AVOIDING ANALYSIS PARALYSIS:

LEVERAGING DATA-DRIVEN DECISION MAKING

TO DRIVE INBOUND GROWTH

AMANDA NIELSEN
H U B S P O T D I A M O N D PA R T N E R

H E L P I N G B 2 B & S A A S C O M PA N I E S G R O W W I T H I N B O U N D

MARK E TING

FULL-FUNNEL MARKETING AND SALES SOLUTIONS

PUT YOUR DEMAND GEN
STRATE GY TO T HE TEST

BOOTH S23 BY
HUBSPOT HEADQUARTERS

GIANT GREEN SIGN

AWE S OM E P E OP LE

WWW.NEWBREEDMARKETING.COM/INBOUND18
 WE’RE GONNA HAVE FUN.

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AGENDA

• D E F I N I N G A N A LY S I S PA R A LY S I S

• IDENTIFYING ITS SYMPTOMS

• FINDING THE CURE

• Q&A
WHAT IS ANALYSIS PARALYSIS?
 REPORTING ON THE EFFECTIVENESS OF
YOUR MARKETING INITIATIVES

EXP ECTATION

Image Credit: https://giphy.com/gifs/reaction-mood-3PALWdoswkiLJyQvdl

 REPORTING ON THE EFFECTIVENESS OF
YOUR MARKETING INITIATIVES

EXP ECTATION vs. REALITY

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THIS IS ANALYSIS PARALYSIS
OPEN RATE GOAL-COMPLETION RATE PA I D T R A F F I C
E NTR A NCE RAT E C O S T- P E R - C L I C K S OC IAL TR A FFIC
E X I T RATE C O S T- P E R - A C T I O N E MA IL TR AF FIC
S UBM I S S I O N RAT E C O S T- P E R - L E A D REFERRAL TRAFFIC
V I E W- TO -S U B MI S S I ON RAT E C O S T- P E R - I M P R E S S I O N DIRECT TRAFFIC
B O U N C E R AT E C O S T- P E R - A C Q U I S I T I O N FOLLOWERS
C O N V E R S I O N R AT E PA G E V I E W IMPRESSIONS
C L I C K - T H R O U G H R AT E U N I Q U E PA G E V I E W LIKES
S UBS C RI BE R AT E PA G E V I E W S P E R S E S S I O N UNLIKES
U N S U B S C R I B E R AT E NUMBER OF SESSIONS RETWEETS
C H U R N R AT E SESSI ON DUR ATION ACTIONS
C U S TO M E R R E T E N T I O N R AT E C U S TO M E R L I F E T I M E VA L U E REACTIONS
C O N TA C T C O N V E R S I O N R AT E C U S TO M E R A C Q U I S I T I O N C O S T S HA RE S
E ND- A CT IO N R AT E ORGANIC TRAFFIC V IE WS
 THIS IS ANALYSIS PARALYSIS

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WHAT IS ANALYSIS PARALYSIS?
 THIS IS ANALYSIS PARALYSIS

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THIS IS ANALYSIS PARALYSIS
THIS IS ANALYSIS PARALYSIS
THIS IS ANALYSIS PARALYSIS
 THIS IS ANALYSIS PARALYSIS

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THE DANGER OF VANITY METRICS
THE DANGER OF VANITY METRICS

LIKES FOLLOWERS VI EW S

SU BS CRIBE RS OPENS IMPRESSIONS

 THE DANGER OF VANITY METRICS

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THE DANGER OF VANITY METRICS

LIKES FOLLOWERS VI EW S

SU BS CRIBE RS OPENS IMPRESSIONS

THE DANGER OF VANITY METRICS
THE DANGER OF VANITY METRICS

=
METR IC S DO NOT EXIST IN A VACUUM
METR IC S DO NOT EXIST IN A VACUUM
THE NECESSITY OF CONTEXT
THE NECESSITY OF CONTEXT
THE NECESSITY OF CONTEXT

=
PRIO RI TIZING THE METRICS THAT MATTER
PRIO RI TIZING THE METRICS THAT MATTER

KEY LEADING TA C T I C A L

PER FO R MANCE P ERFOR MAN C E P E RFO R MAN C E

INDICATORS INDICATORS INDICATORS

(K P I S) (LP IS) (T P IS )
KEY PERFORMANCE
INDICATOR
( KP I)
WHAT IS THE GOAL OF ANY BUSINESS?
 WHAT IS THE GOAL OF ANY BUSINESS?

