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The Marketing Metrics That Really Matter

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Industrial marketers track a variety of metrics in order to measure the success of their marketing programs and calculate marketing ROI.

According to the “2019 Trends in Industrial Marketing survey,” 57 percent of marketers use leads to measure the success of their marketing initiatives. Forty-eight percent use customer acquisition; 48 percent use sales attributed to marketing programs.

All three of these measurements can be summed up in a single statement: marketing’s mission is to implement programs that generate leads who become customers. It sounds simple.

But in the digital age, marketers have a trove of data and a myriad of metrics they can analyze and track to determine if they are fulfilling their mission. There are many ways to determine the results and value of each campaign, as well as the overall marketing program.

The task of measuring can seem overwhelming. What do you really need to track? Here are four areas that deserve your attention and that can help you make marketing decisions.

Website Traffic

Your company’s website is your face to the market and your most important marketing asset. Sixty-two percent of industrial marketers currently measure website traffic. Website measurement offers plenty of insight for marketers:

  • Steady growth in website traffic indicates a strengthening brand and the ability to drive traffic through marketing programs. Any decline in traffic is reason to be concerned.
  • Popularity of pages and time spent on page provide insight into what content your audience is looking for and what is engaging them.
  • Internal click paths and page drop offs reveal how your audience journeys through your site and where they leave. You can get a sense of how your audience thinks and discovers, which can help you make improvements to your content hierarchy.

Email Metrics

Email campaigns are the most common type of marketing program in the industrial sector. Email offers a few important measurements:

  • You can measure your list quality by tracking deliverability, bounces, and spam reports. Deliverability should be increasing over time, while bounces and spam reports should shrink. If that’s not the case, it may be time to clean your list.
  • Measure engagement with your message and content by tracking the open rate, click-through rate, and forwards.
  • On your landing page, measure conversions (such as downloads/forms completed).

Account for All Touches

Most engineers and technical professionals engage in a methodical buying process. They typically have multiple contacts with a company over a period of time, with each touch-point helping the buyer move closer to making a buying decision.

That’s why it’s seldom accurate to attribute a customer sale to single marketing program, whether it’s the first touch a prospect has with your company (such as downloading a white paper) or the last touch (such as attending a webinar).

What’s important is to track every touch a prospect has with your company on their way to becoming a customer. Each touch is a contributor to the eventual sale. You can give each touch equal weight, or you can come up with your own system that assigns different levels of importance to each touch.

Marketing automation software makes this complex, but important, task a lot easier. If you’re not already using marketing automation, there are a number of low-cost solutions available for any sized marketing budget.

Measure Branding and Visibility

When deciding what to measure, many marketers focus on leads, which are obviously important. But before you land any leads, branding and visibility must smooth out the runway.

The vast majority of people want to do business with companies they have heard about and can trust. This is where campaigns such as display ads, tradeshows and directory listings come into play. Measuring views and visits can tell you how visible and noticed your brand is.

If leads are falling off, you might want to work on building awareness. Some campaigns, such as advertising in industrial e-newsletters, offer the benefit of raising visibility by connecting with an audience you might otherwise find hard to reach, and also lead generation benefits if you make an offer in your ad.

Do you want to know what other industrial marketers are doing to measure ROI? Access the latest Marketing Maven research for the answer.

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How Industrial Marketers Track ROI

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More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.

For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.

First, we asked them for which marketing channels they measure ROI. Traffic to the company website was the most popular answer, with 62 percent of respondents measuring ROI. Other popular answers are email marketing and tradeshows. 12 percent of respondents don’t measure ROI at all. Only 22 percent track ROI on webinars, 19 percent track e-newsletter advertising, and 17 percent track display advertising.

Industrial marketers that measure metrics focus on clicks first and foremost, with 60% reporting that they look at that metric when comparing the performance of their media spend and making purchasing decisions. Engagement rate (CTR) was the next most popular metric, followed by cost per click and cost per lead. Acquisition channels and cost per sale were the least commonly tracked metrics.

