@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

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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

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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

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Measuringthe impact of
FULL FUNNEL MARKETING
@linkedinMKTG

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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.

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REACH
NURTURE
Full
Funnel
marketing
@linkedinMKTG
Increase awareness
Build brand
Shape perception
Improve lead quality
Increase conversion
Drive pipeline and revenue
UPPER
LOWE
R

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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

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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

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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

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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

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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

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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

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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

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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