Rob has increased sales pipelines through various campaigns, events, and account-based marketing programs. He measures success by monitoring marketing KPIs and reviewing the overall marketing contribution to the business and the ROI.
Marketing Impact and ROI
Rob’s goal is to ensure that marketing investments efficiently impact the business. He collects and monitors Marketing KPIs to analyze performance and focus resources. At the end of the day, it’s all about understanding the return on investment and being able to substantiate the numbers.
In this example, Rob uses HubSpot, GA4, and other metrics dashboards to understand impact and efficiency. Rob maintained an ROI of 5.2x and influenced over $18M of deals, representing more than half of working opportunities within the Sales pipeline.
Campaign Performance
Rob establishes goals and objectives for all marketing activities, from lead generation to Public Relations. It is important to monitor the number of Marketing-Qualified Leads (MQLs) and Sales-Qualified Leads (SQL) by program. However, the team also tracks how Marketing generated deals progress throughout the pipeline.
In this example, Rob and his team review the performance of campaigns as they progress through the pipeline. In-person events are currently the most effective influence.
Drive Website Traffic (SEO)
Your website and lead generation engine are your most important marketing assets. Rob collects and analyzes website metrics to understand trends for new page visits, bounce rates, and average session lengths.
In this example, Rob and his team monitored Web traffic by source (Direct, Paid Search, Organic) and focused on improving keyword ranking for SEO. He leveraged tools such as GA4 and Semrush to set goals and develop strategies. Total Traffic was up 108% and Organic by 62.2%
Digital Marketing Campaigns
Rob has been responsible for generating high-value content and developing Account-Based Marketing campaigns to generate new leads.
In this example, Rob leveraged a video he recently helped create to run a digital marketing campaign that targeted prospects who exhibited “intent” to learn more about Claritas Rx solutions. Rob and his team generated higher-than-average click rates and good top-funnel interest.
Webinars/Events
Rob has been responsible for attending sponsored events of all sizes and developing and delivering company-specific events such as webinars, advisory boards, and user groups.
In this example, Rob and his team worked with the product team to develop and deliver a webinar on the benefits of using a new product release. The successful webinar had 146 attendees, with 24% customer follow-up.
