DEFINING KPIS FOR B2B MARKETERS

Transcription

1 DEFINING KPIS FOR B2B MARKETERS MICHELLE STEWART GLOBAL MEDIA DIRECTOR MOLLIE PARKER DIRECTOR ANALYTICS AND TECH OPS

2 WHO WE ARE MICHELLE STEWART GLOBAL MEDIA DIRECTOR MOLLIE PARKER DIRECTOR ANALYTICS AND TECH OPS Lead on DWA s largest global accounts, including DXC, NetApp, and NetSuite Background in digital and traditional media across both B2B and B2C Spearheaded DWA s onboarding of data visualization platform Datorama Background in marketing and analytics strategy across multiple verticals, including Banking Business Services, Education, Energy, Retail, and Technology

3 D WA S FRAMEWORK BUSINESS GOALS MONITOR WHAT PREDEFINED AUDIENCE LOCATE & VALIDATE HOW STRATEGY ACTIVATE OPTIMIZE CHANNELS MESSAGING DATA MEASUREMENT

4 MONITORING BUSINESS GOALS: MACRO & MICRO MACRO Justifying marketing activity to C-suite Being able to tell a story with your campaign s data Being able to accommodate changes to marketing programs Integrating siloed media channels Locating audience Defining performance metrics Translating performance metrics to KPIs Setting up a measurement framework Optimizing marketing activity MICRO MONITOR

5 LOCATING YOUR AUDIENCE With a predefined audience, you understand who the key decision-makers are. Activating data sources can help you find your audience and better understand their behavior. INFLUENCER FIRST-PARTY DATA THIRD-PARTY DATA DECISION MAKER PROGRAMMATIC SOCIAL SEARCH PREDEFINED DECISION MAKING CHAIN LOCATING YOUR AUDIENCE THROUGH DATA-INFORMED MEDIA

6 ACTIVATING A STRATEGY: Differences Between Audiences and Aligning Messaging Audience unfamiliar with Brand that s searching for more information Audience that is familiar with your brand and is comparing your products or services against competitive solutions Audience that s ready to purchase

7 ACTIVATING A STRATEGY: Selecting Media Channels TOP SOCIAL VIDEO HIGH IMPACT DISPLAY MIDDLE SOCIAL VIDEO SEARCH CONTENT MARKETING BOTTOM SOCIAL SEARCH DISPLAY LEAD GENERATION

8 ACTIVATING A STRATEGY: Selecting Data Partners LIMITED FIRST-PARTY DATA Test-and-learn to see which partners perform NEED TO GROW TARGET ACCOUNT LIST Account-based marketing WORKING IN A PIXELESS ENVIRONMENT Known limitations impact partner selection

9 ACTIVATING A STRATEGY: Measuring Success DECIDE ON A MEASUREMENT FRAMEWORK Unify cross-channel measurement through tracking and reporting Determine proxy metrics for success DEFINE A COMMONALITY OR KEY TO MARRY DISPARATE DATA Outline systems required to measure channel effectiveness Ensure 1:1 element exists within KPI mapping ALIGN ANALYTICS WITH MEDIA Communicate data categorization, adherence to industry standards, and processes for identifying anomalies

10 KPI MAPPING BRAND-DEMAND K P IS Reach & Frequency Engagements Conversions: Demo, Trial, Contact Us CPL/CPC Conversion Rate Site Visits Time on Site Pages Per Visit Non-Paid Traffic/Conversions Cross-Media Performance SQLs Opportunities Sales Pipeline Sale Velocity ROI BRAND-DEMAND ACTIONS Report daily & weekly trends Extract actionable insights Build optimization plan Report weekly & monthly trends Run correlation analyses Validate audiences Report monthly & quarterly trends Extract directional insights Build strategy to grow sales pipeline TIME

11 ACTIVATING A STRATEGY: Business Example BUSINESS GOALS & AUDIENCE STRATEGY Telecom giant wished to reach B2B buyers with their enterprise offer SMB+Midmarket Multiple LOBs within business brand with varying objectives Turn key solution for deployment of crosschannel media & measurement CHANNELS: digital-first, TV, mobile, audio, print MESSAGING: sequential across devices DATA: Bluekai, Bombora, Dun & Bradstreet MEASUREMENT: measure online reach, impressions, and onsite activity as well as offline engagement

12 ACTIVATING A STRATEGY: Business Example STRATEGY CHANNELS KPIS RESULTS QOQ IMPRESSIONS +394% OVERALL CONVERSION RATE TARGETED AWARENESS ENGAGEMENT Programmatic & CTV Print Digital Audio Paid Social High Impact Digital Video Endemic Partnerships PAGE ARRIVALS ASSET DOWNLOADS +239% LEAD VOLUME INTENT Programmatic Display Location-based Mobile Paid Search Content Syndication MEDIA LEADS -72% CPL

13 TIPS TO EVOLVE YOUR STRATEGY Don t set and forget. Always test and learn. Understand what success means to your business and stick to a framework that illustrates key data. Get cross-team buy in and agreement on goals. Your agency should serve as a strategic partner.