Metrics and Analytics

Metrics&Analytics
in
CrashCourse
Understand Metrics vs.analytics
Find the right Metrics For yoU
MeasUre FUll FUnnel iMpact

1
2
3
4
5
Introduction: Why
Do I Need Metrics
and Analytics?
Learning from
“Moneyball” Metrics
Keep it Simple with
a Two-Stage Funnel
Reaching Prospects
in the Upper Funnel
Nurture
Relationships in the
Lower Funnel
6 Applying Analytics
to the Full Funnel
7 Measuring your Full
Funnel Impact on
LinkedIn
8
9
10
11
Overcoming
the Attribution
Challenge
Determining What
Metrics Matter
for You
The Power of
Customer Metrics
Conclusion
Contents
Click each chapter to view
The Sophisticated Marketer’s Crash Course in Metrics and Analytics2 ›

Introduction: Why Do I Need Metrics and Analytics?
WhyDoINeed
Introduction
MeTRICS AND ANALYTICS?
1

Why Do I Need Metrics and Analytics?
B2B marketers are being held to new levels of accountability in
this data-driven and buyer-empowered era.
Businesses have accepted the fact that their
buyers are largely in control along the path
to purchase — and that these buyers are
holding sales reps at arm’s length until late
in the process. Hand in hand with this reality,
B2B businesses recognize that the marketing
team now interacts with and influences
prospects far more than in the past. As they
increasingly rely on marketing to attract and
drive prospective buyers through the funnel,
companies expect marketers to prove the
value of their spend from brand awareness to
impact on revenues.
With metrics and analytics, they can do just
that. By substantiating that their marketing
efforts pay off — ultimately by contributing
to revenues — B2B marketers can confidently
report the ROI of their programs and request
larger budgets. Doing so requires a clear
understanding of metrics and analytics.
What is the difference between
metrics and analytics?
The simple way to understand metrics
and analytics and the difference between
them is this: Metrics are what you measure
about your marketing programs to gauge
performance or progress. Your most
important metrics are your key performance
indicators, or KPIs. Analytics use metrics
and how they’re trending to help you make
decisions about your marketing efforts.
Metrics and analytics are both important.
You can’t have analytics without metrics,
but metrics alone won’t help you take action
that can improve your results.
Nick Panayi, Head of Digital Marketing and
Global Brand at CSC, offers this concise
summary of the difference between metrics
and analytics: “The difference is the ‘what’
versus the ‘so what.’” In other words,
metrics are the “what,” and analytics
supply the “so what.”
Introduction
According to Forrester Research,
as much as
90%
of the buyers’ journey may be
complete before they contact a
salesperson. During that time,
marketing is responsible for moving
prospects down the purchase path.
Introduction: Why Do I Need Metrics and Analytics?4 ›
Contents

Marketing organizations looking to
develop a sophisticated system of
metrics and analytics would require
the following essential platforms for
measuring impact:
• Analytics Platform
• Marketing Automation Platform
• Social Media Measurement Platform
Data is all the information about
buyers: their interests, things that they
like on Facebook, what they follow
on social media, what content they
consume. We can capture all of that
data, and then use it to our advantage
as marketers.
Meagen Eisenberg
CMO, MongoDB, Inc.
For instance, metrics might show a rising
bounce rate despite a boost in website traffic.
With analytics, you can discern the answer to
why your bounce rate is increasing: perhaps
because the traffic you’re driving is not your
target audience.
The difference between metrics and analytics
is not just semantics; it’s very real. “Big
difference,” says Andy Crestodina, Strategic
Director of Orbit Media Studios.
“Metrics are just numbers. Analytics is making
decisions.” He adds: “You can get all kinds of
numbers and all kinds of metrics on lots of
pretty charts, but analytics implies decision
making. It implies analysis, implies that you
are actually going to take an action that will
make a difference in your marketing.”
even with the best metrics and top-of-the-
line software, you’re still going to need smart
people to interpret the metrics and do the
hard, intellectual work of analytics. Analytics,
Crestodina says, “is something that only a
human can do, not a piece of software.”
At the most effective companies, analytics
and metrics go hand-in-hand. They are
intertwined: For example, one of the key
goals of analytics when it comes to marketing
is determining which metrics are the most
important for your business. Which are the
genuine KPIs. And which are the ones that
predict how well your business is performing.
For many modern marketers, metrics and
analytics are an essential part of the business
day. CSC’s Panayi checks his metrics first thing
in the morning. “every single morning before
my morning coffee,” he says. “It’s between
coffee one and coffee two, worst case.”
Metrics and analytics are crucial to marketers.
In this ebook, we will examine both, but
because analytics are unique to individual
businesses and the available metrics are more
universal, we will spend more time exploring
the ins-and-outs of various metrics to help
you decide which are the best fit for your
business and the goals of your analytics team.
Introduction: Why Do I Need Metrics and Analytics?5 ›
Contents

Learning from “Moneyball” Metrics
Learningfrom
trics
2

Does she want to drive awareness? Then
brand lift and website traffic are appropriate
metrics. Does she want to drive revenue?
Then Sales Accepted Leads (SALs) and
revenue metrics make sense. Most
marketers, of course, want to do both, but do
so at different times with different prospects
at different stages in the funnel. And then
a marketer will want to use analytics to
determine what the metrics are indicating
and how the business can be improved using
this information.
Let’s use baseball as an analogy. Billy Beane,
the Oakland A’s general manager and hero
of “Moneyball,” made baseball managers
and owners rethink the metrics they use to
make multi-million-dollar decisions. How
the sport now measures player productivity
offers an interesting lesson for marketers.
In baseball, a leadoff hitter’s job is to get on
base and score runs, while a cleanup hitter’s
job is to drive in runs. A baseball team would
never measure the performance of these two
players in the same way. The leadoff hitter is
measured by on-base percentage and runs
scored, while a cleanup hitter is measured by
home runs and runs batted in (RBI). It’s the
same in marketing: You wouldn’t measure
a branding campaign, where the goal is
awareness, the same way you would measure
an email campaign offering a product
discount, where the immediate goal is sales.
The key is to zero in on the metrics that
matter, the ones most closely aligned with
your objectives throughout the funnel. While
the ultimate goal is to generate revenues, it’s
important to measure the effectiveness of
each program and interaction designed to
push prospects into and through the funnel.
In other words, you need to track and
measure the right metrics for each marketing
tactic as prospects move from awareness
to purchase. Only in this way can you make
smart decisions about which programs to cut
and which to keep, and continually improve
your efforts over time.
Are your metrics relevant?
Successful marketers do more than
drive likes, shares, or click-throughs:
they drive revenue. With that in mind,
understand the metrics that matter
most to your C-suite so you can track,
analyze, and report on them.
Learning from “Moneyball” Metrics
Marketers can use many metrics to prove ROI, but the specific
metrics a particular marketer uses should align with her — and her
company’s — goals.
Learning from “Moneyball” Metrics7 ›
Contents

