Do you spend more than 2% of your B2B revenue on marketing? Can you prove a marketing ROI of 200-500% to your CEO? How about growing your marketing performance, team and budget by over 10% in 2020? Which part of your marketing budget and activities was wasted on the wrong stuff – with missed sales opportunities and revenue? How about we go together on a journey into your ROI and boost your 2020 performance? I have worked with many CEO/CMO’s, companies and teams struggling like you to quantify the ROI of their Marketing & Sales efforts. Based on my 26 years’ B2B marketing experience helping international clients transform their marketing & sales operations, I developed a structured 100%-pragmatic coaching program to measure and boost ROI in B2B companies. Through a short audit and using templates, benchmarks and tools to focus on your 20-80, I coach B2B CMOs and marketing teams to manage the right KPIs, develop a simple dashboard, roadmap and adopt a disciplined & flexible way of working towards maximum performance. The outcome? Growing your leads, opportunities and revenue generated from marketing, from quick wins this quarter to a sustainable 12-18 months journey. All it takes is an initial 30-min chat or a quick questionnaire... A small investment that produces a hefty profit: BOOK a mini-audit on http://www.ruttens.com/audit FIND OUT more how I can help you on http://www.ruttens.com ABOUT PHILIPPE - Core expertise in seven industry sectors: Healthcare, Logistics, Telecom, Financial, Professional Services, Industrial and Manufacturing - 80% focus on Demand Generation, ROI Audits, Marketing & Sales alignment, KPIs analysis, Dashboards, Funnel & Campaigns optimisation… - Speaker at worldwide webinars on BRIGHTTalk and B2B Marketing events - in 2019 alone: over 1200 hours coaching & transforming B2B marketing teams into ROI engines - As a Team Lead, Coach, Consultant, Workshop facilitator or Interim Manager

1. LOREM IPSUM DOLOR SIT AMET
Place, date
RE-SET 2020:
DIY AUDIT your
Demand Gen ROI
in 45 mins

2. ROI focus is making your marketing (team)
Bulletproof-Fit !
1. BODY
2. MIND
3. SOUL
4. ENVIRONMENT
5. FOOD
ROI = FITNESS
STEP 1: CHECK-UP/
DASHBOARD
STEP 2: WORKOUT(S)
STEP 3: COACHING/
ROUTINE

3. So WHY is it so hard to measure & increase
your ROI health? 8 main reasons…
Not talking the
CEO/CFO/CCO
language
Unreliable
data(base) or
inadequate
dashboard
Missing key
analytical & “funnel”
talent
CMO vision &
leadership stuck in
the 90s
Under-leveraged
tools stack
Focus is too
“TOFU”, short-
term or tactical
Wrong metrics
and benchmarks
Inadequate
process or
Marketing Ops

4. Take a step back & up:
Become a Revenue Marketeer in 2020
Attribution to Revenue (click /
keyword -> $)
Full alignment with Sales
Repeatable, predictable,
scalable

5. Audit
Zoom on 20-80
Dashboard
Foundations
Roadmap
Coach
Quick wins
Resources
Performance
culture
6 – 18 MONTHS TRANSFORMATION JOURNEY
Transform to a REVENUE & ROI ENGINE requires
a journey through five phases…
Stakeholders
Stories
Trust
Funnel
Sales
Lead to Rev (L2R)
5
TODAY’S FOCUS
More on slideshare.net/pruttens
ENGAGEMENT CONVERSION EFFICIENCY

6. 6
Which ROI? What are “ideal” KPIs?...
BECOME YOUR CFO BFF !

7. LOREM IPSUM DOLOR SIT AMET
Place, date
DEMAND GEN / GROWTH BASICS
PERFORMANCE
(campaigns)
MQL &
OPPs
REV / CPL
ENGAGEMENT
ENG RATE
(website,
social)
CONVERSION
(goals, downloads,
registrations, CTR)
QUALITY
MQL->SAL
MQL -> CW
OPP
Creation %
Win %
TEAM EFFICIENCY
BEST PRACTICES
KEY GAPS/RISKS
BOOST
Campaign,
channel, etc
REDUCE
Campaign,
channel, etc
COMPETITION BRAND
GTM
(campaigns)
TIME
(Demand
Gen %)
BUDGET & TEAM
PERFORMANCE
(channels & content)
VELOCITY
CHANNELS
REV / CPL
CONTENT
REV / CPL
REV ROI
DAYS from
MQLs – OPPs - REV
CONTRIB
(Pipeline%)
High-Performance ROI Marketing requires the
right Dashboard – 9 KPIs domains

