4SIMPLE MARKETING TEMPLATES - Banhbeo's blog · For B2B marketers, measuring reach ... Top Bio-Med...
Transcript of 4SIMPLE MARKETING TEMPLATES - Banhbeo's blog · For B2B marketers, measuring reach ... Top Bio-Med...
SIMPLE MARKETING TEMPLATES
for Analyzing Your Content
4 TEMPLATES TO BUILD YOUR COMPLETE MARKETING METRICS DASHBOARD.
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Table of ContentsClick on chapter title to jump to desired section
PlanStep 1: Building Your Content Activation Insights Dashboard
Content Activation Insights DashboardExample Dashboard Charts
Step 2: Building Your Content Reach Insights Dashboard
Cross Channel ReachTraffic Drivers by Channel Most Engaged Assets by Persona, Content Type, and Sales StageExample Dashboard Charts
Step 3: Building Your Content Conversion Insights Dashboard
Assets Ranked by Content Score and Revenue Attribution Campaigns Ranked by Content Score and Revenue AttributionCategories Ranks by Content Score and Revenue AttributionExample Dashboard Charts
Step 4: Building Your Content Production Insights Dashboard
Buyer Persona and Sales Stage CoverageAverage Production Cycles and Bottlenecks
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Successful internal content activation is key to creating external engagement. But with 65% of content created going unused, internal content activation is one of the most neglected areas of reporting for content metrics.
Before you begin to measure the overall effectiveness of your content, you need a way to measure how and when your content is being used.
Step 1: Building Your Content Activation Insights Dashboard
Metric Month 1 Month 2 Month 3
# Internal Views of Assets
# Internal Downloads of
Assets
# Internal Shares of Assets
# Referral Traffic to Assets Driven
by Internal Shares
Content Activation Insights Dashboard
Implementation Period: 90 Days
“65% of content created goes unused.” —SiriusDecisions
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Sample Dashboard Charts
0200400600800
10001200140016001800
Month 3Month 2Month 10
50100150200250300350400
Month 3Month 2Month 1
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Month 3Month 2Month 10
50100150200250300350400
Month 3Month 2Month 1
Month over Month (MoM) Views of Assets MoM Internal Asset Downloads
MoM Internal Shares of Assets MoM Referral Traffic from Internal Shares
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Month 3Month 2Month 1 0.000.020.040.060.080.100.120.140.16
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Month 3Month 2Month 1 -0.10
-0.05
-0.00
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Fig 1: MoM Internal Views of Assets Fig 2: MoM Internal Shares of Assets
Figure 1 represents a three-month growth trend in whole number of internal views of content with the percentage of growth overlaid, while Figure 2 represents a declining trend of internal shares of assets over the same period of time. These corresponding trends would indicate an issue of internal teams consuming assets but not seeing enough value to share socially.
Figure 3 represents a growing trend of internal shares of content in whole numbers and month over month growth as a percentage. Figure 4 represents a declining trend in referral traffic from internal shares of assets over the same period. These corresponding trends might indicate internal teams sharing assets more often, but those assets failing to generate engagement with external audiences.
0100200300400500600700800900
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Month 3Month 2Month 1 0.000.020.040.060.080.100.120.140.160.18
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Month 3Month 2Month 1 -0.14
-0.12
-0.10
-0.08
-0.06
-0.04
-0.02
0.00
Fig 3: MoM Internal Shares of Assets Fig 4: MoM Referral Traffic Driven by Shares
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MAKE YOUR CONTENT ART: ACCESSIBLE, RELEVANT, AND TRACKABLE.
Don’t let another piece of content go to waste—build your internal content hub now.
GET STARTED NOW. GRAB YOUR GUIDE
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Step 2: Building Your Content Reach Insights Dashboard
Measuring Cross Channel Reach
Measuring Traffic Drivers by Channel
Engagement is often measured in a hodgepodge of formats, and is usually intended to measure top-of-funnel activity. For B2B marketers, measuring reach and engagement of content must go beyond vanity metrics, such as clicks or shares, and extend to include your personas, sales stages, and a full-funnel perspective of distribution channels.
Implementation Period: 120 Days
Metric Month 1 Month 2 Month 3
# Page Views
# Video Views
# Email Opens
# Downloads
Channel Month 1 Month 2 Month 3
Paid
Organic
Direct
Social
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Measuring Most Engaged Assets by Persona, Content Type, and Sales Stage
Channel / Tactic # Engagements % of Total Engagements
Direct
Paid Program 1
Paid Program 2
Social Channel 1
Social Channel 2
Social Channel 3
# Engagements (Per Month)
Content Type (Blog, Video,
Whitepaper, etc.)Persona Sales Stage
Content Type Title Author Publish Date #
Engagements
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Example Dashboard Charts
Cross channel reach
1,685 1,721
1,4711,559
0
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Email Opens YouTube Views Page Views Downloads
May 18May 11May 4April 27
0 500 1000 1500 2000 2500 3000 3500 4000
Social
Paid
Search
Direct
Other
Referrals
Traffic Drivers by Channel
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Example Dashboard Charts
Most Engaged Assets by Persona, Content Type, and Sales Stage
0 500 1000 1500 2000 2500 3000 3500 4000 4500
Whitepaper
Blog Post
Video
Case Study
0 500 1000 1500 2000 2500
Manager
Decision Maker
Director
Executive
Engagement by Content Type Engagement by Persona
Engagement by Sales Stage
0 500 1000 1500 2000 2500 3000 3500 4000
Closed Deal
Sales Accepted Lead
Marketing Qualified Lead
Lead
Content Type Title Author Pub Date EngagementsBlog Post Must Do’s After a Product Audit Lauren Collins 7/16/2015 374
Blog Post LifeSci in Today’s Market: Hard Numbers Julian Johnson 9/29/2015 365
Blog Post What Does the Future of LifeSciences Look Like? Michael Lee 4/24/2015 359
Blog Post New Bio Trends 2015 Henry Jones 5/11/2014 354
Ebook/Whitepaper Webinar with LifeSci Inc. Nader Akhnoukh 4/29/2015 351
Facebook Biological Innovation Cheat Sheet Xavier Evans 9/22/2015 346
Blog Post Top Podcasts for LifeSciences in North America Vanessa Maxwell 4/24/2015 345
Blog Post LifeSci 3.0 Product Launch Announcement Lauren Collins 4/29/2015 341
Blog Post Why LifeSci Tech? Michael Lee 9/8/2015 341
Blog Post BioMed Trends in 2015 Eric Martinez 4/24/2015 339
Infographic Why LifeSci Tech? Nader Akhnoukh 4/29/2015 339
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Step 3: Building Your Content Conversion Insights Dashboard Ranking content at each conversion stage by content score allows B2B marketers to see which assets, multi-asset campaigns, and categories of content are generating the greatest amount of value within the buyer’s journey.