Keep it Simple with a Two-Stage Funnel
KeepitSimple
l
3

Lower FunneL:
Improve lead quality
Increase conversion
Drive pipeline and revenue
e
e
rEAch
The ultimate goal of reaching and then
nurturing prospects is to “acquire” them, to
drive them toward becoming a customer.
upper FunneL:
Increase awareness
Build brand
Shape perception
Keep it Simple with a Two-Stage Funnel
There are many ways to represent the concept of attracting, engaging, and converting
prospects from beginning to end of the buyer’s journey. This is commonly referred to
as the “funnel,” which we like to keep simple with this two-stage framework.
The funnel helps visualize the process of first
reaching your target audience and then nurturing
the relationship until you acquire prospects as
customers. Put another way, if you can reach the right
prospects and successfully cultivate a relationship
with them, you’ll see the results in the form of
new customers.
In the past, many marketers focused on reach and
awareness programs in the upper funnel. This
approach made sense when prospects were much
more likely to connect earlier in the process with a
sales rep who would nurture these leads. But now
that B2B buyers are not engaging sales reps until
much later in the process, marketers must be full
funnel marketers who invest in programs and tactics
that reach and nurture prospects throughout their
journey. In other words, marketing’s responsibility is
to stay in front of prospects and help educate them
throughout the process, until prospective buyers are
ready to talk to sales. That’s the reason for the rise of
full funnel marketing.
Keep it Simple with a Two-Stage Funnel9 ›
Contents

1 2 3
each marketing tactic should have a clear purpose and map to
the buyer’s journey. To do this effectively, ask yourself: What is full funnel marketing?
Full funnel marketing
is about ensuring you
can play an active role
in prospect education
throughout the buyer’s journey. In
the upper funnel, you’re reaching
your target audience, even when they
are not in the market for your
offerings. In the lower funnel, you’re
nurturing prospects until they are
ready to purchase.
Who is your target audience and
what do they need from you as
prospects attempt to educate
themselves on the various ways
they can address their pain
points. That’s the reach stage,
where brand awareness reigns.
When you know prospects are
interested but not yet ready
to buy, you can nurture them
with increasingly specific and
more detailed content based
on your growing understanding
of who they are, their interests,
and their level of engagement.
That’s the nurture stage, and
your job is to inspire and inform,
moving prospects steadily
toward a purchase.
What happens after the sale?
Do you have content that sets
up customer for success after
they’ve bought from you? Do
you have content that helps
retain current customers or
helps your sales team upsell or
cross-sell?
Contents

To succeed at full funnel marketing:
1. Understand the key objectives you need
to hit at each stage of the funnel.
2. Pin down the right metrics to measure
progress against those objectives.
3. Deploy the most effective programs to
achieve your objectives and continually
use analytics to gauge the effectiveness
of these programs and to optimize their
performance.
It’s important to understand the roles that
various programs and tactics can play in
helping you achieve the end goal of driving
revenues. For example, online display
advertising should not be considered a
“top funnel only” strategy; it has proven
remarkably effective when used in
comprehensive programs that reach each
stage of the marketing funnel.
Similarly, content marketing is a full
funnel tactic. In the upper funnel, thought
leadership blog posts and native advertising
can be used to establish your brand as
knowledgeable and helpful. In the lower
funnel, whitepapers and videos can educate
and engage prospects. Moreover, webinars
and more product-focused content can drive
leads, conversions, and even sales.
That said, before you develop any programs
or tactics, define your ideal lead by working
closely with your sales team. Determine
which business demographics and prospect
behaviors indicate they’re a good lead.
Otherwise, you’ll only waste time, effort,
and budget.
The most effective marketers are deploying
their metrics and analytics to make sure the
leads they are passing to the sales teams are
ones that are highly likely to result in revenue.
CSC’s Panayi says that sales accepted leads
are a critical metric for his team. “This is the
most important hand off,” he say, adding:
“If you fail the handover, you lose credibility
with sales, and then you don’t have the
opportunity to take your good at the top of
the funnel and transfer it into a close at
the end.”
The funnel metaphor, at its basic level,
is that there are more people that are
always starting the process than there
are at the buying stage. There are more
people who aren’t ready to buy than
are ready to buy.
Michael Brenner
Head of Strategy, NewsCred
Contents

Reaching Prospects in the Upper Funnel
ReachingProspects
l
4

Reaching Prospects in the Upper Funnel
Let’s break down the tactics needed in both stages of the funnel. In the upper
funnel, your goal is reaching your audience at scale to build awareness and a positive
impression of your brand, even with those not yet in the market for your offerings.
Keep in mind that you don’t just want more
traffic to your website, you want more traffic
from your target audience.
You’re also trying to reach influencers within
a company and not just the final decision
maker. You can achieve this awareness at scale
with thought leadership and issues-oriented
content, plus other forms of brand messages,
delivered though native advertising and
display ads. Laying this foundation makes
these prospective buyers more receptive to
your outreach and messages as they enter
their consideration stage (i.e., your lower
funnel).
Both the upper funnel and lower funnel
demand different metrics to measure their
different, but intertwined, goals. You need
to determine how to measure the impact
of the lead-off hitter (i.e., your upper funnel
programs and tactics) versus your cleanup
hitter (i.e., your lower funnel programs
and tactics).
The following are useful metrics for measuring
the effectiveness of upper funnel programs:
1. Awareness
2. Branded search
3. Brand recall and lift
4. Website and referral traffic lift
5. Targeted page views, pages per visit, and
time spent on site lift
6. Subscriber/opt-in lift
7. Targeted engagement (open rate, shares,
likes, comments)
8. Bounce rate decline
9. Targeted unique visitors lift
10. Inbound links lift
rEAch
Reaching Prospects in the Upper Funnel13 ›
Contents

tActic MEtrics
Email marketing Open rate, website traffic, opt-in
Display ads Awareness, brand recall and lift
search marketing Branded search
R Awareness, brand lift, website traffic,
inbound links, referral traffic, unique visitors
social media engagement Shares, likes, comments
social media advertising Awareness, brand recall and lift, website
traffic, unique visitors
ungated long-form written
content (e.g., white paper, eBook)
Website traffic, shares, likes, bounce rate,
unique visitors, inbound links, referral traffic
ungated short-form written
content (e.g., articles, blog posts)
Website traffic, shares, likes, bounce rate,
comments, unique visitors, inbound links,
referral traffic
rich media content (e.g., video,
webinars)
Time spent, page views, pages per visit,
opt-in
The table below lists metrics aligned with various tactics you might use in the
upper funnel to drive awareness of your brand with the right people.
rEAch
The buyer’s journey is not really
a linear path anymore. It’s more
about being ready with the content
that prospects need when they are
making a decision.
Dillon Allie
VP of Client Services, HDMZ
Reaching Prospects in the Upper Funnel14 ›
Contents

