Proving the Impact of Marketing on Revenue and Lead Gen

CHALLENGE

Mitsubishi Electrical Power Products (MEPPI) knew that their marketing efforts were having a positive impact on the business. However, they needed a solution that would allow them to connect the dots between marketing spend, sales opportunity, and closed business to effectively communicate their ROI story and continue evolving strategic marketing mix and content marketing efforts.

ACTIVITY

We understood that based on MEPPI’s business model, measurable results came from better connecting qualified leads, opportunities and sales revenue back to Marketing ROI.

An initial audit revealed that the MEPPI team had data within their MarTech systems but needed to refine systems structure and marketing data models to develop effective build channel-centric ROI reporting.

We helped the MEPPI team think through and implement the following key areas that lead to enabling their ROI reporting:

• A consistent data structure and model for lead sources across systems
• A data cleansing strategy and ongoing data hygiene automation
• Lead source automated processing to ensure data consistency by aligning Salesforce with Pardot campaigns
• Salesforce Campaign Influence setup, driving first touch and last touch attribution to effectively identify ROI by channel
• First touch, last touch KPI reporting dashboards

RESULTS

• Led to realization of a 17% Increase in marketing-generated leads
• Revealed a 169% increase in opportunity revenue attributable to marketing
• ROI insights by channel allow the redirection of budget to the most effective campaigns

CLIENT INSIGHT AND IMPACT

With our marketing dashboard, we can determine what campaigns and lead sources are most cost-effective in generating leads, as well as our lifetime marketing influence of these leads. This allows us to allocate resources to increase the impact of our marketing initiatives.