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Season Summary: Measure the Missing Middle | Maddie Kessel, Phoebe Noce, and Ellen Schwartze (Knotch)

This season we heard several examples of how marketers prove the return on investment for their marketing programs, vids, demos — you name it. Phoebe Noce and Maddie Kessel join Ellen to review some of the most tangible takeaways. As marketers stare down warnings of a recession, it’s crucial we get the data right to garner trust within the org and support our work when budget talks heat up.

At some point someone will come to you and ask, “Is it working?” and marketers need to reply with metrics that align to the organization’s goals.

Outline of the discussion & links to references in this episode…

(00:49) – How and why do you need to prove your marketing is working?
(03:44) – Avi Bhatnagar: Be closely tied to the success metrics; how do your efforts impact the bottom line?
(05:51) – Which business outcome can marketing make the biggest impact on? Start there.
(07:17) – Look at the audience journey: What’s driving action?
(09:14) – You need to make sure that most of your dollars are working for you.
(09:57) – Corrina Owens: Know how your campaigns compare to the status quo or a control group
(11:51) – There’s a mismatch between the tools and the metrics for measuring marketing
(13:03) – Up until now people have used proxy marketing metrics
(15:01) – Blake Strozyk: Leading metrics to watch to determine if your program is working
(16:17) – You can SEO until the cows come home, but it’s not worth it without revenue at the end of the journey
(21:29) – Phoebe thinks about customer journeys a lot
(22:54) – What touchpoints are actually moving the audience forward?
(25:22) – How do you keep audiences engaged?
(26:46) – How do you communicate ROI to non-marketers?