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D E S I G N AT E Y O U R K P I W I T H
REVENUE IN MIND
WHAT ACTION WILL BRING A USER CLOSEST
TO B E C O M I N G A PAY I N G C U S TO M E R ?
WHAT ACTION WILL BRING A USER CLOSEST
TO B E C O M I N G A PAY I N G C U S TO M E R ?

A C ON V E R S ION TH AT QU A LIFIE S A C ON TA C T A S A N S QL

THAT CAN BE FOLLOWED UP WITH IMMEDIATELY

WHAT ACTION WILL BRING A USER CLOSEST
TO B E C O M I N G A PAY I N G C U S TO M E R ?

A C ON V E R S ION TH AT QU A LIFIE S A C ON TA C T A S A N S QL

THAT CAN BE FOLLOWED UP WITH IMMEDIATELY

THAT’S YOUR KEY PERFORMANCE INDICATOR.

WHAT DOES A KPI LOOK LIKE?
WHAT DOES A KPI LOOK LIKE?

•STAR TI NG A FREE TRIAL

•B O O K I N G A D E M O

•R E Q U E S T I N G P R I C I N G I N F O O R A Q U O T E

•R E Q U E S T I N G A C O N S U LTAT I O N O R A S S E S S M E N T
WHAT DOES A KPI LOOK LIKE?

•STAR TI NG A FREE TRIAL

•B O O K I N G A D E M O

•R E Q U E S T I N G P R I C I N G I N F O O R A Q U O T E

•R E Q U E S T I N G A C O N S U LTAT I O N O R A S S E S S M E N T

WHAT EVER IT IS, CONSIDER IT YOUR KPI. THERE MAY

B E M U LT I P L E .
LEADING PERFORMANCE
INDICATOR
( L PI )
A S I D E F R O M Y O U R K P I , W H AT ’ S T H E N E X T B E S T
A C T I O N A U S E R C O U L D TA K E O N Y O U R S I T E ?
A S I D E F R O M Y O U R K P I , W H AT ’ S T H E N E X T B E S T
A C T I O N A U S E R C O U L D TA K E O N Y O U R S I T E ?

PR EDIC TIVE M ETRICS THAT S UP P ORT

COMPLETION OF YOUR KPI

A S I D E F R O M Y O U R K P I , W H AT ’ S T H E N E X T B E S T
A C T I O N A U S E R C O U L D TA K E O N Y O U R S I T E ?

PR EDIC TIVE M ETRICS THAT S UP P ORT

COMPLETION OF YOUR KPI

THESE ARE YOUR LEADING PERFORMANCE INDICATORS.

WHAT DOES AN LPI LOOK LIKE?
WHAT DOES AN LPI LOOK LIKE?

•M I D DLE -OF- FUNNEL CONV E RS IONS T HAT CO NS I S T E NT LY L E AD

TO K P I C O N V E R S I O N

•C O N T E N T T H AT R E F L E C T S E VA L U AT I O N & C O N S I D E R AT I O N

•C A S E S T U D I E S , W E B I N A R S , D E M O V I D E O S , P R O D U C T FA Q S
WHAT DOES AN LPI LOOK LIKE?

•M I D DLE -OF- FUNNEL CONV E RS IONS T HAT CO NS I S T E NT LY L E AD

TO K P I C O N V E R S I O N

•C O N T E N T T H AT R E F L E C T S E VA L U AT I O N & C O N S I D E R AT I O N

•C A S E S T U D I E S , W E B I N A R S , D E M O V I D E O S , P R O D U C T FA Q S

YOU S H OULD H AVE SEVER A L L PI S.

TA C T I C A L P E R F O R M A N C E
INDICATOR
( T PI )
WHAT MICRO-CONVERSIONS LEAD USERS TO
EXECUTE LPI S, AND EVENTUA LLY, KPIS?
WHAT MICRO-CONVERSIONS LEAD USERS TO
EXECUTE LPI S, AND EVENTUA LLY, KPIS?