Case Study: Replicon
Despite being around for almost two
decades and already having thousands
of customers worldwide, Replicon,
which produces a software-as-a-service
time management system, sees a huge
opportunity for growth. Two years ago,
Replicon raised $20 million in its first round
of funding. Since then, the business has been
growing at a fast pace, averaging 40 percent
year-over-year growth.
A data-driven marketing approach is key
to driving that revenue growth. Replicon’s
marketing team, led by Brett Chester
and Victor Lin, uses variety of data-driven
tactics that can be adjusted in minutes.
These tactics include content marketing,
search engine marketing, lead nurturing
via email with the HubSpot platform, event
marketing, and LinkedIn Sponsored Updates
and LinkedIn Sponsored InMail. And the
Replicon marketing team is measuring the
impact of these tactics on a daily basis and
using analytics to continually boost their
performance.
Metrics that mattered
How data-driven hybrid marketers rev
the Replicon demand gen engine
more leads within target audience (vs. lead
generation efforts on other platforms)400%
engAgeMent
The LinkedIn Sponsored
InMail had a 48% open rate
Cost per LeAd
The LinkedIn program cost
per lead was 73% lower than
that of AdWords
To be a successful marketer, you
need to understand data. When I
think about being a marketer on a
day-to-day basis, I can’t do my job
unless I know what’s working and
what’s not working.
Brett chester
VP Online Marketing, Replicon
Case Study
Case Study: Replicon 15›

Nurture Relationships in the Lower Funnel
NurtureRelationships
l
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Nurture Relationships in the Lower Funnel
In the lower funnel, you “nurture” prospects that have either implicitly
or explicitly expressed an interest in your brand, product, or service.
But keep in mind that research shows 95 percent
of visitors to websites do not convert — in other
words, they do not share their email addresses
with you or reach out to sales. even of those
prospects that have shared their emails with
you, 80 percent will not open your emails on
average. That means relying on email alone is
not sufficient. By instead taking a multi-channel
nurturing approach — calling upon social and
display advertising and phone outreach in
addition to email — you can better engage
all prospective buyers. In other words, both
anonymous prospects who have not shared their
email address and known prospects who have
shared their email address.
Remember: Today’s technology allows you to
learn a lot about anonymous website visitors,
including their business demographics and
online behavior. After these leads visit your
site, you can nurture them with progressive
messaging and a sequential story that aligns with
their place in the research or buying process.
The following are useful metrics for measuring
the effectiveness of lower funnel programs
and tactics:
1. Website form conversion rate
2. Leads (organic vs. paid); cost per lead
3. Marketing qualified leads; Cost per MQL
4. Sales qualified opportunities (SQOs)
5. Sales accepted opportunities (SAOs)
6. Qualified lead velocity rate (i.e., growth in
qualified leads)
7. Pipeline contribution
8. Revenue contribution
9. Retention rate and/or customer lifetime
value and/or upsell/cross-sell
e
Nurture Relationships in the Lower Funnel17 ›
Contents

tActic MEtrics
Email marketing Open rate, returning visitors, form fills,
MQLs, SAOs, SQOs, retention rate
search marketing Leads, cost per lead, form fills, MQLs
Display ads Leads, cost per lead, form fills, MQLs
R Leads, cost per lead, returning visitors
social media advertising Leads, cost per lead, returning visitors,
MQLs, form fills
Gated long-form written content
(e.g., white paper, eBook)
Form fills, leads, cost per lead, returning
visitors, MQL, SAO, SQO, close rate,
revenue, retention rate
Webinars Form fills, leads, cost per lead, SAOs, SQOs,
close rate, revenue, retention rate
Demos/trials Form fills, leads, cost per lead, SAOs, SQOs,
close rate, revenue, retention rate
Below are these metrics aligned with various tactics
you might use in the lower funnel.
If you invest in that top of
pipeline content, if you invest in
these early-stage relationships,
you significantly subsidize the
acquisition costs of deals not
only in the medium future but
also well beyond. There’s an
annuity to that: you’re lowering
your acquisition costs.
Matt heinz
President, Heinz Marketing
e
Nurture Relationships in the Lower Funnel18 ›
Contents

Case Study: eCornell
eCornell, is a subsidiary of Cornell University,
has been very active across multiple
marketing channels to help prospective
students learn more about their online
programs. But deciding to actually enroll in
a program takes time. eCornell needed to
stay closer to their prospects with relevant
content that helps guide them through the
decision process.
LinkedIn Lead Accelerator enabled eCornell
to deliver sequenced ads and content to
prospective students through display and
social advertising, and nurture them whether
they had shown interest in a specific program
or were just perusing eCornell’s home page.
Instead of waiting for prospects to return
to our site and dig deeper, eCornell took a
more proactive and effective approach by
nurturing them with a series of
relevant offers.
Metrics that mattered
eCornell drives higher conversion rates
with LinkedIn Lead Accelerator
higher landing page conversion rate with LinkedIn Lead
Accelerator (vs. traditional marketing campaigns)200%
orgAniC LeAd VoLuMe
After eCornell launched
LinkedIn Lead Accelerator,
the data shows a 34% lift in
organic lead volume.
Cost per LeAd
The CPL on Linkedin Lead
Accelerator is 300% lower
than traditional retargeting.
reVenue per LeAd
LinkedIn Lead Accelerator’s
Revenue Per Lead
performance was 1,000%
better than Google
Remarketing. Not a typo.
One thousand percent.
Case Study
I think one key thing Lead
Accelerator does right is this — as
soon as a prospect engages and
shows interest in a particular
program, they start receiving
sequenced messaging that’s
relevant to the specific program
they’ve shown interest in. You
can see the impact of this in the
performance and you can see it in
the quality of each lead.
Andrew hickey
Former Director of Digital
Marketing, eCornell
Case Study: eCornell 19›

