#INBOUND14

the  metrics  that  ma'erhow  to  build  performance-­‐driven    inbound  marke2ng  campaigns

sept.  18,  2014

presented  by  paul  roetzer  (@paulroetzer)  CEO  |  PR  20/20

what’s  holding  businesses  back  from  achieving  performance  poten7al?

0%10%20%30%40%50%60%70%80%90%

100%

short-term impact proven long-term impact proven

29%36%

just  36%  of  CMOs  have  quan7ta7vely  proven  the  short-­‐term  impact  of  marke2ng  spend.  that  figure    

drops  to  29%  when  demonstra2ng  long-­‐term  impact.

source:  2014  CMO  Survey

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on  average,  marketers  depend  on  data  for  just  11%  of  customer-­‐related  decisions.  

!source:  CEB    

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B2B  marketers  say  just  9%  of  CEOs  and  6%  of  CFOs  use  marke2ng  data  to  help  set  corporate  direc2on.  

   source:  ITSMA,  VisionEdge  and  Forrester

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agenda

1. perform  a  marke2ng  assessment  2. develop  a  marke2ng  scorecard  3. strategize  a  marke2ng  game  plan

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the  marke7ng  assessment  a  strategy  gateway

align  expecta7ons  +  forecast  poten7al

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Define  Founda2on  Projects

subjec2ve  analysis  internal  stakeholders  10  sec2ons  27  profile  fields  132  factors  0-­‐5  =  liabili2es  6-­‐7  =  neutrals  8-­‐10  =  assets

www.TheMarke7ngScore.com

Average Scores by Section

Business  Cores

Marke2ng  Cores

Audiences

Marke2ng  Team  Strength

Marke2ng  Technology  U2liza2on

Marke2ng  Performance

Social  Media  Marke2ng

Lead  Sources

Public  Rela2ons

Content  Marke2ng0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25%

29%

32%

39%

41%

44%

47%

50%

56%

63%

Source: PR 20/20’s 2014 Marketing Score Report

Business  Cores  (63%)  and  Marke7ng  Cores  (56%)  are  the  highest  rated  sec2ons.    Lead  Sources  (32%),  Public  Rela2ons  (29%),  and  Content  Marke2ng  (25%)  are  the  lowest.

n=318

bit.ly/mscore-­‐report-­‐14

“I  was  a  classically  trained  marketer    who  had  cut  my  teeth  at  Procter  &  Gamble,    

nego2ated  mul2-­‐million  dollar  deals  with  the  NFL,    and  received  an  MBA  at  Harvard  Business  School.  

   

“I  was  a  fossil  –  a  senior  marke0ng  execu0ve    who  was  doomed  to  ex0nc0on.”  

!—  Anita  Newton,  VP  of  corporate  marke2ng,  Adknowledge

of  marketers  say  their    lack  of  skills  is  impac2ng  revenue  in  some  way  !source:  2012  Marke2ng  Skills  Gap  Report

75%@paulroetzer www.pr2020.com#inbound14

of  companies  lack  necessary  digital  skills  in  key  areas  of  social  media,  mobile,  internal  social  networks,  process  automa2on,  and  performance  monitoring  and  analysis.  !source:  Capgemini  Consul2ng

90%@paulroetzer www.pr2020.com#inbound14

capable  of  building,  managing  and  execu0ng

 

fully  integrated  campaigns  that  produce  results

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data  analysis

!

iden2fy  top  KPIs.  turn  data  into  ac7onable  intelligence.  uncover  anomalies,  trends  and  opportuni7es.  adjust  strategies  based  on  data,  in  real-­‐2me.  2e  ac2vi2es  to  performance  and  bo'om-­‐line  results.

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6  classes,  43  categories,  947  companies

marketing automation high performers (8-10) have an average lead-to-sale conversion rating of 6.1, 1.6x the average rate of all others (rated 0-7).

marketing tech spotlight: marketing automation

the high performers

Marketing automation high performers (n=40)

These high performers rate cost of customer acquisition (COCA) 1.4x stronger, and have an average overall Marketing Score of 61%, 1.5x all others.

Impact of Marketing Automation on Lead-to-Sale Conversion Rates

Lead

-to-S

ale

Con

vers

ion

Rate

Sco

re

0

1

2

3

4

5

6

7

8

9

10

Marketing Automation Strength Score (Marketing Technology Utilization Section)0 1 2 3 4 5 6 7 8 9 10

2.4

3.43.8 3.9

4.84.2

5.1

4.1

5.4

7.2

5.6

PR 20/20 | 2014 Marketing Score Report

Assets (8-10)Neutrals (6-7)Liabilities (0-5)

Sec9on  7  Q:  How  would  you  rate  your  organiza9on’s  u9liza9on  of  these  marke9ng  and  sales  technology  solu9ons?

many  organiza2ons  lack,  or  are  underu2lizing,    fundamental  marke7ng  technologies

Content  management  system  (CMS)Project  management

Search  engine  op2miza2on  (SEO)Customer  rela2onship  management  (CRM)

Social  media  monitoring/managementEmail  marke2ng

Marke2ng  analy2csMarke2ng  automa2on/lead  nurturing

Internal  social  networkCall  tracking

0 1 2 3 4 5 6 7 8 9 10

2.2

2.9

3.7

4.5

4.7

4.8

4.8

5.3

5.3

5.4

Average Factor Rating (0-10 Scale)

Source:  PR  20/20  |  2014  Marke2ng  Score  Report

n=318

Assets (8-10)Neutrals (6-7)Liabilities (0-5)

bit.ly/mscore-­‐report-­‐14

a  new  era  in  sales  and  marke7ng  alignment

the  marke7ng  scorecard  data  without  analysis  is  simply  noise

A  mere  9%  of  marketers  strongly  agree  with  the  statement,  “I  know  our  digital  marke7ng  is  working.”  

   source:  Adobe

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76%  of  marketers  believe  measurement  is  important,  while  only  29%  believe  they  are  doing  it  well.    

