There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads? These are all questions we’ll be exploring in this presentation.

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BEFORE WE
GET
STARTED

2. What Should Marketers
Really Be Measuring?

3. LACEY MIYAZAKI
Insights Manager
LinkedIn
AJ WILCOX
LinkedIn Agency Founder
B2Linked
PATRICK CHEN
Group Manager, Demand
Generation, Sales Solutions
LinkedIn

4. AGENDA
➤ When to use ROI to make decisions
➤ Do top of funnel metrics matter?
➤ Qualified leads
➤ What metrics to use for each
marketing tactic
➤ Biggest mistakes in measurement
➤ Full funnel marketing story
➤ How marketers are finding ROI on
LinkedIn

5. “Marketers making headway on measuring
their effectiveness to the business are taking an
outcome-based approach to their metrics.
Operating in this fashion allows Marketers
to tether their measurement data to key
business outcomes and drive the organization’s
financial goals.”
-VisionEdge Marketing

6. Defining ROI
Return on Investment =
Ad-Sourced Revenue ⁒ Ad Spend

7. “If you shut down all digital channels… you’re still going to see
some sales.
Sales won’t disappear… marketing is...incremental.”
-John Lin, Sr.VP of Strategy andAnalyst Science, Epsilon

8. 8
EFFECTIVE MEASUREMENT
happens when you can track your marketing
campaigns through the sales funnel
Landing page
conversion
Marketing
qualified lead
Opportunities
created
Closed won
opportunities/# new
customers
Closed
dollars/revenue

9. CTR (Click-through Rate): The amount of clicks in your campaign divided by the number of
impressions or sends.
CPL (Cost Per Lead): The amount of money you spend to acquire a lead.
MQL (Marketing Qualified Lead): A lead that meets marketing’s benchmark for being considered a
strong prospect. Usually qualified through analytics and/or a lead scoring system.
Lead Score: The methodology marketing uses to identify MQLs.
SQL (Sales Qualified Lead): A lead that Sales has vetted and qualified as a prospective customer.
Marketing Automation System: Technology used to automate marketing actions to improve
engagement and efficiency.
CRM (Customer Relationship Management): Technology used to manage and analyze interactions
and data throughout the customer lifecycle.
Attribution There are 3 models for marketing attribution: first touch, last touch, and multi-touch.
MEASUREMENT GLOSSARY

10. Two Case Studies show LinkedIn drives ROI for marketing through quality leads
Though quality can mean something different to everyone
Leads from LinkedIn (vs. not from LI) were more likely to become closed won opportunities, in less time
Small and Mid-size Deals
for Customer
Opportunity Win Rates
5% more likely
Median Sales Cycle
18% faster
Leads from LinkedIn (vs. not from LI) took longer to close, but also contributed to ~3x larger closed won
opportunities
Enterprise Deals
for Customer
Median Sales Cycle
18% longer
Median Deal Size
3x larger

11. Quality not Quantity Means Sales and Marketing Both Win
Measure quality of marketing impact
through the entire customer journey
Sales Win: Sales spend less
time on lower impact leads
Marketing Win: Marketing receives
revenue credit for attracting higher
quality leads
MQLs, SQLs
ClosedWon Deals
Opportunities
LifetimeValue
Vanity Metrics
• can’t be linked to meaningful business goals
• used for short term objectives and optimization
Percentage
of leads
converting
to…

12. LACEY MIYAZAKI
Insights Manager
LinkedIn
AJ WILCOX
LinkedIn Agency Founder
B2Linked
PATRICK CHEN
Group Manager, Demand
Generation, Sales
Solutions
LinkedIn
Q&A

13. APPENDIX

14. Visitors
Leads
Opportunities
Sales Satisfaction
Retention
Upsell
Evangelism
CUSTOMERS
FULL FUNNEL MARKETING
APPROACH

15. TACTICS METRICS
Email Marketing open rate, returning visitors, form fills, MQLs,
retention rate
Search Marketing leads, cost per lead, form fills, MQLs
Display Ads leads, cost per lead, form fills, MQLs
PR Leads, cost per lead, returning visitors
Paid Social Media leads, cost per lead, returning visitors, MQLs, form
Gated Long-Form Content Form fills, MQLs, SQOs, SAOs
Webinars Form fills, leads, cost per lead, SAO, SQO, close
revenue, retention rate
Demos / Trials Form fills, leads, cost per lead, SAOs, SQOs, close
revenue, retention rate
Your Metric Guidebook

16. Defining of ROI
Marketing investments into three categories:
➤ Brand marketing
➤ Acquisition marketing
➤ Customer marketing

17. 17
MARKETING
Leads
MQLs
SQLs
SQO
FUNNEL
New Customers