What marketing automation reports should you be sharing with management
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According to a Gleansight research report, 54% of marketers find agreeing on the right metrics to monitor in marketing automation to be their biggest challenge. Key reports should focus on measurable results such as ROI, customer response, lead flow, and marketing efficiency to inform management about the effectiveness of marketing campaigns. Organizations are encouraged to leverage customizable reporting features of their marketing automation platforms to track performance and drive informed decisions.
What marketing automation reports should you be sharing with management
- 1. MarketingAutomation Reports you should be sharing with management
- 2. According to a Gleansight research report, when asked what is the most challenging aspect of marketing automation, 54% of those surveyed responded with “agreeing on the right metrics to monitor.” Source:http://www.gleanster.com/gleansight/2?option=com_content&view=article&id=566&Itemid=585 http://www.gleanster.com/gleansight/2?option=com_content&view=article&id=566&Itemid=585
- 3. Management wants to see reports around results.
- 4. Focus on measurable results: • Revenue effects • Data improvement • Increased marketing effectiveness • Return on investment (ROI) • Insights across integrated technology (in-store, call centers,
- 5. • Customer response • Leads • Marketing efficiency • ROI • Areas of struggle Reports That Show Results
- 6. Reports That Show Results Customer Response – Top campaigns based on: • Open rates or sales • Personas • Addressable market reach
- 7. Reports That Show Results Leads – Quantifiable results based on: • Quantity • Quality (place in buying cycle) • Close rate • Value
- 8. Reports That Show Results Marketing Efficiency – Productivity results based on: • Number of campaigns • Resourcing
- 9. Reports That Show Results ROI – Financial results based on: • Cost per customer • Cost per campaign • Cost per sale • Revenue generated
- 10. Reports That Show Results Areas of Struggle • You should also monitor areas your organisation traditionally struggles in and record the effect marketing automation has on key performance indicators in those areas.
- 11. • Return On Investment (ROI) • Lead Flow • Close Rate • Cost-Per-Customer • Average Length of the Buying Cycle • Revenue Generated Which Specific Reports Should you Develop?
- 12. Return On Investment (ROI)
- 13. Return On Investment (ROI) Provide concise reports that demonstrate change over time • Marketing automation makes measuring the ROI of marketing effortseasy: o Campaign ROI (How much does it cost to build a new marketing campaign vs. how many conversions are generated?) o Content ROI (How much does it cost to create a piece of content vs. how much traffic, how many leads, how many conversions it helps generate?)
- 15. • How much, on average, does it cost your organisation to acquire one new customer? o Determine your marketing budget based on revenue goals. • How much, on average, does it cost to upsell existing customers? o Know the smartest places to use your marketing resources. Cost-Per-Customer Get a snapshot of the investment you are making in customer acquisition.
- 16. Lead Flow
- 17. • How many total leads are in your funnel? o Not all leads become customers. o Use this as part of a ratio of leads to closes so you can make more accurate revenue projections. Lead Flow Know where to focus your marketing efforts.
- 18. • Are there seasonal trends? o Prepare for your busy season. o Know customer buying cycle trends to determine when you should be marketing to them. • Do your target customers have allocated marketing money they must spend before the end of the year? • In Europe, many employees take vacation for all ofAugust. Lead Flow Know where to focus your marketing efforts.
- 19. • How many leads are in each stage of the buying cycle? o How can you incentivise leads to move through the buying cycle with automated campaigns? Lead Flow Know where to focus your marketing efforts.
- 20. Average Length of the Buying Cycle
- 21. • How long does it take a lead/prospect, on average, to progress through the buying cycle and become a customer? o Determine how much content you need. o Build campaigns that last long enough. o Plan for future revenues. Average Length of the Buying Cycle Identify bottlenecks and opportunities for accelerating the buying process.
- 22. • Have figures for each stage of the buying cycle through closing. o Create campaigns to help move leads/prospects through to the next stage more quickly. Average Length of the Buying Cycle Identify bottlenecks and opportunities for accelerating the buying process.
- 23. Close Rate
- 24. • Out of all the leads/prospects that are generated, how many monetise and become paying customers? • How high is the quality of your leads? o Should you be focusing your efforts on a particular segment? • Compare this figure across each stage of the buying cycle. o Know where you need to focus your marketing efforts. Close Rate Make accurate budget projections.
- 26. • How many deals close each month? o Monitor sales quotas. • What is the average worth of each sale? o Reassess your buyer personas to focus on the types of deals you want to be closing based on the characteristics and behaviour of the higher-value deals you have closed. o Understand the balance of low and high deal sales your organisation needs to meet their goals and build separate campaigns for each tier. Revenue Generated Know if you are meeting your revenue goals.
- 27. Leveraging Your Platform’s Reports
- 28. Leveraging Your Platform’s Reports • Your marketing automation platform includes a customisable reporting feature. o Use this to quickly and easily create the most relevant reports. o Set up automated weekly reports to key stakeholders. o What other data points can be included in your reporting?
- 29. Using Reporting to Drive Decisions
- 30. Using Reporting to Drive Decisions • Prioritise your campaign creation and content production needs based on where you need those resources most. • Compare your results across time to see short-term and long- term effects.