H E R E ’ S W H E R E VA N I T Y M E T R I C S C O M E I N
WHAT MICRO-CONVERSIONS LEAD USERS TO
EXECUTE LPI S, AND EVENTUA LLY, KPIS?

H E R E ’ S W H E R E VA N I T Y M E T R I C S C O M E I N

THESE ARE YOUR TACTICAL PERFORMANCE INDICATORS.

WHAT DOES A TPI LOOK LIKE?
WHAT DOES A TPI LOOK LIKE?

•B A B Y S T E P S TO WA R D L P I C O N V E R S I O N

•OPEN RATE, SOCIAL ENGAGEMENTS, PAGE VIEWS, SESSION

D U R AT I O N , PA G E D E P T H

•M E TR ICS THAT H ELP Y OU UNDE RS TAN D A US E R’ S DI G I TAL BO DY

LANGUAGE
WHAT DOES A TPI LOOK LIKE?

•B A B Y S T E P S TO WA R D L P I C O N V E R S I O N

•OPEN RATE, SOCIAL ENGAGEMENTS, PAGE VIEWS, SESSION

D U R AT I O N , PA G E D E P T H

•M E TR ICS THAT H ELP Y OU UNDE RS TAN D A US E R’ S DI G I TAL BO DY

LANGUAGE

R E M E M B E R TO B E S T R AT E G I C I N Y O U R T P I T R A C K I N G .
IDENTIFYING REVENUE GOALS TO
TRACK TOWARD
BUT ISN’T REVENUE GOAL SETTING JUST
FOR SALES TEAMS?
 BUT ISN’T REVENUE GOAL SETTING JUST
FOR SALES TEAMS?

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YOUR C EO CO MES TO YOU AND SAYS…
YOUR C EO CO MES TO YOU AND SAYS…

I WANT TO TRIPLE OUR MARKETING ROI IN 2019.

MAKE IT HAPPEN.
 YOUR C EO CO MES TO YOU AND SAYS…

Image Credit: https://giphy.com/gifs/jL6OeIhk3zPi

THAT’S WHERE REVENUE GOAL
SET TING COMES IN
C A L C U L AT I N G T H E B U R D E N E D C O S T O F Y O U R
MA RKE TING TEAM

Y E A R LY BURDE N E D C OS T O F
MA R KE TI N G T E A M

THE ACTUAL COST OF MARKETING EMPLOYEES

( A S K Y OU R FI N ANCE TEAM )
C A L C U L AT I N G M A R K E T I N G E X P E N S E

Y E A R LY M A R K ET I N G
BUDGET

E XP EN SE S IN C U RRE D THRO U GH
M A R K ET IN G INI TI ATI VE S
C A L C U L AT I N G B R E A K E V E N R E V E N U E

+
YE A RLY BURDE N E D C O S T O F YE A R LY M A R K ET I N G
MARK ETIN G T E A M BUDGET

THE ACTUAL COST OF MARKETING EMPLOYEES E X PE NS E S I NCURRE D THRO U GH

( AS K YOU R F I N A N C E T EA M ) MARKE TI NG I NI TI ATI VE S
C A L C U L AT I N G B R E A K E V E N R E V E N U E

+
YE A RLY BURDE N E D C O S T O F YE A R LY M A R K ET I N G
MARK ETIN G T E A M BUDGET

BREAKEVEN REVENUE
= OR 0% ROI
SETTIN G A GOAL ROI

+
YE A RLY BURDE N E D C O S T O F YE A R LY M A R K ET I N G
MARK ETIN G T E A M BUDGET

BREAKEVEN REVENUE X 4 =
300% ROI ON ANNUAL MARKETING SPEND
SETTIN G A GOAL ROI

+
YE A RLY BURDE N E D C O S T O F YE A R LY M A R K ET I N G
MARK ETIN G T E A M BUDGET

MARKE TING TEAM’S ANNU A L REVENUE GOAL

IDENTIFYING THE NUMBER OF DEALS YOU NEED
TO C L O S E I N O R D E R TO A C H I E V E 3 0 0 % R O I
IDENTIFYING CUSTOMER ATTAINMENT QUOTA

