content rising summit 2015: making sense of the numbers - understand what to measure and how to make...
TRANSCRIPT
#ContentRising | 1
Making Sense of Numbers: Understanding What to Measure and How to Make it Meaningful
June 17, 2015
#ContentRising | 2
#ContentRising | 3
#ContentRising | 4
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
#ContentRising | 5
PATTY FOLEY-REIDDIRECTOR OF PROGRAM MARKETINGVERACODE@PATTYFOLEYREID
PUT A MONSTER IN YOUR CORNERRadical Change in Go-to-Market Pays Off
#ContentRising | 7
With Innovation Comes Risk
8
by Andrew Nusca SEPT 11, 2014, 7:51 AM EDT
“With some swagger, security firm Veracode preps for an IPO”
#ContentRising | 9
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%
#ContentRising | 10
WE CHANGED ALL THE RULES
#ContentRising | 11
Full transparency and shared reporting of pipeline activity by region, AE and accountEnabling joint marketing and sales planning & tracking at the account level
#ContentRising | 12
BEFORE Inside Out
What We Say
#ContentRising | 13
What We Say
AFTER Outside-In
Go Further Faster
#ContentRising | 14
#ContentRising | 15
Go Further Faster
YIKES!Missed
OpportunityHERE!
That Was Then: This Is Now
#ContentRising | 16
FEEDING THE FUNNELConversion Tracking Formula
#ContentRising | 17
RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE
2013 2014
Incremental Pipeline
Marketing Activities
83% increase
52% increase
#ContentRising | 18
DAYNA ROTHMANSENIOR CONTENT MARKETER AT MARKETO AND AUTHOR OF LEAD GENERATION FOR DUMMIES@DAYROTH
#ContentRising | 19
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!
#ContentRising | 20
What Type of Content Do We Create?
• Definitive guides• E-books• Infographics• Reports• Slide decks• Videos• Cheat sheets• Special projects
#ContentRising | 21
Full-Funnel Content Measurement
#ContentRising | 22
Top-of-Funnel Measurement
• Traffic• Downloads/leads• Social shares• Cost-per-lead• Known vs. new names• First-touch attribution• Engagement score
#ContentRising | 23
Middle-of-Funnel and Bottom-of-Funnel Measurement
• MOFU:• Paid program performance• Multi-touch attribution• Nurture performance
• BOFU:• Sales usage• Customer upsell/cross-sell
#ContentRising | 24
ANDREW WHEELERVICE PRESIDENT, STRATEGIC SERVICESSKYWORD@ACWHEELER33
#ContentRising | 25
#ContentRising | 26
. . .
#ContentRising | 27
Cost of Content Marketing
Revenue Generated
Cost of Content Marketing
ROI__
____
#ContentRising | 28
But it’s not that simple ….
#ContentRising | 29
It isn’t always about revenue;however, it is always about value
#ContentRising | 30
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
#ContentRising | 31
Shares
Repeat visitors
Views
Keyword Rankings
Referrals
Likes
Subscriptions
Time on site
Build Audience: Consumption Metrics
#ContentRising | 32
Monetization Metrics Brand liftLeadsForm completionsReferrals PurchaseMargins
#ContentRising | 33
Easier said than done. What can I show my boss today?
#ContentRising | 34
It depends …What matters most to them?
1. Visibility and insight2. Continuous improvements3. Time savings4. Progress against plan
#ContentRising | 35
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
#ContentRising | 36
Thank youPlease share your feedback with us:
http://j.mp/crsummit8