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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
@mkfrench
