#RockTheRev

Measuring Thought Leadership

Impact with Marketo Heidi Bullock, Sr. Director Marketing, Ingenuity Systems

#RockTheRev Proprietary and Confidential 29

Overview

Thought Leadership as a Program

Challenges

Using Marketo: Lead Scoring and Engagement Index

Discussion: Impact and Benefits

#RockTheRev

Thought Leadership What

Proprietary and Confidential 30

Blue

is the

new

Black

…

#RockTheRev Proprietary and Confidential 31

Thought Leadership Drives awareness – prospects and current customers

PR

OSP

ECTS

CU

STOM

ERS

#RockTheRev

Thought Leadership: Create Proof Points Key Assets and Actions to Educate Prospects Throughout the Sales Cycle

Awareness/Lead Gen

Interest

Desire

Action

MARKETING-SALES FUNNEL A PROOF POINT Consists Of:

•press release or bylined article

•website or blog piece

•conference talk

•targeted email

•seminars

•one-pager

•targeted landing pages (for key areas)

•Advertising (ex: banner, PPC)

•key publication / targeted bibliography/

customer quote

•webinar

•video

•application note

•white paper

•use case for onsite presentation

•examples where other labs have succeeded

either via novel discovery, publication, etc.

•sole source justification doc

•IT documentation

•training videos

•step by step 'how to' guides

•regional trainings to get better in the

application

1

2

3

4

#RockTheRev Proprietary and Confidential 33

Thought Leadership How do you measure impact?

#RockTheRev Proprietary and Confidential 34

The Challenges

How do you measure collective impact of thought leadership - not just one tactic independently?

Need to be able to show: What works, what does not, trends.

It’s EXPENSIVE - so it better be good and you better be able to show value.

#RockTheRev Proprietary and Confidential 35

Our Approach

Create dashboard we could report on monthly with Sales and other key stakeholders

Create ‘engagement index’ based on lead scores from Marketo

Track engagement using Marketo – is the content we are delivering engaging prospects?

#RockTheRev Proprietary and Confidential 36

How Did We Do It?

Dashboard a-la-Excel Step 1: Collected two sets of metrics - ‘overall’ and

‘specific’

Overall = our category to capture broad metrics like Facebook likes, Twitter followers, publications that cite our products, etc.

Step 2: Set baseline and targets. You have to start somewhere!

#RockTheRev Proprietary and Confidential 37

How Did We Do It?

Dashboard a-la-Excel Step 3: For ‘specific’ metrics, report on engagement –

based on lead scores for specific activities using Marketo

Specific = our category to capture behavioral and demographic metrics for prospects and current users.

• Examples: – Behavioral:

» Clicks link in email

» Fills out form for white papers

» Visits product-specific page

– Demographic:

» Had data to analyze now (i.e. had need now)

» Working with a particular technology platform

» Three top job titles

#RockTheRev Proprietary and Confidential 38

How Did We Do It?

Dashboard a-la-Excel Step 4: Assign lead scores – behavioral and demographic.

Do this with Sales.

Step 5: With the lead scores, we created an ‘engagement index’ – here ‘62’ represents a very engaged prospect.

#RockTheRev

How Did We Do It?

Step 6: Set up Smart Lists in Lead Database Simple data pull from Marketo and input into Excel done

at the end of each month

Proprietary and Confidential

1

2

Set up Reporting

Have segments here

Run monthly

#RockTheRev Proprietary and Confidential 40

How Did We Do It?

Dashboard a-la-Excel Step 7: Measured engagement based on key market

segments and user type. Rolled data up monthly.

Example

Yearly Summary

#RockTheRev Proprietary and Confidential 41

Results

Graph engagement

ENGAGEMENT INDEX = indicator for us to measure engagement of users and prospects

Consider impacts of seasonality with Segment

A:

Activities in the summer were not ideal,

worked better in early half of year and

Sept/Oct

Seasonality non-issue with Segment B:

This was a newer target market for 2011, did

well engaging prospects over time.

New webinar series was popular and was the

best vehicle for engagement.

example

#RockTheRev Proprietary and Confidential 42

Putting it all together Measurement: Business Impact

46% of valid leads were

highly engaged, had

lead score > 20

Identify the leads with

the highest scores,

calculate the % that

converted

Can help you assess

your TL program and

calculate impact

example

#RockTheRev Proprietary and Confidential 43

How This Method Can Be Used

How is your content strategy for TL working for a particular segment ?

Which marketing activities are best for engagement?

Can you optimize the right mix of activities per segment?

How does seasonality impact efforts?

Are you doing a better job bringing in higher quality leads? (trend lead scores, map to conversions)

#RockTheRev Proprietary and Confidential 44

Steps to Implement

It’s really easy with Marketo! 1. identify what are the key things you can measure

• Fills out form (ex: for white paper)

• Email clicks

• Visiting a key webpage

2. set goals and lead scores – do this with sales and iterate overtime based on results

3. simple is fine – we did this with 2 people

4. offers consistent methodology for reporting