EXCEEDING EXPECTATIONS: A PMM SUCCESS STORY.

The results are in! This case study delves into the end-of-year figures that showcase the achievements of Product Marketing (PMM) within the past financial year (FY) at Operance.

By exceeding key performance indicators (KPIs) across all areas – marketing ROI, cost per acquisition (CPA), cost per lead (CPL), lead generation, brand awareness, and website traffic – PMM played a pivotal role in driving significant business growth.

In today's competitive business landscape, measuring marketing performance is essential for optimising strategies and achieving desired outcomes. This annual PMM KPI report sheds light on how Operance effectively leveraged key performance indicators (KPIs) to drive marketing success and exceed expectations in various domains.

Marketing ROI Surpasses Target.

Planned ROI: Maintain a minimum ROI of 4.
Actual ROI: Achieved an impressive ROI of 4.71, surpassing the target.
Change: Exceeded the planned ROI by 0.71.
Status: 118% of target achieved, indicating exceptional performance in generating sales compared to marketing costs.

This translates to a return of £4.71 in sales for every £1 spent on marketing activities. This impressive result highlights the effectiveness of the implemented marketing strategies in generating substantial revenue.

Cost per Acquisition (CPA).

Planned CPA: Reduce cost per acquisition to £10,000/new logo.
Actual CPA: Achieved a reduced CPA of £8,959, surpassing the target.
Change: Reduced CPA by £986 below the planned target.
Status: 112% of target achieved, showcasing efficient acquisition strategies and cost optimisation efforts.

This signifies a reduction in marketing spend required to acquire new logos.

Cost per Lead (CPL).

Planned CPL: Maintain an average overall CPL below the industry average.
Actual CPL: Achieved a CPL of £61.45, well below the industry average.
Change: Decreased CPL by £38.83 below the industry benchmark.
Status: 163% of target achieved, demonstrating cost-effective lead generation initiatives.

The cost per lead (CPL) remained significantly below the industry average at £61.45, demonstrating the efficiency of lead generation efforts.

Marketing Qualified Leads (MQLs).

Planned MQLs: Generate 846 Marketing Qualified Leads (MQLs).
Actual MQLs: Generated an impressive 3,086 MQLs, surpassing the target.
Change: Exceeded MQL target by 2,222 leads.
Status: 357% of target achieved, indicating robust lead generation strategies and alignment with sales objectives.

This surge in qualified leads provided the sales team with a robust pipeline and undoubtedly contributed to increased sales success.

Thought Leadership and Engagement.

Social Media Audience: Increased social media audience to 7,912 followers, surpassing the target of 2,500.
Blog Views: Achieved an average annual blog page view rate of 9,341, surpassing the industry average.
Speaking Opportunities: Secured five speaking opportunities, exceeding the target of two.
Webinars: Successfully hosted four industry webinars, meeting the target.

This exponential growth establishes the company as a thought leader within the industry. Furthermore, the average annual blog view rate exceeded the industry average of 600 views/month. This consistent stream of high-quality content positions the company as a trusted resource and attracts potential customers.

Website Performance.

Total Website Visits: Increased total website visits to 29,279, surpassing the target of 14,976.
Organic Search Traffic: Achieved a 20% increase in website visits via organic traffic.
Direct Traffic: Achieved a 20% increase in website visits via direct traffic.

The PMM team played a crucial role in driving a 196% increase in total website visits compared to the previous FY. This significant growth can be attributed to successful strategies across organic search optimisation (SEO), paid search campaigns, and efforts to increase direct traffic.

Conclusion.

By meticulously tracking and optimising key performance indicators, Operance not only met, but exceeded expectations across various marketing domains.

From driving high ROI and efficient acquisition to establishing thought leadership and enhancing website performance, our strategic approach to KPI management has propelled us towards greater success and market leadership. Moving forward, we remain committed to continuous improvement and innovation in our marketing endeavours.