ANNUAL REVENUE GOAL AV E R A GE D E A L S IZE

IDENTIFYING CUSTOMER ATTAINMENT QUOTA

ANNUAL REVENUE GOAL AV E R A GE D E A L S IZE

# O F D E A L S Y O U N E E D TO C L O S E I N 2 0 1 9 TO S E E
300% ROI ON MARKETING SPEND
TO A C H I E V E 3 0 0 % R O I O N M A R K E T I N G S P E N D
IN 2019…

WE NEED TO GENERATE 50
C U S TO M E R S
 WORKING BACKWARD THROUGH LIFECYCLE
STAGES TO CREATE ATTAINMENT QUOTAS

AV E R A GE B 2 B LIFE C Y C LE C ON V E R S ION R ATE B E N C H M A R K S

LEAD > MQL = 3.9%

MQL > SQL = 58.3 %

SQL > OPP = 49.1 %

OPP > CUSTOMER = 23.1%

B 2 B B E N C H M A R K C O N V E R S I O N R AT E S S O U R C E D F R O M S I R I U S D E C I S I O N S D E M A N D WAT E R FA L L R E P O R T
OPPORTUNITY > CUSTOMER

X OPP ORTUNIT IES = 5 0 C U S TO M E R S

OPPORTUNITY > CUSTOMER

X OPP ORTUNIT IES = 5 0 C U S TO M E R S

50 CUSTOMERS

2 3 . 1 % C O N V E R S I O N R AT E
OPPORTUNITY > CUSTOMER

X OPP ORTUNIT IES = 5 0 C U S TO M E R S

50 CUSTOMERS

2 3 . 1 % C O N V E R S I O N R AT E

2 1 6 O P P O R T U N I T I E S = 5 0 C U S TO M E R S
IN 2019 WE NEED TO GENERATE…

19,359 LEADS

755 MQ LS

440 S QLS

216 OPPORTUNITIES

50 C U S TO M E R S
A R E Y O U F O R E C A S T E D TO H I T T H O S E
GOALS?
A R E Y O U F O R E C A S T E D TO H I T T H O S E
GOALS?

C O M PA R E Y O U R L I F E C Y C L E
ATTA IN M E N T QU OTA S WITH Y OU R R E S U LTS FR OM
THE TRAILING 24.
A R E Y O U F O R E C A S T E D TO H I T T H O S E
GOALS?

C O M PA R E Y O U R L I F E C Y C L E
ATTA IN M E N T QU OTA S WITH Y OU R R E S U LTS FR OM
THE TRAILING 24.

THE MORE DATA, THE BETTER.

A R E Y O U F O R E C A S T E D TO H I T T H O S E
GOALS?

WHAT ARE THE TRENDS IN YOUR HISTORICAL

D ATA S E T S T E L L I N G Y O U ?
A R E Y O U F O R E C A S T E D TO H I T T H O S E
GOALS?

WHAT ARE THE TRENDS IN YOUR HISTORICAL

D ATA S E T S T E L L I N G Y O U ?

CHECK FOR GAPS IN YOUR FUNNEL.

A R E Y O U F O R E C A S T E D TO H I T T H O S E
GOALS?

DO YOUR LIFECYCLE CONVERSION

R AT E S S TA C K U P TO I N D U S T RY
BENCHMARKS?
A R E Y O U F O R E C A S T E D TO H I T T H O S E
GOALS?

DO YOUR LIFECYCLE CONVERSION

R AT E S S TA C K U P TO I N D U S T RY
BENCHMARKS?

A R E Y O U C O N S I S T E N T LY I M P R O V I N G ?
IDENTIFY GAPS AND ADJUST YOUR
ST RATEG Y ACCORD IN GLY
AMPLE TRAFFIC BUT NO CONVERSIONS?

V I S I T O R

• FORM STRATEGY
L E A D

• PER S ON A -D R IV EN A R C H I TE C TU R E
M Q L

• C O N V E R S I O N PAT H S
S Q L

OPP

WIN
GENERATING UNQUALIFIED LEADS?