!

source:  Adobe

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marke2ng  dashboards  that  report  ac7vi7es    rather  than  business  outcomes  are  a  major  cause  of    the  disconnect  between  marketers  and  the  C-­‐suite.  

!

source:  ITSMA,  VisionEdge  and  Forrester

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Source:  HubSpot

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Source:  HubSpot

keep  score  of  what  ma'ers

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turn  data  into  intelligence

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1)  priori7ze  marke7ng  goals.2)  iden7fy  KPIs.3)  customize  your  funnel.

3-­‐steps  to  start  the  scorecard  process

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generate  leads86%

85% convert  sales

build  brand46%

51% increase  loyalty

brand

leads

sales

loyalty

Source:  PR  20/20’s  2014  Marke9ng  Score  Report

high-­‐priority  goals

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sample  KPIs

website  traffic  social  reach    subscribers

lead  volume  lead  quality  score

lead-­‐to-­‐sale  conversion  rates  cost  of  customer  acquisi7on  (COCA)

customer  life7me  value  (CLV)  customer  reten7on  rates  recurring  revenue

brand

leads

sales

loyalty

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h_p://bit.ly/performance-­‐pack

h_p://bit.ly/performance-­‐pack

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bring  structure  and  meaning  to  numbers

#inbound14

@paulroetzer www.pr2020.com

h_p://developers.hubspot.com/

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h'ps://www.dis2lled.net/blog/seo/google-­‐analy2cs-­‐api-­‐made-­‐easy-­‐google-­‐docs-­‐magic-­‐tutorial/

automate  and  visualize  data

Source:  Domo

the  marke7ng  game  plan  high  performers  connect  ac9ons  to  outcomes

data  >  intelligence  >  ac2on  >  outcomes

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analy2cs  automa2on  coding  content  digital  ads  email  mobile  public  rela2ons  search  social  tech  websource:  Al2meter’s  The  Converged  Media  Impera2ve

the  new  marke7ng  mix

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h_p://bit.ly/performance-­‐pack

every  campaign  is  a  series  of  projects  designed  to  achieve  a  goal

blogging  martech  stack  media  rela2ons  search  engine  op2miza2on  social  engagement  website

builders  are  recurring  campaigns  designed  to  create  and  expand  assets

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lead  nurturing  original  research  reports  persona-­‐based  lead  gen  referrals  retarge2ng  ads  website  conversion  op2miza2on

image:  Pedro  Moura  Pinheiro

drivers  are  campaigns  designed  to  capitalize  on  exis2ng  assets  to  accelerate  success

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sample  monthly  game  plan

40  points

60  points

drivers  40%

builders  60%

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sample  resource  alloca7on  by  life  cycle  stage

@paulroetzer

drivers  20%

builders  80%

startup

drivers  40%

builders  60%

early  growth

drivers  80%

builders  20%

HIGH  growth

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a  case  study  in    performance-­‐driven  inbound  marke2ng

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The  organiza2on  sought  to  infuse  its  sales  pipeline  with  new  leads,  segment  and  priori7ze  its  exis2ng  lead  database  of  10,000+  contacts,  drive  short-­‐term  sales  conversions  through  its  web  store,  and  iden2fy  larger-­‐scale  enterprise  sales  opportuni7es.

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@paulroetzer www.pr2020.com

•   integrated  strategy  •   database  segmenta2on  •   lead-­‐scoring  system  •   survey  •   premium  content  assets  •   landing  page  •   smart  lead  forms  •   a/b  tes2ng  (email  and  landing  page)  •   social  sharing  •   email  workflows  •   sales  integra2on  •   website  CTAs  •   media  pitches  •   analy2cs

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•   1,980+  survey  responses  •   2,470+  ebook  downloads  •   1,720+  new  contacts  •   2,490+  web  store  leads  •   1,170+  enterprise  sale  opportuni7es

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1. perform  a  marke2ng  assessment  2. develop  a  marke2ng  scorecard  3. strategize  a  marke2ng  game  plan

build  performance-­‐driven  inbound  campaigns

@paulroetzer www.pr2020.com#inbound14

what’s  possible    for  the  future  of  campaign  and  marke2ng  

performance  management?

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data  >  intelligence  >  ac7on  >  outcomes

make-­‐shiN  solu9on  to  connect  strategy  and  performance

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strategy

project  management

automa7on  (cms,  email,  seo,  social)

crm

analy7cs

scorecard

current  marke7ng  management  system

what if there  was  a  marke7ng  strategy  and  management  system  that  enabled  dynamic  performance-­‐driven  campaigns    

and  resource  alloca2on  (talent,  budgets,  2me)?

data  >  intelligence  >  ac7on  >  outcomes

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app  builder  tool

custom  fields

ac7vity  stream

advanced  (and  intui2ve)  repor7ng

employee  performance  management

intelligent  (and  eventually  automated)  strategy    based  on  goals  and  historical  performance

so,  what’s  possible?

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“Marke2ng  is  now,  as  it  has  always  been,  an  art  form.    But  the  next  genera2on  of  

marketers  understands  it  can  be  so  much  more.  These  innovators  are  rewri7ng  what  is  possible  when  the  art  and  science  of  

marke7ng  collide.”

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paul  roetzer,  @paulroetzer  !CEO  |  PR  20/20  author  |  The  Marke9ng  Performance  Blueprint  (Wiley,  2014)  &  The  Marke9ng  Agency  Blueprint  (Wiley,  2012)  creator  |  Marke2ng  Score  &  Marke2ng  Agency  Insider

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