Top 5 Marketing Automation Metrics

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Top 5 Marketing Automation Metrics

Measuring the success of marketing automation is an essential part of the overall revenue creation process. But what should you measure?

MetricsMost successful marketers and organizations keep score with KPIs (key performance indicators). These KPIs help marketing executives keep a pulse on their business to show value to the organization. There will never be one report that tells the whole story–rather there are several reports that provide insight into your business’s health.

Below are some top reports that provide closed-loop reporting to track a prospect from the top of the funnel to closed business.  As you’ll see, I talk about marketing influence/contribution and source/acquisition as two separate measurements. I’ll go deeper into this subject in a future article. To summarize, “acquisition”  means first touch–there can only be one. “Influence” means the touch could have happened anywhere along the funnel process.

  1. Marketing Contribution Report. What is marketing’s contribution to revenue? At a high level, this report puts marketing at the revenue discussion table. For example, marketing influenced $525 million worth of pipeline last year while helping close 78% of last year’s $150 million revenue number. Those are powerful numbers to walk into a quarterly meeting with.
  2. Top Marketing Programs. What are my most/least impactful marking programs in terms of volume? This report enables you to gauge how leads are entering your funnel to see if any adjustments to the marketing mix is needed.
  3. Campaign Influence Reports. Which campaigns influence the most revenue?  These reports help you make better decisions on where marketing dollars should be allocated. The reports also help justify additional funds when making budget requests.
  4. Lead Pipeline Reports. How are leads progressing through the funnel stages? For example, benchmark conversion rates of marketing qualified to sales qualified leads to understand where gaps exist.  Also measure the length of time a lead sits in a stage to understand where leads are stagnating so you can run programs to accelerate their path through the funnel.
  5. Acquired vs Influenced Reports. For any given program, what is my cost per lead? per acquired lead? per influence? per opportunity? These reports help you understand what programs are driving acquisition vs influencing deals. For example, trade shows generally bring many new names into your system (acquisition).  On the other hand, webinars usually bring in fewer acquired leads but are effective at influencing leads already in your lead pipeline.

DYN

Josh Verrill

Services: Strategy, Assessment, Ongoing Services

“RevEngine Marketing has helped Dyn reach amazing results. Within 60 days, REM helped Dyn establish repeatable best practices to improve marketing efficiencies over 50%. That enabled our business owners to focus on the business, not on our system.
With REM as our long term partner, we’ve seen marketing’s contribution revenue double over the past year. REM has helped us achieve success with everything from managing the lead lifecycle to gaining visibility into marketing effectiveness.”

451research

Coming soon…

Clavis Insights

Helped find the gaps in Solix marketing process to put on path for 5X improvement.

Centage

Created efficiencies reducing webinar setup time and other programs by 50%+.

Reduced reporting time on key video watching program by 10x. Insights now take minutes as opposed to hours.

Clavis Insights

Established best practice program and landing page strategy to streamline ongoing marketing as much as 50%.

Provided vision into marketing influence by creating multi touch attribution model to measure the impact of various touch points.

DYN

1. Created marketing efficiencies reducing day-to-day workload for select campaigns by 30%+.

2. Identified approx $1 million+ in bad/old data to cutting Marketo license costs, improving personalization and boosting marketing results.

3.Streamlined Marketo performance 30%+ with in-depth performance audit to disable old campaigns, eliminate unnecessary fields and optimize CRM sync.

4. Improved nurture journey reducing staffing 1/4 resource (or $25K) the time of sending manually.

Bullhorn

Created efficiencies reducing webinar setup time and other programs by 50%+.

Reduced reporting time on key video watching program by 10x. Insights now take minutes as opposed to hours.

DataGravity

Coming soon…

Fusion

Boost engagement by 167% including a 12X single day improvement leveraging a Triple Touch Methodology.

IngramMicro

Coming soon…

Kewill

Coming soon…

USAA

Develop a Second Chance nurture strategy to boost engagement 2X for previously unconsumed content.

Yearup

Coming soon…