how to measure inbound markerting
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#TopMetrics
Top Inbound Metrics for B2B Marketers
Speaker: Wednesday August 22, 2012 1pm ET (10am PT)
Uri Bar-‐Joseph Director of MarkeFng, OpFfy
Follow on Twi)er: #TopMetrics
#TopMetrics
Uri Bar-Joseph
Uri Bar-‐Joseph is Director of MarkeFng at OpFfy, with deep experFze in tracking and analyzing the inbound markeFng metrics that maMer most to B2B marketers. As well as being responsible for reporFng on OpFfy’s internal markeFng metrics, Uri works closely with the product development team to ensure that the OpFfy product meets the closed-‐loop reporFng needs of professional B2B marketers. Follow Uri on TwiMer: @uribarjoseph
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#TopMetrics
What We’ll Cover Today
• How to cut through the noise • Inbound vs. outbound • Metrics that matter
– Web site effectiveness & reach – Social media effectiveness &
reach – Inbound marketing ROI
• Q&A
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#TopMetrics
What’s The Next Number in the Sequence?
• 49, 36, 25, 16, 9, 4, ?
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#TopMetrics
100 Ways To Measure Social Media by David Berkowitz, 360i 1. Volume of consumer-created buzz
for a brand based on number of posts
2. Amount of buzz based on number of impressions
3. Shift in buzz over time 4. Buzz by time of day / daypart 5. Seasonality of buzz 6. Competitive buzz 7. Buzz by category / topic 8. Buzz by social channel (forums,
social networks, blogs, Twitter, etc) 9. Buzz by stage in purchase funnel
(e.g., researching vs. completing transaction vs. post-purchase)
10. Asset popularity (e.g., if several videos are available to embed, which is used more)
11. Mainstream media mentions 12. Fans 13. Followers 14. Friends 15. Growth rate of fans, followers, and
friends 16. Rate of virality / pass-along 17. Change in virality rates over time 18. Second-degree reach (connections
to fans, followers, and friends exposed - by people or impressions)
19. Embeds / Installs 20. Downloads 21. Uploads 22. User-initiated views (e.g., for videos) 23. Ratio of embeds or favoriting to
views 24. Likes / favorites 25. Comments 26. Ratings 27. Social bookmarks
28. Subscriptions (RSS, podcasts, video series)
29. Pageviews (for blogs, microsites, etc)
30. Effective CPM based on spend per impressions received
31. Change in search engine rankings for the site linked to through social media
32. Change in search engine share of voice for all social sites promoting the brand
33. Increase in searches due to social activity
34. Percentage of buzz containing links 35. Links ranked by influence of
publishers 36. Percentage of buzz containing
multimedia (images, video, audio) 37. Share of voice on social sites when
running earned and paid media in same environment
38. Influence of consumers reached 39. Influence of publishers reached (e.g.,
blogs) 40. Influence of brands participating in
social channels 41. Demographics of target audience
engaged with social channels 42. Demographics of audience reached
through social media 43. Social media habits/interests of
target audience 44. Geography of participating
consumers 45. Sentiment by volume of posts 46. Sentiment by volume of impressions 47. Shift in sentiment before, during, and
after social marketing programs 48. Languages spoken by participating
consumers
49. Time spent with distributed content 50. Time spent on site through social
media referrals 51. Method of content discovery (search,
pass-along, discovery engines, etc) 52. Clicks 53. Percentage of traffic generated from
earned media 54. View-throughs 55. Number of interactions 56. Interaction/engagement rate 57. Frequency of social interactions per
consumer 58. Percentage of videos viewed 59. Polls taken / votes received 60. Brand association 61. Purchase consideration 62. Number of user-generated
submissions received 63. Exposures of virtual gifts 64. Number of virtual gifts given 65. Relative popularity of content 66. Tags added 67. Attributes of tags (e.g., how well they
match the brand's perception of itself)
68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)
69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)
70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events on
social marketing programs or buzz 74. User-generated content created that
can be used by the marketer in other channels
75. Customers assisted 76. Savings per customer assisted
through direct social media interactions compared to other channels (e.g., call centers, in-store)
77. Savings generated by enabling customers to connect with each other
78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)
79. Customer satisfaction 80. Volume of customer feedback
generated 81. Research & development time saved
based on feedback from social media
82. Suggestions implemented from social feedback
83. Costs saved from not spending on traditional research
84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior
(e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user
ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention
costs through social media 95. Change in market share 96. Earned media's impact on results
from paid media 97. Responses to socially posted events 98. Attendance generated at in-person
events 99. Employees reached (for internal
programs) 100. Job applications received
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#TopMetrics
What’s the Next Number in the Sequence?
• 849, 856, 863, 870, ?
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Marketing-Sales Funnel
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Marketing-Sales Funnel
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Effec5veness
#TopMetrics
Marketing-Sales Funnel
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Effec5veness
Reach
#TopMetrics
Inbound Versus Outbound
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Inbound Versus Outbound
Inbound Outbound
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Inbound Versus Outbound
• SEO • Social Media • PR • Direct • Word of Mouth • Referrals • Content
Inbound Outbound
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Inbound Versus Outbound
• SEO • Social Media • PR • Direct • Word of Mouth • Referrals • Content
• PPC • Online adverFsing • Email blasts • Trade shows • Direct mail • Print adverFsing • TelemarkeFng
Inbound Outbound
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Inbound Versus Outbound
Inbound Outbound
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Inbound Versus Outbound
• Easy to create and ramp up
• Measureable and predictable
• You control everything
• Lower conversion rates
• Expensive • Early in the buying
cycle
Inbound Outbound
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#TopMetrics
Inbound Versus Outbound
• High quality • Higher conversion
rates • Further down the
funnel • Hard to build • You don’t control it • Hard to predict • Hard to measure
Inbound Outbound
• Easy to create and ramp up
• Measureable and predictable
• You control everything
• Lower conversion rates
• Expensive • Early in the buying
cycle
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#TopMetrics
Do You Know Your Split?
