Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI

Increase Assets Under Management with Marketing AutomationPart 3: Marketing Analytics to Prove ROI

Mike MaddenDemand Generation Program Manager Marketo

Joe PaoneManager, SMB MarketingMarketo

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Housekeeping

1. Why Marketing Analytics to Prove ROI is a Challenge for Asset Management Firms

2. What Metrics are Important

3. How to Track Programs

4. How to Leverage Marketing Analytics to Optimize Campaigns (and ROI)

5. Case Study: Financial Firm Paradigm Life

Agenda

Only 32% of marketers pursue a data-first strategy, and less than half of marketers feel prepared for a data-driven marketing future.

B2B Marketing and Marketscan April 2015

Only 1 in 4 marketers can prove their impact on the business.

Why Are Metrics So Challenging for Asset Management?

Marketing Data

Sales Data

Email AnalyticsWeb Analytics

Client Data

Why Are Metrics So Challenging for Asset Management?

Acquisition

Retention

Asset Consolidation

For each client journey, the data you

need may exist in multiple locations. This makes driving

business intelligence extremely difficult.

Tracking for the win!1

• Lead Source

2• Acquisition Program

3• Successes

4• Cost

5• AUM or Revenue

Set yourself up for success!

The Right Metrics:•New Names•New Qualified Names•Cost per new name

EarlyTOFU

•MQLs•SQLs

MidMOFU

•Opportunities•Pipeline•Revenue or AUM Won

LateBOFU

TOFUAttract

MOFUEngage

BOFUClose

TOFU AnalysisChannel Cost Members Successes New

Names Targets Cost per new name

Cost per target

% New Names

% Targets

Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%

Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%

Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%

Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%

Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%

PPC $104,720 1387 1387 965 872 $109 $120 70% 90%

Social $49,000 1021 1001 712 602 $69 $81 70% 85%

Website $0 761 749 695 690 $0 $0 91% 99%

Targets vs. New NamesChannel Cost Members Successes New

Names TargetsCost per

new name

Cost per target

% New Names

% Targets

Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%

Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%

Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%

Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%

Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%

PPC $104,720 1387 1387 965 872 $109 $120 70% 90%

Social $49,000 1021 1001 712 602 $69 $81 70% 85%

Website $0 761 749 695 690 $0 $0 91% 99%

New NameNew lead to your

databaseTarget

New lead with specific qualities

Channel Cost Members Successes

New Names Targets

Cost per new

nameCost per

target% New Names

% Targets

Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%

Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%

Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%

Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%

Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%

PPC $104,720 1387 1387 965 872 $109 $120 70% 90%

Social $49,000 1021 1001 712 602 $69 $81 70% 85%

Website $0 761 749 695 690 $0 $0 91% 99%

Cost per new name vs. cost per target

Cost per new nameTotal cost / total new names Cost per

targetTotal cost /

total targets

% New Names vs. % TargetsChannel Cost Members Successes New

Names TargetsCost per

new name

Cost per target

% New Names

% Targets

Content Syndication $210,000 8923 7023 6671 6597 $31 $32 75% 99%

Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%

Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%

Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%

Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%

PPC $104,720 1387 1387 965 872 $109 $120 70% 90%

Social $49,000 1021 1001 712 602 $69 $81 70% 85%

Website $0 761 749 695 690 $0 $0 91% 99%

% New Names% of members are new names –

high percentage are good programs for filling the top of the

funnel

% Targets% of new names are targets – high

percentage means you are receiving the right quality names

TOFU AnalysisChannel Cost Members Successes New

Names Targets Cost per new name

Cost per target

% New Names

% Targets

Content Syndication $210,000 8923 8923 7421 7398 $28 $28 83% 99%

Email - Sponsored $140,000 10061 10061 4859 4733 $29 $30 48% 97%

Events $165,000 15087 2154 3651 2641 $45 $62 24% 72%

Virtual Events $9,000 4055 699 1642 360 $5 $25 40% 22%

Webinars $20,020 21873 3761 2087 2001 $10 $10 10% 96%

PPC $104,720 1387 1387 965 872 $109 $120 70% 90%

Social $49,000 1021 1001 712 602 $69 $81 70% 85%

Website $0 761 749 695 690 $0 $0 91% 99%

Which channels are the best for TOFU objectives?

Which channels are bringing in the most new names?

Which channels are bringing in the most targets (the right names)?

Which channels offer the best value for new names and targets?

