marketing roi or marketing waste? | veelo
Post on 15-Apr-2017
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Agenda
• The Importance of Measuring ROI
• Content Creation Tips
• Usage Tracking Tools and Processes
Have you ever thought or said:
“We have lots of marketing content, but I don’t know what is being used and what isn’t.”
“How do I prove the value and ROI of our marketing content to our CFO?”
“Sales content isn’t always using the approved messaging and branding.”
You Need to Measure Content Impact
You can’t know where you’re going until you know where you’ve been.
You can’t make improvements until you know what’s working and what’s not.
4 Stages of Measuring ROI
How Much/ What
Content
Content Usage
Feedback: What
Works?
Empirical Data: What
Moves Deals?
Best Practice #1Shorter is Better
• 3-5 minute bites
• Approx. 150 words
per page
• Avoid long, passive
viewing
Best Practice #2Make It Interactive
• People forget 90% of
what they've learned
within a week
• Interactive exercises
that engage different
senses boost memory
Best Practice #3Modularize & Organize
• Break complex
subjects into sub-
topics
• Group related topics
• Short bursts, not
marathons!
Best Practice #4Centralize & Keep Current
• Maintain seller confidence that this is
their trusted source
• Sync with content repositories to save
time manually updating
Best Practice #5Integrate with your sellers’ workflow
• Put content in your CRM,
• Use a relevance engine so
content find your sellers
(instead of vice versa)
• Minimize disruptions and
interruptions
• In-context support most
effective
You already track prospect content engagement and usage…With your marketing automation, SEM and social media tools.
By integrating with your CRM, you can:
• Correlate content usage with sales stage
• Find out which pieces help close deals
And by integrating with your MAP, you can:
• See what your sellers share with prospects
• Track prospect engagement from there
• 20-50% improvement in sales competency and confidence
• 25% + improvement in sales productivity and effectiveness
• Award winning product design
• Integrates with your existing workflow and technology
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