content rising summit 2015: making sense of the numbers - understand what to measure and how to make...

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Making Sense of Numbers: Understanding What to Measure and How to Make it Meaningful

June 17, 2015

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Panelists

Patty Foley-Reid @pattyfoleyreidDirector of Program Marketing at Veracode

Dayna Rothman @dayrothSenior Content Manager at Marketo

Andrew Wheeler@acwheeler33 Vice President, Services at Skyword

Tricia Travaline @travwinVice President, Marketing at Skyword

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PATTY FOLEY-REIDDIRECTOR OF PROGRAM MARKETINGVERACODE@PATTYFOLEYREID

PUT A MONSTER IN YOUR CORNERRadical Change in Go-to-Market Pays Off

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With Innovation Comes Risk

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by Andrew Nusca SEPT 11, 2014, 7:51 AM EDT

“With some swagger, security firm Veracode preps for an IPO”

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Business Development

Marketing to Sales Handoff

High-Value Activities

Sales

Number of Deals Won

Revenue

Sales

Number of Opportunities

Opportunity Value

Marketing

Inbound Outbound

Clear Handoff

Double the Leads

TAS Pipeline Discipline

46% vs 25%

6% vs 20%

25% vs 24%

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WE CHANGED ALL THE RULES

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Full transparency and shared reporting of pipeline activity by region, AE and accountEnabling joint marketing and sales planning & tracking at the account level

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BEFORE Inside Out

What We Say

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What We Say

AFTER Outside-In

Go Further Faster

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Go Further Faster

YIKES!Missed

OpportunityHERE!

That Was Then: This Is Now

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FEEDING THE FUNNELConversion Tracking Formula

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RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE

2013 2014

Incremental Pipeline

Marketing Activities

83% increase

52% increase

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DAYNA ROTHMANSENIOR CONTENT MARKETER AT MARKETO AND AUTHOR OF LEAD GENERATION FOR DUMMIES@DAYROTH

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Content Marketing Vision @ Marketo

• Strategic content service bureau approach:• Thought leadership and brand content• Demand generation content• Nurturing content• Customer content

• Design all programs to be measurable!

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What Type of Content Do We Create?

• Definitive guides• E-books• Infographics• Reports• Slide decks• Videos• Cheat sheets• Special projects

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Full-Funnel Content Measurement

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Top-of-Funnel Measurement

• Traffic• Downloads/leads• Social shares• Cost-per-lead• Known vs. new names• First-touch attribution• Engagement score

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Middle-of-Funnel and Bottom-of-Funnel Measurement

• MOFU:• Paid program performance• Multi-touch attribution• Nurture performance

• BOFU:• Sales usage• Customer upsell/cross-sell

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ANDREW WHEELERVICE PRESIDENT, STRATEGIC SERVICESSKYWORD@ACWHEELER33

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. . .

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Cost of Content Marketing

Revenue Generated

Cost of Content Marketing

ROI__

____

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But it’s not that simple ….

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It isn’t always about revenue;however, it is always about value

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Common Myths• Myth 1: It’s all about driving traffic

• Myth 2: If they aren’t sharing, it’s not working

• Myth 3: Time on site runs parallel to content marketing ROI

• Myth 4: No conversions? It isn’t working

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Shares

Repeat visitors

Views

Keyword Rankings

Referrals

Likes

Subscriptions

Time on site

Build Audience: Consumption Metrics

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Monetization Metrics Brand liftLeadsForm completionsReferrals PurchaseMargins

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Easier said than done. What can I show my boss today?

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It depends …What matters most to them?

1. Visibility and insight2. Continuous improvements3. Time savings4. Progress against plan

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Panelists

Patty Foley-Reid @pattyfoleyreidDirector of Program Marketing at Veracode

Dayna Rothman @dayrothSenior Content Manager at Marketo

Andrew Wheeler@acwheeler33 Vice President, Services at Skyword

Tricia Travaline @travwinVice President, Marketing at Skyword

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