The majority of industrial marketers (53 percent) run campaign performance reports monthly. 19 percent choose to run them quarterly, and 10 percent check every week. Two thirds of respondents don’t have an outside partner that handles any part of their reporting and tracking.

When it comes to challenges in reporting, industrial marketers report a variety of issues. 24 percent of industrial marketers say their greatest struggle is that their data is too siloed. 21 percent have trouble showing ROI for their investments/marketing programs. 12 percent aren’t sure which factors to pay attention to.

Overall, these results show us that many industrial marketers aren’t digging extraordinarily deep into their metrics. Only three marketing channels are tracked by over half of respondents. In the same vein, clicks are the only metric that
over half of marketers track. Additionally, ROI might not be top of mind for all marketers, who tend to run reports monthly. We understand that marketers today wear many hats, and tracking analytics can be overwhelming and easy to put on the back burner. However, tracking the ROI of your marketing programs will only lead to more successful and efficient portfolio of campaigns. Consider transitioning some of your programs to a media partner that can help you track and interpret their results.

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How to Increase and Measure Marketing Visibility

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Increasing your company’s visibility in the marketplace is essential to capture the attention of your target audience. High visibility equates to high brand awareness, and potential customers want to do business with brands they recognize and trust.

Additionally, high visibility helps your company get discovered by engineers and other technical professionals in the early stages of their buying process. Because engineers prefer to search and research independently and wait to contact vendors, you must be seen early and often in the marketplace to have a chance at the sale.

Programs and Channels that Increase Visibility

Marketing visibility is a function of three variables:

  1. Reach—are you using marketing programs that allow you to be discovered by your target audience?
  2. Frequency—are you maintaining a regular presence on your marketing channels?
  3. Timing—are you reaching your target audience when they are actively searching for products and solutions?

You can increase marketing visibility by choosing marketing programs that help you optimize these three variables, such as:

  • Company website—Your number one brand ambassador, and always on so that your audience can always find you
  • Email—allows you to stay in touch with your house list and keep your brand top of mind with customers and prospects
  • E-newsletters—Advertisements in industry-focused e-newsletters can extend your reach to new markets, build brand awareness and drive qualified traffic to your website.
  • Social media—Regular updates on social media channels that your target audience prefers (LinkedIn, Facebook) help keep you front and center with engineers. Relevant posts can be easily shared by users, helping to further increase your reach.
  • Display advertising—Used on a network of targeted industrial sites, display ads offer high visibility and brand awareness.
  • Industry-specific websites—Directory listings, content hubs and online catalogs offer you an opportunity to level the playing field with companies of every size and reach potential customers during their search process.
  • Media relations—Public relations efforts such as pitching stories, writing by-lined articles, providing expert opinions on newsworthy topics, and sending press releases can increase the number of mentions your company receives.
  • Webinars—Whether hosted by your company or with an industry partner, webinars are powerful branding opportunities that deliver a captive audience.
  • Tradeshows—Still an effective way to increase visibility –  choose the one or two events that are most important to your company.
  • Video—One of the fastest growing marketing tactics for manufacturers, watching video is soaring in popularity among engineering and technical professionals.

Metrics that Help Measure Visibility

All the above-listed marketing programs can help increase your visibility. The challenge is to track the relevant metrics so that you can measure performance. The most important factor about metrics is not what they reveal in a single snapshot of time, but trends over time. If your results increase month over month and quarter over quarter, you’ll know that your visibility is increasing as well.

Another point to keep in mind is that measuring visibility is a lot easier if you use technology. According to the Content Marketing Institute the top technologies that manufacturers use to help manage their efforts are social media publishing/analytics, email marketing software, and analytics tools.