• FT = First Touch• Acquisition Program = 100% of the credit

• MT = Multi Touch• Programs in between acquisition and opportunity = divided credit

FT vs. MT

Event

Clicked on email

Attended Webinar

Clicked on Email

Downloaded White

Paper

Opportunity Opened ($250M)

FTProgram that generated

prospect (acquisition program) = 100% of credit

MTAll programs that touched

the lead and contributed to an opp = divided credit

(20% each in this example)

Example customer journey: Acquisition Program Opportunity

MOFU AnalysisChannel Cost FT

OppsCost/FT

Opp FT Pipeline FT Pipeline/Cost

MT Opps

Cost/MT Opp MT Pipeline MT

Pipeline/CostDays to

Opp

Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115

Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98

Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107

Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99

PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87

Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74

FT vs. MT Pipeline

Channel FT Pipeline MT Pipeline

PPC $410,000 $525,000

Webinars $220,000 $903,000

Content Syndication $325,000 $117,000

More efficient at pushing leads

through funnel

More efficient at acquiring the right

leads

MOFU AnalysisChannel Cost FT

OppsCost/FT

Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT

Opp MT Pipeline MT Pipeline/Cost

Days to Opp

Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115

Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98

Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107

Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124

Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99

PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87

Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127

Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74

MOFU AnalysisDetermine which channels are responsible for generating the

most opportunities and pipeline to determine ROI

TOFU + MOFU AnalysisChannel FT

OppsFT

Pipeline/CostMT

OppsMT

Pipeline/Cost

Content Syndication 285 6 216 5

Email - Sponsored 210 7 196 9

Live Events 116 4 118 3

Virtual Events 97 13 35 17

Webinars 110 3 196 21

PPC 267 8 238 7

Social 104 3 104 4

Website 320 N/A 450 N/A

Channel Cost per new name

Cost per target

% New Names % Targets

Content Syndication $28 $28 83% 99%

Email - Sponsored $29 $30 48% 97%

Events $45 $62 24% 72%

Virtual Events $5 $25 40% 22%

Webinars $10 $10 10% 96%

PPC $109 $120 70% 90%

Social $69 $81 70% 85%

Website $0 $0 91% 99%

TOFU + MOFU

Analysis

Some programs are

good at acquiring

new names and other a

better at pushing

leads through the

funnel

Program AnalysisProgram Name Opportunity

NameOpportunity

Value Success FT Opportunities Created

FT Pipeline Created

MT Opportunities Created

MT Pipeline Created

Volatility Email #1

Firm 1 $150,000 1,000 0 $0 0.10 $15,000

Firm 2 $45,000 1,000 0 $0 0.33 $15,000

Firm 3 $60,000 1,000 0 $0 0.25 $20,000

Firm 4 $90,000 1,000 0 $0 0.20 $18,000

Firm 5 $25,000 1,000 0 $0 0.01 $250

Firm 6 $185,000 1,000 0 $0 0.10 $18,500

Firm 7 $20,000 1,000 0 $0 0.20 $4,000

Grand Total $575,000 1,000 0 $0 1.19 $90,750

Opportunity AnalysisOpportunity

Name Opportunity Value Program Channel Program Name FT Opportunities Created

FT Pipeline Created

MT Opportunities

CreatedMT Pipeline

Created

Firm 6 $185,000

Email – BatchVolatility Email #1 0 $0 0.10 $18,500Volatility Email #2 0 $0 0.10 $18,500Volatility Email #3 0 0.10 $18,500

Website DG2WP 0 $0 0.10 $18,500Pricing 0 0.10 $18,500

Email - Nurture Nurture Email #1 0 $0 0.10 $18,500

Social – Organic LinkedIn 0 $0 0.10 $18,500

Event – Live XYZ Event 0 $0 0.10 $18,500

Webinar XYZ Webinar 0 $0 0.10 $18,500

PPC Google – FA AUM 1 $185,000 0.10 $18,500

Grand Total $185,000 1 $185,000 1.00 $185,000

Opportunity Analysis Chart

• Evaluate programs against metrics that matter

• Cost per new name and target• Lead Source – track which sources

marketing is responsible for• Amount of pipeline generated

compared to program spend (ROI)• Number of opportunities created

Key Takeaways

• Look at programs at different time points• Immediately – did it have the response I

expected? (# of new names)• If not, what went wrong? How to optimize?

• 2-4 months later – did it generate opportunities? Pipeline?

• Continuous reassessment – how does the program do over time?

• Is the program still performing as it did in the beginning?

Key Takeaways

Case Study – Paradigm Life

“We didn't have a lot of analytics. We didn't have a lot of data. We were just shooting in the dark

hoping we'd hit our target. Marketo allowed us to take our marketing strategy from inefficient,

chaotic, and slow to quick and efficient. We wouldn't be where we are today without Marketo.”

- Janae Telford, Digital

Content Marketing Manager

Questions?