Healthy KPIs in a Marketing Automation and CRM Context
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The document discusses key performance indicators (KPIs) from a marketing operations perspective, focusing on healthy and unhealthy B2B KPIs and their impact on the sales funnel. It provides insights into the context of KPIs, what data is available for analysis, and strategies for influencing the KPI funnel through systematic reviews and team collaboration. Emphasis is placed on the importance of conversion ratios and the correlation between various levels of the funnel for accurate forecasting.
Healthy KPIs in a Marketing Automation and CRM Context
- 1. KPIs for Managers: A Marketing Ops Perspective Jeremy Mason, Marketing Ops and Lead Gen Q3, 2014
- 2. Agenda KPIs in Context What is available? Healthy B2B KPIs Influencing the KPI funnel
- 4. Funnel-System Context Lead Source (origin) Campaign Influence (path to deal) Primary Campaign Source (tips deal) Visitors Prospects MQLs SQLs Conversion Responses Recorded on Campaigns Cookie Dropped
- 5. Conversion Flow Closed-Loop Context Closed Salesforce.com Campaign Pardot Campaign Lead Campaign Influence Opportunity Marketing Automation System CRM Segmentation List Response Primary Campaign Source Rules Emails Drips Forms Prospect members (optional) MQL SAL SQL Inquiry Customer Campaign History assign 1 2 3 Contact Salesforce.com Account
- 7. Intra-organizational Volume Velocity Value Historical Data Experience What is available?
- 8. What is available? Extra-organizational Benchmarks Literature Forums and Feeds Historical data None of this is new. The path is well worn.
- 10. Healthy B2B KPIs (undulating lines) Impressions Prospects MQLs 0 500 1000 1500 2000 2500 3000 Jan Feb Mar Apr May Jun Jul Health KPIs (~30-day conversion cycles) Impressions Prospects MQLs SQLs Customers Funnel Path Complete buyer’s journey velocity
- 11. Healthy B2B KPIs Conversion ratio influences upward pull Velocity determines when a change will occur Correlation should be positive for any KPI with those below it Impression volume can forecast future sales from campaigns
- 12. Unhealthy B2B KPIs Higher funnel levels have no influence on lower Correlation is weak or negative Forecasting from top of funnel is impossible 0 500 1000 1500 2000 2500 3000 3500 4000 Jan Feb Mar Apr May Jun Jul Unhealthy KPIs Impressions Prospects MQLs SQLs Customers negative weak
- 13. Influencing the KPI Funnel
- 14. Influencing the Funnel: Systems Weekly inbound mix reviews(impressions/visits/exposures) A/B Tests Review and experiment with timing Experiment with asset types and segment by preference Semi-monthly conversion rate reviews Monthly year-over-year analysis
- 15. Influencing the Funnel: People+Process Ignore your intuition when possible Talk to your co-workers (No Silos) Brag about your successes Continuous improvement (Not just for Manufacturing)
- 16. Thanks!