marketo@marketo: our simplified marketing analytics
TRANSCRIPT
Marketo@Marketo:Our Simplified Marketing Analytics
Lizzy Funk
Marketing Program Manager
Marketo
@lizzymfunk
Speakers
Brian Glover
Sr. Product Marketing Manager
Marketo
@brianjglover
• What and why of marketing analytics• Attribution• Reporting Examples• Early, Mid and Late Stage Reports• “What if” budget planning scenario• Marketo Advanced Reporting
Agenda
Source: Experian 2014 Digital Marketer report
44% of marketing leaders cite tracking and measuring campaigns is a top challenge.
Why is measurement hard?
Wow, our engagement,
likes, and Klout have never
looked better!
What are they ##$%^ talking
about?
salesmarketing team
Page 6
What’s the Payoff if I Get It Right?
Earn a seat at the revenue table1Achieve alignment between sales & marketing2Improve marketing results & ROI3
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
3 Key Types of Analytics
New Name Acquisition
Buyer Journey Analysis
Marketing Impact/ROI
Attribution
Page 9
First Touch vs. Multi-Touch Attribution
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Downloaded eBook on Analytics
Attended Advanced Analytics Webinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
First Touch Attribution
3 months
$100K
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
First Touch Attribution
3 months
$100K
$100K
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
Multi Touch Attribution
3 months
$100K
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
Multi Touch Attribution
3 months
$25K
$0
$25K
$25K $100K
$25K
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics Survey
Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at BigTradeshow
Connected with Sales Rep
Multi Touch Attribution
$14K
$0
$14K
$14K
$14K
Attended the Analytics Webinar
Attended “Top 10 Marketing Reports”
Webinar
Engaged with us at Tradeshow
Connected withSales Rep$14K
$14K
$14K
Moe
Larry
$100K
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics Survey
Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
Multi Touch Attribution
$14K $14K
$100KAttended the Analytics
Webinar
Attended “Top 10 Marketing Reports”
Webinar
Engaged with us at Tradeshow
Connected withSales Rep
$14K $28K $28K
Moe
Larry
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Multi Touch AttributionProgram MT Revenue
Email: eBook Analytics
$14,000
Webinar: Advanced Analytics
$14,000
Email: Survey Results
$14,000
Webinar: Top 10 Marketing Reports
$28,000
Tradeshow: Big $28,000
Moe and Larry both engaged with these programs
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Multi Touch AttributionProgram FT Revenue MT Revenue
Email: eBook Analytics $100,000 $14,000
Webinar: Advanced Analytics
$0 $14,000
Email: Survey Results $0 $14,000
Webinar: Top 10 Marketing Reports
$0 $28,000
Tradeshow: Big $0 $28,000
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Multi Touch AttributionProgram FT Revenue MT Revenue
Email: eBook Analytics $176,000 $249,000
Webinar: Advanced Analytics
$131,000 $362,000
Email: Survey Results $234,000 $276,000
Webinar: Top 10 Marketing Reports
$189,000 $541,000
Tradeshow: Big $325,000 $117,000
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Multi Touch Attribution
Channel FT Revenue MT Revenue
Email $310,000 $525,000
Webinars $320,000 $903,000
Tradeshows $325,000 $117,000
More efficient at pushing leads
through funnel
More efficient at acquiring the right
leads
Reporting Examples
• Early stage reports• Am I bringing in the right names?• Which channels are bringing in the best, cheapest names?
• Mid stage reports• How are my leads moving through my funnel?• Are my leads converting at a good rate?
• Late stage reports• How are my programs impacting revenue?• What is my ROI?
Marketo Examples
What important metrics do we track?
1• Channel
2• Program Name
4• Program tags
5• Successes
6• Cost
7• Pipeline
8• Revenue
Set yourself up for success!
Early Stage ReportsProgram Cost Analysis
• Which channels/programs are generating the most successes/new names by month?
• Which channels are the cheapest for bringing in new names?
Early stage reports – Program Cost Analysis
• Which channels/programs are generating the most successes/new names by month?
• Which channels are the cheapest for bringing in new names?
Early stage reports – Program Cost Analysis
Quick Tip: drag in filters to narrow down your results
ExampleChannel Cost Members Successes New
NamesCost per new
name% New Names
Content Syndication $210,000 8923 8923 7421 $28 83%
Email - Sponsored $140,000 10061 10061 4859 $29 48%
Events $165,000 15087 2154 3651 $45 24%
Virtual Events $9,000 4055 699 1642 $5 40%
Webinars $20,020 21873 3761 2087 $10 10%
PPC $104,720 1387 1387 965 $109 70%
Social $49,000 1021 1001 712 $69 70%
Website $0 761 749 695 $0 91%
Early Stage ReportWhich channels are bringing in the
most new names?Which channels are bringing in the
cheapest new names?
• What is the trend of cost per new name by channel?
Early stage reports – Program Cost Analysis
• What is the trend of cost per new name by channel?
Early stage reports – Program Cost Analysis
Quick Tip: change data view to graph and add trend line
Mid Stage ReportsProgram Revenue Stage Analysis
• Where are my leads in the funnel for each channel?
Mid Stage Report – Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
• Where are my leads in the funnel for each channel?