Applying Analytics to the Full Funnel
Applying
Analytics
l
6

e
rEAch
al
Reach your audience at
scale to build awareness
and a positive impression
of your brand
FuLL FunneL goALs And
trACking MetriCs
al
Nurture prospects until
they’re ready to make a
purchase
trACk
• Awareness
• Branded search
• Brand recall and lift
• Website and referral traffic lift
• Page views, pages per visit,
and time spent on site lift
• Subscriber/opt-in lift
• engagement (open rate,
shares, likes, comments)
• Bounce rate decline
• Unique visitors lift
• Inbound links lift
trACk
• Leads (organic vs. paid)
• MQLs/Sales Accepted
Opportunities (SAOs)
• Sales Qualified Opportunities
(SQOs)
• Cost per lead
• Qualified lead velocity rate
(i.e., growth in qualified leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate and/or
customer lifetime value and/
or upsell/cross-sell
Applying Analytics to the Full Funnel
In all cases, use the tactics that make sense for your organization — in other words, the ones that will
reach your target audience where they’re looking to consume content and that most resonate with them.
Whatever tactics you use, determine your goals and corresponding KPIs for each and track and measure
those over time. And remember: the upper and lower funnel are inseparable. It may be easier to measure
lower funnel results, but you need the upper funnel to drive tomorrow’s buyers into the lower funnel.
Applying Analytics to the Full Funnel21 ›
Contents

Analytics throughout the funnel
In the upper funnel, marketers have access
to a number of metrics that show how their
marketing efforts are trending. Is branded
search up or down? Is targeted website
traffic increasing? Is my newsletter subscriber
base growing?
Marketers can leverage these metrics
and find actionable insights by deploying
analytics, which can be used to answer
questions such as, where am I getting the
most bang for my marketing buck? How are
my awareness and brand building programs
performing today? This month? This quarter?
And how can I improve them next quarter
and next year? Should I be shifting money
from underperforming media? And if so,
what other branding programs can deliver
the biggest boost to filling the upper funnel
with the right prospects?
As in the upper funnel, in the lower funnel,
marketers have a number of metrics
that indicate how their programs
are performing. Are prospects
opening my emails? Is the same team
accepting my leads? Are my programs
influencing revenue?
Looking deeper into these metrics,
marketers can leverage analytics to
decide on courses of action that will boost
marketing performance in the lower funnel.
Using analytics, marketers can answer
questions, such as, how are my email
programs performing today? How can I make
them perform better next year? Should I be
moving budget away from search? And if so,
what other lower funnel programs can drive
more qualified leads to the sales team?
Analytics in action, part 1
The most effective CMOs are using analytics
to assess their performance as prospects
move through the funnel. For example,
Meagen eisenberg, CMO of MongoDB,
shared an example of how her company
used analytics to improve the flow of
leads from the upper funnel to the lower
funnel. Recently, eisenberg took a look at
a weekly lead report and found that the
leads had ballooned from the typical 2,000
to 20,000. “I said, ‘What the heck? What is
this?’” eisenberg recalled. Analyzing the
metrics revealed that the leads originated
from a program that wasn’t connected to
MongoDB’s marketing automation system,
and so those leads were only processed
every few months. Because the sales team
wasn’t equipped to handle so many leads at
once, the system was inefficient. eisenberg
led a push to have the leads entered into
MongoDB’s system in real time. “It’s a much
smoother experience,” eisenberg said.
“The follow-up is much better. Until I saw
(those metrics), I would have no idea that
was happening.”
Analytics in action, part 2
Andy Crestodina, Co-Founder/Strategic
Director of Orbit Media Studios, relayed
an example of how his team used analytics
to boost the ecommerce performance of a
client by 22%. Analytics showed poor sales
conversions from the mobile platform.
The client decided to optimize its website
for mobile sales, which led to the 22%
increase in the number of website visitors
who conducted ecommerce transactions via
phone. “That 22% lift meant that the work to
make the website responsive paid for itself
within a few weeks,” Crestodina said.
Applying Analytics to the Full Funnel22 ›
Contents

How to Measure Metrics on LinkedIn
FullFunnelImpact
Measuring
on
n
7

How to Measure
Campaigns on LinkedInWith Linkedin Marketing solutions, you
can address branding, lead generation,
and nurturing strategies in a holistic way
— and measure the results.
reach
Reach the right professional audiences
with accurate targeting across LinkedIn
as well as a network of business and
professional publisher sites.
Nurture
Deliver helpful content at the right
time, based on who your prospects
are and what matters to them.
Measure
Track branding and direct
response impact with simple yet
powerful analytics.
Products for Full Funnel Marketing
LinkedIn Marketing Solutions offers the only platform that
impacts every stage of your marketing funnel. Our products
help you generate awareness, reach more of the right people
with your marketing programs, and nurture these audiences
by delivering the most relevant content depending on where
prospects are in their purchase decisions.
Full-funnel analytics & reporting
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
e
rEAch
How to Measure Metrics on LinkedIn24 ›
Contents

Linkedin Display Advertising
ONSITe DISPLAY
With LinkedIn Onsite Display, you can
put your brand in front of more than 400
million members on the LinkedIn network1
,
choosing from a variety of display formats.
That includes everything from IAB standard
formats to native ones such as Spotlight
Ads and Follow Company Ads. You can
even display ads on various LinkedIn pages,
including profile pages, home pages, inbox,
search results pages, and groups pages. By
using extremely targeted and contextual
ads in a quality professional context, you
can reach and engage a large universe of
potential buyers.
You can also take advantage of LinkedIn
Text Ads, self-service ads that allow you to
display a text ad and small image. Just as
with LinkedIn Onsite Display, you can get
these ads in front of LinkedIn members of
your choosing in prominent spots across our
platform, for higher reach and engagement.
1
As of September 2015
To help you keep your company’s brand and content in front of prospects throughout the
buying process — whether they are on or off LinkedIn — LinkedIn Display Advertising offers
both Onsite Display and Network Display.
LinkedIn Display Advertising25 ›
Contents