Key metrics to track include:

  • Website traffic: Measuring new vs. returning visitors gives a sense of visibility with a new audience. If the percentage of new visitors rises in relation to returning visitors, your visibility is increasing because new audiences are discovering you.
  • Search volume of your brand name: How often users type your company name into search engines is a good measurement of brand awareness.
  • On industry-specific websites, the number of visitors to your directory listing or content hub measures visibility; additionally, the number of click-throughs to your website measures engagement.
  • Social media metrics such as the number of followers, shares and retweets all measure visibility. Shares and retweets, along with comments and likes, also measure engagement.
  • The number of times a user sees your display ad or page, measured by impressions, is a simple metric that is easy to measure and provides a strong indication of visibility. Clicks on display ads measure engagement with your content. These metrics hold true for e-newsletter advertisements as well.
  • Video metrics are available through video sharing platforms such as YouTube. Number of views measures visibility. Length of view and comments measure engagement.
  • To measure the impact of media relation efforts, use the free service Google Alerts, which will notify you of specific keywords mentions such as your company name, product names or other relevant keywords in news articles, blog posts web pages.

Visibility and Engagement are Both Important

As some of the metrics above demonstrate, you can measure both visibility and engagement. Both are important. Visibility is exposure, but engagement goes one step further and indicates audience interest. To increase both factors, stay active with your marketing programs, produce and deliver content that is relevant to your audience, and make your content easy to share.

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5 Tips for Measuring Marketing ROI

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Marketers of all kinds agree that they’re under pressure to demonstrate ROI on their investments. While this is necessary to avoid wasting resources, marketing ROI can be difficult to measure, even in today’s digital-centric world.

To improve your ability to measure ROI—and to gain the insight you need to make meaningful adjustments to your marketing programs—follow these tips:

Define what marketing ROI means to your organization

Every marketing organization has its own unique vision for and definition of success. The first thing you must do is agree upon and document your key performance indicators (KPIs).

Even within your organization,  definitions of success may vary. For example, the chief marketing officer may be interested in cost-per-qualified-lead, whereas a content manager might define success by the number of downloads or shares of content. When having the ROI discussion, make sure multiple stakeholders have their voices heard.

Use marketing automation

If at all possible, take advantage of the low-cost marketing automation solutions on the market today. They will help you keep much better track of campaigns and prospect activity, making ROI measurement a lot easier and your overall marketing efforts more efficient.

You can still get the ROI job done with spreadsheets if you keep your definition of success and metrics simple. However, your task will be more manual and cumbersome and your results perhaps less accurate.

Beware of the single attribution methodology

The simplest and easiest way to measure ROI is to assign the revenue from a deal to the first point of contact a customer had with your company, and then calculate ROI from there Here is an example of single attribution: A prospect downloads a white paper and you add that lead source to their record. Eventually they purchase. The sale is then attributed to the white paper campaign.

Another method is to attribute revenue to the “last click” a customer has or the last action they took before buying, under the reasoning that this is what finally motivated them to buy. But single attribution, whether it’s first touch or last touch, has severe shortcomings, including:

  • It doesn’t account for the way most engineers and technical professionals engage in the buying process. Engineers typically have multiple contacts with a company over a period of time, with each touchpoint helping the buyer move closer to making a buying decision.
  • Single attribution gives too much credit to lead generation programs and not enough to lead nurturing touches or individual contributions from your sales team.
  • Results can be skewed by deal size or time. A particularly large deal would make the attributed source appear wildly successful. A long sales cycle might diminish the importance of the single source.

Account for multiple touches

A more accurate and defensible method of measuring marketing ROI is to account for multiple touches with a prospect over what could be multiple different campaigns. Here’s where your marketing automation helps a lot, as complexity of measurement increases.

In multi-touch attribution, you track every touch made with a prospect along their buying journey. For example, Prospect A from Company X may have attended a webinar, clicked on an e-newsletter ad, watched a video, and downloaded a spec sheet. That’s four distinct touchpoints before a purchasing decision was made.

You could attribute one-quarter of the revenue to each of these four campaign tactics. More likely, you might choose to weight some touches over others based on when they occurred in relation to the sale or the action that delivered value—but beware the “last click” mistake.

You also might give more weight to programs that touched the key decision maker than programs that affected other influencers.  Or you might choose to weight certain types of touches more heavily than others based on the level of engagement. For example, attending an hour-long seminar may have more impact than a simple website visit. How you weight touches is entirely up to you.