Inbound Outbound
Traffic 16,000 (58%) 11,600 (42%)
Leads 320 (35%) 580 (65%)
Opportunities 48 (45%) 58 (55%)
Cost $3,000 (15%) $14,500 (85%)
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Effectiveness
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Your Website Has to be Great
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#TopMetrics
Top Website Effectiveness Metrics Conversion rate
Leads
Opportunities
(and visits)
By Channel
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#TopMetrics
Top Social Media Effectiveness Metrics
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Conversion rate
Leads
Opportunities
(and visits)
By Social Channel
By Campaign
#TopMetrics
Important Website Effectiveness Indicators
Lead conversion rate trends
Time on site
Page views
Bounce rate
Returning visitors
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Write the Next Number in its Original Form
• 1, 2, 4, 8, 16, 32, ?
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Reach
“the total number of different people or households exposed, at least once, to a medium during a given period.”
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Top Website Reach Metrics
Visits by referring domains
Media / blogs – driven by PR efforts
Directories / listing services
Partners
Visits by referring keywords
Total visits
Visits per keyword
Number of keywords
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#TopMetrics
Website Reach Indicators # inbound links and
domains
Brand mentions (Google alerts)
Keyword ranking
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WHAT ABOUT SOCIAL MEDIA?
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Marketers Have Embraced Social Media
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And the Majority Use it to Drive Awareness & Exposure
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But They Still Struggle to Track Things Important to Management
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#TopMetrics
Social Media Reach Metrics
# followers / fans / members
# tweets, re-tweets, mentions
# likes
# comments
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What To Track and Measure
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Effectiveness Reach
How well you get potential prospects to become customers
how far you your message travels to get to your potential prospects
Conversion rates Visits from referrals
Opportunities Inbound Links
Leads Keyword ranks
Visitors # followers / fans / members
# tweets, re-tweets, mentions
#TopMetrics Slide 37
#TopMetrics
What’s the Next Number in the Sequence?
• 0, 1, 3, 6, 10, 15, 21, 28, 36, 45, 55, 66, ?
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INBOUND MARKETING ROI
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#TopMetrics
(Gain from Investment – Cost of Investment)
Cost of Investment
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What Cost Items Should You Include?
• PR firm fees • Content
development costs – employees and contractors
• SEO costs – employees and contractors
• Don’t forget time
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Use Closed-Loop Reporting to Demonstrate ROI
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Start With Your Goal September Plan Opportunities
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Work Your Way Back September Plan
Visitors Conversion rate
Leads Conversion Rate
Opportunities
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Identify the Drivers September Plan
Visitors Conversion rate
Leads Conversion Rate
Opportunities
Organic Social Media Referrals Direct Total
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Add the KPI’s September Plan
Budget Visitors Conversion rate
Leads Conversion Rate
Opportunities Cost per Opportunity
Organic
Social Media
Referrals
Direct
Total
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#TopMetrics
Fill In the Gaps September Plan
Budget Visitors Conversion rate
Leads Conversion Rate
Opp’s Cost per Opportunity
Organic $8,000 10,000 7% 700 15% 105 $76.19
Social Media $4,000 20,000 5% 1,000 7% 70 $57.14
Referrals N/A 5,000 3% 150 5% 8 N/A
Direct N/A 25,000 1% 250 13% 32 N/A
Total $12,000 60,000 3.5% 2,100 10.3% 215 $55.18
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#TopMetrics
September Plan
Budget Visitors Conversion rate
Leads Conversion Rate
Opp’s Cost per Opportunity
Organic $8,000 10,000 7% 700 15% 105 $76.19
Social Media $4,000 20,000 5% 1,000 7% 70 $57.14
Referrals N/A 5,000 3% 150 5% 8 N/A
Direct N/A 25,000 1% 250 13% 32 N/A
Total $12,000 60,000 3.5% 2,100 10.3% 215 $55.18
Make Decisions
• Double down on Social Media • See if possible to increase visits from Organic • Fix conversion rates from referrals
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What’s the Next Number in the Sequence?
• 2, 3, 5…401, 409, 419, 421, 431, 433, ?
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#TopMetrics
Key Takeaways
ü Focus on what’s important
ü Have infrastructure and tools to capture key metrics (KPIs)
ü Always have a baseline
ü Use KPIs in planning and adjust accordingly
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Put all the Numbers from the Previous Questions in Order
• 49, 36, 25, 16, 9, 4, 1 72, 62, 52, 42, 32, 22, 12
• 849, 856, 863, 870, 800 +7 +7 +7 +7 • 1, 2, 4, 8, 16, 32, 64 = 26
20, 21, 22, 23, 24, 25, 26
• 0, 1, 3, 6, 10, 15, 21, 28, 36, 45, 55, 66, 78 +1 +2 +3 +4 +5 +6 +7 +8 +9 +10 +11 +12 • 2, 3, 5…401, 409, 419, 421, 431, 433, 439 Prime numbers • 1 800 26 78 439 = 1-877-2-OPTIFY
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About Optify
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#TopMetrics
www.op5fy.net 1 (206) 388-‐4234 (phone) 1 (877) 2-‐OPTIFY (toll-‐free) Uri Bar-‐Joseph, Director of Marke5ng, Op5fy
@uribarjoseph
www.linkedin.com/in/uribarjoseph
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