Increase Assets Under Management with Marketing AutomationPart 3: Marketing Analytics to Prove ROI
Mike MaddenDemand Generation Program Manager Marketo
Joe PaoneManager, SMB MarketingMarketo
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Housekeeping
1. Why Marketing Analytics to Prove ROI is a Challenge for Asset Management Firms
2. What Metrics are Important
3. How to Track Programs
4. How to Leverage Marketing Analytics to Optimize Campaigns (and ROI)
5. Case Study: Financial Firm Paradigm Life
Agenda
Only 32% of marketers pursue a data-first strategy, and less than half of marketers feel prepared for a data-driven marketing future.
B2B Marketing and Marketscan April 2015
Only 1 in 4 marketers can prove their impact on the business.
Why Are Metrics So Challenging for Asset Management?
Marketing Data
Sales Data
Email AnalyticsWeb Analytics
Client Data
Why Are Metrics So Challenging for Asset Management?
Acquisition
Retention
Asset Consolidation
For each client journey, the data you
need may exist in multiple locations. This makes driving
business intelligence extremely difficult.
Tracking for the win!1
• Lead Source
2• Acquisition Program
3• Successes
4• Cost
5• AUM or Revenue
Set yourself up for success!
The Right Metrics:•New Names•New Qualified Names•Cost per new name
EarlyTOFU
•MQLs•SQLs
MidMOFU
•Opportunities•Pipeline•Revenue or AUM Won
LateBOFU
TOFUAttract
MOFUEngage
BOFUClose
TOFU AnalysisChannel Cost Members Successes New
Names Targets Cost per new name
Cost per target
% New Names
% Targets
Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
Targets vs. New NamesChannel Cost Members Successes New
Names TargetsCost per
new name
Cost per target
% New Names
% Targets
Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
New NameNew lead to your
databaseTarget
New lead with specific qualities
Channel Cost Members Successes
New Names Targets
Cost per new
nameCost per
target% New Names
% Targets
Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
Cost per new name vs. cost per target
Cost per new nameTotal cost / total new names Cost per
targetTotal cost /
total targets
% New Names vs. % TargetsChannel Cost Members Successes New
Names TargetsCost per
new name
Cost per target
% New Names
% Targets
Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
% New Names% of members are new names –
high percentage are good programs for filling the top of the
funnel
% Targets% of new names are targets – high
percentage means you are receiving the right quality names
TOFU AnalysisChannel Cost Members Successes New
Names Targets Cost per new name
Cost per target
% New Names
% Targets
Content Syndication $210,000 8923 8923 7421 7398 $28 $28 83% 99%
Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%
Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%
Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%
Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%
PPC $104,720 1387 1387 965 872 $109 $120 70% 90%
Social $49,000 1021 1001 712 602 $69 $81 70% 85%
Website $0 761 749 695 690 $0 $0 91% 99%
Which channels are the best for TOFU objectives?
Which channels are bringing in the most new names?
Which channels are bringing in the most targets (the right names)?
Which channels offer the best value for new names and targets?
