Marketing Horror Stories: Unmeasured ROI (and What to Do Instead)
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Transcript of Marketing Horror Stories: Unmeasured ROI (and What to Do Instead)
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Your Hosts
(Innovative Marketing Resources)Max Traylor | Director of Client
Services
@TheMaxTraylor
Danielle Winkler | Inbound
Marketing Consultant
@Dani_Winks
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Imrcorp.com/innovative-marketing-
blog
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The State of Marketing Analytics
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Only 37% of CMOs have quantified the
short-term impact of their marketing
spending
August 2014 The CMO Survey
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20% of marketers don’t measure ROI at all
August 2014 The CMO Survey
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63% of marketers rank marketing ROI as the
#1 most important measure to gauge
marketing success
IBM’s 2014 Global Chief Marketing Officer Study
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Marketers that measure ROI are 12X more
likely to generate greater return year-over-
year than a lower return
HubSpot’s 2014 State of Inbound
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More than half of CMOs feel unprepared to
tackle “ROI accountability” (56%)
IBM’s 2014 Global Chief Marketing Officer Study
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71% of CMOs feel unprepared to manage
the “data explosion”
IBM’s 2014 Global Chief Marketing Officer Study
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What ROI is Not
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ROI = Money
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Horror Story Time!
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Higher Education (visitors)
Real IMR Client (Higher Education)
300% increase in traffic after year 1. 500% after year 2.
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Wow – if we blog we can increase
traffic!
We got fired!
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Another horror story…
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65% increase in traffic from sources that generated the highest quality leads.Client attracting HR decision makers
B2B Services
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Wow, if we offer whitepapers we can generate
leads!
We got fired!
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Ok, we get it… you need
“sales qualified leads”
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Or not… we got fired again
Over the 3 months, we got 38 “sales qualified leads” (vs ~90 from organic)
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What we learned
The most valuable thing marketers can do is
MEASURE ROIso that you can improve every month.
Then, you will always be needed…
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Visitors – Got it!
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Leads – got it!
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How valuable are the leads?
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Measure and improve ROI!
Every marketing investment has a different return. Lets measure it so we can improve lead volume and quality for sales!
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How to Measure ROI
IDEAL: # of customers (or final revenue) by
lead source (Organic? Email? PPC?
Events? Referral Relationships)
Track everything!
Tracking URLs are your friend!
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#1 Challenge for Marketers
What if you don’t have access to
customer information?
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YOU NEED TO
GET ACCESS
TO CUSTOMER
INFORMATION
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Additional Challenges
• Long sales cycle
• Sales doesn’t follow a process
• Sales doesn’t capture feedback
• Sales never talks to marketing (and they
don’t like each other)
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What you can do today (real world)
1. Identify the marketing and sales process
2. Get the sales team on record (what are
the qualities of your favorite leads?)
3. Measure lead quality (manually or with
software)
4. Identify marketing investments that result
in the highest quality leads
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Questions
Do you know of any rich sources of financial
performance data for inbound marketing
programs?
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Questions
Can you suggest a method of calculating
ROI for clients that are just getting started
with content marketing that sell very high-
value ticket items ($500K-$1M)? How can
ROI be improved for such transactions
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Questions
How do you measure "free" activities
(unpaid media) such as social, webinars,
email blasts vs paid media
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Questions
Any others?
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Still Have Questions? Get Help
http://www.imrcorp.com/help
This week’s password: iloveroi
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Stay tuned for next week’s
webinar…
Topic: Buzzwords and Pitching Inbound
Marketing to Your Managers