Full funnel marketing is the
new three-martini lunch
The “getting to know you”
period between businesses
and buyers takes place
today online, not in person
over lunch and drinks. Content takes
place of the three-martini lunch — but
it’s marketing driving the conversation
instead of sales.
NeTWORK DISPLAY
To complement the contextual targeting enabled by LinkedIn Onsite Display, LinkedIn
Network Display Advertising is designed to help you get in front of the right audiences
on a frequent basis. This display advertising option allows you to reach prospects with
accuracy and at scale as they consume information on LinkedIn and across the Web. This
includes extending your reach across LinkedIn’s network of 2500+ business publisher
sites and beyond, targeting your audience through the Ad exchanges, but always in a
brand-safe environment. By frequently connecting with your target audience, you increase
awareness and engagement.
3 Metrics for success
To measure the impact of display advertising, marketers can use
a range of metrics that rely on the LinkedIn platform as well other
systems to track them. Below are some key display advertising metrics:
1. Targeted impressions
2. Targeted website traffic
3. Targeted engagement
LinkedIn Display Advertising26 ›
Contents

Linkedin sponsored updates
To measure the impact of LinkedIn Sponsored Updates,
marketers can use a range of metrics that rely on the
LinkedIn platform as well other systems to track them.
Below are three key Sponsored Updates metrics:
1. Content engagement
2. Leads
3. Cost per lead
In addition to providing relevant content to prospects during the buying process, you must
think about reaching your target audiences across the wide range of devices and platforms
they may be using. LinkedIn Sponsored Updates let you build brand credibility and educate
the world’s professionals as they’re consuming content in the LinkedIn feed on their desktops,
tablets, and smartphones. You’re essentially capturing people’s attention when they’re most
engaged reviewing information in their daily feed.
Through our Direct Sponsored Updates option, you can reach your target audience directly in
LinkedIn’s feed without publishing on your Company Page. That means you can personalize
and A/B test your content ads to improve performance. And,
you’ll have access to campaign performance analytics to
optimize and hit your goals.
LinkedIn Sponsored Updates27 ›
Contents

Linkedin sponsored inMail
To measure the impact of LinkedIn Sponsored InMail,
Below are some key Sponsored InMail metrics:
1. Open rate
2. Click-through rate
3. Leads
As you venture into the lower half of the funnel where direct response goals reign supreme,
Sponsored InMail provides the most direct way to engage your prospects on LinkedIn.
Use Sponsored InMail to personalize and amplify your content to effectively build trust,
humanize your brand and drive high quality leads. With Sponsored InMail your brand can now
join in on the conversation and truly make an impact. With the new LinkedIn Sponsored InMail
your messages are only delivered when your audiences are engaged on LinkedIn, making
your content relevant and timely. Our mobile optimized template allows for seamless mobile
engagement and LinkedIn targeting capability allows you to reach the audiences that matter
most to your business.
LinkedIn Sponsored InMail28 ›
Contents

Linkedin Lead Accelerator
To measure the impact of LinkedIn Lead Accelerator,
Below are some key LinkedIn Lead Accelerator metrics:
1. Leads
2. Return visitors
3. MQLs
Lead Accelerator gives you an entirely new way to nurture your most
engaged prospects including those who have visited your website.
With it, you can sequence waves of relevant ads and content to
prospects based on their business demographics and on-site
behavior. This lets you connect with your highest value audiences by
offering relevant, helpful content to the right people long after they’ve
left your website. When they are ready to fill out your landing page
form, they can do so in just two clicks using LinkedIn AutoFill.
LinkedIn Lead Accelerator29 ›
Contents

Ask the expert: Andy
Crestodina
LiNKEDiN: How do you
define the difference between
ANDy crEstoDiNA: Big difference.
Metrics are just numbers. Analytics
is making decisions. You can get all
kinds of metrics on lots of pretty charts
but a metric itself doesn’t affect your
marketing. Analytics implies decision-
making. It implies that you are actually
going to take an action that will make a
difference in your marketing.
What’s your desert island
metric (the one metric you
can’t live without)?
crEstoDiNA: If my Google Analytics
boat is sinking and I can only grab
one metric to take to shore I’d actually
cheat and take two. Top line total traffic
and then the bottom of the funnel
conversion rate. It’s the analysis applied
between these two metrics that really
drive marketing success.
What advice would you give
to marketers for determining
what metrics are the
most important?
crEstoDiNA: That’s hard because it’s
definitely a case-by-case basis. There’s
such variation across businesses,
goals, objectives and key performance
indicators. However, almost every
company learns that visitors who have
subscribed to your blog or newsletter
are almost always visitors whom have
the highest conversion rate. If you’re
looking to take a broad brush to
paint with, I’d recommend focusing
conversion rates from visitors to
subscribers and try to maximize the
traction you get on your blog.
What would you say are the
critical upper funnel metrics
every company should be
looking at?
crEstoDiNA: Total traffic but a layer
deeper — traffic from each channel. It’s
there you can look at
the three main channels —
search and social and e-mail.
For search you need to be looking at
the total number of non branded key
phrases Google is sending your highest
value traffic.
Vanity metrics often have a bad
reputation, but if you’re watching social
traffic you’ll want to understand the
quality of traffic and follower growth
specific to each network.
For e-mail, you’ll need to understand
your rate of subscriber growth and how
consistently you’re getting traction
from that — activity like open rates.
(Continued ... )
stodina
Co-Founder, Strategic Director, Orbit Media Studios
Metrics are
just numbers.
Analytics is
making decisions.
Ask the Expert
Ask the expert: Andy Crestodina30 ›
Contents

What would you say are the critical lower funnel
metrics every company should be looking at?
crEstoDiNA: Find the metric that correlates a visitor
converting to a lead and focus heavily on that. For some,
metrics like time on site can often give you actionable
insights. If people are seeing 10 or 12 pages without taking
an action perhaps your site is confusing. If people are only
seeing 2 to 3 pages before leaving then perhaps the source
of traffic isn’t delivering the most targeted visitors.
How often do you check data and adjust
marketing?
crEstoDiNA: I have the Google Analytics app on my phone
so I’m looking at our data two to three times a day for general
performance, not necessarily making decisions based on
that data.
I’m looking at things like, ‘is this a good or bad day on the
site’ or ‘is it good or bad on the blog’ to understand if there’s
some outliner action that’s influencing negative or
positive activity.
But generally speaking we’re really doing analysis weekly.
Typically, it will begin by asking ourselves a question that then
leads us to dig in and find the answer to help better
our marketing.
To hear more from Andy Crestodina on the topic of metrics
read his post, Google Analytics Reporting vs. Analysis:
Insights From 4 Reports.
stodina
(Continued)
Ask the Expert
Ask the expert: Andy Crestodina31 ›
Contents

