The Top Inbound Metrics for B2B Marketers

Download The Top Inbound Metrics for B2B Marketers

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  1. 1. Top Inbound Metrics for B2BMarketersSpeakers:Morgan Stewart, TrendlineInteractiveUri Bar-Joseph, OptifyTuesday June 26, 12pm ET (9am PT)
  2. 2. Morgan StewartAs CEO of Trendline Interactive, Morgansfocuses on how trends in consumer behaviorimpact marketing performance. Morgan currentlyleads primary research for MarketingProfs, hisresearch is frequently cited in industrypublications, and his work has been featured ingeneral business publications includingFortune, Forbes, and Newsweek. In addition toconducting extensive primary research, he workswith clients to apply these insights to developcutting-edge communication strategies that havea direct impact on the bottom line.
  3. 3. Uri Bar-JosephUri Bar-Joseph is a key player in the Optifymarketing team, with deep expertize in trackingand analyzing the inbound marketing metricsthat matter most to B2B marketers.As well as being responsible for reporting onOptifys internal marketing metrics, Uri worksclosely with the product development team toensure that the Optify product meets the closed-loop reporting needs of professional B2Bmarketers.
  4. 4. About Optify
  5. 5. What well 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
  6. 6. 100 Ways To Measure Social Mediaby David Berkowitz, 360i1.Volume of consumer-created buzz 29. Pageviews (for blogs, microsites,51. Method of content discovery (search,channels (e.g., call centers, in-store)for a brand based on number ofetc) pass-along, discovery engines, etc) 77. Savings generated by enablingposts 30. Effective CPM based on spend per 52. Clickscustomers to connect with each2.Amount of buzz based on number of impressions received 53. Percentage of traffic generated fromotherimpressions 31. Change in search engine rankings earned media78. Impact on first contact resolution3.Shift in buzz over time for the site linked to through social 54.View-throughs (FCR) (hat tip to Forrester Research4.Buzz by time of day / daypart media55. Number of interactionsfor that one)5.Seasonality of buzz 32. Change in search engine share of 56. Interaction/engagement rate 79. Customer satisfactionvoice for all social sites promoting6.Competitive buzzthe brand57. Frequency of social interactions per 80.Volume of customer feedback generated7.Buzz by category / topic33. Increase in searches due to social consumer8.Buzz by social channel (forums,58. Percentage of videos viewed 81. Research & development time savedactivity based on feedback from socialsocial networks, blogs, Twitter, etc) 34. Percentage of buzz containing links 59.Polls taken / votes receivedmedia9.Buzz by stage in purchase funnel35. Links ranked by influence of 60. Brand association 82. Suggestions implemented from(e.g., researching vs. completing publishers 61. Purchase considerationsocial feedbacktransaction vs. post-purchase)10. Asset popularity (e.g., if several36. Percentage of buzz containing62. Number of user-generated83. Costs saved from not spending onvideos are available to embed, whichmultimedia (images, video, audio)submissions receivedtraditional researchis used more) 37. Share of voice on social sites when 63.Exposures of virtual gifts84. Impact on online sales11. Mainstream media mentions running earned and paid media in 64. Number of virtual gifts given 85. Impact on offline salessame environment 65. Relative popularity of content86. Discount redemption rate12. Fans38. Influence of consumers reached13. Followers66. Tags added87. Impact on other offline behavior39. Influence of publishers reached67. Attributes of tags (e.g., how well they (e.g., TV tune-in)14. Friends (e.g., blogs)15. Growth rate of fans, followers, and 40.match the brands perception of 88. Leads generatedInfluence of brands participating in itself) 89. Products sampledfriends social channels16. Rate of virality / pass-along68. Registrations from third-party social 90. Visits to store locator pages41. Demographics of target audiencelogins (e.g., Facebook Connect,17. Change in virality rates over timeengaged with social channels Twitter OAuth)91. Conversion change due to user18. Second-degree reach (connections 42.Demographics of audience reached 69. ratings, reviews Registrations by channel (e.g., Web, 92. Rate of customer/visitor retentionto fans, followers, and friends through social media desktop application, mobileexposed - by people or impressions) 43. Social media habits/interests of application, SMS, etc)93. Impact on customer lifetime value19. Embeds / Installs target audience70. Contest entries 94. Customer acquisition / retention20. Downloads 