If you’re like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline. So which metrics actually prove that you’re inbound efforts are doing exactly that? Which are important indicators of future success and which metrics are just noise? In this deck you will find the top metrics you need to track to ensure that your inbound programs are making the right impact. With the right metrics to guide your journey you’ll know where to focus your resources and be able to prove which programs and campaigns are worthy of continued or increased funding.

1. Top Inbound Metrics for B2B
Marketers
Speaker:
Uri
Bar-­‐Joseph
Director
of
MarkeFng,
OpFfy
Wednesday
August
22,
2012
1pm
ET
(10am
PT)
Follow
on
Twi)er:
#TopMetrics
#TopMetrics

2. Uri Bar-Joseph
Uri
Bar-­‐Joseph
is
Director
of
MarkeFng
at
OpFfy,
with
deep
experFze
in
tracking
and
analyzing
the
inbound
markeFng
metrics
that
maMer
most
to
B2B
marketers.
As
well
as
being
responsible
for
reporFng
on
OpFfy’s
internal
markeFng
metrics,
Uri
works
closely
with
the
product
development
team
to
ensure
that
the
OpFfy
product
meets
the
closed-­‐loop
reporFng
needs
of
professional
B2B
marketers.
Follow
Uri
on
TwiMer:
@uribarjoseph
Slide 2 #TopMetrics

3. What We’ll Cover Today
• How to cut through the noise
• Inbound vs. outbound
• Metrics that matter
– Web site effectiveness & reach
– Social media effectiveness &
reach
– Inbound marketing ROI
• Q&A
Slide 3 #TopMetrics

4. What’s The Next Number in the Sequence?
• 49, 36, 25, 16, 9, 4, ?
Slide 4 #TopMetrics

5. 100 Ways To Measure Social Media
by David Berkowitz, 360i
1. Volume of consumer-created buzz 28. Subscriptions (RSS, podcasts, video 49. Time spent with distributed content 75. Customers assisted
for a brand based on number of series) 50. Time spent on site through social 76. Savings per customer assisted
posts 29. Pageviews (for blogs, microsites, media referrals through direct social media
2. Amount of buzz based on number of etc) 51. Method of content discovery (search, interactions compared to other
impressions 30. Effective CPM based on spend per pass-along, discovery engines, etc) channels (e.g., call centers, in-store)
3. Shift in buzz over time impressions received 52. Clicks 77. Savings generated by enabling
4. Buzz by time of day / daypart 31. Change in search engine rankings 53. Percentage of traffic generated from customers to connect with each
5. Seasonality of buzz for the site linked to through social other
earned media
6. Competitive buzz media 54. View-throughs 78. Impact on first contact resolution
32. Change in search engine share of 55. (FCR) (hat tip to Forrester Research
7. Buzz by category / topic Number of interactions for that one)
voice for all social sites promoting
8. Buzz by social channel (forums, the brand 56. Interaction/engagement rate 79. Customer satisfaction
social networks, blogs, Twitter, etc) 33. Increase in searches due to social 57. Frequency of social interactions per 80. Volume of customer feedback
9. Buzz by stage in purchase funnel activity consumer generated
(e.g., researching vs. completing 34. Percentage of buzz containing links 58. Percentage of videos viewed 81. Research & development time saved
transaction vs. post-purchase) 59. Polls taken / votes received based on feedback from social
10. Asset popularity (e.g., if several 35. Links ranked by influence of
publishers 60. Brand association media
videos are available to embed, which 82. Suggestions implemented from
is used more) 36. Percentage of buzz containing 61. Purchase consideration
multimedia (images, video, audio) 62. Number of user-generated social feedback
11. Mainstream media mentions
37. Share of voice on social sites when submissions received 83. Costs saved from not spending on
12. Fans traditional research
running earned and paid media in 63. Exposures of virtual gifts
13. Followers same environment 84. Impact on online sales
14. Friends 64. Number of virtual gifts given
38. Influence of consumers reached 65. Relative popularity of content 85. Impact on offline sales
15. Growth rate of fans, followers, and 39. Influence of publishers reached (e.g.,66. 86. Discount redemption rate
friends Tags added
blogs)
16. Rate of virality / pass-along 40. Influence of brands participating in 67. Attributes of tags (e.g., how well they 87. Impact on other offline behavior
(e.g., TV tune-in)
17. Change in virality rates over time social channels match the brand's perception of
itself) 88. Leads generated
18. Second-degree reach (connections 41. Demographics of target audience 68. Registrations from third-party social 89. Products sampled
to fans, followers, and friends engaged with social channels logins (e.g., Facebook Connect, 90. Visits to store locator pages
exposed - by people or impressions) 42. Demographics of audience reached Twitter OAuth) 91. Conversion change due to user
19. Embeds / Installs through social media 69. Registrations by channel (e.g., Web, ratings, reviews
20. Downloads 43. Social media habits/interests of desktop application, mobile 92. Rate of customer/visitor retention
21. Uploads target audience application, SMS, etc) 93. Impact on customer lifetime value
22. User-initiated views (e.g., for videos) 44. Geography of participating 70. Contest entries 94. Customer acquisition / retention
23. Ratio of embeds or favoriting to consumers 71. Number of chat room participants
45. Sentiment by volume of posts costs through social media
views 72. Wiki contributors 95. Change in market share
24. Likes / favorites 46. Sentiment by volume of impressions
73. Impact of offline marketing/events on 96. Earned media's impact on results
25. Comments 47. Shift in sentiment before, during, and social marketing programs or buzz
after social marketing programs from paid media
26. Ratings 74. User-generated content created that 97. Responses to socially posted events
#TopMetrics
27. Social bookmarks 48. Languages spoken by participating can be used by the marketer in other 98.
Slide 5 consumers channels Attendance generated at in-person
events
99. Employees reached (for internal