Multi-touch attribution for calculating ROI offers a number of benefits:

  • Accounts for longer-term nurturing touches as well as lead generation.
  • Especially useful for long buying cycles that include multiple prospects and many touchpoints.
  • Focuses on all contacts and touchpoints associated with a deal, not just the first or last.

While multi-touch attribution for calculating ROI has significant advantages over single attribution, you should be aware of potential pitfalls and how your findings might be challenged:

  • You have to make assumptions based on weighting touches, and your assumptions could be wrong. On the other hand, if you weight all touches equally, you run the risk of over-crediting low impact touchpoints.
  • It’s still difficult to account for “hidden” contributors, including sales activity and unattributed online activity.

Accept a learning curve

It’s a challenging task to measure marketing ROI, but you must do it in order to justify budgets and optimize expenditures. It will likely take time to get good at ROI measurement, but you are not alone. According to a MMA/Forrester/ANA study, 87 percent of senior marketers did not feel confident in their ability to impact the sales forecast of their programs.

The most important aspect of measuring ROI is to get everyone on the same page in terms of how you define success and what measurements contribute to determining your level of success. From there, move forward as your skills and tools allow, always focusing on improving your methodologies, increasing your confidence in your results, and adjusting programs based on data.

 

 

 

 

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Four Guidelines for More Effective Marketing Measurement

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More than ever, executives are demanding accountability for marketing expenditures.

The need to show return on marketing investment (ROMI) often leaves marketers dwelling on questions such as: How much did this email campaign contribute to the bottom line? How much revenue did that banner ad produce? However, these might not be the best questions to be asking.

It’s highly unlikely that any single campaign or tactic can be correlated on a one-to-one basis with a sale, especially in industries with long and complex buy cycles, and in an environment where your customers use a wide variety of digital tools and information resources to research a potential purchase.

As you begin planning for next year, you might be tempted to drop a marketing program that doesn’t have sales directly associated with it. This may be a mistake, and may lead to abandoning programs that are making real contributions to your overall marketing effectiveness.

Here are four guidelines to help you improve your marketing measurement and ensure that your integrated, multichannel marketing strategy is delivering a positive ROMI. For a more comprehensive analysis of marketing measurement, please download a complimentary copy of the 2018 Marketing Planning Kit.

1. Measure Engagement at Individual Touchpoints

Sixty-two percent of technical professionals wait until at least the Comparison & Evaluation stage of the buy cycle to make contact with a vendor (Digital Media Use in the Industrial Sector). They may have already downloaded a white paper, clicked on a newsletter ad, watched a video, explored your online catalog—and finally decided to reach out. Each of these marketing touchpoints exists as parts of an entire ecosystem of campaigns and they all contributed to this engagement opportunity. Since it’s difficult to match a specific campaign to a sale, try measuring activity and engagement at each touchpoint: clicks, downloads, forms completed, etc.

2. Measure Awareness that Leads to Later Sales Opportunities

Multiple touchpoints—especially early in the buy cycle when prospects are assessing their needs—can help your company establish credibility and be considered when it comes time for engineers to make contact with vendors.

Maintain a broad and consistent presence on the channels that your customers use to help you get noticed early in the buy cycle. You can measure brand awareness by tracking metrics such as impressions, page views, social media shares and mentions.

3. Measure Two Types of Leads

There are two types of marketing leads that can turn into customers: the marketing qualified lead and the marketing influenced lead.

The marketing qualified lead is a lead that marketing has generated through one of its campaigns and passed on to the sales team after qualifying it. Qualified leads are gems. You’ve generated interest from a potential client, and routed that prospect through your lead qualification process. Your sales team wants qualified leads that require less effort and are more likely to convert into customers.

The marketing influenced lead is sometimes overlooked because this lead hasn’t gone through the qualification process and been handed off to sales. It’s less visible than the marketing qualified lead.

