measuring the impact of content marketing on your pipeline

Measuring  The  Impact    Of  Content  Marke7ng    

On  Your  Pipeline  

#TargetedContent  

#TargetedContent  

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#TargetedContent  Demand  Gen  Report:   @DG_Report  

Curata:   @GetCurata  

Vidyard:   @Vidyard  

About  Demand  Gen  Report  

@DG_Report http://linkd.in/DG_Specialists

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#TargetedContent  

Panelists   MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Michael Gerard,CMO, Curata

www.curata.com@MichaelGerard

Joe Gelata,Demand Generation, Vidyard

www.vidyard.com@RevenueEngineer

Measuring the Impact of Content Marketing on Your Pipeline!

Explorers & !Content Marketing!

•  Require upfront investment!!

•  Fraught with peril & failure-prone!!

•  Have to face plenty of skeptics!

•  Take you into uncharted waters!!

•  But can pay off big as well!

@GetCurata

@GetCurata

“ 7 1 % o f m a r k e t e r s a r e i n c r e a s i n g !i n v e s t m e n t i n c o n t e n t m a r k e t i n g . ” !

- C u r a t a 2 0 1 4 C o n t e n t M a r k e t i n g P l a n n e r !!

@GetCurata

“ 8 5 % o f B 2 B m a r k e t e r s f a i l !T o c o n n e c t c o n t e n t a c t i v i t y t o b u s i n e s s v a l u e – a n d , a s a r e s u l t , f a i l t o r e t a i n c u s t o m e r s o r w i n

t h e i r l o n g t e r m l o y a l t y . ” !- F o r r e s t e r !

The solution to date has been to increase content production and promotion . . .!

73% of B2B marketers are producing more content than they did one year ago... and using an average of 13 content tactics. !

- MarketingProfs / Content Marketing Institute!

@GetCurata

But Time is Running Out…!

•  Scarce resources need better allocation!•  Great content marketing results are hard to come by!•  Investors demand to see a return!

@GetCurata

It’s Time to Raise the Performance Measurement Bar!

@GetCurata

Consumption Metrics!

“The most success I've had is looking at conversion metrics (downloads/registrations) and website traffic (blog posts) from traffic sources. Either in aggregate (i.e., social vs. search. vs. direct) or by a specific website, campaign, etc. By analyzing the source of conversions/traffic, you can better understand what content resonates and what audiences are valuable to the business, assuming you can track them through to a sale.”!

-Rob Yoegel VP Marketing Gaggle @RobYoegel !

@GetCurata

Caution: Downloads Tracked through Marketing Automation!

•  Marketing automation software does not track asset “views”.!

•  Form bypasses are excluded. !

@GetCurata

Email Consumption!Analytics Gotcha’s!

•  Open rates are typically under-reported. Only register on click through or image loads.!

•  Click through rates are deceiving. Recipients may read email without clicking through.!

@GetCurata

Marketing Pipeline Impact Metrics!

“At the end of the day why are we doing this? The answer is for more leads. If the leads that are coming into your pipeline are more qualified based on the engagement with your content and are closer to buying, then your content strategy is working.”!!

-Jason Miller Senior Manager of Content & Social LinkedIn @JasonMillerCA !

@GetCurata

Deep Dive: Campaign!Tracking in SF.com!

@GetCurata

“Revenue has to be the mother of all metrics. It's what we're here for, right?”!-Doug Kessler Creative Director/Co-Founder, Velocity @dougkessler!

!“What’s the most important content marketing metric?. . . How’s sales? Ultimately content marketing drives sales success.”!

-David Meerman Scott Online Marketing Strategist, @dmscott !

Sales Pipeline Impact Metrics!

@GetCurata

Deep Dive: Content Marketing!Sales and Metrics Cheat Sheet!

@GetCurata

Operations & ROI Metrics!

“The power of content marketing goes far beyond generating leads. It is critical to measure the increase in the Average Value per Customer to reflect content marketing's effectiveness in educating buyers and differentiating the brand in order to increase purchase volume and earn long-term loyalty. This additional profit margin generated helps to justify the ROI of higher-cost content that truly improves the quality of the lead and the customer relationship.” !!

-Jim Lenskold President, Lenskold Group @jimlenskold !@GetCurata

Building Your Own “Dream” Dashboard!

@GetCurata

THE OPPORTUNITY IN VIDEO!

@Vidyard

Higher Engagement & Retention Rates!

•  Keep attention!–  65% of viewers watch more than ¾ of a video!

•  Drive sharing!–  Audiences are 10x more likely to engage,

embed, share, comment on a video!

@Vidyard

Boost in Other Content Mediums!•  Emails!

–  2-4x CTR for emails with a video in them!

•  SEO!–  video increases chance of 1st page

Google result by 53x!•  Landing Pages!

–  35-50% landing page conversion rates from Vidyard’s Tale of Two Marketers and Video Marketing Handbook!

@Vidyard

Greater Conversions Overall!

•  70% of marketers say video marketing more effective at conversions than any other medium!

•  Those who view product videos are 64-85% more likely to buy.!

@Vidyard

It’s More Accessible!Than Ever!•  Types of Videos

Considered “Acceptable”!•  Technology Enablement!

@Vidyard

Better Insight than Any Other Medium!

•  Audience behavior black box in text-based assets!

•  Video’s feedback loop!

@Vidyard

MEASURING THE!IMPACT OF VIDEO!

@Vidyard

Top of Funnel: Engagement!•  Video engagement data!•  More than just views!!

@Vidyard

Top of Funnel: Lead Gen!

•  Capture leads with email gates or forms!

–  Measure success with form completions vs. total video views!

•  Drive further action post-video!–  Measure success with click-

throughs AND future action!

PLEASE ENTER YOURE-MAIL TO VIEW THIS VIDEO

@Vidyard

•  Pinpoint interests of individual leads!•  Score leads based on viewing behavior!

Mid Funnel: Lead Quality & Scoring!

@Vidyard

Bottom of Funnel: Conversion!•  Sales Enablement!

–  Share viewing data with sales team in CRM contact records!

•  Measure ROI!–  MAP/CRM synched to video marketing

platform!–  Link investment in video and revenue it

drives!

@Vidyard

The Comprehensive Guide to !Content Marketing Analytics & Metrics!

!!!

The Video Marketing Handbook!

http://go.vidyard.com/Video-Marketing-Handbook!

#TargetedContent  

Q&A    //    Panelists   MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Michael Gerard,CMO, Curata

www.curata.com@MichaelGerard

Joe Gelata,Demand Generation, Vidyard

www.vidyard.com@RevenueEngineer

#TargetedContent  

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