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Salesforce Analytics for B2B Marketers
Isaac PayneSenior Marketing Analyst – Salesforce [email protected]@Isaac_Pardot
Turn your Data into Insight
Isaac PayneMarketing Operations SpecialistSalesforce Pardot
How to go from data collection to insight marketing
How to apply a straight-forward framework to conduct intelligent marketing
What’s the difference? How to leverage each to
optimize your marketing campaigns
Applying the model to a common scenario
Advanced tips for customization
Giving your Data a Meaningful Framework
Strategic and Tactical Analytics
Putting it All Together and Advanced Tips
AgendaWhat are we talking about today?
Giving your Data a Meaningful Framework
The Puzzle Data without a framework is live trying to solve a
puzzle without any idea what the mixed pieces ought to represent
Framework for Understanding Marketers’ Needs• Foundation of “Demand
Generation” marketing
• Basic Principle: Closed-Loop Reporting, or Lead-to-Revenue
• Allows for strategic and tactical marketing analytics
Getting Strategic and Getting Tactical
How to Apply the Framework
50%ProspecttoMQL(Need400Prospects)
20%MQLtoOpp(Need200MQLs)
25%OpptoClosed-Won(Need40Opps)
RevenueGoal:$100K(10Deals)
• Strategic analytics benchmarksrelevantKEY PERFORMANCE INDIACTORS (KPIs)
• Tacticalanalyticshelpmarketersdeep-diveandoptimizetheentirefunnel
Strategic Reporting
Metric Description Use Case
(1) Inquiry/Prospect/Lead Marketing generated a new prospect
Track the top of the funnel to understand sufficiency for pipe
and revenue goal
(2) MQLMarketing generated a lead,
qualified it, and assigned it to sales
Track the hand-off from marketing to sales to
understand sufficiency for pipe and revenue goal
(3) Opportunities Sales team marks the lead as a potential new customer
Track the middle of the funnel to understand sufficiency for
revenue goal
(4) Closed-Won DealsSales team closed the
opportunity that marketing assigned
Track revenue to close-the-loop
Applying the Framework
Customer Acquisition/Revenue
Revenue Goal: $100K (10 Deals)
Applying the Framework Opportunities
25% Opp to Closed-Won(Need 40 Opps)
Applying the Framework
Marketing Qualified Leads
20% MQL to Opp(Need 200 MQLs)
Applying the Framework
50% Prospect to MQL (Need 400 Prospects)
20% MQL to Opp(Need 200 MQLs)
25% Opp to Closed-Won(Need 40 Opps)
Revenue Goal: $100K (10 Deals)
Prospects/Inquiries
Tactical DataMetric Description Use Case
Visitor to Prospect Conversion %
The % of web traffic that marketing
converts to identified prospects
Track this conversion to understand efficiency of your forms and landing
pages
Prospect to MQL Conversion %
The % of prospects generated who become
marketing qualified leads.
Track this conversion to understand efficiency of
your qualification programs (e.g. nurture
campaigns)
MQL to Opp Conversion %
Marketing generated a lead, qualified it,
assigned it, and sales converted it into an
opportunity
Track the hand-off from marketing to sales to
understand sufficiency for pipe and revenue goal
Opp to Closed-Won Conversion %
Sales team marks the lead as a potential new
customer and closes the deal
Track the middle of the funnel to understand
sufficiency for revenue goal
Channel Specific Metrics
Examples include: Email click-through-
rates; event attendance/audience
acquisition; SEM conversions
Track to optimize channel specific marketing
campaigns
Tactical data can get extremely channel
specific Deciding which metrics to capture will depend on the user who needs the data and the audience who will ultimately consume it The KEY here is to always track the
metrics that (1) relate to the funnel efficiencies of the framework and (2) metrics that can ultimately be tied back to your key strategic data
Tactical Data
Form and Landing Page Conversion Rates
Putting it All Together and Advanced Tips
Putting it All Together
The scenario:
Halfway through the quarter, your strategic data indicates that you do not have enough MQLs to hit your revenue goals
All budget is already allocated, so simply spending more is not possible
Putting it All TogetherCan you optimize your Form and Landing Page Conversions?
Can you Optimize your MQL producing Nurtures?
Can you optimize your keyword allocation?
What Levers Can you Pull?
If your # of MQLs are low, then you know that you either need (A) a higher conversion rate between prospects to MQLs or (B) more prospects
Advanced Tips Customize to your business
Do you have senior sales reps who are responsible for closing marketing-sourced deals, but ALSO for generating their own outbound leads and pipeline?
Velocity metrics count 400 prospects today does
not equate to 10 new customers today
Averages obscure the variations It’s possible to get to the
$100K with only 1 new customer
Thank you