Can B2B marketers show ROI?

Can B2B marketers show ROI?

A study on the status of B2B Marketing Performance Management

in The Netherlands

Presenter:

Adwin Gerritsen

Senior Marketing Performance Management Consultant

@Adwin_G

[email protected]

Host:

Shimon Ben Ayoun

Managing Partner

@shimonbenayoun

[email protected]

Who are we?

MARKETING

PERFORMANCE

MANAGEMENT

BUYER PERSONA

CONTENT

MARKETING

LEAD

MANAGEMENT

MARKETING

AUTOMATION

With a dedicated passion for B2B

marketing, a vast knowledge of the B2B

buying process, content marketing

and technology, spotONvision helps its

customers to implement a buyer-centric

marketing strategy & operations to

drive pipeline growth,

credibility and value

Upcoming events

spotONvision Masterclasses

23 April: Content marketing the next level

24 June: Can B2B marketers show ROI?

spotONfriday webinars:

8 May: Customer experience in B2B; a research on customer centricity in B2B

12 June: Know your buyer: the what & how of buyer personas

Questions?

GoToWebinar:

“Chat” or “Ask a question”

OF

Twitter met #b2bnl tag

Twitter: @spotonvision

CEO’s Think Marketers Lack Business Credibility:

They can’t Prove they Generate Business GrowthSource: Fournaise Research

73%

@shimonbenayoun #b2bnl

@shimonbenayoun #b2bnl

Why?

Branding, branding, and branding

Sexy marketing trends

More budget without proving impact

Show lots of marketing data with no P&L meaning

Focus too much on ‘arty fluffy’ side of marketing

‘Until marketers start speaking the P&L language of their CEO’s and CFO’s and

start tracking the effectiveness of their strategies and campaigns, they will

continue the lack credibility in the eyes of their CEO’s and will continue to be

seen more as a cost center than an asset’ Source: Fournaise Research

Today’s webinar:

• Definition Marketing Performance Management

• The status of B2B MPM in the Netherlands

• How to improve MPM capabilities

• What is currently on the marketing agenda?

• Q&A

The technologies and services for solutions that

support marketing’s ability to gain access to insights,

analyze data, make predictions, and optimize marketing

programs, campaigns and resources

The analysis and improvement of the efficiency and

effectiveness of marketing (…) by focus on the alignment

of activities, strategies, and metrics (…) monitor

marketing performance (…) utilize marketing dashboards

to manage marketing performance.

Marketing performance management

It is important because

1. It helps marketers to show the value of marketing to the organisation

2. It helps marketers getting more for less by making marketing more

efficient and effective

Performance management is top of mind of many CMOs

Surprise? NoMarketers now have more tools available than ever

But…The challenge for many marketers is to take it to

the next level

We spoke with your peers

26 Marketing Executives

Today

1

2

The status of B2B MPM in The Netherlands

3

What it means for B2B marketers

How to improve MPM capabilities

Marketing performance maturity

Framework Reporting

Processes and metrics

which connect marketing

performance to company

objectives

Dashboards and

reports marketers use

to monitor results

Most companies say basics are in place

Average

3.0

Average

3.4

Framework

Reporting

Plotting maturity levels leads to 3 groups

1. Connect spending to

campaign results

2. Focus on online

3. Experience marketing

automation

4. Top-level management

involvement

A look at maturity by industry

Framework

Reporting

It is about having insights

To what extent are marketers able to evaluate success of

campaigns?

To what extent are marketers able to assess pipeline performance

of marketing originated leads?

How much insight do marketers currently have into:

Campaign performance

In-person

Networking events, seminars and round tables

Online

Online advertising, websites, social media, webinars,

search engine marketing and email

Teleprospecting

Exploring for new business and qualifying

opportunities via telephone

Traditional media

TV, radio, print, out of home

How much insight do you currently have

into your campaign results?

1. Basic – We only measure activity or reach (impressions, CTR)

2. Limited – We measure # leads generated by marketing campaigns

3. Advanced – We measure ROI of all our marketing campaigns

How do we evaluate campaign performance?

Level 4 ROI, revenue from leads, # leads, campaign reach or activity

Level 3 Revenue from leads, # leads, campaign reach or activity

Level 2 # leads, campaign reach or activity

Level 1 Campaign reach or activity

In-personOnline Teleprospecting Traditional

0% of companies reported

measuring cross channel

campaign ROI

Pipeline performance

Level 3 Revenue from leads, #

leads

Level 2 # leads

Level 1 No insights

1. Marketing automation

2. Management involvement

What can help take MPM to the next level?

Enabler 1: Companies that adopted marketing automation have higher maturity levels

Framework

Reporting

Enabler 1: Companies that adopted marketing automation have better insights

Online

Pipeline

Enabler 1: Companies that adopted marketing automation have better insights

Integrating with CRM

Enabler 2: Management involvement

Back to the office.What is currently on the marketing agenda?

Priorities in improving performance management

Upgrading

functionalities.

Improving adoption.

Measurement framework.

Shared vision. Increasing

measurability.

Improve campaign

management. Increase

campaign ROI.

Challenges most marketers run into

Change culture to be

more analytic and

performance driven.

Build expertise performance

mgt, digital, marketing

automation.

Convince board to

invest in technology

and optimisation.

What can we do to improve our marketing performance management capabilities?

A step-by-step approach

Align current performance metrics and

KPIs to strategic goals.

Create executive and tactical

marketing performance dashboards.

Improving data availability in order to

achieve better insight.

Assign roles and responsibilities to

embed performance management

into all marketing processes.

Optimise content performance,

channel performance, campaign

performance, pipeline performance.

1

2

3

4

Dashboarding examples

Dashboarding examples

Recap

1

2

3

The status of B2B MPM in The Netherlands

What it means for B2B marketers

How to improve MPM capabilities

Q&A

spotONvision Masterclasses

23 April: Content marketing the next level

24 June: Can B2B marketers show ROI?

spotONfriday webinars:

8 May: Customer experience in B2B; a research on customer centricity in B2B

12 June: Know your buyer: the what & how of buyer personas

Want to know more? Or need help with measuring the

performance of B2B marketing?

www.spotonvision.com

@spotONvision

@b2bmktforum

@Adwin_G

@shimonbenayoun

LinkedIn groups:

B2B Marketing Forum, en

Passion for B2B Marketing

http://www.youtube.com/user/spotONvision