@linkedinMKTG
30 minute
CrasH Course MARKETING METRICS
Understanding metrics vs. analytics Uncovering the metrics that really matter Measuring full funnel impact
@linkedinMKTG
Amanda Halle Senior Manager, Demand Generation
today’s
SpEAKERS
@ahalle | linkedin.com/in/amandahalle
Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan
@linkedinMKTG
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Introduction
Why Do I Need
METRICS AND ANALYTICS?
@linkedinMKTG
According to Forrester Research, as much as
90% of the buyers’ journey may be complete before they contact a salesperson. During that time, marketing is responsible for moving prospects down the purchase path.
@linkedinMKTG
metrics & analytics
Help marketers... become more efficient at optimizing the purchase path and driving revenue
report the ROI of programs and confidently request larger budgets
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METRICS what’s the difference
Metrics & Analytics BETWEEN
What you measure your marketing programs on to gauge performance or success. They can also be called Key Performance Indicators (KPIs).
ANALYTICS Using metrics to identify trends and insights to inform decisions about your marketing efforts.
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LEARNING from
MONEYBALL METRICS
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moneyball
Metrics In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs.
A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG
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moneyball
Metrics In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs.
DISPLAY
Click open rate Conversion rate Drive pipeline and revenue
Brand awareness New website visitors Click-through rate
RETARGETING
SPONSORED UPDATES
Lead quality Increase conversion Drive pipeline and revenue
Increase engagement Build brand & shape perception Conversion rate
A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG
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Measuring the impact of
FULL FUNNEL MARKETING
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Full Funnel
“
marketing
Each marketing tactic should have a clear purpose and map to the buyer’s journey. So, ask yourself…
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Who is the target audience? How do they need to be educated? How can we align our benefits to their pain points?
Are you providing your prospects increasingly relevant content as you learn more about them?
What happens after the sale? Do you have the content that sets up customers for success after they’ve bought from you?
“
The ultimate goal of reaching and then nurturing prospects is to “acquire” them, to drive them toward becoming a customer. @linkedinMKTG
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Full Funnel marketing
REACH
NURTURE
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UPPER
Increase awareness Build brand Shape perception
LOWER
Improve lead quality Increase conversion Drive pipeline and revenue
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upper funnel
metrics REACH
Play an active role in prospect education throughout the buyer’s journey.
TACTICS
METRICS
Email Marketing
open rate, website traffic, opt-in
Display Ads
awareness, brand recall and lift
Search Marketing
branded search
PR
awareness, brand lift, website traffic, inbound links, referral traffic, unique visitors
Organic Social Media
shares, likes, comments
Paid Social Media
awareness, brand recall and lift, website traffic, unique visitors
Free Written content
website traffic, shares, likes, bounce rate, unique visitors, inbound links, referral traffic, comments
Rich Media content
time spent, page views, pages per visit, opt in
 
@linkedinMKTG
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lower funnel
metrics TACTICS
METRICS
Email Marketing
open rate, returning visitors, form fills, MQLs, SAOs, SQOs, retention rate
Search Marketing
leads, cost per lead, form fills, MQLs
Display Ads
leads, cost per lead, form fills, MQLs
PR
leads, cost per lead, returning visitors
Paid Social Media
leads, cost per lead, returning visitors, MQLs, form fills
Gated Long-form Content
form fills,
Webinars
Form fills, leads, cost per lead, SAO, SQO, close rate, revenue, retention rate
Demos / Trials
form fills, leads, cost per lead, SAOs, SQOs, close rate, revenue, retention rate
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NURTURE
Nurture prospects that have either implicitly or explicitly expressed an interest in your brand.  
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APPLYing ANALYTICS across the funnel
REACH
NURTURE
Reach audiences to drive awareness and a positive impression of your brand
Nurture prospects until they’re ready to make a purchase
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Awareness
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Subscriber/opt-in lift
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Branded search
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Engagement (open rate,
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Brand recall and lift
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Website and referral traffic
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Bounce rate decline
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Page views, pages per visit,
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Unique visitor lift
time spent on site lift
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Inbound links lift
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Leads (organic vs paid)
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Form fills
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MQLs/SAOs
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Revenue
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SQOs
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Returning visitors
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Cost per lead
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Close rate
Qualified lead velocity rate
•
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(i.e., growth in qualified leads)
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shares, likes, comments)
Retention rate, customer lifetime value, upsell/cross-sell
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Full Funnel marketing
“
What is your recommendation on how to lay the foundation to full funnel marketing?
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@linkedinMKTG
Understand the key objectives you need to hit at each stage of the funnel
Pin down the right metrics to measure progress against those objectives
Deploy effective programs and continually use analytics to gauge the effectiveness and optimize their performance
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success lies in
Multi-Channel CAMPAIGNS
Paid Promotion Search Engine Marketing Display Ads
REACH
Blog Email Sponsored Updates
NURTURE Sponsored InMail Webinars
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how
IMPACT
@linkedinMKTG
on
measures LINKEDIN
“
Display Ads
Think beyond
CTR and conversions to measure the success of your Display campaigns.
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OBJECTIVES
METRICS
Product Awareness
Click-through rate
Thought Leadership
Conversion rate
Targeted Content
Web and referral traffic lift Brand recall Subscriber opt-in lift
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“
SPONSORED INMAIL
Great tool to
increase reach beyond email to drive leads and event registrations.
“
@linkedinMKTG
OBJECTIVES
METRICS
Drive content downloads & event registration
Open rate
Expand reach beyond email
Conversion rate
Right people, right time
Leads/Event registration
Click-through rate
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“
SPONSORED UPDATES
Key conduit for
“
@linkedinMKTG
reach and nurturing at scale.
OBJECTIVES
METRICS
Product awareness
Content engagement
Thought leadership
Leads & MQLs
Starter guides
Lead quality
Targeted content
Revenue 22
your
Q&A WITH AMANDA
@linkedinMKTG
@ahalle
stay
CONNECTED
Amanda Halle Senior Manager, Demand Generation @ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com
Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan | mgolden@linkedin.com
LinkedIn Marketing Solutions Blog Lnkd.in/Blog
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