Marketing is No Hole in One

The Evolution of Marketing Automation
16th Jan
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How many hole in ones have you shot in your life? Measuring marketing success is very similar to golf — it takes multiple shots to complete the hole and fewer shots are preferred.

multi touch hand

Unless you see a sign while walking along South Beach that says “Free drinks next hour,”  it’s rare that one touch drives the deal. Rather, it usually takes multiple touches and multiple contacts to make the deal happen. Today’s marketers go beyond simple Lead Source measurement and instead analyze multitouch marketing influence. In other words, how is marketing contributing to revenue?

For example, if John and Cindy are part of a $100K deal, what marketing programs are helping influence the deal? Yes, the original touch is still important to measure just like a golfer’s drive. But that drive doesn’t tell the whole story. If John attended a webinar and a trade show, while Cindy downloaded an eval, shouldn’t all those touches count to give an accurate picture?

Using multitouch analysis, we can break down marketing influence to say that marketing influenced the $100K Opportunity. Each program takes a piece of that revenue credit as each helped influence the deal.   When rolled up to all programs and Opportunities over a quarter, marketers can see the true impact of their programs (See #1 in Top 5 Automation Metrics).

  • Eval Download – $33.3K
  • Chicago Trade Show – $33.3K
  • Best Practices Webinar -$33.3K

Separately, marketers can slice the data based on the acquiring program to answer the question “Which programs are starting opportunities?” Like golf, this question helps decide who is the best as driving the ball off the tee. So if the Chicago trade show was the first program, it would get the $100K of credit in that instance.

Good luck on the course.

For more information, check out a recent Marketo article on blog.marketo.com

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…