Webinar: The 5 Metrics Every Marketer Must Track For A Clear Picture of Revenue Impact

Presented  by  

The  5  Metrics  Every  Marketer  Must  Track  For  A  Clear  

Picture  Of  Revenue  Impact  

#Revenue

Sponsored  by  

Welcome  Webinar  AAendees  

Type  quesDon  here  

Follow  this  webinar  on  TwiAer  

#Revenue  Demand  Gen  Report:   @DG_Report  

LeadMD:   @MyLeadMD  

Jus9n  Gray:   @JGraymaAer  

David  Raab:   @DRaab  

About  Demand  Gen  Report  

•  Launched  in  2007  to  track  best  prac9ces  in  lead  genera9on  

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@DG_Report http://linkd.in/DG_Specialists

Panelists  

David  Raab  Chief  Analyst  

Raab  Associates  

Jus9n  Gray  CEO  

LeadMD  

MaGhew  McKenzie  Senior  Editor  

Demand  Gen  Report  

MODERATOR  

Top  Five  Metrics  For  Revenue  GeneraDon  Marketers  

6  www.raabassociatesinc.com  

Justin Gray Marketing Evangelist LeadMD jgray@leadmd.com @myleadmd

David M. Raab Chief Analyst Raab Associates Inc. draab@raabassociates.com @draab

It’s  a  great  9me  to  be  a  marketer.  

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We  need  new  measures.  

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Revenue  =          leads  produced    x  close  rate  x  customer  value  

Core  Metrics  

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Revenue  =          leads  produced  (acquisi9on)  x  close  rate  (nurture)  x  customer  value  (quality)  

Core  Metrics  

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Revenue  =          leads  produced  (acquisi9on)  x  close  rate  (nurture)  x  customer  value  (quality)    cycle  9me  cost  

Core  Metrics  

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How  am  I  doing?  (Compared  to  what?)  

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James  Buchanan  Abraham  Lincoln  

Funnel  Stages  

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quanDty   conversion  rate  

cycle  Dme  

cost  

Segmenta9on  

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Pueng  It  Together  

•  five  core  metrics  •  split  by  stage  and  segment  

•  compare  vs  trends,  plans,  standards  

•  connect  cause  with  effect  

•  es9mate  incremental  value  

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How?  

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How?  

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key  func9ons  • gather  the  data  • store  the  data  • create  benchmarks  • build  a  model    

next  steps  •  assess  resources  •  set  ini9al  goals  •  set  long-­‐term  goals  •  deploy  in  stages  

Final  Result:  Controlled  Marke9ng  

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The  Results?  

•  Nothing…  

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So  what’s  the  problem  

•  Data  not  present  •  Data  not  standardized  •  Process  not  defined  

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First  Steps  

•  Recognize  the  cyclic  nature  of  interest  •  Devise  a  system  to  capture  it  •  Create  a  feedback  loop  

– Don’t  treat  failure  as  a  plague  

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Key  Areas  of  Weakness  

•  AGribu9on  Model  – First  Touch  – Last  Touch  – Equal  AGribu9on  – Weighted  AGribu9on  

•  Consistency  – CRM  &  MA  

•  Progressions  /  Lifecycle  

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Fix  it  &  Maintain  It  

•  If  it  happens  once…  •  Document  the  process  •  Details  drive  reports  

– The  most  boring  areas  of  your  process  drive  the  most  dynamic  reports  

•  Create  a  maintenance  plan  – De-­‐Dupe  – Standardize  – Change  Management  

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Define  Success  

•  When  building  reports  – What  is  the  desire?  – How  will  you  measure?  – What  change  will  you  drive?  

•  When  building  process  – What  will  you  gain?  – What  will  you  give?  

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5  Common  Metrics  

•  1.  Total  Net  New  Leads  by  Acquisi9on  Program  

•  2.  Conversion  &  Close  Rates  •  3.  Opportunity  Metrics  per  Lead  Channel  •  4.  Lead  Velocity  •  5.  Revenue  Model  Performance    

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Lead  Acquisi9on  

•  Who  is  filling  the  “funnel”  and  at  what  Cost  

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Lead  Conversion  

•  How  do  acquisi9ons  channels  convert  – Keeps  Marketers  Honest  

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Value  of  Channel  

•  Locate  the  best  deals  –  find  the  best  Channels  – Makes  it  real  

•  $$$  

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Lead  Velocity  

•  Add  the  dimension  of  9me  – Absent  of  opportunity  

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Revenue  Model  

•  Display  the  “Funnel”  – Align  the  organiza9on  through  exposure  

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BE  PREPARED  TO  ACCEPT  FAILURE  

•  If  we  knew  best,  there  would  be  no  need  to  report.  – Period.  

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The  Actual  Results  

•  How  you  present  is  as  important  as  what  •  Over-­‐communicate  •  Have  an  ac9on  plan  •  Of  your  failures,  what  do  you  repeat?  

– 96%  of  marketers  have  repeated  a  failed  campaign  

– STOP!  

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Q&A    //    Submit  Your  QuesDons  

Type  quesDon  here  

Q&A    //    Panelists  

David  Raab  Chief  Analyst  

Raab  Associates  

Jus9n  Gray  CEO  

LeadMD  

MaGhew  McKenzie  Senior  Editor  

Demand  Gen  Report  

MODERATOR  

Thank  You  For  AAending  This  Webinar!  

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http://leadmd.com/top5