How to Track the Campaign Metrics that Matter
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Marketers are responsible for a lot these days!! From paid programs to tradeshows and events -- how do you know which marketing metrics are the ones that matter? Use the tips to track your marketing efforts on pipeline and revenue.
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How to Track the Campaign Metrics that Matter
- 1. How to Track the Campaign Metrics That Matter Amelia Ibarra, Demand Gen and Customer Marketing Manager, BrightFunnel
- 2. • Background in B2B / B2C • Was a BrightFunnel customer at EverString! • Has a rescue dog named, Nova • On Twitter: @miadia, @brightfunnel • Email: amelia@brightfunnel.com Your Speaker
- 3. • 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
- 4. •How to differentiate metrics by early, mid, and late stage •How to measure the impact of specific content assets •Tips for tracking lead quality and conversions by deal stage •Why you should, and how you can, advance to multi-touch attribution Agenda
- 5. 88% of marketers cite the ability to measure and analyze marketing impact as a top priority this year. – DemandGen Report
- 6. 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
- 7. Leveraging data to determine what marketing and sales touches work throughout your funnel enables you to better orchestrate your customer journey.
- 8. How to differentiate metrics by early, mid, and late stage
- 9. Track Metrics at Different Stages of Your Sales Funnel
- 10. • 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 Which Marketing Metrics Matter?
- 12. Early Stage: Brand Awareness Website ● What: Which campaigns are driving visits to your website? ● How: Google Analytics Social ● What: How many followers, who’s looking at your posts ● How: Native / Hootsuite
- 13. Lead Gen Campaigns: • For all lead gen campaigns: events, sponsored content & more • What to Track: # of leads generated Cost per lead / Cost per qualified lead • Which assets brought in these leads? • Why track? • See what works / ROI •Where to track these metrics? Marketo, SFDC, BrightFunnel Early Stage: What’s the ROI?
- 14. • What channels are sourcing the most leads, MQLs, SQLs? • Does it change with each progressive stage? Early Stage: What Channels Bring People In?
- 15. • What channels are best for driving first-touch pipeline and revenue? • Is there a difference between what was sourcing leads? Early Stage: What Channels Bring People In?
- 16. • Which campaigns brought leads into those top-performing channels? Early Stage: What Campaigns Bring People In? (By Channel)
- 17. • As a whole, which campaign brought in the most leads? • Should you adjust channel / offer mix? Early Stage: What Campaigns Bring People In? (Overall)
- 19. • How are your leads moving through the funnel? Mid-Stage: What Campaigns Accelerate Your Leads?
- 20. • How many leads and opps are your campaigns touching? Mid-Stage: Lead/Opp Touches
- 21. • What channels and campaigns influence revenue and pipeline? Mid-Stage: Lead/Opp Touches
- 22. • 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 • Don’t miss out on everything in the middle! Mid-Stage: Why Multi-Touch?
- 23. • First touch vs. Multi-touch Mid-Stage: Multi-Touch
- 24. A Look at Channel Velocity: Quantity vs. Quality
- 26. • 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?
- 27. Measuring Your Content Assets
- 28. • Organize programs in Marketo for easy tracking and sorting • Have consistent naming conventions • Create programs for gated and ungated content Organize Your Content
- 29. Track Views vs. Downloads
- 30. • 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
- 31. Tips & Takeaways
- 32. • 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! Tips & Takeaway
- 33. ● Q&A ● Email: amelia@brightfunnel.com ● Click here to tell us what you thought about today’s seminar.