Marke&ng Metrics KPIs and ROI
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If you are new to marketing metrics, or just curious as to what they are, then this 1/2-hour webinar blitz is for you!
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Marke&ng Metrics KPIs and ROI
- 1. Marke&ng Metrics Presented by: Ka# Newburg, Training Coordinator, Pardot LLC February 9, 2012
- 2. Introduc&on Ka& Newburg, Training Coordinator, Pardot LLC
- 3. Agenda • Intro • Where We’ve Been • Where We Are • Where We Can Go
- 4. Where We’ve Been Marke&ng of the Past
- 5. Where We’ve Been • Get the word out! • Bulk mail campaigns • Publica#ons • Press releases • One-‐on-‐one interac#on • Tradeshows • Different #me, different approach
- 6. Where We Are Living in the Present
- 7. Where We Are • Digital age, digital presence • Website (corporate, mobile) • Email • Social media • Marke#ng automa#on • Marke#ng is visible • Campaigns and marke#ng efforts DO maQer • Numbers • The boQom line
- 8. A liFle scary? • Numbers can be in#mida#ng to some marke#ng team members • Numbers and metrics are your friends • Use to your advantage • Gauge campaign effec#veness • Iden#fy the need • Minor modifica#ons make major differences
- 9. Metrics, KPIs and ROI • Metrics – a standard of measurement • KPI (Key Performance Indicators) -‐ indicators that help define and measure the progress towards specific goals • ROI (Return on Investment) -‐ the return on money dedicated to a par#cular effort or investment
- 10. What MaFers • Decide how success will be measured • Determine which metrics are to be used • Iden#fy KPIs needed • Extract results from KPIs and assess outcome
- 11. Which KPIs should I use? • Basic web traffic and conversion • Lead and campaign ac#vity • Marke#ng funnel • Marke#ng contribu#on to revenue • Product usage • Email Success GoodData Blog – Measure, 2010: Five KPIs Every Marketer Should Track
- 12. KPIs – Examples Basic Web Traffic and Conversion 1,295 2,983 68.3% 62 2.3% 42.5% 23.9% 5.3%
- 13. KPIs – Examples Lead and Campaign Ac#vity Name Visitors Assigned Opps Value Revenue ROI DriveRev Tech Media 2,572 57 DriveRev Tech SEO 974 97 DriveRev Tech Webinar 49 6 DriveRev Tech Soc Media 354 56 DriveRev Tech LinkedIn Ads 4 2 Total: 3,953 218 30 $ 0.00 $104,043,550.00
- 14. KPIs – Examples Email Success 2,597 0 12 Sod 57 Hard 2,528 99.24% 1,256 46.3% 723 12.5% 321 10.5% 21 .16% 0 0.00%
- 15. Ques&ons
- 16. Contact Informa&on Pardot Ka& Newburg 950 East Paces Ferry Rd Training Coordinator Suite 3300 Pardot LLC Atlanta, Georgia 30326 ka#.newburg@pardot.com @ka#_newburg at TwiQer 404.492.6848 877.3B2B.ROI www.pardot.com