how to measure inbound markerting

#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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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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What’s The Next Number in the Sequence?

•  49, 36, 25, 16, 9, 4, ?

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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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What’s the Next Number in the Sequence?

•  849, 856, 863, 870, ?

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Marketing-Sales Funnel

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Effec5veness

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Effec5veness

Reach

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Inbound Versus Outbound

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Inbound Outbound

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•  SEO •  Social Media •  PR •  Direct •  Word of Mouth •  Referrals •  Content

Inbound Outbound

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•  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 Outbound

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•  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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•  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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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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Top Website Effectiveness Metrics Conversion rate

Leads

Opportunities

(and visits)

By Channel

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Top Social Media Effectiveness Metrics

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Conversion rate

Leads

Opportunities

(and visits)

By Social Channel

By Campaign

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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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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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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

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•  0, 1, 3, 6, 10, 15, 21, 28, 36, 45, 55, 66, ?

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INBOUND MARKETING ROI

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(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


Opportunities

Organic Social Media Referrals Direct Total

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Add the KPI’s September Plan

Budget Visitors Conversion rate


Opportunities Cost per Opportunity

Organic

Social Media

Referrals

Direct

Total

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Fill In the Gaps September Plan



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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September Plan



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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•  2, 3, 5…401, 409, 419, 421, 431, 433, ?

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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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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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how to measure inbound markerting

Technology

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social media

opportunity organic 8

social channel

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