Board Meeting Data: What Every Marketing Executive Should Know

Board Meeting Data: What Every Marketing Executive

Should KnowBring confidence and accuracy to your data and reporting for

your quarterly board meetings and beyond

Board Meeting Data: What Every Marketing Executive Should Know

About the Presenter:

Lotus Growth is a boutique demand generation service and solution provider for B2B tech companies, inside and outside of Silicon Valley. We take an integrated approach to demand generation, optimizing content, campaigns, technology and testing. We do what it takes to turn the levers on growth to bring revenue to our clients.

Meagan French: Founder and CEO, Lotus Growth• 10+ Years of marketing experience• Marketo Certified Expert and Google Partner• Develops marketing data strategies and

implementation

Board Meeting Data: What Every Marketing Executive Should Know 3

It pays to understand your funnel during board meetings

Paid Search Organic Search Organic Social

Referral Advertising

Webinars

Closed Deal

??

??

?

Where did these deals come from?

Growing companies with content, campaigns, testing, and technology. 4

Online vs Offline B2B Business Models

Online

Offline

Board Meeting Data: What Every Marketing Executive Should Know 5

Different Attribution Processes

Lead Customer Referral RetentionOpportunity

OfflineOnline

Attribution is difficult at these stages:

Discovering Blind SpotsYou Can’t Report What

You Can’t See

Converting your business from Good to Great. 7

Where is the Missing Data?

What your data looks like now

50% unknown

15% organic

15% paid

20% events

?

Converting your business from Good to Great. 8

Why Do We Have Missing Data?

1. Marketing automation tracks leads by asset or CTA, not source channel.

3. Marketing automation often tracks first touch, not last touch attribution.

2. Marketing automation has a hard time tracking source channel automatically.

Implement Source Channel Attribution

Full-Funnel Attribution

Board Meeting Data: What Every Marketing Executive Should Know 10

How to Implement Attribution

Diagnostics Discovery Programs

Dump out your data

Step

1

Find What’sMissing

Step

2

Fill in with UTMs

Step

3

Create programs

by channel

Step

4

Tracking

Pull out yourdata, sometimes it hides where youwouldn’t expect.

Comparecampaigns to new

lead source toFind what’s missing.

Use manual andcoded UTMs to

segment channel sources in automation.

Segment programs by channel source in automation.

Sync w/ Salesforce.

Board Meeting Data: What Every Marketing Executive Should Know 11

Anatomy of a UTM:

www.lotusgrowth.co?utm_source=google&utm_campaign=branded&utm_medium=ppc

Board Meeting Data: What Every Marketing Executive Should Know 12

Assign Data to Source Channel Programs

Board Meeting Data: What Every Marketing Executive Should Know 13

Tips

1. Standardize and track your UTMs by source channel.

3. Don’t get too granular with your source channels program.

2. UTMs are NOT retroactive, implement ASAP.

Data Transparency + Board Meeting Prep

Board Meeting Data: What Every Marketing Executive Should Know 15

What Your Board Wants to See

1. Top-level, at-a-glance data is the most important.

3. In light of last quarter, give a overview of future initiatives.

2. Retrospective on the initiatives from last quarter and report what worked and what didn’t.

Board Meeting Data: What Every Marketing Executive Should Know 16

Board Meeting Metrics

All Business Models:Website Traffic and Traffic SourcesReturn on Ad/Marketing Spend (ROAS)Cost per Acquisition (CPA) by source

Online Transactions: Offline Transactions:New customers by source Leads, MQLs, Opp by sourceNew bookings & churn New & renewed contractsLifetime Value/Customer (LTV) Average Customer Value

There may be more depending on your business model.

Board Meeting Data: What Every Marketing Executive Should Know 17

ROI on marketing programs and campaigns is the single most

important metric you can show,

But…

Board Meeting Data: What Every Marketing Executive Should Know 18

ROI Can Be Hard to Calculate

1. Long sales cycles

3. Incomplete attribution

2. Different owners of data

Get Buy-In for Your Marketing Programs

Board Meeting Data: What Every Marketing Executive Should Know 20

“If it’s not in Salesforceit doesn’t exist.”

Board Meeting Data: What Every Marketing Executive Should Know 21

The Funnel Matters in Board Meetings!!

Paid Search Organic Search Organic Social

Referral Advertising

Webinars

Closed Deal

??

??

?

Where did these deals actually come from?

Website

SolutionsIf you can show ROI in Salesforce,

you’ll get buy-in

Board Meeting Data: What Every Marketing Executive Should Know 23

How?

1. Sync source channel campaigns with channel campaigns on Salesforce

3. Share your data (spend, revenue etc) internally.

2. Show return to the furthest down the sales cycle you can.

24

Custom Solutions: Board Meeting Prep

Board Meeting Data: What Every Marketing Executive Should Know

• Analysis of past quarters leads, find the gaps in source attribution

• Calculate ROI of marketing channels, determine successes

• Work with client to prep slides for board meeting

25

Custom Solutions: Attribution Prep

Board Meeting Data: What Every Marketing Executive Should Know

Diagnostics and Implementation

• Analysis of past quarters leads, find the gaps in source attribution

• Develop scripts and manual UTMs for automation & Salesforce

• Create custom source channel programs and campaigns in marketing automation to pass to Salesforce

Board Meeting Data: What Every Marketing Executive Should Know

THANK YOUFOR YOUR ATTENTION!

www.lotusgrowth.co

meagan@lotusgrowth.co

@mkfrench