Beruflich Dokumente
Kultur Dokumente
This first section is purely for educational purposes to help you to achieve the best outcome possible for
using this template and prepare for common questions you may hear when presenting metrics.
Audience
(Persona)
Marketing
Objectives
Upper Funnel
Lower Funnel
Metrics
Benchmarks
Analytics
Impressions
Clicks
MQLs
SAOs
Company,
competitive, or
industry
averages
Recommended
action to improve
performance
against
benchmarks
TOFU
BOFU
Top of Funnel
campaigns
are an active part in
prospect education
throughout the buyers
journey. Examples
include brand
awareness, product
launches, increasing
traffic, increasing
engagement, and
shifting perception
Bottom of Funnel
campaigns
are aimed at audiences
who have implicitly or
explicitly expressed an
interest in your brand.
Examples include driving
leads, event or webinar
sign-ups, or demo requests.
BOFU OBJECTIVES
TOFU OBJECTIVES
TACTICS
METRICS
TACTICS
METRICS
Email Marketing
Email Marketing
Display Ads
Display Ads
Search Marketing
Branded search
Search Marketing
PR
PR
Organic Social
Media
Gated Long-form
Free Written
Content
Content Webinars
Rich Media
Content
Demos / Trials
form fills, leads, cost per lead, SAOs, SQOs, close rate, revenue,
retention rate
Dashboards
(Delete this slide once presentation is created)
These two dashboards are intended for internal audiences. Use these when you have
meetings where you need to present the success of your content marketing programmes.
Recommendations for getting started:
Your marketing team or managers may be interested in the nuts and bolts of a
campaign or channel performance. The first slide is designed for situations where you
share need a lot of details.
Executives and sales teams are generally focused on overall performance and lead
generation. The second slide is intended to share highlights.
Regardless of which slide you use, edit the headline to focus on a main action you want
the audience to take or the single key point they should remember.
Social
LinkedIn Sponsored
Content
LinkedIn Sponsored
InMail
Twitter
Search
Google
IMPRESSIONS
CLICKS / CTR
COST
MQLS
CPL
ACTUAL
PLAN
Inquiries
MQLS
SQOS
PACING
RECOMMENDED
ACTION