However, the marketing influenced lead is any person who engaged with your marketing content before becoming a customer. If these future customers haven’t filled out a form (such as a registration), you may not even know about them yet—but they know about you, and they are being influenced by your marketing content. When they eventually make a buying decision and become a customer, your marketing efforts helped define their path and contribute to their decision, and marketing should get credit for this marketing influenced lead.

4. Don’t Measure Only the “Last Click”

The “last click” attributes a sale to the last marketing-related touch point a customer has before making a buying decision. Last click attribution is a mistake because we know the buy cycle includes many campaign touches that cumulatively add up to help achieve a sale. Today’s path through the buy cycle crosses multiple devices, platforms, sites, and user needs and behaviors. Last click ignores the many supporting tactics that help drive a purchasing decision.

Find out more about marketing measurement, plus gain access to tools and recommendations to build a stellar marketing plan, in the just-published 2018 Marketing Planning Kit. Download your complimentary copy today.

 

 

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Why You Should Take Time for a Mid-Year Marketing Checkup

Believe it or not, you’ve been executing your 2017 marketing plan for six months. How’s it going? Whether you’re floundering or charging full steam ahead, we recommend you perform a mid-year marketing checkup.

A mid-year checkup will help you take steps to keep your marketing plan healthy and on course. You’ll discover what’s working, what’s not, and what you can do to improve results (there’s always opportunity for improvement). This post offers you several ways to approach the checkup and how to take action based on what you find.

Analyze Quantitative Data

If measurable marketing objectives are part of your plan, you can compare a snapshot of current marketing data against those benchmarks. Gather up reports from your online media partners, social platforms, and web analytics programs, as well as your in house reporting tools. Take a good look at your click-through rates on e-newsletter ads, attendees and engagement opportunities from webinars, video views and time spent viewing videos, and white paper downloads.

Are you halfway to your goals? Are there any surprises—pleasant or unpleasant?

A challenge arises if you didn’t set up measurable goals at the beginning of the year, are using programs that are difficult to measure, or established only general objectives such as “increase brand awareness in our target markets” or “generate leads for sales” or “increase customer satisfaction.”

If this is your situation, take time now to determine what metrics are important, re-allocate resources to measurable programs, and commit to tracking performance for the remainder of the year.

Collect Qualitative Data

Talk to sales people about their volume and quality of engagement opportunities. Ask if they have any feedback on your marketing programs. Ask if any of their customers have said anything (positive or negative) about your company’s marketing presence or messaging.

Speak to customer service managers to find out what customers are saying. Ask your company’s executives what they’re hearing in the market. Perhaps the best strategy would be talking to a few customers or prospects and asking them what they find engaging about your market presence.

If you work with partners or distributors, make sure you check in with them. Are they aware of your marketing programs? Have they noticed anything about your company’s presence in the market?

Look for common themes in the anecdotal information you compile. What story does it tell? Between quantitative data and qualitative data, you’ll have a great understanding of how marketing is performing.

Look ahead

If you’re halfway to or ahead of year-end goals, you deserve congratulations. But if the metrics and anecdotal evidence show that your marketing is not as healthy as it needs to be, now is the time to make adjustments. If your business is dependent on the seasons or if the fourth quarter is always your biggest, you should account for those variations before drawing conclusions and jumping to make changes.

When deciding where to make changes for the second half of the year, follow these tips:

• Take resources from programs that aren’t working or whose performance you can’t measure, and put them into measurable programs that are more specifically aligned with your goals.

• Add more resource to programs that are working well. Keep in mind that at some point a program could be “saturated” and you’ll experience diminishing returns.

• Diversify your marketing spending across a greater variety of programs—as long as each one can laser target your audience and the programs work together as a cohesive whole.

• Share your results with your media partners and/or your marketing agency to get their recommendations.

• Change your marketing goals. This isn’t the cover-up it might sound like. If your industry or the economic climate has changed, or if something occurs beyond your control (budget reduction, acquisition, elimination of product line), you may need to change your plans for the second half of the year.

• Pick one or two new or revised objectives you want to achieve over the rest of the year, determine the measurements of success, and adjust your marketing resources to achieve them.

