measuring marketing - moderated panel

© 2013 B2B Fusion Group / Proprietary & Confidential

DatePrepared for

© 2013 B2B Fusion Group / Proprietary & Confidential

October 2013

Jon Russo, FounderB2B Fusion Group

Critical KPI/ROI Lessons For improved measurability of Marketing ROI

© 2013 B2B Fusion Group / Proprietary & Confidential

Presentation takeaways…

• 14 rules of thumb for sensible data-driven marketing

• Why is it so hard and can technology help?

• Provide framework of thinking around KPIs, ROI, and metrics from executive viewpoint

Agenda

2#demandcon2013

© 2013 B2B Fusion Group / Proprietary & Confidential

Co-founder and CTOion interactive, inc.http://ioninteractive.com

BloggerChief Marketing Technologist Bloghttp://chiefmartec.com

About Scott

3

@chiefmartec

sbrinker@ioninteractive.com

© 2013 B2B Fusion Group / Proprietary & Confidential

Data Analysis Is Child’s Play?

4

© 2013 B2B Fusion Group / Proprietary & Confidential

Data Is Not Necessarily Truth

5

© 2013 B2B Fusion Group / Proprietary & Confidential

“…and then the dashboard segmented last month’s leads by phase of the moon into

a beautiful pie chart…”

Strategic Data vs. Data Theater

© 2013 B2B Fusion Group / Proprietary & Confidential

Data for Exploration vs. Data for Confirmation

7

© 2013 B2B Fusion Group / Proprietary & Confidential

1. Customer-driven > data-driven.

2. All data is not created equal.

3. Data is only history.

4. Data is always incomplete.

5. Data is objective, but its collection and interpretation are subjective.

6. Any one set of data supports an infinite number of narratives.

7. Strategy is choice. Good data helps us make those choices.

14 Pragmatic Rules of Data Every Marketer Should Know

8

© 2013 B2B Fusion Group / Proprietary & Confidential

8. Experimentation is the gold standard of causation.

9. Watch the dashboard but also look out the windshield.

10. The accuracy and relevance of data decay with time (and often quite quickly).

11. Data can be used for exploration (“why?”) or confirmation (“what?”).

12. A man with a watch knows what time it is. A man with two watches is never sure.

13. The model is not reality.

14. Data visualization can illuminate, obfuscate, or distract.

14 Pragmatic Rules of Data Every Marketer Should Know

9

© 2013 B2B Fusion Group / Proprietary & Confidential

Beyond the Hype Cycle (and its Backlash)

10

© 2013 B2B Fusion Group / Proprietary & Confidential

Vice President, TechnologyBulldog Solutionshttp://bulldogsolutions.comm

About Chris

11

cparisi@bulldogsolutions.com

www.linkedin.com/in/cparisi/

© 2013 B2B Fusion Group / Proprietary & Confidential

The Technology

12

© 2013 B2B Fusion Group / Proprietary & Confidential

The Technology

13

© 2013 B2B Fusion Group / Proprietary & Confidential

The Dashboard

14

Sales

MKTG

© 2013 B2B Fusion Group / Proprietary & Confidential

The Challenge

15

There’s a disconnect in your marketing data

Marketing Automation CRM• Marketing activities

• Responses

• Campaign reporting

• Limited data from CRM

• Owned by Marketing Ops

• Sales follow-up

• Pipeline & revenue $$$• Sales dashboards

• Owned by Sales Ops/IT

Impact: executives have less confidence in your marketing data

© 2013 B2B Fusion Group / Proprietary & Confidential

• Be pragmatic and take an iterative approach• Map achievable goals to your maturity and celebrate them• Get agreement on and publish metric definitions• Align with industry standards where possible• Start small and build confidence in your metrics

• Campaign Performance

• Marketing Funnel (Response Marketing Qualified)

• Ensure accuracy and data governance• Be a better partner to sales and get to know CRM• Plan for the support you will need

The Approach

16

© 2013 B2B Fusion Group / Proprietary & Confidential

The Dashboard: Campaign Performance

17

© 2013 B2B Fusion Group / Proprietary & Confidential

The Dashboard: Multiple Funnels

18

© 2013 B2B Fusion Group / Proprietary & Confidential

The Dashboard: Example

19

© 2013 B2B Fusion Group / Proprietary & Confidential

FounderB2B Fusionhttp://B2bfusiongroup.com

Recent Press:Fox News, Forbes, Argyle Group, Forrester

About Jon

20

@B2BCMO

Jon.Russo@B2bFusionGroup

© 2013 B2B Fusion Group / Proprietary & Confidential

Connect Marketing investment to new revenue

21#MOCCA

© 2013 B2B Fusion Group / Proprietary & Confidential

Data Quality: We have incomplete, inaccurate, or missing data that impacts KPIs – or makes measurement impossible

Alignment: Our sales and marketing nomenclature is not defined, agreed upon, documented, or consistently used system wise

Tools: We have marketing automation & CRM, but measure in Excel … and the Excel reporting is not credible internally!

Random ROI: Marketing tags opportunities with campaigns we think we sourced or influenced

All of the Above

What is your biggest challenge measuring Marketing impact?

22

A

B

C

D

E

#MOCCA

© 2013 B2B Fusion Group / Proprietary & Confidential

5 KPI/ROI Lessons

23

© 2013 B2B Fusion Group / Proprietary & Confidential 24

1. Create your KPI story around volume, velocity, behavior

#MOCCA

Marketing sourced,Marketing influencedInquiries, Nurturing

Sales sourcedInquiries

Integrated ListStrategy

…not a story around technology or tactics

© 2013 B2B Fusion Group / Proprietary & Confidential

Nurture

2. Execute fundamentals flawlessly

25

Inquiries MQL LGQL SQLCustomer

s

Prospect & Recycled(Marketing Qualified Lead)

Sales Accepted Lead

Sales QualifiedOpportunity

SALESMARKETING

Funnel Width = Quality + Quantity of Inbound/Outbound Leads

All Names

Lead GenQual. Lead

SAL

LEADGEN

INSIDESALES

Efficiency: Processes from Inquiry to Close

#MOCCA

Adapt (vs. adopt), define, document, embed & measure

© 2013 B2B Fusion Group / Proprietary & Confidential

3. Create a global Marketing forecast

26

Benefits:

•Ties marketing to sales

•Creates urgency around poorly performing areas

•Looks forward vs. rearview mirror

#MOCCA

© 2013 B2B Fusion Group / Proprietary & Confidential

4. Compare & interpret – instead of presenting

27

Several dependencies to get to velocity within sales, marketing & systems

Intepret: i.e. “Bloated Funnel” Miller Heiman 2013

#MOCCA

© 2013 B2B Fusion Group / Proprietary & Confidential

5. Know your data – significant ROI upside & foundational

28

© B2B Fusion

10% of enterprises using Salesforce.com have a duplication solution in place1

1. Ringlead 2013

#MOCCA

© 2013 B2B Fusion Group / Proprietary & Confidential

Vision – Marketing predicts revenue for business

29

13% of all organizations use predictive analytics (Gartner BI MQ 2012)

#MOCCA

© 2013 B2B Fusion Group / Proprietary & Confidential

•Pivot the conversation from tactics and technology to volume, velocity, and behavior

•Aspire to measure the business, not justify marketing’s existence

•Carefully inspect your existing data

•Realize this is your unique journey, there is no KPI silver bullet

Reinforcing closing thoughts

30