generating leads and conversion, measurement and marketing roi (#ceomarketingsummit 2013)
DESCRIPTION
This is the deck from my Speaker Session at CEO Marketing Summit 2013, Bangalore, 28 June 2013; organized by Strategic Outsourcing Services. Are you a Business that is already Online? Or, looking to migrate a core part of your Business (say, Registrations application) Online? Or are you still an offline (or bricks-and-mortar) Business thinking of moving Online soon? Whatever be the case, your Business can only benefit from moving Online in terms of driving business growth, more international exposure and profitability. Understand the key points for being successful Online - what is Value? why Value is necessary for creating a Successful Business Online? What is Guy Kawasaki's DICEE? Understanding the Lead Generation Funnel. What are KPIs driving your Business? How to Assess them? What to do to optimize the Conversions happening on your Business Website? More strategic insights into Key Levers for your Business. And finally, a practical way of Calculating your Business' Marketing ROI.TRANSCRIPT
Lead Generation, Conversion, Measurement & Marketing ROI
SUBHASISH GHOSH
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
11
DATA AND ANAYTICS
Calculating – Marketing Investment
12
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