B2B Marketing Blog

MPM & Reporting Cookbook: Marketing Team Reports [Chapter 2 of 5]

By Jordan Con
Oct 24, 2016

In Chapter 1, we covered the foundational marketing reports, like net new leads/contacts and touchpoint engagement for marketers doing ABM. These reports show week-to-week or month-to-month health and are valuable across departments.

Chapter 2 will cover the next set of reports — marketing-specific reports that are appropriate for senior-level marketers (executive, director), but also useful for the whole marketing team. They should also be updated monthly.

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Recipe 2.1: MQLs & Opportunities by Channel

While the foundational reports are great to share across departments, not everyone needs the same level of information. Sometimes executives or directors will only need or want monthly or weekly updates on some marketing functions, while practitioners need more frequent and more in-the-weeds reports.

Problem:

What report should marketers be using for their director and executive level members to stay informed on marketing performance by channel?

Solution:

This report highlights two key stages of the funnel, showing how marketing channels are impacting the top of the buyer funnel (leads or contacts) and the middle of the funnel (opps). Additionally, marketers can see their impact on pipeline because sales reports potential revenue at the opp stage.

Depending on whether marketing engages with prospects after the opportunity stage in your organization, pipeline revenue may be the deepest stage in the funnel that your marketing team cares about. Furthermore, if post-demo negotiations take weeks or months to close, pipeline can serve as an actionable down-funnel metric for marketing to use.

Looking at this report, CMOs or VPs of Marketing can make smart budget allocation decisions across channels.

This report takes Recipe 1.1 and then adds an opportunity report to show how demand is flowing through the funnel. The opportunity report is created similarly to the lead report. First, the Marketing Channel field is the row grouping and Touchpoint Date is the column grouping. Then the table is populated by dragging Opportunity Count into the matrix.

Recipe Ingredients

  • Marketing Channel
  • Sum of Leads/Contact Count (U-Shaped or other attribution model)
    • Lead Stage Equals MQL (optional)
  • Sum of Opportunity Count (W-Shaped or other attribution model)
  • Time Frame: Based on Touchpoint Date, Grouped by Month

Recipe_2.1.png

 

The next set of reports get into more function or role-specific data. We’ll dive into detailed reports for each marketing function in Parts 3-6 of the series, but the following reports contain information that is high-level enough that the whole team should care. Campaigns, landing pages, and where people are converting (form URL) span multiple marketing disciplines and can impact a variety of marketers.

 

Recipe 2.2: MQLs & Opportunities by Campaign

Problem:

What report should marketers be using for the marketing team to stay informed on marketing performance by campaign?

Solution:

This report gives marketers the information necessary to compare the performance of marketing campaigns. Just like marketing channels, marketing campaigns can be the row subgroup. The data from marketing campaigns is brought in from integrations with ad networks, as well as UTM parameters.

First, in a lead report in matrix format, set the Marketing Campaign field as the row grouping. Then, set the Touchpoint Date as the column grouping, and choose to group by Calendar Month if you want to see monthly buckets. Finally, you can also filter the Lead Stage to only show MQLs.

If you only want to see specific campaigns, you can add a Marketing Campaign filter and set it equal to whichever campaigns you want to see.

Then, create a separate opportunity report and follow the same instructions.

Recipe Ingredients:

  • Marketing Campaign
  • Sum of Leads/Contact Count (U-Shaped or other attribution model)
    • Lead Stage Equals MQL (optional)
  • Sum of Opportunity Count (W-Shaped or other attribution model)
  • Time Frame: Based on Touchpoint Date, Grouped by Month

Recipe_2.2.png

 

Recipe 2.3: MQLs & Opportunities by Landing Page

Problem:

What report should marketers be using for the marketing team to stay informed on marketing performance by landing page?

Solution:

An MQL and/or opportunity report will tell marketers the impact of website and content marketing efforts at these two stages of the funnel. With an opp report, marketers can even filter for closed-won opportunities to see how much revenue each specific page, including blog posts, are generating, enabling optimization for revenue and not just page views.

First, in a lead report in matrix format, set the Landing Page field as the row grouping. Then, set the Touchpoint Date as the column grouping, and choose to group by Calendar Month if you want to see monthly buckets. Finally, you can also filter the Lead Stage to only show MQLs.

Then, create a separate opportunity report and follow the same instructions.

Recipe Ingredients:

  • Landing Page
  • Sum of Leads/Contact Count (U-Shaped or other attribution model)
    • Lead Stage Equals MQL (optional)
  • Sum of Opportunity Count (W-Shaped or other attribution model)
  • Time Frame: Based on Touchpoint Date, Grouped by Month

Recipe_2.3.png

 

Recipe 2.4: MQLs & Opportunities by Form URL

Problem:

What report should marketers be using for the marketing team to stay informed on marketing performance by content download?

Solution:

This report is similar to the landing page reports (Recioe 2.3), but instead of trying to figure out what content is attracting people, it focuses on what content is converting people. This Form URL report will tell you what ebooks, whitepapers, reports, webinars, or other gated content is moving people down the funnel.

First, in a lead report in matrix format, set the Form URL field as the row grouping. Then, set the Touchpoint Date as the column grouping, and choose to group by Calendar Month if you want to see monthly buckets. Finally, you can also filter the Lead Stage to only show MQLs.

Then, create a separate opportunity report and follow the same instructions.

Recipe Ingredients:

  • Form URL
  • Sum of Leads/Contact Count (U-Shaped or other attribution model)
    • Lead Stage Equals MQL (optional)
  • Sum of Opportunity Count (W-Shaped or other attribution model)
  • Time Frame: Based on Touchpoint Date, Grouped by Month

Recipe_2.4.png

 

These are your core marketing team reports. They show marketing performance at a high enough level to inform team decision making like budget allocation. In the next few parts of this series, we will dive deeper into function-specific reports that are for practitioners.

While the reports shown in this part inform broader team level decisions, the reports in the following sections will be detailed enough for optimization and decisions at the marketing function level — including paid media, events, and content.

Be sure to subscribe to the blog to make sure you don't miss Chapter 3 or download the entire cookbook of report recipes right now by clicking below.

Marketing Performance Management & Reporting Cookbook  The B2B marketer's guide to performance management and reporting    Download Now

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