Using Marketo Measure as a Demand Gen/Paid Media Marketer

Using Bizible as a demand generation or paid media manager means that you have many tools at your disposal to evaluate how effectively your marketing efforts are generating pipeline, opportunities, and revenue. Effectively creating demand requires accurate measurement of the costs and results of your ad campaigns so that you can figure out what’s working and what’s not. In this lesson, we look at some of the specific ways that you can use Bizible to evaluate and improve your efforts. First, let’s look at Bizible Discover. The Paid Media Board is a good place to start and contains important analytics data relevant to your role. The top of this board shows revenue, spend, ROI, and pipeline revenue. Below is a bar graph showing historical data for whichever metric you have selected in the filter menu. To the right are tiles, showing impressions, CPM, clicks, CPC, leads, CPL, visits, and page views.

The bottom of the page has tables showing campaign revenue, campaign spend, and campaign ROI as well as keyword revenue, keyword spend, and keyword ROI.

Opening up the filters menu, we can see many different settings to report on exactly what you want to see. The date type and attribution model will change the tiles at the top of the page. The date range will change all the tiles in the page while the metric filter option changes the center bar graph.

The remaining filter options such as channel, sub-channel, campaign, and so on focus the report on a more specific subset of marketing activities. Another dashboard that you’ll want to know is the ads ROI board. Here, you can see at a glance which campaigns, creative assets, and keywords are performing best in terms of ROI. Lastly, the Snapshot Board gives you an overview of how many leads and opportunities currently exist in each stage of the sales funnel. While the Velocity Board shows you the average time that your prospects spend in each stage from first touch to closed one.

Let’s look briefly at a few Bizible Sales Force reports that you might find useful in your role as a Demand Generation Manager. The first is the Leads Contacts Report also known as the Bizible’s Person’s Report. This report uses the Bizible person which is a custom Salesforce object containing both leads and contacts. This report has two versions by ID and by channel. By ID is a highly-detailed report showing each of the touchpoints in all of their granular detail for all Bizible persons. The second, by channel version shows you the number of leads, contacts, touchpoints that are created for each of your marketing channels. The second pair of salesforce reports that you might find useful as a manager of demand generation is the opportunity by ID and the opportunity by channel reports. The by ID report shows you the story of an opportunity including all of the different individuals involved in it. Using this report, you can easily determine which touchpoints were the most influential in pushing a particular opportunity further down the sales funnel.