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B2B Marketing Math: Solving for ROI

In this webcast, you will learn from LinkedIn's head of marketing about how LinkedIn drives qualified leads, collaborates with sales, and attributes revenue impact by going "beyond the lead".<br><br>You'll also hear from HubSpot, a certified marketing partner, about how B2B marketers are thriving by integrating inbound marketing and advertising, through the LinkedIn HubSpot integration.

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B2B Marketing Math: Solving for ROI

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  1. B2B Marketing Math: Solving for ROI Keith Richey Director, Marketing at LinkedIn Marcus Andrews Senior Product Marketing Manager, HubSpot

  2. Today’s Agenda • About LinkedIn Marketing Solutions • Marketing ROI defined • The curve of marketing math success • How LinkedIn measures beyond the lead • NewsCred ROI story

  3. For the first time in the history of media you can engage with the world’s professionals in one place

  4. Achieve your goals from awareness to engagement to new business • The most effective platform for marketers to engage professionals

  5. The largest global community of professionals 61M senior-level influencers 40M decision makers 433M professionals are on LinkedIn 22M MassAffluent 10M opinion leaders 6M C-level execs 4M IT decision makers

  6. Today’s Agenda • About LinkedIn Marketing Solutions • Marketing ROI defined • The curve of marketing math success • How LinkedIn measures beyond the lead • NewsCred ROI story

  7. Customer Marketing Brand Marketing AcquisitionMarketing Focus today on Acquisition Marketing ROI

  8. Marketing ROI Defined Return (what you earned) Investment (what you spent) ROI Return on investment

  9. ‘Fully Loaded’ ROI adds more investment categories. For simplicity, most companies use ROAS to mean ROI. ROAS Return on Ad Spend ROI ‘Fully Loaded’ • Spend on paid media • + (maybe) • Creative cost • Spend on paid media • Creative cost • + • Sales & marketing salary cost • Systems cost • Incentive cost • Etc . . .

  10. The ROI calculation Ad spend Ad spend ROI Ad-sourced Revenue Alternative: simplified version Ad-sourced Revenue Ad spend ROI

  11. Measuring ad spend =Easy Measuring ad-sourced revenue =Harder

  12. Today’s Agenda • About LinkedIn Marketing Solutions • Marketing ROI defined • The curve of marketing math success • How LinkedIn measures beyond the lead • NewsCred ROI story

  13. HubSpot The Inbound Marketing Methodology Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention.

  14. The HubSpot Ads Add-On It’s inbound, Amplified • Your Ads, Inside HubSpot • LinkedIn Sponsored updates • Google AdWords • More on the way • 2. Conversions over Clicks • Close the loop on reporting by combining HubSpot and Ad Network Data. • 3. Get More from Inbound • Drive more leads from your best performing content and offers.

  15. The Curve of Marketing Math Success Move from clicks to conversions

  16. The Curve of Marketing Math Success Move from clicks to conversions

  17. Putting the Math to Work Move from clicks to conversions Build Ads Conversion Funnel Start Here! Inbound Campaign and Goal Measure Success Optimize Run the Numbers

  18. Putting the Math to Work Move from clicks to conversions Build Ads Conversion Funnel CPC/CTR Inbound Campaign and Goal CPC/CTR Measure Success Optimize CVR CPA CVR Run the Numbers

  19. Ads and Inbound through HubSpot EHS Insight Example EHS Insight increase ad conversions 90% with HubSpot Ads Add-On “Inbound and Paid campaigns absolutely must be in harmony to maximize the value for us. HubSpot Ads makes it much easier to keep an eye on both and to correlate the results of campaigns across channels. We can make better decisions in less time.” Gary McDonald CEO, EHS Insight SMB - Software Houston, TX HubSpot customer for 12-months. Have used the Ads Add-on for 4-months to optimize, search and social ads inside HubSpot. 225% More Visits 90% More Conversions 211% More Contacts 70% More MQLs All results from ads after implement HubSpot ads and focusing on other key optimizations

  20. Today’s Agenda • About LinkedIn Marketing Solutions • Marketing ROI defined • The curve of marketing math success • How LinkedIn measures beyond the lead • NewsCred ROI story

  21. Our Marketing Goals MQLs for sales team Marketing Qualified Leads (MQLs) Traffic Bookings Bookings $ from new customers Quality traffic to our properties

  22. How we measure ‘beyond the lead’ Marketing Qualified Leads (MQLs) Opps Inquiries (aka Leads) Bookings Traffic

  23. Systems enable measurement Individual inquiries tracked through to bookings $ ‘Last touch’ attribution Inquiries Traffic Opps Bookings MQLs Website Eloqua Salesforce

  24. Ad-sourced measures direct impact on new business • Influenced • Brand awareness • Retention / upsell • Pipeline acceleration • Sales enablement • Customer onboarding • NPS • Sourced • Field customers • Self Serve activations

  25. Manage to ROI by channel, using cost per X as a leading indicator to optimize more quickly Inquiries Opps Ad spend Bookings MQLs Cost/Opp Cost/Inquiry ROI Cost/MQL

  26. We track 1st year customer $ actuals for reporting, and use 1-3 yrprojections for investment decisions Qtr 1 revenue Qtr 2 revenue Qtr 3 revenue Qtr 4 revenue Qtr 5 revenue Ad-sourced Customer Labeled as “Ad sourced” in each reporting period Not labeled as “Ad sourced” Optimizations and investment decisions are based on 1-3 yr profit projections Projected 1-3 yr Margin LTV Mktg + Sales Customer Acquisition Cost 1-3 yr ROI

  27. Reaching our goals 113% to plan for MQLs in 2015 Marketing Qualified Leads (MQLs) Traffic Bookings 30% of new biz sourced by marketing 72%of visitors to our site Manager+

  28. Content is core EVENTS CONTENT SOCIAL + ONLINE CAMPAIGNS

  29. Today’s Agenda • About LinkedIn Marketing Solutions • Marketing ROI defined • The curve of marketing math success • How LinkedIn measures beyond the lead • NewsCred ROI story

  30. Lead generation using LinkedIn Sponsored Updates

  31. Sales Cycle Closed Won Deal Name Opportunity Lead A prospect gives names and contact info After the prospect expresses real sales interest After successful meetings with leads who show intent to buy When a contract has been signed

  32. Three steps to calculating ROI Calculate cost per Name by channel # of Names by channel Ad Spend by channel 1 Calculate value per Name by channel Name Conversion rate by channel Annual Contract Value(ACV) 2 Names from LinkedIn 50% more valuable than from AdWords Calculate ROI by channel Cost per Name Value of Name 3

  33. Sponsored Updates delivers 5X+ the ROI of AdWords

  34. Engaging the right professionals gets results 94% of B2B Marketers use LinkedIn to distribute content 1 #1 LinkedIn rated the top social network for lead generation 2 1 B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs; 2 The State of B2B Digital Marketing, Fall 2015, Demandwave

  35. Q&A

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