When working within the marketing arena, it’s easy to see why our job is necessary. It’s also easy to see how marketing effects sales growth and then ultimately the overall success of a company. Unfortunately, for some executives, marketing appears to be an ambiguous Goliath and well… Risky. Marketing campaigns are used with fingers tightly crossed and KPI’s are looked at with a stretch. This way of thinking leads people to distrust the marketing process.
The only way UpTurn has been able to effectively kill this way of thinking is to focus on the numbers, the bottom line. Our attention targets each metric that is most important to the project. But not only that, we explain our results in a way that relates to the company receiving the information. Want to know our secret? We’re going to break it down piece by piece, starting below.
How do we prove ourselves?
When it comes to proving our worth, we need to look at all past campaigns. From there, we can extract a ton of useful information that can be distilled into concrete numbers. These numbers are our best friend.
One of our most favorite metrics to analyze derives from our CRO campaigns. We use our sister company, Picreel, to support customer conversions. It doesn’t stop there. UpTurn also tracks how long it took your campaign to create sales, how different campaigns compared against similar audiences, and even the response to social media campaigns. However, none of this will matter if you don’t use your numbers properly.
Much like proving the bottom line to our clients, we must show our analytics to skeptical executives, so that companies invest in their own brand.
Zone in on what they want to see.
It’s easy to show a campaign’s conversion rate, and we all know that a sales executive loves, but will your CFO care? All they really care about is the actual bottom line: how much did it cost, and how much money did it make? That’s why, when you’re asked to show your results, you need to think about who’s asking.
- What department they work for
- What are their motives
- If they’re looking to coordinate with you
- If they’re looking to discredit you
These are all important factors in deciding what to show them. The last two are particularly important because they can help you deliver the same metrics in a different light, so that no matter what, you will always look good.
How will marketing help the company?
Once you’ve collected your past data, you’ll need to apply that to the future. This is the most important step in establishing our marketing strategy’s credibility. Show exactly how your KPIs are going to benefit the company’s success. If you can show how the company will drive forward through your efforts, you’ve done your job.
The ultimate job of marketing is to make a company money. However, this is usually done in a roundabout way, by creating visibility. We have to destroy the ambiguous nature of our contributions.