6. Slide 6 #TopMetrics

7. Slide 7 #TopMetrics

8. Slide 8 #TopMetrics

9. Slide 9 #TopMetrics

10. What’s the Next Number in the Sequence?
• 849, 856, 863, 870, ?
Slide 10 #TopMetrics

11. Marketing-Sales Funnel
Slide 11 #TopMetrics

12. Marketing-Sales Funnel
Effec5veness
Slide 12 #TopMetrics

13. Marketing-Sales Funnel
Reach
Effec5veness
Slide 13 #TopMetrics

14. Inbound Versus Outbound
Slide 14 #TopMetrics

15. Inbound Versus Outbound
Inbound
Outbound
Slide 15 #TopMetrics

16. Inbound Versus Outbound
Inbound
Outbound
• SEO
• Social
Media
• PR
• Direct
• Word
of
Mouth
• Referrals
• Content
Slide 16 #TopMetrics

17. Inbound Versus Outbound
Inbound
Outbound
• PPC
• SEO
• Online
adverFsing
• Social
Media
• Email
blasts
• PR
• Trade
shows
• Direct
• Direct
mail
• Word
of
Mouth
• Print
adverFsing
• Referrals
• TelemarkeFng
• Content
Slide 17 #TopMetrics

18. Inbound Versus Outbound
Inbound
Outbound
Slide 18 #TopMetrics

19. Inbound Versus Outbound
Inbound
Outbound
• Easy
to
create
and
ramp
up
• Measureable
and
predictable
• You
control
everything
• Lower
conversion
rates
• Expensive
• Early
in
the
buying
cycle
Slide 19 #TopMetrics

20. Inbound Versus Outbound
Inbound
Outbound
• Easy
to
create
and
ramp
up
• High
quality
• Measureable
and
• Higher
conversion
predictable
rates
• You
control
• Further
down
the
everything
funnel
• Lower
conversion
• Hard
to
build
rates
• You
don’t
control
it
• Expensive
• Hard
to
predict
• Early
in
the
buying
• Hard
to
measure
cycle
Slide 20 #TopMetrics

21. Do You Know Your Split?
Inbound Outbound
Traffic 16,000 (58%) 11,600 (42%)
Leads 320 (35%) 580 (65%)
Opportunities 48 (45%) 58 (55%)
Cost $3,000 (15%) $14,500 (85%)
Slide 21 #TopMetrics

22. Effectiveness
Slide 22 #TopMetrics

23. Your Website Has to be Great
Slide 23 #TopMetrics

24. Top Website Effectiveness Metrics
Conversion rate
Leads
Opportunities
(and visits)
By Channel
Slide 24 #TopMetrics

25. Top Social Media Effectiveness Metrics
Conversion rate
Leads
Opportunities
(and visits)
By Social Channel
By Campaign
Slide 25 #TopMetrics

26. Important Website Effectiveness Indicators
Lead conversion
rate trends
Time on site
Page views
Bounce rate
Returning visitors
Slide 26 #TopMetrics

27. Write the Next Number in its Original Form
• 1, 2, 4, 8, 16, 32, ?
Slide 27 #TopMetrics

28. Reach
“the total number of different people or households
exposed, at least once, to a medium during a given
period.”
Slide 28 #TopMetrics

29. Top Website Reach Metrics
Visits by referring keywords
Total visits
Visits per keyword
Number of keywords
Visits by referring domains
Media / blogs – driven by PR
efforts
Directories / listing services
Partners
Slide 29 #TopMetrics

30. Website Reach Indicators
# inbound links and
domains
Brand mentions (Google
alerts)
Keyword ranking
Slide 30 #TopMetrics

