Data accuracy, alignment, attribution challenges, and metrics varying across the buyer's journey are recipe for headaches for even the most Sophisticated Marketer.
Don't fret. In our upcoming webcast, LinkedIn's very own Sr. Content Marketing Manager, Megan Golden and Sr. Demand Generation Manager, Amanda Halle, will show you how you can get clear visibility into the impact of your programs throughout the purchase process.
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
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.
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
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
- metrics and analytics help you become more efficient in optimizing the purchase path
To do this successfully, marketers need a clear understanding of metrics and analytics.
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
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.
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.
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?
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?
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?
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?
Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?
Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?
Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?
Ask Amanda: What is your recommendation on how to lay the foundation to full funnel marketing?