Content Rising Summit 2015: Making Sense of the Numbers - Understand What to Measure and How to Make...
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Transcript of Content Rising Summit 2015: Making Sense of the Numbers - Understand What to Measure and How to Make...
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Making Sense of Numbers: Understanding What to Measure and How to Make it Meaningful
June 17, 2015
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Panelists
Patty Foley-Reid @pattyfoleyreidDirector of Program Marketing at Veracode
Dayna Rothman @dayrothSenior Content Manager at Marketo
Andrew Wheeler@acwheeler33 Vice President, Services at Skyword
Tricia Travaline @travwinVice President, Marketing at Skyword
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PATTY FOLEY-REIDDIRECTOR OF PROGRAM MARKETINGVERACODE@PATTYFOLEYREID
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PUT A MONSTER IN YOUR CORNERRadical Change in Go-to-Market Pays Off
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With Innovation Comes Risk
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by Andrew Nusca SEPT 11, 2014, 7:51 AM EDT
“With some swagger, security firm Veracode preps for an IPO”
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Business Development
Marketing to Sales Handoff
High-Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
Clear Handoff
Double the Leads
TAS Pipeline Discipline
46% vs 25%
6% vs 20%
25% vs 24%
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WE CHANGED ALL THE RULES
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Full transparency and shared reporting of pipeline activity by region, AE and accountEnabling joint marketing and sales planning & tracking at the account level
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BEFORE Inside Out
What We Say
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What We Say
AFTER Outside-In
Go Further Faster
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Go Further Faster
YIKES!Missed
OpportunityHERE!
That Was Then: This Is Now
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FEEDING THE FUNNELConversion Tracking Formula
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RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE
2013 2014
Incremental Pipeline
Marketing Activities
83% increase
52% increase
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DAYNA ROTHMANSENIOR CONTENT MARKETER AT MARKETO AND AUTHOR OF LEAD GENERATION FOR DUMMIES@DAYROTH
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Content Marketing Vision @ Marketo
• Strategic content service bureau approach:• Thought leadership and brand content• Demand generation content• Nurturing content• Customer content
• Design all programs to be measurable!
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What Type of Content Do We Create?
• Definitive guides• E-books• Infographics• Reports• Slide decks• Videos• Cheat sheets• Special projects
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Full-Funnel Content Measurement
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Top-of-Funnel Measurement
• Traffic• Downloads/leads• Social shares• Cost-per-lead• Known vs. new names• First-touch attribution• Engagement score
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Middle-of-Funnel and Bottom-of-Funnel Measurement
• MOFU:• Paid program performance• Multi-touch attribution• Nurture performance
• BOFU:• Sales usage• Customer upsell/cross-sell
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ANDREW WHEELERVICE PRESIDENT, STRATEGIC SERVICESSKYWORD@ACWHEELER33
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. . .
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Cost of Content Marketing
Revenue Generated
Cost of Content Marketing
ROI__
____
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But it’s not that simple ….
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It isn’t always about revenue;however, it is always about value
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Common Myths• Myth 1: It’s all about driving traffic
• Myth 2: If they aren’t sharing, it’s not working
• Myth 3: Time on site runs parallel to content marketing ROI
• Myth 4: No conversions? It isn’t working
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Shares
Repeat visitors
Views
Keyword Rankings
Referrals
Likes
Subscriptions
Time on site
Build Audience: Consumption Metrics
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Monetization Metrics Brand liftLeadsForm completionsReferrals PurchaseMargins
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Easier said than done. What can I show my boss today?
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It depends …What matters most to them?
1. Visibility and insight2. Continuous improvements3. Time savings4. Progress against plan
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Panelists
Patty Foley-Reid @pattyfoleyreidDirector of Program Marketing at Veracode
Dayna Rothman @dayrothSenior Content Manager at Marketo
Andrew Wheeler@acwheeler33 Vice President, Services at Skyword
Tricia Travaline @travwinVice President, Marketing at Skyword
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