Most of all, stay optimistic, make decisions based on data whenever possible, work hard, and keep marketing. You’re halfway there.

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How to Meet Marketing ROI Milestones

 Measuring the success of marketing programs is nothing new. There has always been a focus among B2B marketers to quantify the reach and engagement of their initiatives. In the past, much of this measurement focused on metrics like the circulation of print publications, the growth of catalog mailing lists, business cards collected at trade shows, and completed magazine “bingo cards.”

Today, online channels command the bulk of B2B marketing budgets, providing marketers access to more data, more metrics, and more insight than ever before. So it’s not surprising that B2B marketers at all levels of an organization are under unprecedented pressure to quantify the return on their marketing investment. In fact, ROI is the number-one objective for B2B marketers in 2016. According to The Content Formula’s Michael Brenner, 93 percent of CMOs state that their greatest challenge is showing measurable ROI. And 81 percent of B2B marketers claim that measuring marketing effectiveness is their biggest riddle to solve.

Whether you are looking to quantify the performance of your current marketing initiatives, or want to have a plan in place for 2017 that will help you reach your ROI goals, these five keys will help you get started.

1. Target your desired outcome. Return on investment is the name of the game, but ROI is not a “one size fits all” term.

According to the 2015 State of B2B Marketing Report from Salesforce, the top three digital marketing metrics for success are revenue growth, customer satisfaction, and retention rates. And when IEEE GlobalSpec asked industrial marketers how they measure the success of their marketing initiatives as part of our annual Industrial Marketing Trends Survey, we found that marketers care most about sales attributed to marketing campaigns, acquisition, satisfaction, leads, and retention.

By having a strong understanding of the goals and objectives of your organization, you have built the foundation for your marketing plan. From there, you can define objectives and tactics that will help you reach your goals.

2. Diversify your marketing mix. Your audience has more digital tools and sources of information to do their jobs better and more efficiently, and they are also exposed to many options when ready to buy. And as companies continue to allocate more of their marketing dollars to digital media, it will become increasingly important to fend off competition online. That’s why diversifying your marketing mix is critical.

Our research shows that a majority of B2B industrial marketers are reaching their target audience via multiple channels and tactics, but many feel like they could be doing more. Not sure how to get started? Consider working with a media partner to develop a multichannel marketing strategy that is measurable and can reach your marketing goals.

3. Understand your customer’s buy cycle. In the B2B space, the buy cycle is often long and complicated, involving multiple stages – needs assessment, comparison, evaluation, and purchase. As a result, it can be difficult to correlate sales to specific marketing channels.

Buyers will often interact with your content and brand many times before contacting you or making a purchasing decision. For example, they may download a technical article they found in an e-newsletter advertisement, attend a webinar that you are hosting, watch a video, type your company name into a search engine, and visit your website – all before beginning a conversation.

Understanding your customer’s buy cycle – and having content that helps them meet their needs at each stage – will help you define and capitalize on the value that your marketing programs deliver.

4. Put yourself in your customer’s shoes. It sounds simple enough – reach your audience by understanding what they seek. But remember that a key desired outcome is to reach your target audience where they can be found. Go beyond search engine marketing and consider the websites they rely on, the e-newsletters they read, and more.

Being found in the right place at the right time isn’t enough. Ask yourself, “Are we offering them content they want?” Your ability to answer this question correctly is dependent upon the tools you use to understand your customer and the quality of your analysis. In addition to the product data they are seeking, offer educational materials that position you as a thought leader and help them make a better, more informed decision. White papers, technical articles, datasheets, webinars, and videos are just some of the different content types used by today’s B2B buyers.

5. Implement a formal lead nurturing program. Now that marketing has brought in the leads, it’s time to convert them, right? Wrong.

Very few leads translate into an instant purchasing decision. Adding a clear lead nurturing program to the marketing mix has several distinct benefits that directly tie into ROI. First, you deliver more qualified leads to sales – making them happier and more productive. Next, you can successfully track contacts and inquiries along the sales process, resulting in easier and more accurate measurement. And finally, leads are less likely to fall through the cracks, reducing the potential for lost sales and wasted resources.

