ASA Central Network

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  • 1.  Incentives for Marketing

    Posted 10-04-2020 21:18
    We are considering a new plan for our Head of Marketing, incentives/bonus based KPI's and Metrics. Such as Lead Generation metrics and positive NPS reviews. Does anyone have KPI's for their marketing staff or their marketing partners that could help us build the right metrics based plan?

    Thank you and stay safe

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    Jason Banks CPC, CSP
    EVP
    Lloyd Staffing
    Melville NY
    (631) 777-7600 x708
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  • 2.  RE: Incentives for Marketing

    Posted 10-05-2020 08:27
    Some to consider might include:

    • Customer acquisition trends - current and new.
    • Acquisitions costs for a new customer.
    • Customer attrition.
    • Engagement and conversion rates.


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    Jay Mattern
    CEO
    Villing + Company
    South Bend IN
    (574) 277-0215
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  • 3.  RE: Incentives for Marketing

    Posted 10-05-2020 08:29
    hey David,

    If you want additional perspectives.  I would recommend reaching out to Ryan Kovach.  The Visus Group also has round tables that cover marketing best practices so they could be a great resource.

    Let me know if you need help connecting with either. 

    Rob

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    Robert Mann
    Able
    Cleveland OH
    (833) 990-2253
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  • 4.  RE: Incentives for Marketing

    Posted 10-12-2020 10:25
    Edited by Jason Banks 10-12-2020 10:25
    Thank you Robert- helpful!!!

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    Jason Banks CPC, CSP
    Vice President, Direct Hire
    Lloyd Staffing
    Melville NY
    (631) 777-7600 x708
    ------------------------------

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  • 5.  RE: Incentives for Marketing

    Posted 10-05-2020 11:27
    Hi Jason,

    For our marketing team, the most important metrics is sales leads. We have an annual goal, and we monitor progress on the goal every week. For your internal head of marketing, the first question you want to ask is what is this person responsible for producing? 

    • Sales leads (you need to define what a lead is, and then do you want to count leads or job orders)?
    • Recruiting (number of inquiries or completed applications)?
    • Customer satisfaction (NPS would fall here, but likely not data that is attributable to marketing)?
    Ideally, you are rewarding your marketing person based on metrics that are as close as possible to the sale, but you may also want to develop a scorecard that considers metrics that are higher in the sales / recruiting funnel. For example:

    • Visitors to your website (total visitors, first time visitors, repeat visitors, time on site, # of pages visited)
    • Social media engagement (likes, shares, traffic to your site from social)
    • SEO performance (traffic to your site from search engines, number of keywords for which you are ranking)
    • Content downloads and/or opt-ins (newsletters, job alerts, etc.).
    • Number of job applications
    • Number of "touches" with existing clients / candidates
    Another way to look at the performance of your marketing is based on evaluating efficiency of your marketing and recruitment marketing investment (Jay suggested some of these). For example:

    • Cost per sales lead / job application
    • Cost per client sold / candidate placed / qualified candidate
    • MSLs converted to SQLs
    I wish there was one easy answer to your question. The best approach may be to develop a weighted scorecard that gives the heaviest weight to closes to the sale metrics and then provides credit for those higher in the sales funnel numbers.

    Lastly, try to keep it as simple as you can (which may be in direct conflict with the last sentence I wrote!). The easier the numbers are for everyone to understand (and collect), the easier they will be to manage.

    Hope this helps!

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    David Searns
    CEO
    Haley Marketing | 888.696.2900
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  • 6.  RE: Incentives for Marketing

    Posted 10-12-2020 10:27
    David,
    Always helpful, great info here for me and I am sure everyone. We think marketing is critical right now!

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    Jason Banks CPC, CSP
    Vice President, Direct Hire
    Lloyd Staffing
    Melville NY
    (631) 777-7600 x708
    ------------------------------

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  • 7.  RE: Incentives for Marketing

    Posted 10-07-2020 09:38
    Whatever you do, Jason, don't overcomplicate things! Start small and develop this as experience and results dictate. There are too many staffing firms that have bought into the notion that more technology, programs or gimmicks will solve all of their problems. Instead, they end up creating more complexity and confusion instead of solving the issues at hand. Move forward incrementally, be aware of where you have been, where you are now and where you are headed, and move smoothly and deliberately. The tortoise beats the hare every time!

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    Jay Mattern
    CEO
    Villing + Company
    South Bend IN
    (574) 277-0215
    ------------------------------

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