Join Zach Bailey, Vice President of Products at Pardot, as he gives us an overview of how marketing metrics easily and efficiently give us the tools that we need to help improve our campaign results.

1. The Magic of Marketing
Metrics
Zach Bailey, VP Products
Pardot
July 19, 2012

2. Agenda
• Intro
• Where We ve Been
• Where We Are
• Where We Can Go

3. Where We ve Been
Marketing of the past...

4. Where We ve Been
• Whoever shouts the most and loudest,
wins
• Print Media
• Marketing as an art form
• Campaign ROI? Fuggedaboutit!
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
-John Wanamaker

5. Where We Are
Living in the Present

6. Where We Are
• Digital age, digital presence - website, email,
social media
• Marketing is measurable
• Campaigns and marketing efforts DO matter
• Numbers - Metrics, KPIs, ROI
• Marketing as a science!
“What gets measured, gets managed.”
-Peter Drucker

7. A little scary?
• Numbers can be intimidating to some
marketing team members
• Numbers and metrics are your friends
• Use to your advantage
• Gauge campaign effectiveness
• Identify unmet needs
• Minor modifications make major differences

8. Metrics, KPIs, and ROI
• Metric - a standard of measurement
• KPI (Key Performance Indicator) -
indicators that help define and measure
progress toward a specific goal
KPI (%) = Metric / Goal
• ROI (Return on Investment) - the return on
money dedicated to a particular effort
ROI (%) = (return - cost) / cost

9. What Matters
• Be S.M.A.R.T.
• Be Scientific!
• Specific
• Question
• Measurable
• Hypothesis
• Attainable
• Experiment
• Relevant
• Analyze
• Timely
• Iterate

10. Which are SMART?
“We need more Twitter followers.”
“Let’s grow our newsletter subscriptions by
20% by the end of the year!”
“I’d like to double our time-on-site
before launching that campaign.”

11. Getting Started
• Strategic (VP Mktg, CMO)
• Funnel - net new leads, lead velocity
• Marketing sourced revenue
• ROI - Overall -> Channel -> Campaign
• Tactical (everyone!)
• Web/Social Engagement
• Email deliverability, opens, clicks
• Form/Landing Page Conversion rates

12. Example Report: Funnel

13. Example Report: ROI

14. Example KPIs: Conversion

15. Example Metrics: Email

16. Example Metrics:
Forms & Landing Pages

17. Question time!

18. Zach Bailey Pardot
950 East Paces Ferry Road
Vice
President
of
Products
Suite 3300
Pardot
Atlanta, GA 30326
zach.bailey@pardot.com
404.492.6848
Twi6er
-­‐
@znbailey
877.3B2B.ROI
www.pardot.com