Hitting ROI milestones can seem like a daunting challenge. By taking a strategic approach to defining, executing and reaching your measurement goals, you will be well prepared to illustrate the value of your marketing efforts to the c-suite.

Patrick D. Mahoney is President and CEO of IEEE GlobalSpec. IEEE GlobalSpec connects a global audience of engineers and allied technical professionals with suppliers of industrial and electronic equipment, components, materials, and technology. The company combines rich technical product information with comprehensive digital media solutions that deliver measurable awareness, demand, and engagement opportunities at all stages of the buy cycle. Learn more by visiting www.globalspec.com/advertising.  

This was originally published on Marketing Tech News: http://www.marketingtechnews.net/news/2016/sep/15/how-meet-marketing-roi-milestones/

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Two Important Measurements that Communicate Marketing’s Value

 More than ever, executives are demanding accountability for marketing expenditures. It’s not an unreasonable expectation. Companies devote significant resources to marketing, and one of our roles is to demonstrate those resources are sound investments that generate demand for your company’s products and services.

There are multiple ways to gauge marketing success. The top three measures for industrial companies are sales attributed to marketing campaigns; customer acquisition; and customer satisfaction, according to the IHS Engineering360 Media Solutions’ 2015 Industrial Marketing Trends research report.

For that top measure—sales attributed to marketing campaigns—you might be underreporting the value marketing is delivering to the business. That’s because when you attribute sales to marketing campaigns, you should be looking at two different types of marketing leads that can turn into customers: the marketing qualified lead and the marketing influenced lead.

1. The Marketing Qualified Lead
This is a lead that marketing has generated through one of its campaigns and passed on to the sales team after qualifying it. Qualification may come from any number of processes, depending on how you’ve established lead handling practices. It could be from survey questions, telemarketing follow-up, or a lead score based on attributes such as company size, industry, need, buying time frame or other criteria.

Qualified leads are gems. Marketing should be proud of them. You’ve generated interest from a potential client, and routed that prospect through your lead qualification process. And your sales team wants qualified leads that require less effort and are more likely to convert into customers. Qualified leads are the glue that binds marketing and sales. There’s no diminishing their importance.

2. The Marketing Influenced Lead
The marketing influenced lead is sometimes overlooked because this lead hasn’t gone through the qualification process and been handed off to sales. It’s less visible than the marketing qualified lead.

However, the marketing influenced lead is any person who engaged with your marketing content before becoming a customer. For example, they downloaded a white paper, watched a webinar, interacted on your social media accounts, subscribed to your newsletter, visited your website or performed some other engagement activity with your company due to your marketing efforts.
Marketing influenced leads likely far outnumber marketing qualified leads. That’s because in the early research phases of their buy cycle, engineers and technical professionals are often quickly gathering information from a variety of potential suppliers without yet making any formal contact. According to the 2015 IHS Engineering360 Digital Media Use in the Industrial Sector research report, the majority of engineers and technical professionals don’t make contact with a potential supplier until the latter stages of their buy cycle.

If these future customers haven’t filled out a form (such as a registration), you may not even know about them yet—but they know about you, and they are being influenced by your marketing content. When they eventually make a buying decision and become a customer, your marketing efforts helped define their path and contribute to their decision, and marketing should get credit for this marketing influenced lead.

Putting the Leads Together
The distinction between these two types of leads is important when trying to demonstrate marketing’s value to the business, and both must be counted. The distinction also has several other implications for your marketing efforts:

• Diversify your digital marketing presence as much as possible to expose your company to more potential customers who can be influenced by your content
• Content marketing has a crucial role to play in any industrial marketing strategy
• Track interactions with your marketing content: clicks, views, downloads, shares, comments and more
• Work with your sales team to document effective processes to qualify leads and pass them to sales

Next time you’re asked to communicate the value of marketing to the business, be sure to mention both qualified and influenced leads.

