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Welcome and thank you for joining LinkedIn’s Live Webcast:
UNDERSTANDING THE METRICS THAT DRIVE REAL IMPACT
UNDERSTANDING THE METRICS THAT
DRIVE REAL IMPACT
LinkedIn Marketing Solutions
3
Cassandra Clark
Senior Manager, Demand Generation @cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan
SPEAKERS
@LinkedInMKTG
4
AGENDA
The difference between metrics and
analytics
The metrics that matter and what you
need to have in place to apply analysis
How to use this approach to optimize
your LinkedIn Campaigns
1
2
3
@LinkedInMKTG
5
TERMS
DISCUSSED
TODAY
CTR (Click-through Rate): The amount of clicks in your campaign
divided by the number of impressions or sends.
CPL (Cost Per Lead): The amount of money you spend to acquire a lead.
MQL (Marketing Qualified Lead): A lead that meets marketing’s
benchmark for being considered a strong prospect. Usually qualified through
analytics and/or a lead scoring system.
Lead Score: The methodology marketing uses to identify MQLs.
SQL (Sales Qualified Lead): A lead that Sales has vetted and qualified
as a prospective customer.
Marketing Automation System: Technology used to automate
marketing actions to improve engagement and efficiency.
CRM (Customer Relationship Management): Technology used to
manage and analyze interactions and data throughout the customer lifecycle.
Attribution: There are 3 models for marketing attribution: first touch, last
touch, and multi-touch.
@LinkedInMKTG
6
THE
DIFFERENCE
BETWEEN
METRICS AND
ANALYTICS
@LinkedInMKTG
7
WHAT
METRICS
ARE TO
ANALYTICS
METRICS What you measure your marketing
programs on to gauge performance or
success. They can also be called Key
Performance Indicators (KPIs).
ANALYTICS Using metrics to identify trends and
insights to inform decisions about your
marketing efforts.
@LinkedInMKTG
8
THE METRICS TO
UNDERSTAND
BUSINESS
IMPACT
@LinkedInMKTG
9
In baseball, a lead off hitter’s job is to get on base and score runs, while a
cleanup hitter’s job is to drive in runs.
A baseball team would never measure the performance of these two players
in the same way.
MONEYBALL METRICS
@LinkedInMKTG
10
Click open rate
Conversion rate
Drive pipeline and revenue
DISPLAY
Brand awareness
New website visitors
Click-through rate
RETARGETING
Lead quality
Increase conversion
Drive pipeline and revenue
SPONSORED CONTENT
Increase engagement
Build brand & shape perception
Conversion rate
MONEYBALL METRICS
@LinkedInMKTG
11
Metrics should never be taken at face value. Context
is critical. Educate your stakeholders on the “why”
behind the metrics.
@LinkedInMKTG
12
TACTICS METRICS
Email Marketing open rate, returning visitors, form fills,
MQLs, SQOs, SAOs, retention rate
Search Marketing leads, cost per lead, form fills, MQLs
Display Ads leads, cost per lead, form fills, MQLs
PR Leads, cost per lead, returning visitors
Paid Social Media leads, cost per lead, returning visitors,
MQLs, form fills
Gated Long-Form Content Form fills, MQLs, SQOs, SAOs
Webinars Form fills, leads, cost per lead, SAO, SQO,
close rate, revenue, retention rate
Demos / Trials Form fills, leads, cost per lead, SAOs,
SQOs, close rate, revenue, retention rate
KEEPING YOUR PULSE ON LOWER FUNNEL METRICS
NURTURE
PROSPECTS
THAT HAVE
EITHER
IMPLICITLY OR
EXPLICITLY
EXPRESSED AN
INTEREST IN
YOUR BRAND.
@LinkedInMKTG
13
TRUE MEASUREMENT NIRVANA happens when you can track your marketing
campaigns through the sales funnel.
Landing page
conversion
Marketing
qualified lead Opportunities
created
Closed won
opportunities/# new
customers
Closed
dollars/revenue
@LinkedInMKTG
14
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
PEOPLE
Sales and Marketing Alignment
• Align on priority objectives and KPIs
• Alignment on key business definitions
• Marketing Qualified lead
• Sales Qualified or accepted leads
• How is a new customer defined? Inactive
customers?
