1. Dan Fannin: VP Business Process Excellence @ Regal Beloit
CEMA
Dan Fannin: VP Business Process Regal Beloit
Marketing & Measuring ROI

2. The Burning Question? How do we Measure Marketing Success?
Objectives
Strategy
Fine-Tuning
Marketing
Strategy
Success
Metrics
Strategy
Deployment

3. Campaigns Marketing Product Price Target Market Place Promotion
Marketing
Advertising
Trade
Shows
Digital
Social
Media
Sales
Promotions
Direct
Public
Relations
Literature
Publications

4. Marketing Campaign Models
Digital
Traditional
Event/Field
Merchandising
Demonstrations
Trade Events
Field Sales
PR/Media Relations
In Store/P.O.S.
Direct Mail
Print Collateral
Website
Social Media/YouTube
Web Banner Ads
SMS/Mobile
Print Advertising
Customers today interact with brands via multiple channels, often simultaneously. For marketers, the fundamental business imperative is to make the customer experience truly seamless and highly relevant across a growing spectrum of channels.
Selecting Communication Venues
Ways to interact
How to interact
Where to interact
Three key customer touchpoints

5. Marketing Campaigns Designed for one thing – Lead Generation
Tradeshow Leads
Blast Leads
Trade Publication Leads
Targeted Industry
Research
Other Leads
Goal: Marketing campaigns are to convert leads to customers.
This Photo by Unknown Author is licensed under CC BY-SA

6. Marketing Campaigns Designed for one thing – Lead Generation
Tradeshow Leads
Blast Leads
Trade Publication Leads
Targeted Industry
Research
Other Leads
Hand off to company Sales Professionals
This Photo by Unknown Author is licensed under CC BY-NC

7. Marketing Campaigns Lead Generation to Customer
Sales Professional Role is convert Leads to Orders
This Photo by Unknown Author is licensed under CC BY-NC-ND

8. 2017 Gleanster and Forrester Study
25% of the leads you generate are totally unqualified; they won't ever buy.
50% of the leads generated are qualified; but not ready to buy right now.
25% leads are legitimate and should advance to sales.
Sales reps make 1.3 (average) call attempts before giving up on a lead.
Research: Source: 2017 Gleanster Research and Forrester Research studies

9. Current State of Lead Generation
Tradeshow Leads
Blast Leads
Trade Publication Leads
Targeted Industry
Research
Other Leads
Research shows only 20% of sales leads are ever followed up. In other words, 80% are lost without trace simply due to lack of follow-up.
This Photo by Unknown Author is licensed under CC BY-NC-ND

10. Tangible In-Tangible Lead Definitions
Lead: Opportunity Generation - The Science
Focuses on capturing contact information for follow-up. A lead has a known data profile and can be counted, scored and traced to specific financial outcomes.
Lead: Demand Generation - The Art
Focuses on shaping perception and creating interest in your product or service. The goal is to engage the largest portion of your audience as possible and make them want what you offer.
Opportunity Generation – primary objectives
Know and profile of your audience
Identify quality leads and prospects
Identify specific contact for sales follow-up
Provide qualified leads and pass to sales
Demand Generation – primary objectives
Generate interest and demand
Educate and provide insight
Drive brand awareness and perception
Increase audience ‘top of mind’
Tangible
In-Tangible

11. Tangible In-Tangible Lead Definitions
Lead: Opportunity Generation - The Science
Focuses on capturing contact information for follow-up. A lead has a known data profile and can be counted, scored and traced to specific financial outcomes.
Lead: Demand Generation - The Art
Focuses on shaping perception and creating interest in your product or service. The goal is to engage the largest portion of your audience as possible and make them want what you offer.
Opportunity Generation – primary objectives
Know and profile of your audience
Identify quality leads and prospects
Identify specific contact for sales follow-up
Provide qualified leads and pass to sales
Demand Generation – primary objectives
Generate interest and demand
Educate and provide insight
Drive brand awareness and perception
Increase audience ‘top of mind’
Tangible
In-Tangible

12. In-Tangible Metrics Web & SEO Social Media eMail Marketing
Total Visits
First Time Visitor
Pages Visited
Return Visits
Traffic Source
Click Thru Rate
Time on Page
Content Download
Unique Visitors
Pg View /Session
Referral Traffic
Traffic Rate
New Content Map
Heat Map / Web Pg
Key Word Perform
SEO Traffic
No. Pageview /Pg
Content Backlog
New Content Views
Avg Time / Content
Top Post Viewed
Domain Authority
Link Building Metric
Page Load time
Mobil Ready
Organic Search
Registration
Use of Apps & Tools
Social Media
Marketing
Twitter Tweets
Twitter Followers
Twitter Share
Facebook Likes
Facebook Views
Facebook Share
Facebook Comment
YouTube Likes
YouTube Views
YouTube Shares
Instagram
LinkedIn
Social Interactions
Follower KPI
Bad Address
Bounce Rate
Delivered Rate
Total Open Rate
Unique Open Rate
Click thru Rate
Unique Click Thru
Spam Capture Rate
Unengaged Rate
Forward Rate
List Growth Rate
Opt-out Rate
Subject/Open Rate
Complaint Rate

