Eastern Region User Conference

June 6, 2014

RAPID FIRE SESSION

REPORT

PRESENTED BY:

JOJU MANGALAM

Director of Marketing Performance at Act-On

BRANDON LAROCQUE

Managing Partner at Access Marketing Company

Key Considerations for

Lifecycle Marketing Reporting

How well is our

product and brand

known in the market?

Are we able to capitalize on

initial attraction to start new

relationships?

Are we able to hold onto

the customer? Generate

upsells and referrals? How effective are we in

convincing the prospects to

consider buying from product

category? Our product? Are we able to convince

the lead to buy our

offering over competition?

EX

PA

ND

Attract: Content & Social Marketing

• How many people are visiting our

site?

• How attractive is our content?

• How popular is our brand?

Metrics that Matter

People visiting, Bounce rate

Social media followers, shares

Number of new articles, press releases, events

Google ranking, search volume for brand

BOTTOM LINE: Increase visibility and share-of-audience with

more appealing content and brand

Key metrics at:

Reports> Website Visitors

Capture: Targeted Offers, Calls to Action

• How many content consumers became

known prospects?

• What calls to action are most

effective? With what audiences?

• What channels are most effective?

Metrics that Matter

Conversion rate on calls to action

(Ad) Cost per click, Investment $, Form fills

Known visitors, Number of new prospects

Increase known prospects in the funnel

Key metrics at:

Reports> Forms & Media Reports

BOTTOM LINE:

Nurture: Segment, Score, Automate

• How many Marketing Qualified Leads?

• What automated programs are most

effective?

• What’s driving lead scores up?

Metrics that Matter

Number of new leads, Number of Reopened

leads

Number of Marketing Qualified Leads (MQLs),

Cost per MQL

Open rate, CTR of automated programs

Number of Leads by lead scores

More prospects qualified to buy

Key metrics at:

Dashboards for “Automated Programs”

Reports > Revenue Impact

BOTTOM LINE:

Convert: Tipping the deal

• How many Sales Qualified Leads?

• What campaigns and lead sources

are most effective at closing?

• How fast are the leads closing?

Metrics that Matter

Number of Sales Qualified Leads (SQLs)

Velocity from Lead to SQL, SQL to Win

Campaign/Channel ROI

Cost per SQL, Cost per new customer

BOTTOM LINE: More leads and customers at less cost. Higher

quality leads convert more.

Key metrics at:

Reports> Revenue Impact Report

Expand: Customer Marketing

• How successful are we in upselling to

customers?

• What customer marketing campaigns

and programs are most effective?

• How is the customer loyalty trending?

BOTTOM LINE: More revenue from existing customers

Metrics that Matter

Upsell as % of Total

Open rate, CTR of customer campaigns

Churn rate

Loyalty metric (example: Net Promoter Score)

Key metrics at:

Dashboards for “Automated Programs”

and “Email Campaigns”

Putting it Together: Marketing KPI’s

BOTTOM LINE: What impact is Marketing making in the business?

Key metrics at:

Reports> Marketing Funnels

Q1'14 Apr'14 May'14 Jun'14 Q2'14

Number of new leads

Number of new SQL's

Number of new business wins

Leads to SQL %

SQL to new Sale %

Lead to new Sale %

New sales $ (Marketing)

New sales $ (All)

% of new sales $ from Marketing

Total sales $ (All)

New sales as % of Total

Introducing the new funnel reporting feature

Thanks to the new funnel reporting, creating KPI reports

has become much simpler:

• We no longer have to stitch together information ─ every time ─ from

different sources (Act-On, CRM, etc.) to create KPI reports

• Furthermore, KPI’s are only part of funnel reporting’s capabilities …

Planning & Application of

Lifecycle Marketing Reporting

EX

PA

ND

FUNNEL-BASED

LEAD NURTURING & REPORTING

Demand / Lead Generation

Sales Enablement

Lead Nurturing

HOW DO WE CRAFT A CUSTOMER-ORIENTED

NURTURE FUNNEL?

Marketing Granularity | Audiences

Different Strokes for Different Folks

Your

Audiences? Needs

Pain Points Social Attributes

Industry

Demographic

Culture

Affinity Group

Role

Geography Product Sector

Prior Engagement

[audiences are segmented

according to how they affect

our message]

The Feasible Middle Ground

Athletes

Winter Athletes

Skiers

Professional Skiers

BUYING CYCLE

Buying Cycle | Choose an Existing Model

* this B2B buying cycle model was developed and copyrighted by Sirius Decisions

Looseningof the

Status Quo

Committingto Change

ExploringPossible

Solutions

Committingto a Solution

Justifyingthe

Decision

Making theSelection

Education Solution Purchase

Buying Cycle | Develop Your Own

Education Solution Purchase

Reimagining Our Friend – The Funnel

You Can’t Manage What You Don’t Measure

Buying Cycle | Measurement & Reporting

Sales Funnel | Doesn’t Follow Customer Behavior

Don’t go it alone, give us a call.

Brandon Larocque, Managing Partner

720.536.8650 x101

brandon@accessmarketingcompany.com

Formulating your strategy

Articulating your messages

Crafting your campaigns

Executing your tactics