Brian Kardon
December 14, 2018

110: Here’s How to Make Your Marketing Metrics Work For You

Guest: Brian Kardon - Chief Marketing Officer, Fuze

Top 10 Global CMO for companies worth over two hundred and fifty million, top 15 CMO on Twitter by Social Media Marketing Magazine, and top 50 most influential people in sales lead management – just some of the accolades that CMO Brian Kardon has earned over decades of cutting through in marketing. Now, as the CMO of Fuze, a cloud-based communications business, he is continuing to cut through by using his vast knowledge of sales and marketing metrics. On this episode of Renegade Thinkers Unite, you’ll learn how to build a seamless demand gen engine, and how to focus on the metrics the matter. Brian and Drew also discuss how you can understand your clients’ perceptions of your brand, and how AI is going to influence the way people create marketing initiatives.

Brian’s insights are ones not to be missed – you’ll walk away with a deeper understanding of marketing metrics and so much more.

Click here to listen to the full story.

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What You’ll Learn

How do you know when your marketing is working?

Understanding how your marketing is benefiting your business is often the top priority for both CMOs and CEOs. By using the best marketing metrics for your type of business, you can stay focused on those that matter – a avoid becoming distracted by those that don’t. Brian explains the 3 main metrics he always looks for when evaluating the success of marketing efforts:

  1. Net new pipeline contributions
  2. Total marketing-influenced leads
  3. Total number of closed bookings

These 3 metrics combine to give you data that’s actually worth examining. Learning what marketing metrics work best for you and your company is a process, but it is 100% worth the investment of time and energy.

Handling the micro-marketing metrics is just as important as the big-picture metrics

Understanding the value of both micro and macro-marketing metrics will allow you close sales at both ends of your customer spectrum. Whether you’re examining data on a $1 million contract or securing a $12,000 sale, your marketing metrics are invaluable. For example, a micro-metric will allow you to see how much time a visitor is spending on certain segments of your website, while a macro-metric goes into greater depth on what types of content a specific type of client is looking at and downloading. Brian encourages other CMOs to not forget about either one when creating a roadmap for future marketing efforts.

Use these 2 metrics to help understand your clients’ perception of your brand

There are 2 main questions Brian uses to help him understand his clients’ perceptions of his brand. They are:

  1. The net promoter score of the brand’s product(s)
  2. The level of customer satisfaction with the sales and marketing process

When conducted by third-party companies, these two marketing metrics shed new light on your entire pipeline process and buying experience. For the full explanation behind these metrics, don’t miss this episode of Renegade Thinkers Unite.

Timeline

  • [0:30] Here’s why you need to be paying attention to Brian and his team at Fuze
  • [13:37] How do you know when your marketing is working?
  • [27:14] Handling micro-measurements vs. measurements that help close a sale
  • [36:19] Understanding your customer’s perceptions of your brand
  • [39:19] Use THESE metrics when presenting to the CEO and board
  • [42:43] Lifetime value, customer acquisition costs, and customer retention
  • [48:26] Using artificial intelligence in customer acquisition and marketing metrics

Connect With Brian:

Resources & People Mentioned

Connect with Drew

Quotes from Brian Kardon

Marketing usually has a few slides on most board decks. and the critical thing I think about is to show proper alignment with sales.
No salesperson is going to be able to maintain relationships in more than two or three contacts at that account, so what marketing can do is broaden out the relationships.
I care about two things when it comes to the simplest metrics: pipeline creation, and bookings that closed that were sourced by marketing.

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