44. Geography of participating 71. Number of chat room participantscosts through social media21. Uploads consumers72. Wiki contributors 95. Change in market share22. User-initiated views (e.g., for videos) 45. Sentiment by volume of posts 73. Impact of offline marketing/events on 96. Earned medias impact on results23. Ratio of embeds or favoriting to46. Sentiment by volume of impressions social marketing programs or buzz from paid mediaviews 47. Shift in sentiment before, during, and 74. User-generated content created that 97. Responses to socially posted events24. Likes / favorites after social marketing programscan be used by the marketer in other 98. Attendance generated at in-person25. Comments48. Languages spoken by participatingchannelsevents26. Ratings consumers75. Customers assisted99. Employees reached (for internal49. Time spent with distributed content 76.Savings per customer assisted programs)27. Social bookmarks 100.Job applications received28. Subscriptions (RSS, podcasts, video 50. Time spent on site through socialmedia referrals through direct social media interactions compared to otherseries)
  7. 7. How your buyers areinfluenced on their journey Search Social Media Website Website Sales Rep Social Media (Validation) Sales Rep Website References
  8. 8. Inbound versus outboundInbound Outbound PPC SEO Online Social Media advertising PR Email blasts Direct Trade shows Word of Mouth Direct mail Referrals Print advertising Content Telemarketing
  9. 9. Inbound versus outbound InboundOutbound Easy to create High quality and ramp up Higher conversion Measureableratesand predictable Further down the You controlfunnel everything Hard to build Lower You dont control it conversion rates Hard to predict Expensive Hard to measure Early in the buying cycle
  10. 10. Do you know your split?InboundOutboundTraffic 16,000 (58%) 11,600 (42%)Leads320 (35%)580 (65%)Opportunities 48 (45%)58 (55%)Cost $3,000$14,500 (15%)(85%)
  12. 12. Your web site has to be great
  13. 13. Effectiveness
  14. 14. Top website effectiveness metrics Conversion rate LeadsOpportunities (and visits)
  15. 15. Important website effectivenessindicatorsLead conversionrate trendsTime on site Page viewsBounce rateReturning visitors
  16. 16. Reachthe total number of different people or householdsexposed, at least once, to a medium during a givenperiod.
  17. 17. Top website reach metricsVisits by referring domainsVisits by referring keywordsMedia / blogs driven by PR Total visits effortsVisits per keywordDirectories / listing services Number of keywordsPartners
  18. 18. Website reach indicators# inbound links anddomains Brand mentions (Googlealerts)Keyword ranking
  20. 20. Marketers have embraced social media
  21. 21. And the majority use it to drive awareness & exposure
  22. 22. But they still struggle to track things important to management
  23. 23. For Social Media to drive leads, you mustfirstREACH your audience# followers / fans / members# tweets, re-tweets, mentions # likes# comments
  24. 24. Anybody can post a Tweet or a status update onFacebook, but the brands and people who arebeing the most successful are really taking intoaccount who their audience is, what they careabout, and how they can stand out... Jordan Viator Slabaugh, Spredfast
  25. 25. Top social media effectiveness metrics# visits# leads# opportunitiesSegmented by socialmedia channel
  27. 27. (Gain from Investment Cost of Investment)Cost of Investment
  28. 28. What cost items should you include? PR firm fees Contentdevelopmentcosts employees andcontractors SEO costs employees andcontractors Dont forget time
  29. 29. Use closed-loop reporting to demonstrate ROI
  30. 30. Using metrics for planning You have $24,000 to invest on improving results. Where should you spend it?
  31. 31. Using metrics for planning Scenario #1 Increase Visitor Goal $2,000 monthly content development budget Expect 5% increase in traffic month- over-month Yields $39,955 more in profit vs. maintaining status quo ROI = 66%
  32. 32. Using metrics for planning Scenario #2 Increase Lead Capture Goal $24,000 project for extensive capture testing and optimization Estimate a 50% increase in lead capture rate Will take 1 month to run and implement Profit yield from 11 months @ higher capture rate is $56,100 ROI = 134%
  33. 33. Key takeaways Focus on whats important Have infrastructure and tools to capture key metrics (KPIs) Always have a baseline Use KPIs in planning and adjust accordingly
  34. 34. www.optify.net1 (206) 388-4234 (phone)1 (877) 2OPTIFY (toll-free)
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  36. 36.!/MarketingProfs
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