13. In-Tangible In-Tangible Metrics Web & SEO Social Media eMail Marketing
Total Visits
First Time Visitor
Pages Visited
Return Visits
Traffic Source
Click Thru Rate
Time on Page
Content Download
Unique Visitors
Pg View /Session
Referral Traffic
Traffic Rate
New Content Map
Heat Map / Web Pg
Key Word Perform
SEO Traffic
No. Pageview /Pg
Content Backlog
New Content Views
Avg Time / Content
Top Post Viewed
Domain Authority
Link Building Metric
Page Load time
Mobil Ready
Organic Search
Registration
Use of Apps & Tools
In-Tangible
Social Media
Marketing
Twitter Tweets
Twitter Followers
Twitter Share
Facebook Likes
Facebook Views
Facebook Share
Facebook Comment
YouTube Likes
YouTube Views
YouTube Shares
Instagram
LinkedIn
Social Interactions
Follower KPI
Bad Address
Bounce Rate
Delivered Rate
Total Open Rate
Unique Open Rate
Click thru Rate
Unique Click Thru
Spam Capture Rate
Unengaged Rate
Forward Rate
List Growth Rate
Opt-out Rate
Subject/Open Rate
Complaint Rate
Unknown order conversion rate.
“Ratio to Sales” metrics can build
ROI metrics to measure campaign effectiveness.
Unknown order conversion rate.

14. The Challenger Sale Compete and win in a customer-empowered world
2011 by Matthew Dixon & Brent Adamson
Research from InsideSales.com shows that
35–50% of sales go to the vendor that responds first.

15. Tangible In-Tangible Lead Definitions
Lead: Opportunity Generation - The Science
Focuses on capturing contact information for follow-up. A lead has a known data profile and can be counted, scored and traced to specific financial outcomes.
Lead: Demand Generation - The Art
Focuses on shaping perception and creating interest in your product or service. The goal is to engage the largest portion of your audience as possible and make them want what you offer.
Opportunity Generation – primary objectives
Know and profile of your audience
Identify quality leads and prospects
Identify specific contact for sales follow-up
Provide qualified leads and pass to sales
Demand Generation – primary objectives
Generate interest and demand
Educate and provide insight
Drive brand awareness and perception
Increase audience ‘top of mind’
Tangible
In-Tangible

16. The Burning Question? How do we Measure Marketing Success?
Historically:
Number of New Products Introduced!
Number of New Catalogs Produced
Number of New Trade Publications Ads / Articles
Number of Sales Promotions and People Trained
Number of Distributor Visits and Number Trained
Number of OEM Visits and Number Trained
Number of New Customers (Count)
Number of Sales Dollars Generated (about once every 3 years)
But, when the market slowed,
Marketing Budgets were the first to be reduced.

17. The Burning Question? How do we Measure Marketing Success?
“ROI is the most important measurement for marketing.”
The best way to measure marketing effectiveness is to calculate the return on investment using three factors:
What is the new Customer Lifetime Value?
What is the Cost to Acquire Customer?
What Call To Action converted them to a paying customer?
Having these three pieces of data allows us to make smarter marketing decisions and where we should spend money.

18. What is the new Customer Lifetime Value?
Customer Lifetime Value (CLV)
Measure the amount of gross profit or sales that is generated from a customer over the entire time they do business with a company.
Customer Lifetime Value – Marketing Campaign Marketing Campaign
Or, measure annual volume of sales that is generated from a customer.
Annual Sales – Marketing Campaign Marketing Campaign or
Gross Profit – Marketing Campaign Marketing Campaign

19. What is the Cost to Acquire Customer?
Cost to Acquire Customer (CAC)
Cost of acquisition is a term used across business and accounting to describe the total costs incurred when signing a new customer.
As a business sales term, cost of acquisition is tied to marketing and sales campaigns because the more streamlined those campaigns become, the lower the customer cost of acquisition will be.
Sales Activity + Engineering Support + Marketing Campaign # New Customers
Since these costs can be quite high, it is a standard rule of thumb in business that it costs more to sign a new client than to retain a current client.

20. What is the Cost to Acquire Customer?
An out of balance business model
Cost to
Acquire a
Customer
(CAC)
Samples
Cost
Engineering
Cost
Monetization (LTV)
Sales
Cost
Marketing
Cost

21. What is the Cost to Acquire Customer?
A well balanced business model
Monetization (LTV)
Cost to
Acquire a
Customer
(CAC)

22. What Call To Action converts lead to customer?
Call To Action (CTA)
Call to Action is a campaign comparison model designed to maximizing spend.
Customer Lifetime Value – Tradeshow Marketing Campaigns (All shows) Tradeshow Marketing Campaigns (All shows)
VS.
Customer Lifetime Value – Web Marketing Campaigns (All) Web Marketing Campaigns (All)
VS.
Customer Lifetime Value – Publication Marketing Campaigns (All) Publication Marketing Campaigns (All)

23. Summary Tangible In-Tangible
What is the new Customer Lifetime Value?
What is the Cost to Acquire Customer?
What Call To Action converted them to a paying customer?
In-Tangible
Use ‘Ratio to Sales’ metrics and build
ROI metrics to measure campaign effectiveness.
As you consider or expand your Marketing Metrics,
Metrics should have Orders or Sales in the calculation!

24. Questions