Executive Alignment
What percentage of revenue or leads should
marketing be accountable for?
STEP 1
@LinkedInMKTG
15
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
PROCESS
• Lead handoff from marketing to sales reps
• Establishing agreement for sales
engagement of leads
• Reporting cadence
STEP 2
@LinkedInMKTG
16
PEOPLE,
PROCESS,
TECHNOLOGY
The keys to metrics
& analytics success
TECHNOLOGY (the big one)
What does your current marketing stack
look like?
Key pieces to evaluate:
• Marketing automation system (Eloqua, Marketo, etc.)
• Lead scoring/qualification
• Marketing automation system integration with your sales CRM
• Tracking parameters
• Reporting tools
STEP 3
@LinkedInMKTG
LEVERAGING TECHNOLOGY
TO TRACK LEADS
@LinkedInMKTG
18
ATTRIBUTION
GIVES
CREDIT TO
YOUR
MARKETING
PROGRAMS
1. Ensure tracking scripts are all landing pages.
2. Adding tracking parameters to your URLs.
Campaign URL will look something like this:
3. Marketing and sales systems will store this info along
with the contact info. This allows you to track where the
sale originated from.
https://www.marketing.linkedin.com/?utm_source=linke
din&utm_medium=sponsoredcontent&utm_content=webinar&
utm_campaign=LMS_WC_20170118_MetricsAnalytics&elqcam
paignid=LMS_WC_20170118_MetricsAnalytics
@LinkedInMKTG
19
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACT GOOGLE
ANALYTICS
@LinkedInMKTG
20
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACT GOOGLE
ANALYTICS
@LinkedInMKTG
21
ANALYTICS
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACT
@LinkedInMKTG
22
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACT SALESFORCE
@LinkedInMKTG
23
HOW TO ANALYZE THESE
METRICS TO DRIVE IMPACT SALESFORCE
@LinkedInMKTG
24
THE IMPACT
OF YOUR
CAMPAIGNS
@LinkedInMKTG
25
Key conduit
for reach and nurturing at scale.
LinkedIn Sponsored Content
OBJECTIVES Product awareness
Thought leadership
Starter guides
Targeted content
METRICS Content engagement
Leads & MQLs
Lead quality
Revenue
@LinkedInMKTG
26
Great tool to increase reach beyond email
to drive leads and event registrations.
LinkedIn Sponsored InMail
OBJECTIVES Drive content downloads &
event registration
Expand reach beyond email
Right people, right time
METRICS Open rate
Click-through rate
Conversion rate
Leads/Event registration
@LinkedInMKTG
27
CONVERSION
TRACKING
PROVIDES
BOTTOM
FUNNEL
METRICS FOR
OPTIMAL
CAMPAIGN
PERFORMANCE
We look beyond just conversions.
• Post-click conversions help us optimize creative, they
tell us what’s working.
• View through conversions help give us an
understanding of activity we are driving through our
campaigns.
• Conversion rate helps us isolate top performing
creative and campaign targeting.
@LinkedInMKTG
28
OPTIMIZATION BY TOP FUNNEL LINKEDIN
CONVERSION
TRACKING
@LinkedInMKTG
29
OPTIMIZATION BY
RETURN ON AD SPEND
CONVERSION
TRACKING
@LinkedInMKTG
KEY TAKE
AWAYS
CONTEXT IS KEY: ALIGN YOUR
OBJECTIVES WITH THE RIGHT
METRICS
LAYING THE FOUNDATION ACROSS
PEOPLE, PROCESS, & TECHNOLOGY
ANALYZING LOWER FUNNEL METRICS
TO UNDERSTAND WHAT’S DRIVING
BUSINESS IMPACT
1
2
3
@LinkedInMKTG
31
Cassandra Clark
Senior Manager, Demand Generation @cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan
Q & A
@LinkedInMKTG
32
LinkedIn Marketing Solutions Blog Lnkd.in/Blog
STAY
CONNECTED
Cassandra Clark
Senior Manager, Demand Generation @cassandra3 | linkedin.com/in/cassandralclark
Megan Golden
Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan
@LinkedInMKTG
