The life of a marketer isn't always easy. Despite the hours of effort you put into campaigns which raise awareness, engage audiences, and drive paying customers to your business, your job is still a mystery to many of your superiors. You may feel as if you're constantly struggling to prove the value of your job and work, which can get tiring.
What's the reasoning behind this frustrating phenomenon? Unfortunately, many higher-ups aren't totally clued in on what a marketer does.
But does it have to be that way? Not if you learn to speak the language of those you report to. Just like all of your marketing efforts are fine-tuned around the customer experience, you can design your internal communications to cater to the interests of executives and decision makers.
And why would you do that? Glad you asked, my friend.
As a marketer, you know that providing the right information at the right time is they key to building lasting relationships. Imagine what could happen if you take that concept, put a bow on it, and repurpose it as the heart of your interactions with executives. Wouldn't your presentations and conversations be more productive?
You could spend hours walking your leadership team through how many followers you gained last year and how many times your product was repinned - but those metrics contribute nothing to their understanding of how your efforts bolster the bottom line.
What a CEO is interested in is how your efforts financially contributed, in a concrete way, to the growth of your organization.
So what exactly DO you say to prove you and your job are worth keeping around?
I just came across this infographic from HubSpot, which outlines the core metrics you should be presenting to your CEO in order to prove the value of your marketing activities. These are some great talking points for meetings, and are also incredibly value to keep yourself and/or your team on track to deliver applause-worthy marketing performance:
I really like this image because it doesn't just tell you what you should calculate, it shows you how to do so. Here are a few of my additional thoughts on some of the metrics listed:
- Time to payback CAC: Telling a CEO how much the company paid to acquire a customer is important, but it's not an incredibly optimistic way to frame your results. In addition to calculating cost of customer acquisition, demonstrating how quickly that cost will be cancelled out by the customer's spending is huge. This helps an executive to understand the ROI of your marketing tactics. In order to effectively track this, you need to have a clear path from your first touch with a prospect all the way through their continued purchasing.
- Marketing originated customers: This is one of the most critical metrics to measure if you're serious about demonstrating the concrete value of your efforts. Note that this number can only be determined if your organization is utilizing closed-loop customer tracking, meaning you keep a record of where every customer originated. With that measurement in hand, you can literally prove if a single Tweet translated into a continuously loyal buyer.
What's your favorite metric listed above? Did you find a new one you'll start measuring in the future? Let us know in the comments below – and feel free to make recommendations on blog posts you'd like to see in the upcoming weeks.
PS. Love HubSpot as much as us? We're excited to say the Master Inbound course list features exclusive lessons taught by HubSpot professionals, in addition to experts from HootSuite and Wistia.