Watch this #COSeries webinar on-demand here: http://dg-r.co/2p2ilgK Measurement and reporting was one of the top priorities in Demand Gen Report’s 2017 Benchmark survey. But while most marketers realize the need for to track and gather insights on pipeline performance, many are still unsure on which campaign metrics they should be analyzing and sharing with their teams. In this webinar, you’ll get a behind the scenes look at what metrics advanced organizations are tracking, and how those insights are helping uncover shifts in interests among prospects, and trends into how different channels are having the biggest pipeline. Specific topics that will be addressed during the session: Differentiating metrics by early, mid and late stage; Measuring the impact of specific content assets; Tracking lead quality and conversions by rates by deal stage; and Advancing to multi-touch attribution.

1. #COSeries
Which Campaign Metrics Really
Matter?
SPONSORED BY:
TM

2. #COSeries
Follow This Webinar on LinkedIn & Twitter
#COSeries
Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
BrightFunnel: @BrightFunnel

3. #COSeries
Register & Attend To Win A Ticket To B2BMX
• Earn 1 automatic entry when you register.
• And second entry when you attend live.
• Register & tune-in to all #COSeries live
sessions for the best chance to win.
• Winners announced each day of the series.
Register For & Attend #COSeries Webinars
For More Chances To Win Free Entry to #B2BMX

4. #COSeries
About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

5. #COSeries
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#COSeries

6. #COSeries
How Are We Doing?

7. #COSeries
Panelists
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report
Morgan Welch
Marketing Manager, Demand Gen
BrightFunnel
@BrightFunnel

8. Which Campaign Metrics Really Matter?
Morgan Welch, Demand Gen Manager at BrightFunnel

9. Marketing Attribution Tracking
ABM Analytics
Web Tracking & Ad Network Integration
Independent Platform Solution
Revenue Funnel Analysis
Forecasting & Prediction
Data Validation & Process Optimization
Sales Activity Analysis

10. 88% of responses cite the ability to measure and
analyze marketing impact is a top priority this year.

11. Leveraging data to determine what marketing and
sales touches work throughout your funnel enables
you to better orchestrate your customer journey.

12. Differentiating metrics by early, mid and late stage
Measuring the impact of specific content assets
Tracking lead quality and conversion rates by deal stage
How to start today
Agenda

13. Establish goals and measurement estimated up front
Define what you want to measure by channel and by program
Align with all key stakeholders and get their input
Focus on data cleanliness
Take the Following Steps

14. Today’s buyer journey is complex. Interactions take place on
multiple channels, in multiple ways.

15. Lead Generation
Paid programs and ads
Events
Webinars/Virtual Events
Website/Content
Social
SEO
Funnel Acceleration
Database Blasts
Email Nurturing
Account-Based Marketing
Accelerator Programs
Retargeting Ads
Brand Awareness
Social
Content
Events
Blog
Influencer Marketing
Marketers Do A Lot

16. But…a lot of programs are based on guesswork.
The Holy Grail of marketing is turning the buyer journey into a science.

17. First touch attribution — what brings people into your funnel
Multi-touch attribution — look at every marketing touch to see what accelerates
people through your funnel
Last touch attribution — what converts people to become customers
Velocity — how fast a piece of content, a channel, or a campaign moves people
through your funnel
Full account analysis — how everything adds up in order to determine the best path
to sale
What Should You Track to Orchestrate the Buyer Journey?

18. Track Different Metrics at Different Stages in Your Sales Funnel

19. But how do you know for sure that you are sending the right
message? You need to test and measure.

20. Early Stage Metrics

21. Be sure to segment your campaigns:
Industry
Sales tier
Region
Target Accounts
Company Size
What Do You Want to Learn About Your Campaigns?

22. What channels are best for driving first-
touch pipeline and revenue?
Is there a difference?
What channels are sourcing the most
leads, MQLs and opps?
Do leads that originate from different
channels move through the funnel at a
different velocity?
Early Stage: What Channels Bring People In?

23. What programs —across all channels —are
the best for sourcing pipeline and revenue?
What programs should you double down on
for next quarter and what programs should
you dump?
What is the ROI of each program versus what
it is bringing in?
Early Stage: What Campaigns Bring People In?

24. Mid-Stage Metrics

25. What is the quality of leads coming
through your content programs?
Do they move to MQL, SQL Opp and
deal stages?
You can track this through your CRM or
attribution platform.
Mid-Stage: What Campaigns Accelerate Your Leads?

26. How many leads and opps are your
campaigns touching?
What channels and campaigns influence
revenue and pipeline?
Mid-Stage: Lead/Opp Touches

27. Multi-touch attribution for content that
moves leads through your funnel on
multiple channels
What content influences leads to
become opps and closed deals?
What content can be attributed to
revenue for the business?
Multi-touch attribution modeling in an
attribution platform
Mid-Stage: Multi-Touch

28. A Look at Channel Velocity: Quantity vs. Quality

29. Late Stage Metrics

30. Last touch attribution for content that
moves leads to the bottom of your
funnel
Content that converts opps to closed
Last Touch: What Campaigns Convert Your Leads?

31. Measuring Your Content Assets

32. Organize programs in Marketo for easy
tracking and sorting
Have consistent naming conventions
Create programs for gated and ungated
content
Organize Your Content Programs Up

33. Use parent/child bucket programs in
SFDC to look at how a content asset
does across all channels and campaigns
Enables you to look at a roll-up value
without double counting
Track Content Holistically Across All Channels

34. Set up metrics early — don’t wait. Set foundation for success.
Set programs up to be measurable from the beginning
Create a culture of measurement across your team
Move beyond vanity metrics (focus on pipeline/revenue)
Communicate your metrics up
Constantly keep testing and optimizing!
How to Start Today — Use Metrics for Planning

36. #COSeries
How Are We Doing?

37. #COSeries
Q&A / Panelists
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report
Morgan Welch
Marketing Manager, Demand Gen
BrightFunnel
@BrightFunnel

38. #COSeries
Thank You For Attending
http://webinars.demandgenreport.com/campaign-optimization-series/2017/
Register for more sessions now thru April 21st!
Please Join Our Next Session Today at 2PM ET / 11AM PT