Overcoming the Attribution Challenge
Overcomingthe
ATTRIBUTION
CHALLeNGe
8

Overcoming the Attribution Challenge
One of the biggest challenges when measuring the impact of
marketing is to accurately attribute an outcome to a given tactic.
Yet doing so is critical to build credibility of
the marketing team and to make informed
choices about how to allocate future budget.
Fortunately, data-driven technology enables
you to more accurately attribute which
marketing tactics actually drove revenue.
Let’s review the three basic attribution
models — last-click, rules-based, and
algorithmic — and why last-click attribution is
damaging to your cause and why algorithmic
attribution is the future.
Last-click attribution
This commonly used model gives 100
percent of the credit for a conversion or sale
to the last marketing tactic the prospect
interacted with. Oftentimes that marketing
tactic is a lower-funnel tactic, such as email
or paid search. But modern marketers know
it takes multiple touches to convert a B2B
prospect into a sale. If you give credit for
each sale to last action that person took
before making a purchase, you don’t have
the complete story. In other words, last-click
attribution fails to recognize the contribution
of branding efforts that got the prospect
in the upper funnel in the first place. It also
overlooks the impact of nurturing and
education that moved the prospect deeper
into the lower funnel. Simply put, it ignores
much of the buyer’s journey. To return to the
baseball analogy, this would be like giving a
grand-slam home run hitter credit for all four
runs even though the three previous batters
needed to get on base to score.
Multi-channel attribution
There are two basic kinds of multi-channel
attribution, which enable marketers to move
beyond last-click attribution. The two kinds
are rules-based attribution and algorithmic
attribution.
rules-based attribution
In the rules-based attribution model, you
assign a certain value to particular tactics
based on predetermined rules, such as
frequency, recency, and perceived value
of the interaction. For instance, you might
give a higher score to a more recent
interaction and for watching a demo than
for downloading an eBook. You might even
give equal credit to the search marketing,
email, and white paper download a prospect
interacted with before becoming a customer.
In other words, each of the tactics would
be credited with driving one-third of that
customer’s revenue. While this approach is
more sophisticated than last-click attribution,
rules-based attribution is often ineffective
because the rules are not necessarily
driven by data.
Overcoming the Attribution Challenge33 ›
Contents

Algorithmic attribution
A more complex yet more accurate method
is algorithmic attribution, which works on the
assumption that a prospect consumed many
content assets and took many actions before
becoming a customer. While similar to rules-
based attribution, algorithmic attribution
relies on the intelligence of software to
apply value to interactions and improve the
weighting over time. This method analyzes
data from digital tools and platforms (such as
SeO tools and marketing automation) along
with data from offline tactics (such as print
and radio ads). Algorithmic attribution relies
on identifying and tracking anonymous site
visitors using cookies or other technologies,
but also measures interactions with known
prospects as tracked in systems such
as marketing automation or CRM. The
marketing team must also review historical
data to correlate the activities that resulted in
sales so it can program the model to assign
higher values to the marketing tactics that
drove conversions and revenues.
Without a doubt, it’s much simpler to
measure only that final touch, but for
improved visibility into the buying process,
you should work toward a multiple-touch
attribution model. The more insight you
have into the effectiveness of your nurturing
techniques, the better you’ll be able to
optimize them.
Achieving attribution nirvana remains
difficult. One reason is that much of the
attribution data is ambiguous. MongoDB’s
eisenberg explains, “Maybe someone came
to your event at that account two years ago,
but it was a new webinar that another person
attended from that account that truly sourced
the deal, and that person two years ago may
not even be there anymore.”
Another reason that attribution is a challenge
is that matching prospects to devices is
problematic. “You have multiple users in the
same device or multiple devices for the same
user,” Orbit Media’s Crestodina says. He
adds: “Traffic source data is a problem, so we
are long way from being able to get accurate
data fro attribution. But I would say that it’s
more important to be able to make good
decision than it is to have perfectly
accurate data.”
Measure impact across the
entire funnel
It can be difficult to figure
out which of your tactics
are leading to sales and
revenues. But the most
effective marketers measure impact of
their spend across the entire funnel,
not just the last touch.
Overcoming the Attribution Challenge34 ›
Contents

Ask the expert: Meagan
eisenberg
MEAGEN EisENBErG: Metrics are
really a moment in time. And analytics
is the process of pulling insights from
that data. A good car analogy for this
one is that metrics are to the business
what things like RPM, fuel level and
speed are to a car. Analytics is about
giving context to these metrics. So, for
example at that RPM, with those fuel
levels and at that speed, what time will
we arrive at our destination?
How do you think MongoDB is
at marketing attribution?
EisENBErG: We’re strong on
attributing marketing influence — the
marketing activities that lead to closed
deals. But it’s not easy and not without
some organization and business rules.
To effectively measure attribution,
it’s all about people, process
and technology.
Marketing and sales need to have
several discussions and come to an
agreement on the definition of source
and influence. Then you have to roll out
firm business rules and processes that
are supported by your CRM workflow
and sales enablement.
Given your experience at both
MongoDB and DocuSign,
what advice do you have to
give on approaching data
driven marketing?
EisENBErG: I recommend
that marketers model after the
SiriusDecisions’ waterfall. Build the
company funnel metrics together,
train sales and marketing and start
measuring and improving
your conversion rates.
With the funnel metrics in place
you can see where the bottlenecks
are and experiment with variables
to raise your conversion rate. Are we
leveraging the right content at the right
time? Do we have the right scripts? Is
our scoring model working? How are
lead assignments set up?
When marketing is constantly
optimizing conversion rates it improves
their relationship with sales — that
it’s not just about throwing a bunch
of leads over the fence. And I would
vouch to say that the success of the
marketing team really lies in the
relationship that they have with sales.
(Continued ... )
rg
CMO, MongoDB
Ask the Expert
To effectively
measure
attribution, it’s
all about people,
process and
technology.
Ask the expert: Meagan eisenberg35 ›
Contents

