How to fix six failing marketing metrics your CEO actually cares about What's new with Google I owe and Facebook ads Cool ideas of the week including tips and insights on viral videos SEO content marketing and entrepreneurship My name is Rajeev Perique and this is the marketing best of the week How to fix Failing marketing metrics your CEO actually cares about this is by John Benini in a guest post on HubSpot to discuss Key marketing metrics and what to do about them as outlined by CMO John Voby Here are the metrics number one customer acquisition cost or cack This is inclusive of all spending including sales marketing salaries Media spend the whole thing if this numbers too high you need to look at the sales process at length and the sales labor cost Associated with it you may need to more clearly define what a qualified lead is and change who does the nurturing Marketing should look to provide more targeted and segmented content to nurture and shorten the sales cycle Number two ratio customer lifetime value to customer acquisition cost or LTV over a cack Remember customer lifetime value is all the gross profits over time discounted back to today Now when you assess this ratio You may think a number like six to one is terrific, but in fact it may mean that you're under investing in sales and marketing Leaving yourself open to competitors If it's one to one you may be losing money on every single sale So you'll want to reevaluate your term rate and your pricing and do analytics on what aspects of your customer acquisition And delivery process are actually performing And with read time to pay back cack This measure impacts cash flow if it's too long you need to take a deep look at your pricing and Analyze your marketing automation strategy How are your prospects digesting and engaging with your content? Develop more targeted workflows to nurture leads effectively and speed up the process Number four marketing originated percentage of leads and number five marketing assisted percentage of leads Typically you want 40 to 80% of leads to be originated by marketing You also want those leads assisted by marketing at a much higher level If not your sales cycle will be much longer and much more expensive than they could be In both cases work closely with sales to break down the lead process and look to buttress your content Personas segmentation and scoring This article helps give marketers insight on what their executives care about so check it out What's new from Google and Facebook? From the Google I.O. Conference there were significant product announcements that marketers need to be aware of First with Google plus there were 41 new features capabilities like bigger pictures related hashtags and Photo related features like auto backup auto highlight auto enhance and the aptly named auto awesome Hangouts has been redefined it goes beyond video group discussions to be at multimedia messenger with text photos and videos across the web Android and iOS Google Maps has been rebuilt from the ground up and integrates Google Earth and Street View You can now tailor maps for each search and click it incorporates Zagat badges restaurant reviews and offers new for Facebook user generated video ad units coming through a partnership Between social rich media platform moon toast and user generated video platform video genie marketers can feature and promote user generated video testimonials and stories from brand advocates within Native ad units in users Facebook news feeds This is announced and to be available shortly The bottom line with this is that users can now create and start in their own brand ads and brands can promote Check out both announcements and now our segment cool ideas of the week three viral videos and why they succeeded First doves real beauty sketches video which got over 68 million views in a month The campaign offers a powerful message about women and their perception of their own beauty It succeeds because it's something you are definitely going to root for Second the Jeff Gordon Pepsi Max prank was succeeds by going beyond typical elements of surprise and hilarity to exhilaration Third there's the Very well-known wealth inequality video It succeeds because it's not only so unbelievable. It's actually true from the four square article three types of specials that retailers can use First the swarm special when over 15 people show up they get free time on a game console Second the friend special when two people check in they get their appetizer for free Then there's the loyalty special where after your fourth visit or fourth check in you get a free t-shirt For SEO map cards has an article in video about the upcoming panda two-dollar release It'll have a number of important changes including devaluing Advertorials especially those that are not clearly marked They'll also be working on making link buying less effective. Here's some content marketing stats from demand metric Did you know that 25% of marketers budgets go towards content marketing 91% of B2B firms and 86% of B2C firms use content marketing Content marketing costs 62% less than traditional marketing And B2B firms use an average of five social media channels to promote their content And a special call out to tycon 2013 as many you know it's the world's biggest entrepreneurial conference I want to thank them for having a great youth program which inspired my third year old daughter And I hope it laid the seeds for her to do something big in the future I also want to appreciate them for having Chris Anderson speak He got me to check out Sundays maker fair up in San Mateo with my 10-year-old son He and I were able to get hands-on experience with the new 3D printer driven manufacturing revolution Thank you for joining us this week. 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