Assets Ranked by Content Score / Revenue Attribution
Assets Ranked by Content Score / Revenue Attribution
Conversion Stage
Marketing Qualified Lead
Sales Accepted Lead
Closed Deal
Revenue
Conversion Stage
Marketing Qualified Lead
Sales Accepted Lead
Closed Deal
Revenue
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Categories Ranked by Content Score / Revenue Attribution
Conversion Stage
Marketing Qualified Lead
Sales Accepted Lead
Closed Deal
Revenue
Example Dashboard Charts
0 2 4 6 8 10
Top Bio-Med Trends in 2015
Marketing Qualified Lead: Content Score
Top Podcasts: LifeSciences in 2015
BioTech Trends in 2014
LifeSci Intro Nuture email
New Segment Launch: Europe
New Bio Trends 2015
New Trends in Life Sciences Market
Become a Bio-Industry Publisher
Top Bio-Med Trends in 2015
Theme: From Research to Development
Which assets are resonating with each of your funnel stages?
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Example Dashboard Charts
0 500 1000 1500 2000 2500 3000 3500 4000
Selling in Today's LifeScience
Closed Win: Revenue
From Chaos to Clarity: LifeSci
New Segment Launch
Top Podcasts: LifeSciences
Bio-Tech: Why Now?
Why LifeSci Tech?
Top Bio-Med Trends in 2015
Event: SanFran BioTech Show
LifeSci in Today's Market: Hard
Multi-Touch Campaign for LifeScience
0.0 0.2 0.4 0.6 0.8 1.0 1.2
New Segment Launch: Biological
Closed Win: Content Score
FRE Webinar
Social Selling- BioTech California
Social Selling- BioTech California
Which assets are resonating with each of your funnel stages?
Which campaigns are resonating with each of your funnel stages?
Which campaigns are resonating with each of your funnel stages?
0 200 400 600 800 1000
New Segment Launch: Biological
Closed Win: Revenue
FRE Webinar
Social Selling- BioTech California
Social Selling- BioTech California
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Example Dashboard Charts
0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0
Product Reviews
Closed Win: Content Score
Company News
Lists
Interview
Uncategorized
How Tos
Which categories are resonating with each of your funnel stages?
Which categories are resonating with each of your funnel stages?
0 100 200 300 400 500 600 700 800 900
Product Reviews
Closed Win: Revenue
Company News
Lists
Interview
Uncategorized
How Tos
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Step 4: Building Your Content Production Insights Dashboard
Buyer Persona and Sales Stage Coverage
Implementation Period: 270 Days
SAL
Customer
Opp
Lead
Prospect (Pre-sales)N
umbe
r of
Ass
ets
in P
rodu
ctio
n by
Sal
es S
tage
Number of Assets in Production by Persona
Decisio
n
Maker
sPro
duct
Manag
er
VP Sales
-
Enterpris
e CMO
Measuring the overall health of your content production cycles requires understanding the time it takes to produce assets, how often your team meets deadlines, and which specific tasks slow down overall production cycles. Benchmarking the overall time it takes to put assets into market, and where deadlines are commonly missed, allows you to set realistic timelines based on actual production cycles.
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Average Production Cycles and Bottlenecks
Content Type Average Number of Days in Production
Blog Post
Infographic
Whitepaper
Landing Page
Webinar
Content Type Percentage of Assets Delivered Past Deadline
Blog Post
Infographic
Whitepaper
Landing Page
Webinar
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Average Production Cycles and Bottlenecks
Task Average Days to Complete Task
Percentage of Times Task Completed Late
Approve Brief
Submit Copy
Revise Copy
Approve Asset
Publish / Distribute
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Example Dashboard Charts
SAL 0 2 6 2
Customer 1 3 2 2
Opp 5 2 1 1
Lead 1 3 2 2
Prospect (Pre-sales) 1 3 2 2
What gaps do we have in our strategy?
Valu
es
Decisio
n Mak
ers
Product
Manag
er
VP Sales
- Enter
prise
CMO
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Example Dashboard Charts
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Avg
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s to
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duce
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tent
Avg Days to Produce Content
How long does it take to produce content?
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Example Dashboard Charts
How often are assets delivered late?
Which workflow tasks are slowing down our production?
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ets
Late
Percentage of Assets Late
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eliv
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