V I S I T O R

• BUYER PERSONA DEFINITION

L E A D

• MAR K E T IN G A U TO MATI O N
M Q L

• C O N T E N T S T R AT E G Y
S Q L

OPP

WIN
IS SALES STRUGGLING TO QUALIFY YOUR
LEADS?
V I S I T O R
• EVALU AT E S A L E S TIM E A N D
RESOURCES L E A D

• REPURPOSE MARKETING CALORIES M Q L

WHERE NECESSARY
S Q L
• A S S E S S Y O U R N O T I F I C AT I O N A N D
OUTREACH PROCESSES OPP

WIN
ARE FIT AND INTEREST MUTUAL?

V I S I T O R
• ESTAB L IS H A F IT A N D I N TE R E S T M ATRI X

L E A D
• R E E VA L U AT E S Q L C R I T E R I A
M Q L
• CONSIDER YOUR SALES ENABLEMENT
CONTENT S Q L

OPP

WIN
C A N ’ T S E E M TO C L O S E ?

V I S I T O R
• TRUST & VALUE

L E A D
• EN S U R E Y OU ’V E R E A C H E D
PR OD U C T- MAR K E T-F I T M Q L

• R E E VA L U AT E Y O U R B U Y E R S Q L
PE R S ON A S
OPP

WIN
MAY BE YO UR FUNNEL IS GA P-FREE…
B U T A R E Y O U R E TA I N I N G Y O U R C U S TO M E R S ?

IC

S
A
V

LE
S ER
C U S TO M ER

S
M G
AR N
K E T I
B U T A R E Y O U R E TA I N I N G Y O U R C U S TO M E R S ?

• EVALU AT E Y OUR C H U R N R ATE

E

IC

S
• A S S E S S T H E L I F E T I M E VA L U E O F

A
V

LE
S ER
YOU R C U S TOME R S
C U S TO M ER

S
• C O N S I D E R D E S I G N AT I N G
N E G AT I V E P E R S O N A S
M G
AR N
K E T I
STORYT IME
STORYT IME
HOW NEW BREED CONQUERED
A N A LY S I S PA R A LY S I S
THE CHALLENGE
 THE CHALLENGE

• K P I S , L P I S A N D T P I S W E R E P R O P E R LY
D E S I G N AT E D

• A R E A LIS TIC R E V E N U E GOA L WA S IN P LA C E

• MARKETING + S ALE S WERE ALIGNED

• LIFECYCLE ATTAINMENT QUOTAS WERE

BEING MET
 THE CHALLENGE

Image Credit: https://giphy.com/gifs/wtf-obama-wth-pPhyAv5t9V8djyRFJH

SO WE DUG A LITTLE DEEPER
 SO WE DUG A LITTLE DEEPER

• SE GMENTED CLOSED DEALS BY

PE RSONA 


• C O M PA R E D C L O S E D W O N V S . C L O S E D
LOST


• SP ECIFICALLY LOOKED AT WIN RAT E BY

D O L L A R VA L U E 

H E R E ’ S W H AT W E F O U N D
H E R E ’ S W H AT W E F O U N D
H E R E ’ S W H AT W E F O U N D

IC

S
A
V

LE
S ER
C U S TO M ER

S
M G
AR N
K E T I
ONE OF OUR 4 PERSONAS LOVED OUR
C O N T E N T A N D WA S H I G H LY E N G A G E D B U T …
ONE OF OUR 4 PERSONAS LOVED OUR
C O N T E N T A N D WA S H I G H LY E N G A G E D B U T …

• C L O S E R AT E WA S L O W E R

• SA L E S C Y C L E WA S LO N G

• D E A L S I Z E WA S S M A L L

• C U S TO M E R L I F E T I M E VA L U E WA S L O W
THE SOLUTION
THE SOLUTION
K E Y TA K E AWAY S
K E Y TA K E AWAY S

ESTABLISHING
KPIS, LPIS, TPIS
K E Y TA K E AWAY S

ESTABLISHING REVENUE GOAL

KPIS, LPIS, TPIS SETTI NG
K E Y TA K E AWAY S

ESTABLISHING REVENUE GOAL IDENTIFYING

KPIS, LPIS, TPIS SETTI NG FUNNEL GAPS
THANK YOU
LET’S TALK

ANIELSEN@NEWBREEDMARKETING.COM

WWW.LINKEDIN.COM/IN/AMANDANIELSENVT

AMANDA_NIELSEN

WWW.NEWBREEDMARKETING.COM/INBOUND18