generating leads and conversion, measurement and marketing roi (#ceomarketingsummit 2013)
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Lead Generation, Conversion, Measurement & Marketing ROI
SUBHASISH GHOSH
subhasishg@aditi.com1
Strategic Marketing Manager – Cloud Services
Successful
Businesses
Create
ValueDeep
Do You Create “DICEE”?
Intelligent Complete
ElegantEmotive
2
Understanding – The Funnel
10 Actionable
Points
Identifying – The Levers
Defining – The Channels & KPIs
Assessing – The Conversion Activity
Nurturing – The MQL
Creating – Call To Action
Optimizing – Landing Pages
Calculating – Marketing Investment
ROI – [Social Media Case Study]
Value Vs. Innovation Matrix
3
Value Vs. Innovation Matrix
4
DICEE
Understanding – The Funnel1,00,000 visits to site via:
SMS campaigneDM campaign
display adssocial media
SEO
2-5% avg. Conversions(1)if visits = 1,00,000; assuming 2% leads (e.g. signups) = 2,000
# of leads
2-4% avg. Conversions(2)if signups = 2,000; SQL; assuming 4% = 80
# opportunities
1,00,000
2,000
80
$$$
# of visits to site
4050% avg. Conversions(3)CUSTOMERS
5
Identifying – The Levers
Profitability = f (CPA, Basket Size, Activity)
# of Leads = f (Activity, Value)
6
Defining – The Channels & KPIs
SEO
Visitors Leads Sales
SOCIAL MEDIA
SOCIAL MEDIA - PPC
CPM BANNER ADS
RE-TARGETED ADS
BLOG
EDM
…N
7
Assessing – The Conversion Activity
Raw Inquiries
Qualified Leads
Marketing QLs
Sales Accepted
Leads
Sales QLs $$
Nurturing Sent to Sales Sales finds Value Deems Valuable8
DATA AND ANAYTICS
Tele Calling
MARKETING QL DRIP STAGES NOT “CONTACT US”
Nurturing – The MQL
PLAN AND OFFER VALUE
Offers
SMS
Value
9
DATA AND ANAYTICS
Use Verbs
STRONG CTA VALIDATION CTA ATTRIBUTES EXAMPLES
Creating – Call To Action
Be Clear
Be Positive
Direct
Value
10
DATA AND ANAYTICS
Clear Page
KEY FOR CONVERTING TRAFFIC INTO LEADS TEST, TEST, TEST
Optimizing – Landing Pages
A/B Test
Metric (CTR)
Hypothesis
00:04:00
HeadlineForm Field Names# of Form FieldsForm Button ColorForm Button SizeForm Button CopyImagesCaptions on ImagesHeadline Font SizeTestimonials… n
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DATA AND ANAYTICS
Calculating – Marketing Investment
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DATA AND ANAYTICS
ROI – Case Study
Visit: http://fewrandomrantings.wordpress.com/2011/10/18/social-recruiting-roi-casestudy/ 13
• Social Networking site targeted – LinkedIn• 5-Job Pack purchased: USD 150.00 for 5 job postings; each job with 30-day validity• Jobs posted: 5 (Social Media Community Manager, Perl Developer, Software Developer,
Customer Support Engineer, Test Engineer)• Total applications received = 714
• Investment = USD 150.00Cost per job posting = USD 30.00Cost per job application received = 0.21 centsBrokerage fees = USD 0.00
• Total number of candidates hired after multiple rounds of interview = 7• Effective social media ROI = (return – investment) / investment %, wherein, return = difference
between forecasted brokerage fees and actual brokerage fees for recruitment agencies
In this case, since 7 professionals were hired, the average brokerage fee for each could be assumed to be USD 600.00 (an average standard in India); thus, for 7 employees = USD 600.00 x 7 = USD 4,200.00=> Effective Social Media Return on Investment = (4,200 – 150)/150 = 27 X 100 = 2,700%
DATA AND ANAYTICS
Q&A
14
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