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How do industrial marketers measure the success of their marketing initiatives?

Sales attributed to marketing campaigns, customer acquisition and leads are the top three measures of success for industrial marketers.

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4 How do you measure success of marketing initiatives

IHS Engineering360 Media Solutions recently conducted its annual Trends in Industrial Marketing Survey of marketing and sales professionals in the industrial sector.

The online survey addressed the marketing trends, challenges and expenditures within the engineering, technical, manufacturing and industrial communities. This research report analyzes and presents the results of the survey, and offers recommendations to industrial marketers to help them allocate their budget, develop a sound marketing strategy, and plan effective programs and campaigns.

Download your complimentary copy of the report.

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Follow the Three V’s of Managing Your Engagement Opportunities

In this era of marketing accountability, industrial marketers need an effective framework to manage and measure their engagement opportunities. You can’t measure everything—and you don’t want to measure everything. You want to focus on specific measurements providing valuable insight, which in turn can help you make decisions to improve the performance of your marketing program.

measuring roi

According to Forrester Research, the hallmark of top marketing performers is their ability to generate marketing leads at the right velocity, volume, and value. These three metrics are key indicators of funnel health—and a healthy funnel generally means healthy revenue.

  • Volume is the count of engagement opportunities or deals delivered by a marketing program.
  • Value is how much an engagement opportunity is worth in terms of dollar value.
  • Velocity is the speed at which an engagement opportunity converts to a sale.

What marketers must determine is how much weight and priority to give to each of the three V’s in order to optimize your marketing efforts and maximize your return. The answer is different for every company, based on your marketing goals, the makeup of your sales force and the nature of your customers’ buying behavior.

The dream world of every marketer is that the volume and value of engagement opportunities is high and the velocity of conversion is lightning speed. However, we all work in the real world, not the dream world. Therefore you must put these three V’s in perspective, understand how they align with your goals and use them to help make marketing decisions.

Volume, value and velocity intelligence can also help you segment engagement opportunities. For example, if a marketing program produces a high volume of opportunities, chances are many of those opportunities are not yet sales ready. They should remain with marketing in a lead nurturing program until more qualified. It might make sense to assign high-value opportunities to a salesperson for one-on-one cultivation and personal attention. Handle high-velocity opportunities in whatever manner will close the sale quickly.

Volume requires ironclad processes
Volume is historically the metric that gets the most attention, deservedly or not. What sales team doesn’t want more engagement opportunities? Some marketing programs are designed to maximize the volume of engagement opportunities. The upside of this approach is that you have more potential customers to convert and more of your target audience exposed to your message, which helps increase brand awareness.

On the other hand, the greater the volume of engagement opportunities, the more you need sound lead management processes. You must be able to separate real prospects from tire-kickers, prevent good opportunities from slipping through the cracks and avoid inundating your sales team with unqualified prospects who will never convert.

Value can trump volume
A highly targeted or specialized marketing program may not deliver a high volume of engagement opportunities. It can still be a strong program because the engagement opportunities generated should have a higher conversion rate and produce a higher amount of sales.

If your company’s objective is to close bigger deals or sell highly customized products or services, you’re likely looking at implementing a program that delivers fewer, but highly motivated prospects. You’re looking at quality over quantity.

Velocity offers intelligence
Velocity—the speed at which a prospect converts to a sale—can be considered independently or in relation to volume and value. Velocity is often directly related to your customers’ buy cycle and the nature of what you are selling. A long, complex purchasing process involving multiple decision makers and a significant investment may not have much in way of velocity. But if you’re selling parts or components that the market considers a commodity, you should expect high velocity.

No matter what you are selling, if you have a hot prospect motivated to buy, treat them as a high-velocity engagement opportunity. By tracking the velocity of deals, you can gain valuable intelligence on the length of your sales cycle and how well your marketing and sales processes are performing.

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How do you manage the 3V’s of lead management? What tips or strategies would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

Demand Generation Industrial Marketing and Sales Lead Management Marketing Measurement