Ask the Expert
How often are you checking your data and
adjusting your marketing accordingly?
EisENBErG: I look at our data daily to keep a pulse on
the overall business growth and look for outliers — an odd
sourcing on leads or a number spike. That drives my team
to really dig in and do some analysis to get to the root. If
you get comfortable with your data on a daily basis, you can
become very efficient at noticing areas worth investigating
and improving.
Do you have an example of when you
leveraged both metrics and analytics to
change your marketing for the better?
EisENBErG: One week our leads jumped from 2,000 a week
to 20,000 a week. After some digging we found out that our
LMS for our university courses was not integrated directly
into our leads database and this was the once a quarter dump
from the LMS.
It was not the best experience for our university students or
our sales team. Suddenly, in just one week, sales had 20,000
folks to follow up with. And more importantly, some people
signed up a month ago, so the necessary follow up was
delayed or did not happen. Until we saw the jump in leads,
we would not have had the opportunity to smooth out follow
up and experience.
To resolve the issue and better our marketing we built an
integration between the LMS and eloqua. Now in real time
every time someone signs up it’s sent directly to eloqua and
tagged in a way that’s much more efficient for both
marketing and sales.
It’s a really good example of looking at our metrics, taking
the time to analyze why we’re seeing what we’re seeing.
It ultimately led to a much better conversion rate for our
university folks and a smoother experience for the sales team.
rg
(Continued)
Ask the expert: Meagan eisenberg36 ›
Contents

Determining What Metrics Matter for You
WhatMetrics
Determining
ou
9

Determining What Metrics Matter for You
Determining what metrics matter for your business — that’s a practice that is
a critical part of analytics. The important metrics will vary from company to
company, from industry to industry, and whether you’re a B2B or a B2C marketer.
“It’s definitely company by company,” Orbit Media’s
Crestodina says, “because there is such variation
across businesses and goals and objectives and key
performance indicators. So let’s say, for example, you
and I are a brand new company, and we invent things
that have never been done before. Search traffic isn’t
really going to help us because people aren’t looking
for it.”
He adds: “If we are a business-to-business company,
we might not care that much at all about traffic from
Facebook. We might learn quickly those visitors don’t
convert into people who take action.”
Miller also advises marketers to avoid vanity metrics
or “cost per metrics.” “Vanity metrics are metrics that
sound good, but don’t have a tie-up to the business,”
Miller says. “The number of impressions, number
of people who registered for an event, those are
examples of vanity metrics. … I’ll say avoid cost per
metrics, when you frame marketing in terms of cost,
you’re telling the world you’re a cost center.”
Instead, marketers should focus on what Miller calls
“outcome metrics.” “You want to reframe around the
business metrics that other executives, non-marketing
executives, are going to care about, which at the core
comes down to impact on pipeline, revenue, and
profit,” he says.
eisenberg agrees. The key metric for her at MongoDB
is related to marketing’s ultimate impact on the
business. “It’s marketing sourced pipeline,” she says.
“I mean ultimately it’s revenue, but if it’s specific to
marketing then it would be sourced pipeline or even
influenced pipeline.”
Determining What Metrics Matter for You38 ›
Contents

Ask the expert: Nick
Panayi
NicK PANAyi: Metrics are very
important numbers you track
across dashboards. But that’s not
the end of the story — that’s just the
beginning. Analytics is really about the
investigation — the so what? Analytics
help you drill deeper into the metrics
and understand the variables at play so
that you can identify actions to take to
meet your business objectives.
PANAyi: I’d say the ratio between
Marketing Qualified Leads (MQLs) to
Sales Accepted Leads (SALs). This is
a very important hand-off. If you fail
at the hand-off you lose credibility
with sales. We treat this hand-off very
carefully and actually spend a lot of
energy shooting holes into our own
leads before we give them to sales. We
qualify, we put humans on top of it, we
double qualify and handhold leads to
make sure that ratio stays in the mid
80’s to 90 percent.
most important?
PANAyi: Start by asking yourself, “What
does success look like for the business?”
Are you looking to grow the base or get
deeper into your existing base? Are you
looking to move into other regions or
raise brand awareness for the business
as a whole?
After you’ve identified the strategic
goals for the business you can then
determine as a function what is most
important to measure.
Also, it’s always a good call to sit down
with your CMO and see what success
looks like from their perspective.
What would you
say are the critical
upper funnel metrics every
company should be
looking at?
PANAyi: Brand awareness is key to the
upper funnel. If the right businesses
don’t know who you are, you’re already
in the hole.
The other important metric at the top of
the funnel is engagement. engagement
can be defined many different ways
by many different people. We look at
the various avenues we try to reach
you, the tactics leveraged to engage
you across all channels and then
segment our marketing across varying
degrees — very engaged, engaged
and not engaged. It’s critical we move
prospects from the last bucket to the
other two.
(Continued ... )
anayi
Head of Digital Marketing and Global Brand, CSC
Ask the Expert
Brand awareness
is key to the upper
funnel. If the right
businesses don’t
know who you are,
you’re already
in the hole.
Ask the expert: Nick Panayi39 ›
Contents

Ask the Expert
What would you say are the critical lower funnel
metrics every company should be looking at?
PANAyi: An important metric is tracking your ability to create
qualified pipeline for the sales team through direct marketing
initiated actions, aka the marketing sourced funnel.
Another critical metric to track is the marketing influenced
funnel. There are companies the sales team is already
engaged with but there are always individuals from those
companies engaging with your marketing campaigns.
even though you can’t claim marketing as the source, it’s
important to track what you’ve influenced with which
campaigns. Marketing influenced pipeline is important for
not only credibility to sales but also identifies what marketing
activities complement the engagement with sales.
How often do you check data and
adjust marketing?
PANAyi: every single morning before my morning coffee.
We use GoodData as the aggregator of multiple feeds from
platforms like Salesforce CRM, eloqua and Adobe. This live
dashboard is what I call the “single version of truth.” We have
this dashboard segmented by key metrics categories like
leads funnel, campaign performance, content ratings, web
stats, social engagement, etc. I’ll scan these visual indicators
for outliers right away, every day and demand the same of
everyone on my team.
To hear more from Nick on all things marketing,
visit his blog.
anayi
(Continued)
Ask the expert: Nick Panayi40 ›
Contents