• FT = First Touch• Acquisition Program = 100% of the credit
• MT = Multi Touch• Programs in between acquisition and opportunity = divided credit
FT vs. MT
Event
Clicked on email
Attended Webinar
Clicked on Email
Downloaded White
Paper
Opportunity Opened ($250M)
FTProgram that generated
prospect (acquisition program) = 100% of credit
MTAll programs that touched
the lead and contributed to an opp = divided credit
(20% each in this example)
Example customer journey: Acquisition Program Opportunity
MOFU AnalysisChannel Cost FT
OppsCost/FT
Opp FT Pipeline FT Pipeline/Cost
MT Opps
Cost/MT Opp MT Pipeline MT
Pipeline/CostDays to
Opp
Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115
Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98
Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107
Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99
PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87
Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74
FT vs. MT Pipeline
Channel FT Pipeline MT Pipeline
PPC $410,000 $525,000
Webinars $220,000 $903,000
Content Syndication $325,000 $117,000
More efficient at pushing leads
through funnel
More efficient at acquiring the right
leads
MOFU AnalysisChannel Cost FT
OppsCost/FT
Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT
Opp MT Pipeline MT Pipeline/Cost
Days to Opp
Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115
Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98
Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107
Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124
Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99
PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87
Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127
Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74
MOFU AnalysisDetermine which channels are responsible for generating the
most opportunities and pipeline to determine ROI
TOFU + MOFU AnalysisChannel FT
OppsFT
Pipeline/CostMT
OppsMT
Pipeline/Cost
Content Syndication 285 6 216 5
Email - Sponsored 210 7 196 9
Live Events 116 4 118 3
Virtual Events 97 13 35 17
Webinars 110 3 196 21
PPC 267 8 238 7
Social 104 3 104 4
Website 320 N/A 450 N/A
Channel Cost per new name
Cost per target
% New Names % Targets
Content Syndication $28 $28 83% 99%
Email - Sponsored $29 $30 48% 97%
Events $45 $62 24% 72%
Virtual Events $5 $25 40% 22%
Webinars $10 $10 10% 96%
PPC $109 $120 70% 90%
Social $69 $81 70% 85%
Website $0 $0 91% 99%
TOFU + MOFU
Analysis
Some programs are
good at acquiring
new names and other a
better at pushing
leads through the
funnel
Program AnalysisProgram Name Opportunity
NameOpportunity
Value Success FT Opportunities Created
FT Pipeline Created
MT Opportunities Created
MT Pipeline Created
Volatility Email #1
Firm 1 $150,000 1,000 0 $0 0.10 $15,000
Firm 2 $45,000 1,000 0 $0 0.33 $15,000
Firm 3 $60,000 1,000 0 $0 0.25 $20,000
Firm 4 $90,000 1,000 0 $0 0.20 $18,000
Firm 5 $25,000 1,000 0 $0 0.01 $250
Firm 6 $185,000 1,000 0 $0 0.10 $18,500
Firm 7 $20,000 1,000 0 $0 0.20 $4,000
Grand Total $575,000 1,000 0 $0 1.19 $90,750
Opportunity AnalysisOpportunity
Name Opportunity Value Program Channel Program Name FT Opportunities Created
FT Pipeline Created
MT Opportunities
CreatedMT Pipeline
Created
Firm 6 $185,000
Email – BatchVolatility Email #1 0 $0 0.10 $18,500Volatility Email #2 0 $0 0.10 $18,500Volatility Email #3 0 0.10 $18,500
Website DG2WP 0 $0 0.10 $18,500Pricing 0 0.10 $18,500
Email - Nurture Nurture Email #1 0 $0 0.10 $18,500
Social – Organic LinkedIn 0 $0 0.10 $18,500
Event – Live XYZ Event 0 $0 0.10 $18,500
Webinar XYZ Webinar 0 $0 0.10 $18,500
PPC Google – FA AUM 1 $185,000 0.10 $18,500
Grand Total $185,000 1 $185,000 1.00 $185,000
Opportunity Analysis Chart
• Evaluate programs against metrics that matter
• Cost per new name and target• Lead Source – track which sources
marketing is responsible for• Amount of pipeline generated
compared to program spend (ROI)• Number of opportunities created
Key Takeaways
• Look at programs at different time points• Immediately – did it have the response I
expected? (# of new names)• If not, what went wrong? How to optimize?
• 2-4 months later – did it generate opportunities? Pipeline?
• Continuous reassessment – how does the program do over time?
• Is the program still performing as it did in the beginning?
Key Takeaways
Case Study – Paradigm Life
“We didn't have a lot of analytics. We didn't have a lot of data. We were just shooting in the dark
hoping we'd hit our target. Marketo allowed us to take our marketing strategy from inefficient,
chaotic, and slow to quick and efficient. We wouldn't be where we are today without Marketo.”
- Janae Telford, Digital
Content Marketing Manager
Questions?
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