Advanced Content Measurement: The Brave New World of Engagement Scoring

PRESENTED BY

Content Telemetry The Brave New World of Engagement Scoring

#B2BContentEvent

Michael Kolowich CEO, KnowledgeVision [email protected] (978) 254-1221 @MichaelKolowich

#B2BContentEvent #B2BContentEvent

Telemetry???!

!   Telemetry: the highly automated communications process by which measurements are made at remote or inaccessible points and transmitted to receiving equipment for monitoring.

@MichaelKolowich


In other words…

!   What if our content could report back to us about individual readers and viewers?

@MichaelKolowich


What we’ll be talking about today…

!   Beyond lead scoring to engagement scoring

!   How to design content with engagement-scoring telemetry

!   Examples: Putting engagement scoring to work

@MichaelKolowich

#B2BContentEvent

One of the most important sales & marketing trends of the decade…

BUSINESS BUYERS ARE SELF-EDUCATING

77% 77% of B2B buyers don’t talk to a salesperson until after they have

conducted independent research. - DemandGen Report, 2011

@MichaelKolowich


…is leading to rapid adoption of marketing automation technology

-Adobe Quarterly Digital Intelligence Briefing, 2011

71% of U.S. companies are either using or plan to use

marketing automation.

MARKETING AUTOMATION ADOPTION

Using Marketing Automation (38%)

Plan to Use (33%)

@MichaelKolowich


Marketing automation, in turn, drives an insatiable appetite for content

“If marketing automation is the rocket, then content is the fuel.”

Russell Sparkman FusionSpark Media

@MichaelKolowich


Content creators are under stress to create more content that engages

Source: MarketingProfs, Content Marketing Institute, 2012

79%

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What is engagement?

!   Moving visitors from passive to active consumption

!   Kinds of active consumption:

!   Traditional B2C social signals: LIKE, SHARE, COMMENT

!   B2B buyers:

!   DWELL TIME

!   TELL ME MORE (DRILL-DOWN)

!   REVIEW/REVISIT

!   SAVE/BOOKMARK

!   REQUEST

!   FIND RELATED MATERIAL

@MichaelKolowich


Key question

!   How do you tell whether and how a prospect has engaged with your content?

- 10 - - 10 -

#B2BContentEvent

Two levels of measurement

- 11 -

!   Aggregate engagement !   Specific individual engagement

How’s my content doing in general? Is this particular prospect engaged?


The measurement challenge

!   With most content types, you can only measure whether someone downloaded it, clicked it, or started watching it.

!   You usually can’t tell whether an individual actually read, watched, or absorbed it

!   Therefore, it’s difficult to distinguish casual “tire kickers” from more highly engaged information-seekers…except across multiple interactions.

!   This can delay the identification of hot leads.

!   It also withholds vital information from your lead-scoring method

@MichaelKolowich


Example: which viewer of this video would you prioritize as a lead?

¨  Viewer #1: ¤  Watched all 54 minutes, without skipping

forward ¤  Reviewed a section of the video,

spending a total of over an hour with it ¤  Clicked through on 2 reference links ¤  Shared it with 2 other people

Case example: Jon Miller’s “Marketo on Marketing” talk at 2012 Marketo User Summit (54-minute video)

¨  Viewer #2: ¤  Watched less than one minute ¤  Didn’t click on any reference links ¤  Didn’t share it

@MichaelKolowich


Wiring content for engagement: the multimedia online presentation

Just-in-time footnotes and calls-to-action

@MichaelKolowich


Wiring content for engagement: the multimedia online presentation

Navigation devices

@MichaelKolowich


When content is wired for interactivity, clickstream can be captured…

!   Who watched

!   When they watched

!   How long they watched

!   How deep they got

!   What reference links they clicked

!   What handouts they downloaded

!   Where they’re from

Engagement Score 0-10

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…and turned into insight…

“Marketo on Marketing” (runtime: 54 minutes)

“KnowledgeVision Demo” (runtime: 5 minutes)

@MichaelKolowich @MichaelKolowich


…tied to particular leads…

@MichaelKolowich


…and even worked into your lead-scoring schema…

@MichaelKolowich


…and into your sales automation system

@MichaelKolowich


Now THAT’S

telemetry!

@MichaelKolowich


Setting up Action Triggers

@MichaelKolowich


IDG Enterprise: Engagement Measurement at Work

•  Editorially-generated presentation content

•  Distributed to IDG’s database

•  Monitor viewer behavior for engagement intensity and topics

•  Deliver hot leads to sponsor, based on engagement

•  Associate engagement specifics with leads

@MichaelKolowich

#B2BContentEvent

An increased focus on individual engagement, telemetry to CRM/marketing automation

! Vidyard ! Brightcove

@MichaelKolowich


Something for us all to wish for…

+

@MichaelKolowich


Summary !   Self-educating B2B buyers are driving a trend toward

marketing automation adoption, augmented by content marketing programs that attempt to engage

!   Most current B2B content types don’t yet allow for measurement of engagement on an individual prospect level

! New content types are emerging that are well-suited to both encourage and measure engagement

!   Key: using them, connecting them to marketing automation, and measuring the correlation to conversion to “close the loop”

@MichaelKolowich

PRESENTED BY

Content Telemetry The Brave New World of Engagement Scoring

#B2BContentEvent

Michael Kolowich CEO, KnowledgeVision [email protected] (978) 254-1221 @MichaelKolowich

Advanced Content Measurement: The Brave New World of Engagement Scoring

Business

Transcript of Advanced Content Measurement: The Brave New World of Engagement Scoring