30 minute

today’s

Introduction

90%

metrics & analytics

what’s the difference

from

moneyball

moneyball

the impact of

marketing

“ “

REACH

NURTURE

marketing

REACH

upper funnel

Email Marketing

Display Ads

Search Marketing

Organic Social Media

PR

Paid Social Media

Free Written content

Rich Media content

TACTICS METRICS

NURTURE

Email Marketing

Search Marketing

Display Ads

Paid Social Media

PR

Gated Long-form Content

Webinars

Demos / Trials

TACTICS METRICS

lower funnel

REACH

NURTURE

• Awareness

• Branded search

• Brand recall and lift

• Website and referral traffic

• Page views, pages per visit,

time spent on site lift

• Subscriber/opt-in lift

• Engagement (open rate,

shares, likes, comments)

• Bounce rate decline

• Unique visitor lift

• Inbound links lift

• Leads (organic vs paid)

• MQLs/SAOs

• SQOs

• Cost per lead

• Qualified lead velocity rate

(i.e., growth in qualified leads)

• Form fills

• Revenue

• Returning visitors

• Close rate

• Retention rate, customer

lifetime value, upsell/cross-sell

across the funnel

marketing

“ “

REACH

NURTURE

success lies in

how measures on

“ “

“ “

“ “

•

•

•

•

your

stay