When budgets are tight and teams are slim, understanding the impact of your programs is more important than ever. But what are the metrics that really matter? It’s time to move beyond top funnel engagement metrics and dive beneath the surface to understand the quality and effectiveness of the KPIs that actually benefit the business.
If you’re struggling to identify the metrics that prove your marketing efforts are providing business worthy return, this should help. By reviewing this presentation, you’ll learn the difference between metrics and analytics and which powerful metrics you should be looking at to become more efficient at optimizing the purchase path and driving revenue.
3. 3
AGENDA
The difference between metrics and
analytics
The metrics that matter and what you
need to have in place to apply analysis
How to use this approach to optimize
your LinkedIn Campaigns
1
2
3
@LinkedInMKTG
4. 4
TERMS
DISCUSSED
TODAY
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.
@LinkedInMKTG
6. 6
WHAT
METRICS
ARE TO
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.
@LinkedInMKTG
8. 8
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.
MONEYBALL METRICS
@LinkedInMKTG
9. 9
EMAIL
Click open rate
Conversion rate
Drive pipeline and revenue
DISPLAY
Brand awareness
New website visitors
Click-through rate
RETARGETING
Lead quality
Increase conversion
Drive pipeline and revenue
SPONSORED CONTENT
Increase engagement
Build brand & shape perception
Conversion rate
MONEYBALL METRICS
@LinkedInMKTG
10. 10
Metrics should never be
taken at face value. Context
is critical. Educate your
stakeholders on the “why”
behind the metrics.
@LinkedInMKTG
11. 11
TACTICS METRICS
Email Marketing open rate, returning visitors, form fills,
MQLs, SQOs, SAOs, 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 fills
Gated Long-Form Content Form fills, MQLs, SQOs, SAOs
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
KEEPING YOUR PULSE ON LOWER FUNNEL METRICS
NURTURE
PROSPECTS
THAT HAVE
EITHER
IMPLICITLY OR
EXPLICITLY
EXPRESSED AN
INTEREST IN
YOUR BRAND.
@LinkedInMKTG
12. 12
TRUE MEASUREMENT NIRVANA
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
@LinkedInMKTG
13. 13
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
PEOPLE
Sales and Marketing Alignment
• Align on priority objectives and KPIs
• Alignment on key business definitions
• Marketing Qualified lead
• Sales Qualified or accepted leads
• How is a new customer defined? Inactive
customers?
Executive Alignment
What percentage of revenue or leads should
marketing be accountable for?
STEP 1
@LinkedInMKTG
14. 14
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
PROCESS
• Lead handoff from marketing to sales reps
• Establishing agreement for sales
engagement of leads
• Reporting cadence
STEP 2
@LinkedInMKTG
15. 15
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
TECHNOLOGY (the big one)
What does your current marketing stack
look like?
Key pieces to evaluate:
• Marketing automation system (Eloqua, Marketo, etc.)
• Lead scoring/qualification
• Marketing automation system integration with your sales CRM
• Tracking parameters
• Reporting tools
STEP 3
@LinkedInMKTG
17. 17
ATTRIBUTION
GIVES
CREDIT TO
YOUR
MARKETING
PROGRAMS
1. Ensure tracking scripts are all landing pages.
2. Adding tracking parameters to your URLs.
Campaign URL will look something like this:
3. Marketing and sales systems will store this info along
with the contact info. This allows you to track where the
sale originated from.
https://www.marketing.linkedin.com/?utm_source=linke
din&utm_medium=sponsoredcontent&utm_content=webinar&
utm_campaign=LMS_WC_20170118_MetricsAnalytics&elqcam
paignid=LMS_WC_20170118_MetricsAnalytics
@LinkedInMKTG
18. 18
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACTGOOGLE
ANALYTICS
@LinkedInMKTG
19. 19
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACTGOOGLE
ANALYTICS
@LinkedInMKTG
24. 24
Key conduit
for reach and
nurturing at scale.
LinkedIn Sponsored Content
OBJECTIVES
Product awareness
Thought leadership
Starter guides
Targeted content
METRICS
Content engagement
Leads & MQLs
Lead quality
Revenue
@LinkedInMKTG
25. 25
Great tool to
increase reach
beyond email
to drive leads and
event registrations.
