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@linkedinMKTG
CrasH Course
30 minute
MARKETING METRICS
Understanding metrics vs. analytics
Uncovering the metrics that really matter
Mea...
3
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle
Megan Golden
Senior Content Marketi...
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. ...
6
report the ROI of programs and
confidently request larger budgets
become more efficient at optimizing the
purchase path ...
7
Metrics &
what’s the difference
@linkedinMKTG
BETWEEN
Analytics
METRICS
What you measure your marketing
programs on to g...
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
Full
Funnel
marketing
Each marketing
tactic should have
a clear purpose
and map to the
buyer’s journey.
So, ask yoursel...
13
REACH
NURTURE
Full
Funnel
marketing
@linkedinMKTG
Increase awareness
Build brand
Shape perception
Improve lead quality
...
14
REACH
metrics
upper funnel
Play an active role in
prospect education
throughout the buyer’s
journey.
Email Marketing op...
15
NURTURE
Nurture prospects that
have either implicitly
or explicitly expressed
an interest in your
brand.
Email Marketin...
16
REACH
NURTURE
Reach audiences to
drive awareness and
a positive impression
of your brand
• Awareness
• Branded search
•...
17
Full
Funnel
marketing
What is your
recommendation
on how to lay the
foundation to full
funnel marketing?
“
“
1
Understa...
18
REACH
NURTURE
@linkedinMKTG
Paid Promotion
Search Engine Marketing
LinkedIn Display Ads
Blog
Email
LinkedIn Sponsored C...
MPACT
how LINKEDIN measures
on LINKEDIN
@linkedinMKTG
20
Key conduit for
reach and
nurturing at
scale.
“
“
@linkedinMKTG
SPONSORED
Content
LINKEDIN
OBJECTIVES
Product awareness...
21
Great tool to
increase reach
beyond email
to drive leads
and event
registrations.
“
“
@linkedinMKTG
SPONSORED
INMAIL
LI...
22
Think beyond
CTR and
conversions to
measure the
success of your
Display
campaigns.
“
“
@linkedinMKTG
Display Ads
LINKED...
Q&A
your
WITH AMANDA
@linkedinMKTG @ahalle
ONNECTED
stay
Amanda Halle
Senior Manager, Demand Generation
@ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com
M...
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

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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.

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

  1. 1. @linkedinMKTG
  2. 2. CrasH Course 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 EAKERS today’s @linkedinMKTG
  4. 4. Why Do I Need 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 Help marketers... @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 CONTENT 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 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. 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. 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 APPLYing ANALYTIC S across the funnel @linkedinMKTG
  17. 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. 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. 19. MPACT how LINKEDIN measures on LINKEDIN @linkedinMKTG
  20. 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. 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. 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
  23. 23. Q&A your WITH AMANDA @linkedinMKTG @ahalle
  24. 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

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