Nurturing prospects until they are ready to purchase?
  11. Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?
  12. Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?
  13. Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?
  14. Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?