LinkedIn Sponsored InMail
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
@LinkedInMKTG
26. 26
CONVERSION
TRACKING
PROVIDES
BOTTOM
FUNNEL
METRICS FOR
OPTIMAL
CAMPAIGN
PERFORMANCE
We look beyond just conversions.
• Post-click conversions help us optimize creative, they
tell us what’s working.
• View through conversions help give us an
understanding of activity we are driving through our
campaigns.
• Conversion rate helps us isolate top performing
creative and campaign targeting.
@LinkedInMKTG
29. KEY TAKE
AWAYS
CONTEXT IS KEY: ALIGN YOUR
OBJECTIVES WITH THE RIGHT
METRICS
LAYING THE FOUNDATION ACROSS
PEOPLE, PROCESS, & TECHNOLOGY
ANALYZING LOWER FUNNEL METRICS
TO UNDERSTAND WHAT’S DRIVING
BUSINESS IMPACT
1
2
3
@LinkedInMKTG
30. 30
Cassandra Clark
Senior Manager, Demand Generation
@cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan
Q & A
@LinkedInMKTG
31. 31
LinkedIn Marketing Solutions Blog
Lnkd.in/Blog
STAY
CONNECTED
Cassandra Clark
Senior Manager, Demand Generation
@cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager
@goldmegs | linkedin.com/in/goldenmegan
@LinkedInMKTG
Hinweis der Redaktion
This table lists metrics aligned with various tactics you might use in the upper funnel to drive awareness of your brand with the right people
What do I mean by the sales funnel? Here is what that looks like:
Transition: so how the heck do we get there? People, Process, Technology
Step 1 is people. Having the right people and relationships in place for success. The big one, which we’ve all heard discussed I’m sure is having alignment with your sales teams. I can’t stress how important it is to align on what are the KPIs and priority objectives. And down to the smallest metrics like having goals for a marketing qualified lead to sales accepted lead conversion rate all the way up to the bigger metircs like revenue growth.
Also, key here is aligned on key business definitions.
I’ll give you an example of a time early on in my career where we were scoring leads from our marketing database, passing over what we thought were high quality leads and the sales team never followed up on them. They later told me they were garbage leads. There was clearly a disconnect there between our marketing team and our sales team. And let me be the first to say, lead score is never going to be perfect, but you can close the gap by defining these scores or qualifications in lock-step together.
Another example is alignment on customer definitions is key. How does sale define an active customer vs inactive and is that different from marketing. Believe it or not I’ve seen that happen, so you have a rep engaging with an active customer, while marketing is sending them winback messaging. Every business has its own nuances. Some of you might be subscription services, so its pretty black and white. Either a subscriber or not. But take a company like amazon, how do you define when a customer should receive a win-back campaign. Is it they haven’t bought in 30 days, 60 days, 2 years?
Now your might be asking how do I get started ...
1) You need to ensure the tracking scripts are placed on all your pages on your website. Likely they are already there but you can ask your web manager.
2) Then add tracking parameters to all your campaign URLs. Here is an example of how to do that. You can include as many or as little parameters are your prefer. The UTM parameters are for google analytics. You can get very granular into the parameters you want to track, all the way down to the content in your campaign. The parameter at the end is an example of a tracking code from your marketing automation platform.
3) And then the most important is integrating the data from your marketing platform into your sales data.
So that is a high leve view of how to add tracking to your campaigns. It’s a bit of a loaded slide. Again every scenario will depend on your intenral marketing technology and integrations.
This slide is just one view of how you can see this data in Google Analytics. And you can pivot these campaign parameters in different ways. The UTM parameters give you the granularity to be able to track new visits to your site and their behavior on your site by the source, medium, campaign and content.
So now that I’ve given an overview of the attribution, ad tracking and how it works, I’m going to pass things to AJ to talk about attribution best practices.
This slide is just one view of how you can see this data in Google Analytics. And you can pivot these campaign parameters in different ways. The UTM parameters give you the granularity to be able to track new visits to your site and their behavior on your site by the source, medium, campaign and content.
So now that I’ve given an overview of the attribution, ad tracking and how it works, I’m going to pass things to AJ to talk about attribution best practices.
This slide is just one view of how you can see this data in Google Analytics. And you can pivot these campaign parameters in different ways. The UTM parameters give you the granularity to be able to track new visits to your site and their behavior on your site by the source, medium, campaign and content.
So now that I’ve given an overview of the attribution, ad tracking and how it works, I’m going to pass things to AJ to talk about attribution best practices.