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The Ultimate Conversion:Tying Ad Campaigns to Pipeline & Revenue
Speakers
Brian Glover
Sr. Product Marketing Manager
Marketo
@brianjglover
Divya Dutt
Senior Marketing Manager,
Digital and Nurture Programs
Marketo
@dkap_11
So where should we put more budget?
Which channels and campaigns are driving revenue?
We can look at conversions, or just ask these Tarot cards.
Are the leads we’re generating
becoming customers?
Top of Funnel
Conversions
Middle of Funnel
Qualified Leads
Bottom of Funnel
Pipeline/Revenue
Attribution Ties Marketing & Advertising Activities to Desired Outcomes
Page 6
Two Types of Attribution:First-Touch and Multi-Touch Attribution
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
First-Touch Attribution
3 months
$100K
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
First-Touch Attribution
3 months
$100K
$100K
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
Multi-Touch Attribution
3 months
$100K
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
Multi-Touch Attribution
3 months
$33K
$33K $100K
$33K
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Attended “Top 10 Marketing
Reports” Webinar
Display Ad Downloaded
AnalyticsSurvey Results
Engaged with us at Big
Tradeshow
Connected with Sales Rep
What About Other Advertising Touches?
3 months
$33K
$33K $100K$33K
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Social AdDownloaded Infographic onAnalytics
Attended “Top 10 Marketing
Reports” Webinar
Display Ad Downloaded
AnalyticsSurvey Results
Engaged with us at Big
Tradeshow
Connected with Sales Rep
What About Other Advertising Touches?
3 months
$33K $33K
$100K
$33K
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Social AdDownloaded Infographic onAnalytics
Attended “Top 10 Marketing
Reports” Webinar
Display Ad Downloaded
AnalyticsSurvey Results
Engaged with us at Big
Tradeshow
Connected with Sales Rep
Without Attribution, They Get No Credit
3 months
$33K $33K
$100K
$33K
$0K $0K
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Social AdDownloaded Infographic onAnalytics
Attended “Top 10 Marketing
Reports” Webinar
Display Ad Downloaded
AnalyticsSurvey Results
Engaged with us at Big
Tradeshow
Connected with Sales Rep
WITH Attribution, Two Things Happen
3 months
$20K $20K
$100K
$20K
$20K $20K
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Social AdDownloaded Infographic onAnalytics
Attended “Top 10 Marketing
Reports” Webinar
Display Ad Downloaded
AnalyticsSurvey Results
Engaged with us at Big
Tradeshow
Connected with Sales Rep
WITH Attribution, Two Things Happen
3 months
$20K $20K
$100K
$20K
$20K $20K
1. Ad channels/campaigns get revenue credit
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 5/26/2016
PPC AdDownloaded
eBook on Analytics
Social AdDownloaded Infographic onAnalytics
Attended “Top 10 Marketing
Reports” Webinar
Display Ad Downloaded
AnalyticsSurvey Results
Engaged with us at Big
Tradeshow
Connected with Sales Rep
WITH Attribution, Two Things Happen
3 months
$20K $20K
$100K
$20K
$20K $20K
2. More tracked touchpoints means more precise attribution
Page 17© Marketo, Inc. 5/26/2016
Key Questions to Address
Which ad
channels are
working?
How to allocate
budgets between
channels?
Which campaigns
are working
within a channel?
Performance of
my channels vs
others?
Page 18© Marketo, Inc. 5/26/2016
Key Metrics that Matter
Good to Have Metrics Must Have Metrics
Impressions
Clicks
Click Through
Rates
Leads/Conversions
Opportunities
Created
Pipeline
Created
Revenue
Won
Facebook Front End
Facebook – Opportunity and Pipeline Data
Facebook Front End vs Back End DataConversion Data
Opps and Pipeline Data
Page 22© Marketo, Inc. 5/26/2016
Maps to Programs in Marketo
Url for Ad:
www.marketo.com?source=Social-
Paid&comment=SA_FB_Umbr_NA
Create Program in Marketo
Page 23© Marketo, Inc. 5/26/2016
Flow Step
Link to Marketo Docs for Set Up:
https://docs.marketo.com/x/fBia
Program Channel Q1 2016 FT Opportunity Created
Content Syndication 38
Social Organic 16
PPC 47
Events 32
Social Paid 25
Channel Performance Report
Measuring Your Program Performance
Channels First Touch (FT)Revenue
LinkedIn $319,000
Facebook $270,000
PPC $625,000
Measuring Your Program Performance
Page FT Revenue MT Revenue
LinkedIn $319,000 $345,000
Facebook $270,000 $423,000
PPC $625,000 $117,000
Page FT Revenue MT Revenue
LinkedIn $319,000 $345,000
Facebook $270,000 $423,000
PPC $625,000 $117,000
More efficient at pushing leads
through funnel
More efficient at acquiring the right
leads
Page 28© Marketo, Inc. 5/26/2016
Allocate Your Budget
Page 29© Marketo, Inc. 5/26/2016
Key Takeaways
• First Touch and Multi-Touch Metrics are important to answer budget and performance related questions
• Create programs in Marketo to get a full picture of how your ad channels are doing
• Programs will help you optimize towards Opportunity and Pipeline and not just form fills
@dkap_11@brianjglover#mktgnation
Page 30© Marketo, Inc. 5/26/2016
Q/A
Thank You!
Brian Glover
Sr. Product Marketing Manager
Marketo
@brianjglover
Divya Dutt
Senior Marketing Manager,
Digital and Nurture Programs
Marketo
@dkap_11
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