Mid Stage Report – Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
Quick Tip: Get more granular by adding in Program Name
Example
How are my leads moving through the funnel?
Where are my leads getting stuck?
Which channels have the best lead to opportunity
rate?
• How fast do my leads move through the funnel?Mid Stage Report – Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
• How fast do my leads move through the funnel?Mid Stage Report – Program Revenue Stage Analysis
Known > Engaged > Lead > MQL > Opportunity > Customer
Quick Tip: Add in conditional formatting
Late Stage ReportsProgram Opportunity Analysis
• FT = First Touch• Acquisition Program = 100% of the credit
• MT = Multi Touch• Programs in between acquisition and opportunity = divided
credit
Attribution – explained (FT vs. MT)
Content Syndication
Clicked on email
Attended Webinar
Attended Demo
Downloaded Definitive
Guide
Opportunity Opened ($43K)
FTProgram that generated
name (acquisition program) = 100% of credit
MTAll programs that touched
the lead and contributed to an opp = divided credit
Example customer journey: Acquisition Program Opportunity
• How are my marketing programs impacting total revenue?Late Stage Report – Program Opportunity Analysis
Total Marketing Revenue Generated
÷Total Revenue Generated
= % Revenue Marketing
Contributed
• How are my marketing programs impacting total revenue?Late Stage Report – Program Opportunity Analysis
Total Marketing Revenue Generated
÷Total Revenue Generated
= % Revenue Marketing
Contributed
Quick Tip: Pull in Opportunity Name and Cost of Opportunity to see which opps your programs influenced
Example Quick Tip: Consider which channels are driving the most revenue (FT vs. MT) AND the most new names
• What is my ROI?Late Stage Report – Program Opportunity Analysis
Revenue ÷
Cost =
ROI
• What is my ROI?Late Stage Report – Program Opportunity Analysis
Revenue ÷
Cost =
ROI
Quick Tip: Set a goal/baseline for your ROI metric to measure your success on
ExampleChannel Cost FT Opps Cost/FT
Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT
Opp MT Pipeline MT Pipeline/Cost
Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5
Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9
Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3
Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17
Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21
PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7
Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4
Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A
What is my ROI?Which channels
bring in more pipeline than the
cost?
Defending Your Budget
Marketo ExamplePredicting Results
Why Should I Give You $10k?
• How much pipeline can you generate?
• How many new opportunities will be created?
• How much revenue can you plan on closing?
• How long will it take?
What Your Boss Wants to Hear…
Predicting What $10k Will Generate
Use previous data to predict ROI on spend
Expected Spend x Expected ROI (ratio) = Expected Revenue
ExampleChannel Cost FT Opps Cost/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
What will $10k generate?
Use avg. ROI ratio to calculate
pipeline/revenue and use avg. cost/opp to calculate # of opps
How Long Will It Take?
Average # of days to become an opportunity or customer
• What will it turn into?$10k = ? (Example)
Early StageBudget = $10k
Average Cost per New Name = $30
333 New Names
Late StageBudget = $10k
Average FT (ROI) Ratio = 6
$60K expected FT pipeline generated
Avg. days to opp = 126
Marketo Advanced Reporting
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Key Features• Marketing Impact & ROI• Buyer Journey Analysis• New Name Acquisition• 25 Pre-Configured Reports• Custom Report Creation• Dashboards• Custom Measures
Marketing Impact & ROIMeasure pipeline & revenue created, ROI and moreFirst-touch and multi-touch attribution
Prove marketing’s contribution to business growth
Marketing Influenced Pipeline
Buyer Journey AnalysisMeasure names per stage, average days per stage, conversion rate and more
Focus resources where customers get “stuck” in the buyer journey
New Name AcquisitionMeasure new name acquisition, program cost, cost per lead and more
Save time and avoid errors with automated metrics and reports
25 Pre-Configured ReportsMarketing Impact & ROIBuyer Journey Analysis“Top 10” Program ReportsEmail Analysis
Start your revenue reporting program quickly without the errors and headaches.
Flexible Report CreationDrag & drop report creation, multiple charting options, data highlighting, sharing & exporting and more
DashboardsExecutive-level marketing dashboards with the click of a mouse
Custom MeasuresCreate your own analytics with calculated fieldsModel revenue from add’l investmentMeasure customer lifetime value
Create the analytics you need to make better investment decisions
• Track the RIGHT metrics (i.e. opps, pipeline revenue, etc.) to prove your contribution on revenue
• Analyze your programs/channels at different time points – early, mid, late
• Use your ROI metrics to optimize programs and predict future performance
Key Takeaways
@lizzymfunk@brianjglover#mktgnation
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Additional Resources• The 8 Essential Reports e-book
• https://marketoemployee.jiveon.com/docs/DOC-1565
• The ABCs of RCA (Mercer case study / best practices)• http://www.marketo.com/webinars/the-abcs-of-rca/
• Sungard AS case study• https://marketoemployee.jiveon.com/docs/DOC-1567
Questions?
Lizzy FunkMarketing Program ManagerMarketo@lizzymfunk
Brian GloverSr. Product Marketing ManagerMarketo@brianjglover
Thank You!!!
Lizzy FunkMarketing Program ManagerMarketo@lizzymfunk
Brian GloverSr. Product Marketing ManagerMarketo@brianjglover