The Power of Customer Metrics
Power
The
trics
10
of

The Power of Customer Metrics
One area that is often ignored is customer metrics. Far too often,
marketers are compensated based on new business, and so they focus
on driving prospects through the funnel. And of course, that means
they’re focused on metrics that measure driving new customers.
But engagio’s Miller makes the case the
marketers should introduce metrics that
measure success with customers, such as
customer retention, win-back, upsell, and
cross-sell. Marketers can build content and
event programs that focus on maintaining
relationships with current customers — or
better yet with a company’s best and most
profitable customers.
“One of the biggest problems I see in
marketing departments today is the fact that
marketers are compensated and measured
primarily only on new business and as a result
the vast majority of the marketing budget
is to provide new business programs,”
Miller says. “If you look at most companies,
especially anybody that has any kind of
recurring revenue, a vast majority of actual
revenue comes from the current customers,
both in terms of renewal and expansion.”
While traditional funnel metrics, such as
awareness, for instance, are ill-suited to
measuring customer retention, there are
metrics that do gauge customer satisfaction.
Companies can measure the percentage
of customers reached or engaged with
marketing’s content or events. Additionally,
as mentioned above, companies can
measure marketing’s impact on customer
retention, win-backs, upsell, and cross-sell.
Net Promoter Score is one of the most
popular customer-focused metrics. In its
simplest form NPS, which was developed by
Fred Reichheld of Bain & Company, asks its
customer base one simple question: “One
a zero-to-ten scale, how likely is it that you
would recommend us to a friend
or colleague?”
The NPS grading scale is a tough one. A
customer that answers nine or ten is viewed
as a promoter. An answer of seven or eight
is viewed as a passive. And a score of six or
below is viewed as a detractor.
To garner higher Net Promoter Scores, a
company has little choice but to improve its
products, customer service, or both. Miller
sees value and challenges in using NPS and
putting control of it into marketing’s hands.
“The challenge is probably 90 percent of
the things that you need to do to affect net
promoter are often outside of marketing’s
hands,” he says. “It’s great to put a marketing
executive in charge of leading it, but
you have to also have the organizational
alignment to be able to make the changes
that you need to do, to actually then deliver.”
The Power of Customer Metrics42 ›
Contents

Ask the expert: Jon Miller
JoN MiLLEr: Metrics tell you what’s
happening and analytics and tell you
why. For example, metrics tell you
how you did last week, last month, last
quarter and so forth. Metrics are trailing
indicators, while you leverage analysis
to get to the “why” and look towards
the future.
MiLLEr: If you only have one metric,
then measure what matters — revenue.
But I think the whole reason for an
ebook on metrics is because there
isn’t just one metric. We need insights
deeper than the final revenue
number to really build the insights
into our businesses.
most important?
MiLLEr: It depends on what kind of
marketer you are. If your deals are less
than six figures ($100,000), you’re in
the world of high velocity, what I call
“fishing with nets” or traditional demand
generation. In this case you’ll focus on
traditional waterfall metrics such as
MQLs and marketing sourced pipeline.
Now, if your deals are six figures you’re
doing what I call “fishing with spears” —
more account based marketing. You’ll
focus on metrics like the number of
accounts you have in each stage of your
cycle, the conversion rate from stage
to stage, and the velocity of movement
from stage to stage.
How would you define or
measure engaged prospects?
MiLLEr: engaged customers and leads
are more likely to buy more or refer
more. One way to measure engagement
is by tracking the minutes they spend
with us. Poking around three web pages
takes 2-3 minutes. A
webinar can take 60
minutes. A dinner can
mean 2 hours. Tracking
minutes ends up being a nice proxy
for measuring engagement.
How often do you check data
and adjust marketing?
MiLLEr: On Mondays I want to look at
the success of last week’s programs
and what we learned from them. This
is a short-term lens only works at the
top of the funnel. On a monthly basis,
I want to look at all the funnel metrics
to understand how they correlate to
pipeline contribution. But if you’re
an individual (marketing) program
manager, I guarantee you’re looking
at your programs two or three times a
day — things like email open rates or
event registration.
To hear more from Jon Miller, check
out his recent post on account-based
marketing, Here’s how you should
measure account-based marketing: The
Big 5 ABM Metrics
r
CeO & Co-Founder, engagio
Ask the Expert
Engaged
customers and
leads are more
likely to buy more
or refer more.
Ask the expert: Jon Miller43 ›
Contents

Conclusion
When used properly and regularly, metrics and analytics can have powerful impacts on
a company’s overall performance, not just on its marketing. Metrics and analytics are
essentials for marketers, because:
• You need to prove the value of your efforts.
• You need to align your goals with metrics that matter
and use analytics to measure and report on these.
• By addressing the full funnel, you can help ensure
an active pipeline and higher revenues.
Today, effective marketers are taking the
raw data of metrics and using analytics
to transform that information into good
decisions for their businesses. Making the
most of the data requires a broad effort. “It’s
people, process, technology,” MongoDB’s
eisenberg says. “We have to have the right
technology, we have to have the right
process, and then we have to train
the people.”
The bottom line is that data is critical. “If
you want to win an argument in marketing,
bring data,” says Orbit Media’s Crestodina.
“Data is the trick and evidence is the key to
winning every argument in the professional
workplace. And everyone likes to be right.”
And while data is essential, so are the people
to analyze it. “I can talk to you about tools
all day long,” CSC’s Panayi says. “If you don’t
have smart individuals at the end that know
what to do with that data, well, they haven’t
figure out the robot that does that yet.”
Conclusion45 ›
Contents

Neil Patel
Co-Founder, Crazy egg &
KISSmetrics
neilkpatel
@neilpatel
Doug Karr
Co-Founder & CMO, CircuPress
douglaskarr
@douglaskarr
Jon Miller
CeO & Co-Founder, engagio
jonmiller2
@jonmiller
chris Penn
VP Marketing Technology, SHIFT
Communications
cspenn
@cspenn
Katie Paine
Senior Consultant, Paine Publishing
kdpaine
@queenofmetrics
Jascha Kaykas-Wolff
CMO, Mozilla
kaykas
@kaykas
Adam singer
Analytics Advocate, Google
adamsinger
@AdamSinger
Justin Gray
CeO, LeadMD
leadmd
@Jgraymatter
Nick Panayi
Head of Digital & Global Brand, CSC
nickpanayi
@Nickpanayi
Brian solis
Digital Marketing Pioneer
briansolis
@briansolis
Annie cushing
Founder, Annielytics
anniecushing
@AnnieCushing
Andy crestodina
Co-Founder, Orbit Media
andycrestodina
@crestodina
Matt heinz
President, Heinz Marketing
mattheinz
@HeinzMarketing
Avinash Kaushik
Digital Marketing evangelist
akaushik
@avinash
16 Marketing Metrics Masters to Follow
scott Brinker
Co-Founder & CTO, Ion Interact
sjbrinker
@chiefmartec
Meagen Eisenberg
CMO, MongoDB
meageneisenberg
@meisenberg
16 Marketing Metrics Masters to Follow46 ›
Contents

Today, LinkedIn members number more than 400+ million
professionals. That’s over one-half of the 600 million
professionals on the planet, representing the largest group
anywhere of influential, affluent and educated people.
For more information, visit marketing.linkedin.com

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