How to Align Your Digital Marketing Metrics with Campaign Objectives

Digital Marketing Mix & Metrics:”Setting Marketing Objectives: Align Your Digital

Marketing Metrics with Campaign Objectives”

Courtney Wiley

Vice President, MarketingNovember 15, 2013

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@wileyCcoyote#AskTPMA

http://www.linkedin.com/company/451134

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Copyright © 2013, Marketing Advocate. All rights reserved.2

M eSpeaker Background


Agenda

Speaker Background

Marketing’s Real-Life Objectives

My Metrics-to-Objectives Alignment “Cheat Sheet”

Digital Marketing: The “Cliff’s Notes” Version

Metrics/KPIs Mapping

Bonus Material

Takeaways

Q&A

Contact Info


How Does Marketing Attribute the Most Value to the Org?

• Increase the number of Twitter followers and Facebook “likes”

• Develop more content• Send 4 more emails per week• Add a blog to the Web site• Initiate a PPC click-to-call campaign• Publish 1 press release a quarter• Implement a mobile text campaign• Email pre-show mailers to generate

more foot traffic to your booth

• Leverage digital and online marketing to drive dynamic, scalable growth of the demand generation funnel

• Speed the velocity of leads through the B2B buying cycle

• Increase CLV• Decrease CPL• Improve the scope, strength, and

efficiency of the sales pipeline• Increase marketing attribution revenue

The Business Challenge at the Highest Level


My Alignment “Cheat Sheet”

• Understand the P1 company-wide business objective– Align with your #1 internal customer

• Start diving for data!– Locate all closed-won opportunities from the last FY

• Determine campaign mix – What do you want your campaign to net? Drive leads, awareness, Web traffic?– Identify areas of exposure– Which content assets are required to support each activity?

• Start where you are– Benchmark, benchmark, benchmark

• Execute and measure your demand gen funnel• Tweak dials as needed


You Can’t Manage What You Can’t MeasureThe Eventual “Holy Grail” of Marketing Metrics



Search KPIs

• Number of MQLs generated by paid search

– Which keywords? Which campaigns?

• Change in CPL• Share-of-Voice (SOV) for top terms• Number of impressions• Number of paid search clicks MOM• Percentage of Web traffic being

driven by paid search• What % of total site conversions are

paid search leads?

• Number of MQLs generated by organic search

– Which keywords?

• Number of MQLs initiated by SEO• Position of SEO rankings for non-

brand keywords• Natural file downloads (content)• Percentage of Web traffic being

driven by organic search• What % of total site conversions are

organic search leads?

Objective: To Increase Brand Awareness, Provide Air Cover, Gen Demand


Search ROI

% Budget % Lead Gen

Paid Search 12% 13.5%

Remarketing 12% 21%

Search Remarketing 68% 60.5%

SEO 8% 5%

For every $1 of paid search spend, we netted $2.38 in pipeline

Cost per MQL PPC $-

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

Sept Oct


Web KPIsObjective: To Increase Traffic + Brand Awareness, Generate Leads

• Number of MQLs generated from Web site• Web analytics metrics

– Visits– Unique Visits– % Unique– Page Views– Pages per Visit

• Sources of traffic– % of TS (direct) traffic versus organic versus referral versus social versus paid

• Sources of online conversion• Pingbacks • Site “stickiness”

– Blog comments– Returning visitors


1 2 3 40.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

0%

1%

2%

Visits-to-Leads

% Organic Linear (% Organic)% Paid % of Visitors Converting

Axis Title

% P

aid

or O

rgan

ic

% V

isito

rs C

onve

rted

by

Mon

th

Visits Unique Visits % Unique Pageviews Pages per Visit

0%10%20%30%40%50%60%70%80%90%

100%

Web Analytics Dashboard

Jul-13 Aug-13 Sep-13 Oct-13

Direct Organic Paid Referral Social0

100

200

300

400

500

600

Traffic Sources

Jul-13 Aug-13 Sep-13 Oct-13

Online Conversions

Direct Organic Paid Referral Social


Email Marketing KPIs

• Email performance metrics – Open rate (OR)– Click-through rate (CTR)– Click-to-open rate (CTOR)– Unsubscribe rate (UR)– Bounce rate (BR)– Deliverability rate (DR)

• Nurture campaign results by type

• Re-engagement campaign results

Objective: To Stay Top-of-Mind with Prospects, Stimulate Engagement

Nurture TypeTop of funnel

Middle of funnel

Bottom of funnel Objective

Suspect x

To improve top-of-funnel lead generation. Leads/contacts—net new or existing—do not meet criteria to transition to an MQL (for a particular product line)

MQL xTo pre-qualify leads. Leads/contacts meet MQL criteria to qualify them for routing to Sales (for a particular product line)

Onboarding/Welcome x

To take new customers through a welcome track (by product), to restate acct POCs and offer addt’l proof points about purchased product, allow them to opt-in to specific mailings; is automatically activated by the system

Active Recycle (SRL) x x

To stay top-of-mind after lead has been dispositioned for a particular LOV reason (i.e., buying cycle extended, timing past standard sales cycle, etc.); is activated by Sales

Passive Recycle (SRL) x

To pull back dead/expired leads at the product-line level; these leads have never been touched by Sales. These leads would either return to previous nurture track-stage or be sent continued education resources on an ongoing basis

Customer Up-/Cross-sell x

To increase ARR per customer. Cross-sell: Customers that been identified as having a propensity to purchase a particular product, where a complimentary purchase can add proven ROI; Up-sell: Opportunity to up-sell additional licenses for a particular product

Competitor Attack x x x

To either displace a competitor or counter-attack competitor campaigns by product line

EOL/Renewals x

To proactively engage w customers’ designated POC before contract expires (i.e., 90 days prior to expiration) in order to re-up terms


Email Open Rate (%) Click-Through Rate (%)0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

7.7%

0.6%

6.5%1.0%7.9%

0.9%

9.3%

0.9%6.8%

0.8%

37.8%

1.2%

8.2%

0.8%

7.0% 0.3%

Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 Email 7Email 8 Email 9 Email 10 Email 11 Email 12 Email 13 Email 14

MQLs Generated from Email Campaigns

Email Performance Metrics


Social KPIs

• Number of MQLs generated from social channels

• Percentage of growth MOM – Social bookmarks– Twitter

• Number of RTs• Total sphere of influence

– LinkedIn• Campaign responders

• Percentage of “stickiness” MOM

Objective: To Increase Social Reach, Generate Leads

Aug-13 Sep-13 Oct-130

1000200030004000500060007000

Total Reach by Social Channel


Online Advertising & New Media KPIsObjective: To Increase Targeted Reach, Brand Awareness, Gen Leads

• Number of MQLs generated from third-party campaigns– Content syndication– Site conquesting campaigns– Banner ads– Content, Click-to-Call, Mobile, Tablet

• Percentage of traffic growth from third-party campaigns MOM – QR code scans– Engagement with microsites or personalized destination pages


Quarterly Business Review Dashboard Example

BONUS MATERIAL


Takeaways

• Build strategy that supports the business objective

• Keep the main things the main things– Marketing’s #1 internal client is sales– Alignment between sales and marketing is key

• Measure twice, cut once– Use directional data to learn and adapt

• Benchmark data is your BFF• Fail fast


Have Questions? Let’s Connect

• Twitter: wileyCcoyote

• LinkedIn: www.linkedin.com/cdwiley

• Email: [email protected]

http://www.linkedin.com/cdwiley

mailto:[email protected]