Using Marketo Measure as a CMO or VP

Transcript

Using Bizible as a CMO or VP of marketing probably means that you’re most interested in the overall impact of the marketing efforts of your team. You may not need to know how well last month’s LinkedIn campaign performed but you’re probably very interested to know how effectively the marketing activities that you oversee are generating leads, opportunities, and revenue. In this lesson, we look at a few different ways how you can use Bizible to better understand the impact and effectiveness of your marketing team.

Let’s start in Bizible Discover.

In Bizible Discover, the CMO Board is a good place to get at a glance data on the impact you’re having on the bottom line. The first thing we see at the top is the revenue figure from Closed-Won Ops for the timeframe selected. Below this is a graph showing us the revenue generated for each channel according to the filter settings selected. Each color of the bar chart represents a different marketing channel so that we can quickly identify which channels have generated the greatest amount of revenue. On the right, we see a collection of tiles that show different figures relevant to your marketing activities, including spend, ROI, deals, and pipeline revenue.

At the bottom, you can quickly find your top performing channels, sub-channels, and campaigns by revenue. Let’s look at a few more boards that you’ll want to be familiar with as the leader of a marketing team. The Growth Board shows marketing performance over time for different key metrics, including revenue, pipeline, leads, and opportunities. This is a good way to see overall trends and past performance at a glance. Another board you’ll want to be familiar with is the Marketing Spend Board. This board shows you total spend by month as well as top spend broken down by channel, sub-channel, and campaign. Lastly, the Snapshot Board is a good place to see at a glance the current state of your pipeline, including the number of prospects that you have in the pre-op and post-op stages.

Let’s switch gears a little bit and look at some of the Bizible data that you can find in Salesforce. Viewing Bizible data in Salesforce gives you more granular insights into the specific opportunity or into a specific customer’s buying journey. These reports may be useful if you wish to personally familiarize yourself with a particularly important deal or individual. Let’s start with the Bizible Opportunities Report. To access this report, search for Bizible 101, and click on the Opportunities by ID report. In this report, you can see the progression of an opportunity from its first touch through to the creation of the lead, when the demo was scheduled, when the opportunity was created, and, finally, when it closed. The report shows who has been involved in the progression of the deal, what marketing activities they engaged with, how quickly the deal progressed through the funnel, and how much revenue can be attributed to each of the recorded touchpoints. The second report that we will look at is the Bizible Persons Report, also known as the Leads/Contacts Report. This report shows you the story of an individual person and the interactions that they have had with your brand. To pull up this report, search for Bizible 101, and click on the Bizible 101 Leads/Contacts by ID report.

Scrolling through the report, we see the interaction of individual prospects. This report shows all prospects in Salesforce that exist either as lead objects, contact objects, or both. This makes it very easy to find an individual person and get insights into their buying journey. To take one specific example, we can see here that Ann had her first touch through a LinkedIn ad. We can see the name of that ad, and we can see that she filled out a form and became a lead at the same time.

Following that, Ann interacted with a customer newsletter and filled out three more forms. So these are just a few of the most useful reports that you can use with Bizible as the leader of your marketing org.