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Becoming a ROI-centric Modern Marketer

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by

Ron Corbisier

on 8 September 2014

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Transcript of Becoming a ROI-centric Modern Marketer

Becoming a ROI-centric Modern Marketer
Marketing's Changing Role
Marketing's Influence
on Buyer's Journey
"Then"
Discover
Explore
Commit/Buy
Experience
Advocate
Marketing's Influence
on Buyer's Journey
"Now"
Discover
Explore
Commit/Buy
Experience
Advocate
Ron Corbisier
Ideal Modern Marketer
Marketing Technology

Workflow automation, marketing automation, integrated CRM, social monitoring and publishing, and business intelligence
14%
13%
19%
24%
30%
9%
8%
12%
16%
21%
Real Modern Marketer
Marketing's Changing Toolkit
Marketing's Changing Intelligence
Customer Data
Campaign Responses
Purchase History
Social
Asset Metric
Website Traffic
CPM / CPC
Opportunities
Support Requests
Survey Responses
Opens / CTR
Lead Score
Lead Conversion
Velocity
E: ron.corbisier@relationshipone.com
P: 763.355.1025
W: www.relationshipone.com
T: @relationshipone
Rule #1:
Can't Measure it, Don't Do it
Rule #2: Sharing is the Best Policy
Rule #3:
No Excuses
Source: 2013, B2B Research Insights - Defining the Modern Marketer: From Real to Ideal
3 out of 4 CEOs want marketers to become 100% ROI-focused
Source: 2013, Fournaise Group Study of CEOs
Less than 1 in 3 companies properly calculate ROI
Source: 2013, eMarketer Survey
Only 21% of marketers say their current tools are even capable of measuring the right things
Source: 2013, B2B Research Insights - Defining the Modern Marketer: From Real to Ideal
Targeting
Knowing who's involved in the buying process, roles and responsibilities clearly identified, dynamic profiling to align with changing marketing and business needs
Analytics
Leveraging big data, understanding return on marketing investment, measure contribution to revenue
Conversion
Prospect-to-customer strategy, collaboration with sales and delivering high-quality leads
Engagement
The right content delivery via the right medium at the right time, using appropriate media mix (e.g., PR, web, social, blogging, events, and demand gen)
Marketing ROI

Marketing Technology ROI

Sales and Service Enablement

Systems Integration

Holistic Analytics/Intelligence

Universal Customer Profile

Campaign Performance Metrics
(sends, opens, clicks, visits)

Channel Performance Metrics

(social, paid media, SEM, MA, traditional, etc.)

Campaign ROI
(attributed & influenced revenue, CPO, CPL)

Sales Enablement & Adoption

Lead Quality and Velocity

Database Health

Revenue Impact and Velocity

Thank You
Stage 1: The Basics
Stage 3: Holistic Analytics
Stage 2: Simple Data Integration
Eloqua Insight
Web Analytics
Social Analytics
CRM
Six months post implementing Eloqua, achieved
117% increase in deals, 3X increase in pipeline potential and 66% reduction in churn
Reduced number of leads by 35% while
increasing conversion rate by 4X
Lead flow up 82%
over past three years and
revenues are up 34%
400% growth in leads, 33% growth in revenue
- attributed to lead generation and nurturing activities
Increased sales follow-up from
-30% to 70%+
Decreased cost per lead from
$300 to $30
Marketing
Service
Organization
Sales
Share the Data
Eloqua Profiler
Eloqua Discover
Share the Assets
Eloqua Engage
Share the Results
Share the Feedback
CRM Campaigns
Lead Scoring
Lead Acceptance/Rejection
Lead Quality
Campaign Impact
Asset/Tool Usage
Reporting
Action
Universal
Profile
People
Technology
Process
What are your specfic objectives for marketing investment and how will you connect your investments to incremental revenue and profit?
What impact would a 10% change in your marketing budget (up or down) have on your profits and margins over the next year? What about the next three years? Five years?
Compared to relevant benchmarks (historical, competitive, marketplace), how effective are you at converting marketing investment into revenue and profit growth?
Which are appropriate targets for improving revenue leverage (defined as dollars of profit over dollars of marketing and sales spend) over the next few years? Which initiatives will get you there?
What questions do you still need to answer with regard to your knowledge of the return on marketing investments? What are you going to do to answer them?
1.
2.
3.
4.
5.
Source: 2011. The Definitive Guide to Marketing Metrics and Analytics
What will you measure?
When will you measure?
How will you measure?
3 Magic Questions
By 2017 the CMO will spend more on IT than the CIO. (Source: Gartner. January 2012)
Full transcript