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@linkedinMKTG
CrasHCourse
30 minute
MARKETING METRICS
Understanding metrics vs. analytics
Uncovering the metrics that really matter
Meas...
3
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle
Megan Golden
Senior Content Marketi...
WhyDoINeed
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. ...
6
report the ROI of programs and
confidently request larger budgets
become more efficient at optimizing the
purchase path an...
7
Metrics&
what’s the difference
@linkedinMKTG
BETWEEN
Analytics
METRICS
What you measure your marketing
programs on to ga...
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...
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 I...
11
Measuringthe impact of
FULL FUNNEL MARKETING
@linkedinMKTG
12
FullFunnelmarketing
 Each marketing
tactic should have
a clear purpose
and map to the
buyer’s journey.
So, ask yourself...
13
REACH
NURTURE
FullFunnelmarketing
@linkedinMKTG
Increase awareness
Build brand
Shape perception
Improve lead quality
In...
14
REACH
metrics
upper funnel
 Play an active role in
prospect education
throughout the
buyer’s journey.
Email Marketing o...
15
NURTURE
 Nurture prospects
that have either
implicitly or explicitly
expressed an interest
in your brand.
Email Marketi...
16
REACH
NURTURE
Reach audiences to
drive awareness and
a positive impression
of your brand
•  Awareness
•  Branded search...
17
FullFunnelmarketing
 What is your
recommendation
on how to lay the
foundation to full
funnel marketing?
 “
 “
1
Underst...
18
REACH
NURTURE
@linkedinMKTG
Paid Promotion
Search Engine Marketing
Display Ads
Blog
Email
Sponsored Updates
Sponsored I...
IMPACT
how LINKEDIN measures
on LINKEDIN
@linkedinMKTG
20
 Think beyond
CTR and
conversions to
measure the
success of your
Display
campaigns.
 “
 “
@linkedinMKTG
DisplayAds
LINK...
21
 Great tool to
increase reach
beyond email
 to drive leads
and event
registrations.
 “
 “
@linkedinMKTG
SPONSOREDINMAIL...
22
 Key conduit for
reach and
nurturing at
scale.
 “
 “
@linkedinMKTG
SPONSOREDUPDATES
LINKEDIN
OBJECTIVES
Product awarene...
Q&A
your
WITH AMANDA
@linkedinMKTG @ahalle
CONNECTED
stay
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com
...
END.
Live Webinar: Crash Course to Marketing Metrics
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Live Webinar: Crash Course to Marketing Metrics

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Veröffentlicht am

Megan Golden, Senior Content Marketing Manager, LinkedIn
Amanda Halle, Senior Manager, Marketing, LinkedIn

Want to learn how to optimize how you measure full funnel impact? We've got you covered. The second webcast our Sophisticated Marketer's Webcast Series is our Crash Course in Metrics & Analytics and it's exactly what a data-driven marketer like you is looking for. We'll cover data accuracy, alignment, attribution challenges, and more to enable you to prove value.

Veröffentlicht in: Marketing

Live Webinar: Crash Course to Marketing Metrics

  1. 1. @linkedinMKTG
  2. 2. CrasHCourse 30 minute MARKETING METRICS Understanding metrics vs. analytics Uncovering the metrics that really matter Measuring full funnel impact @linkedinMKTG
  3. 3. 3 Amanda Halle Senior Manager, Demand Generation @ahalle | linkedin.com/in/amandahalle Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan SpEAKERS today’s @linkedinMKTG
  4. 4. WhyDoINeed Introduction METRICS AND ANALYTICS? @linkedinMKTG
  5. 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. 6 report the ROI of programs and confidently request larger budgets become more efficient at optimizing the purchase path and driving revenue metrics & analytics Helpmarketers... @linkedinMKTG
  7. 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.
  8. 8. LEARNINGfrom MONEYBALL METRICS @linkedinMKTG
  9. 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. 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 UPDATES Lead quality Increase conversion Drive pipeline and revenue Increase engagement Build brand & shape perception Conversion rate
  11. 11. 11 Measuringthe impact of FULL FUNNEL MARKETING @linkedinMKTG
  12. 12. 12 FullFunnelmarketing  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. 13 REACH NURTURE FullFunnelmarketing @linkedinMKTG Increase awareness Build brand Shape perception Improve lead quality Increase conversion Drive pipeline and revenue UPPER LOWER
  14. 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. 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. 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 APPLYingANALYTICSacross the funnel @linkedinMKTG
  17. 17. 17 FullFunnelmarketing  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. 18 REACH NURTURE @linkedinMKTG Paid Promotion Search Engine Marketing Display Ads Blog Email Sponsored Updates Sponsored InMail Webinars Multi-ChannelCAMPAIGNS success lies in
  19. 19. IMPACT how LINKEDIN measures on LINKEDIN @linkedinMKTG
  20. 20. 20  Think beyond CTR and conversions to measure the success of your Display campaigns.  “  “ @linkedinMKTG DisplayAds 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
  21. 21. 21  Great tool to increase reach beyond email  to drive leads and event registrations.  “  “ @linkedinMKTG SPONSOREDINMAIL 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. 22  Key conduit for reach and nurturing at scale.  “  “ @linkedinMKTG SPONSOREDUPDATES LINKEDIN OBJECTIVES Product awareness Thought leadership Starter guides Targeted content METRICS Content engagement Leads & MQLs Lead quality Revenue
  23. 23. Q&A your WITH AMANDA @linkedinMKTG @ahalle
  24. 24. CONNECTED 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
  25. 25. END.

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