31. WHAT ABOUT SOCIAL MEDIA?
Slide 31 #TopMetrics

32. Marketers Have Embraced Social Media
Slide 32 #TopMetrics

33. And the Majority Use it to Drive
Awareness & Exposure
Slide 33 #TopMetrics

34. But They Still Struggle to Track Things
Important to Management
Slide 34 #TopMetrics

35. Social Media Reach Metrics
# followers / fans / members
# tweets, re-tweets, mentions
# likes
# comments
Slide 35 #TopMetrics

36. What To Track and Measure
Effectiveness Reach
How well you get potential how far you your message travels
prospects to become customers to get to your potential prospects
Conversion rates Visits from referrals
Opportunities Inbound Links
Leads Keyword ranks
Visitors
# followers / fans / members
# tweets, re-tweets, mentions
Slide 36 #TopMetrics

37. Slide 37 #TopMetrics

38. What’s the Next Number in the Sequence?
• 0, 1, 3, 6, 10, 15, 21, 28, 36, 45, 55, 66, ?
Slide 38 #TopMetrics

39. INBOUND MARKETING ROI
Slide 39 #TopMetrics

40. (Gain
from
Investment
–
Cost
of
Investment)
Cost
of
Investment
Slide 40 #TopMetrics

41. What Cost Items Should You Include?
• PR firm fees
• Content
development
costs –
employees and
contractors
• SEO costs –
employees and
contractors
• Don’t forget time
Slide 41 #TopMetrics

42. Use Closed-Loop Reporting to
Demonstrate ROI
Slide 42 #TopMetrics

43. Start With Your Goal
September Plan Opportunities
Slide 43 #TopMetrics

44. Work Your Way Back
September Visitors Conversion Leads Conversion Opportunities
Plan rate Rate
Slide 44 #TopMetrics

45. Identify the Drivers
September Visitors Conversion Leads Conversion Opportunities
Plan rate Rate
Organic
Social
Media
Referrals
Direct
Total
Slide 45 #TopMetrics

46. Add the KPI’s
September Budget Visitors Conversion Leads Conversion Opportunities Cost per
Plan rate Rate Opportunity
Organic
Social
Media
Referrals
Direct
Total
Slide 46 #TopMetrics

47. Fill In the Gaps
September Budget Visitors Conversion Leads Conversion Opp’s Cost per
Plan rate Rate Opportunity
Organic $8,000 10,000 7% 700 15% 105 $76.19
Social
Media $4,000 20,000 5% 1,000 7% 70 $57.14
Referrals N/A 5,000 3% 150 5% 8 N/A
Direct N/A 25,000 1% 250 13% 32 N/A
Total $12,000 60,000 3.5% 2,100 10.3% 215 $55.18
Slide 47 #TopMetrics

48. Make Decisions
September Budget Visitors Conversion Leads Conversion Opp’s Cost per
Plan rate Rate Opportunity
Organic $8,000 10,000 7% 700 15% 105 $76.19
Social
Media $4,000 20,000 5% 1,000 7% 70 $57.14
Referrals N/A 5,000 3% 150 5% 8 N/A
Direct N/A 25,000 1% 250 13% 32 N/A
Total $12,000 60,000 3.5% 2,100 10.3% 215 $55.18
• Double down on Social Media
• See if possible to increase visits from Organic
• Fix conversion rates from referrals
Slide 48 #TopMetrics

49. What’s the Next Number in the Sequence?
• 2, 3, 5…401, 409, 419, 421, 431, 433, ?
Slide 49 #TopMetrics

50. Key Takeaways
ü Focus on what’s
important
ü Have
infrastructure and
tools to capture
key metrics (KPIs)
ü Always have a
baseline
ü Use KPIs in
planning and
adjust accordingly
Slide 50 #TopMetrics

51. Put all the Numbers from the Previous Questions
in Order
• 49, 36, 25, 16, 9, 4, 1
7 2, 6 2, 5 2, 4 2, 3 2, 2 2, 1 2
• 849, 856, 863, 870, 800
+7 +7 +7 +7
• 1, 2, 4, 8, 16, 32, 64 = 26
2 0, 2 1, 2 2, 2 3, 2 4, 2 5, 2 6
• 0, 1, 3, 6, 10, 15, 21, 28, 36, 45, 55, 66, 78
+1 +2 +3 +4 +5 +6 +7 +8 +9 +10 +11 +12
• 2, 3, 5…401, 409, 419, 421, 431, 433, 439
Prime numbers
• 1 800 26 78 439 = 1-877-2-OPTIFY
Slide 51 #TopMetrics

52. About Optify
Slide 52 #TopMetrics

53. www.op5fy.net
1
(206)
388-­‐4234
(phone)
1
(877)
2-­‐OPTIFY
(toll-­‐free)
Uri
Bar-­‐Joseph,
Director
of
Marke5ng,
Op5fy
@uribarjoseph
www.linkedin.com/in/uribarjoseph
Slide 53 #TopMetrics