8. Demand Gen ROI is based on the (reverse)
Waterfall…
Source:

9. LEADS How can we reduce number of OPEN leads? Where to focus on?
OPPORTUNITIES How can we reduce number of NEEDS ANALYSIS Opps? Where to focus on?
TEAM EEFFICIENCY Where do we have most issues re: data/lead UPLOADS?
Which FOLLOW-UP ACTIONS are NOT taken by Sales?
How many FOLLOW-UP ACTIONS are taken per region & service line? Differences per LEAD TYPE and CHANNEL?
Which exact SALES BEHAVIOUR/TASK do we need to improve first?
BRAND TRUST How to improve our online Share of Voice (organic visits vs competition, Google searches etc)?
How to increase our engagement/conversion rate on our content pages ?
How to increase our engagement/conversion rate on our landing pages (web goals)?
How to increase our engagement rate on LI, TW, FB?
CONTRIBUTION How to increase pipeline contribution (opps created) in your region
How to increase pipeline contribution (opps WON in your region
How to increase average/lead or opp value in your regional pipeline?
CONVERSION How can we improve MQL -> OPP -> CW conversion rates?
How can increase MQL – OPP rates? Where to focus on?
How can we improve our WIN RATE?
How can we reduce number of days from FIRST TOUCHPOINT to MQL
Which REGION, SERVICE LINE or TYPE leads should we nurture as priority?
What type of EVENT is showing best CONVERSION and should we replicate as a package ?
How to reduce the difference of Win Rate between Leads and Contacts?
QUALITY How can we improve LEAD QUALITY?
How can we improve MQL -> SAL rates?
What are the differences in OPEN STAYS per stage from MQL to CW?
VELOCITY How can we speed FUNNEL VELOCITY (days MQL -> CW) ?
How to reduce AVERAGE DAYS of open leads? Where to focus on?
Which LEADS and CHANNELS are showing faster velocity?
What are the ACTIVITY RATIOS (e.g. webinars, local events to SQLs ) that are showing best velocity?
Which ones are creating delays? How best can MKT help?
At which LEAD STAGE do we have most delays? Why & how to solve this?
At which OPP STAGE do we have most delays? Why & how to solve this?
Which CHANNELS are slower in our funnel? Why & how to solve this?
Which CAMPAIGNS (types) are slower in our funnel?
Which CONTACT or LEAD TYPES are slower to convert? Why?
Which ACCOUNT TYPES are creating most delays? Why?
ROI Which CHANNELS,CAMPAIGNS are best performing and why?
Which SERVICE LINE are best performing and why?
An ROI
audit is
about
asking &
answering
the right
questions
for your
Board…
ILLUSTRATIVE

10. My core Demand Gen ROI list – Main KPIs
BUDGET ROI Revenue
BUDGET ROI CWs
BUDGET ROI Budget (Total FY, incl payroll)
BUDGET ROI ROI
BUDGET ROI Total sales pipeline (created)
BUDGET ROI Total sales pipeline (won)
BUDGET ROI Pipeline contribution (created)
BUDGET ROI Pipeline contribution (won)
ENGAGEMENT Engagement rate (social)
ENGAGEMENT Engagement rate (web page views/visitor)
ENGAGEMENT Conversion rate (web goals)
ENGAGEMENT Conversion rate (contact us pages only)
ENGAGEMENT Conversion rate (other pages, Serv, Events)
QUALITY MQL -> SAL conversion
QUALITY MQL -> CW conversion
QUALITY SAL -> OPP conversion
QUALITY OPP -> CW conversion
CAMPAIGNS MQLs
CAMPAIGNS OPPs
CAMPAIGNS Campaigns budget (total)
CAMPAIGNS Cost per lead
CAMPAIGNS Revenue
CAMPAIGNS ROI
CHANNELS MQLs
CHANNELS OPPs
CHANNELS Campaigns budget (total)
CHANNELS Cost per lead
CHANNELS Revenue
CHANNELS ROI
CONTENT MQLs
CONTENT OPPs
CONTENT Content assets budget (total)
CONTENT Cost per lead
CONTENT Revenue
CONTENT ROI
TEAM EFFICIENCY Campaign GTM Time (Brief-> Launch)
TEAM EFFICIENCY Avg time spent on Demand Gen (%)
VELOCITY Avg days MQLs -> OPPs
VELOCITY Avg days OPPs -> CWs
VELOCITY Avg days Needs Analysis
BEST PRACTICE TO BOOST (campaign, channel, content etc)
BEST PRACTICE TO REDUCE (campaign, channel, content etc)
BEST PRACTICE HOW to win more (key factor)
BEST PRACTICE HIGHLIGHT Lead or Opp (example case)
KEY GAP/RISK BRAND (value prop, targeting etc)
KEY GAP/RISK WHY are we losing more
KEY GAP/RISK WHO are we losing more to
KEY GAP/RISK HIGHLIGHT Lead or Opp (example case)

11. How to DIY v1 - Quick ROI Calculator
ILLUSTRATIVE
Interested?
ruttens.com/audit

12. How to DIY v2 – BU-Level ROI Calculator
ILLUSTRATIVE

13. How to DIY v3 – Monthly Review Summary

14. But B2B marketeers need to be storytellers too:
Analyse and share ROI stories for three groups
https://datylon.com/projects
Report both SNAPSHOTS and TRENDS

15. Create
Production & Distribution
Convert
Sales Skills & Close
MARKETING FUEL
Converse
Bait & Production
SALES MACHINE
Pipeline velocity
Your B2B Revenue ENGINE: Create, Converse, Convert
Michael@chaomatic.com

16. “Success is when your
customers REPLACE
your marketing team…but
measure to manage”
Statement by
MARKETING ROI

17. What’s next? Get Bulletproof-Fit in 3 options
ruttens.com/audit
THE 30-MIN ROI
CHECK-UP
WEBCALL
ruttens.com/speaker
THE TEAM
WORKOUT
WORKSHOP
ruttens.com/coach
YOUR ROI
COACH
6-MONTH SUPPORT