HOW TO CONQUER THE CONTENT ROI CONUNDRUM

Heidi Bullock VP Demand Generation Marketo @HeidiBullock

Hana Abaza VP Marketing Uberflip @HanaAbaza

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Questions? We’ve got answers!

(At the end of the webinar J)

WE WILL SEND THE RECORDING.

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Questions? We’ve got answers!

(At the end of the webinar J)

WE WILL SEND THE RECORDING.

JOIN IN ON

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STICK AROUND FOR A DEMO

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MEET THE EXPERT Heidi Bullock Marketo

Street Cred: •  I am an expert because I do this every day for my job. At

Marketo we are very metrics driven so we have measured the impact of content for a long.

•  I learned my hacks definitely through necessity. I have to illustrate how we spend our dollars so I am always thinking about how to show results. I also love seeing how other marketers measure as well – so I look at articles and blogs online a lot.

•  I kick butt because I don’t just talk the talk but I walk the walk! I am not just talking about how to do these hacks, I really use them.

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LET’S GET HACKING!

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Content Marketing is a Big Deal

Source: CAM foundation!

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Content fuels your marketing programs

Good content!Good performance!

Sub-optimal content!Poor performance!

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Content is used across channels and programs to drive initiatives

Demand !Generation!

Brand Awareness!

Customer Retention! Sales!

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Content is not free

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1.  Protect your budget for content initiatives

2.  Create the case for more budget for new content projects

3.  Keep or bring on additional resources

Why should you care?

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You need to understand content ROI

It shouldn’t be a mystery…

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But, measurement is hard

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Overview

•  8 Success Secrets •  Setting Goals •  ROI •  Real-life examples •  Q&A

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8 Success Secrets

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Success Secret #1: Agree on Metrics

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Example – What Metric Matters?

Social Referrals! Increased time spent on-site! Pipeline!

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Scenario

We created a snazzy new blog!!

Awesome marketers!CEO!

The blog has 1000 views!!

So what?!

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When Metrics Take Away Credibility!Vanity Metrics Sound good and impress people, but don’t measure impact on revenue or profitability.!

Activity Metrics Measure what you do instead of what results and impact you have.

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When Metrics Take Away Credibility

Cost Metrics Frame marketing in terms of cost and spending instead of results and outcomes.

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The best event programs incorporate intentional !measurement strategies in advance.!

Success Secret #2: Set Goals Upfront

eBook is launched!

Measure Initial Program Successes:!Blog social shares!

Watching video!Download of eBook!

Google Analytics Analysis !

First and Multi-Touch Pipeline associated with content asset! Revenue Won!

Jan! Feb! Apr! May! June!

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Success Secret #3: Terminology

1. Do not use cost metrics!2. Be consistent!3. Remember who you are talking to!!

Wow, our engagement,

likes, and Klout have never

looked better!!

What are they ##$%^ talking

about?!

sales! marketing team!

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Success Secret #4: Design Programs to be Measurable

955 shares (blog)!10.8K downloads!440 new names!

$35.7K MT pipeline!

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1.  Collect the right data to answer your question

2.  Add tags to measure

3.  Think about setting goals in GA

4.  Consider content grouping to see what topics perform the best

5.  Look at the landing pages report

6.  Look at page views

7.  Consider attribution modeling to see where content plays a role

If you don’t have MA, you better have GA!

Source: http://www.jeffalytics.com/google-analytics-tips-measuring-content/!

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Success Secret #5: Have defined metrics for clearly evaluating content

Early !

1!• Lift in website traffic, new visitors, social

shares, referring domains, form fill outs, comments and site interactions!

2!• Subscription to email or RSS, new names, %

new names per program !

3!• # Leads (right demographics, desired

behavior), investment per lead!

4!• Engagement score for set of programs per

month!

1! •  # of opportunities!

2! • First Touch Ratio !

3! • Multi Touch Ratio!

4! •  Pipeline !!

Late!

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Success Secret #6: Build data into your review process

Which content offer performs the best for this email program?!

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Success Secret #7: Keep it simple

vs.!

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Success Secret 8: Measure, but focus on decisions to improve ROI

Source: Infogineering Model!

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Setting Your Content Goals

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Do not just jump to content tactics…

ebooks!

blog!webinars!

SlideShare!white papers!

infographics!

I just love infographics! !

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Goals for Content Marketing

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Content Marketing Goal! Related Metrics!

Drive thought leadership! Ex: Klout, pr mentions, increase in social (Twitter, FB), web traffic spikes post initiative!

Increase brand awareness!!

Ex: share of voice (can measure share of traffic), increase in social (Twitter, FB)!

Lead generation !!

Ex: Increase in key metrics (tofu, mofu, bofu) -> # downloads, # leads, # opps!

Customer acquisition! Ex: # new customers, time to acquire!

Customer retention / loyalty! Ex: NPS, #existing customers, renewals, turnover !

Set and prioritize your goals

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Asset! Stage! Programs ! Measurement!

1 month! 3 months ! 6 months!

Top 10 Reasons to Consider MA Asset!

Mid - Stage!

Nurturing – mid stage track!

Engagement Score >90!

6 MT opps! 18K MT pipeline!

Website! Form fill outs!on website - 1000!

10 FT opps, 14 MT opps!

30K FT pipeline, 42K MT pipeline!

PPC!!

Form fill outs - 1500!

4 FT opps, 10 MT opps!

12K FT pipeline, 30K MT pipeline!

Retargeting campaigns – lead score >50!

Form fill outs - 300! 5 MT opps! 15K in MT pipeline!

Enterprise field event follow up !

Email ctr 2% - 100 form fill outs!

4 MT opps! 100K in MT pipeline!

Demand Gen Example Detailed

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Setting Benchmarks

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Example

Downloads   Week 1   Month 1  

Low   *4050   *7290  

Medium (10%)   4560   8028  

High (15%)   4765   8340  

Very early indicator!

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Program ROI

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•  Which content assets work best for you at TOFU, MOFU, BOFU

•  What blog post topics have the best engagement?

•  Which content assets are best performing for a particular vendor(ex: paid email, paid webinar)?

•  Which assets are good for bringing in qualified leads?

•  Which assets are good for opportunity creation?

•  What content works best in nurturing?

Example Questions

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Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

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Downloaded eBook on Analytics!

Registered for Analytics

Webinar!

Downloaded Analytics Survey Results!

Attended “Top 10

Marketing Reports” Webinar!

Engaged with us at

Big Tradeshow!

Connected with Sales

Rep!

First Touch

3 months!

$100K!

$100K!

@uberflip

!#ContentHacks !

Downloaded eBook on Analytics!

Registered for Analytics

Webinar!

Downloaded Analytics Survey Results!

Attended “Top 10

Marketing Reports” Webinar!

Engaged with us at

Big Tradeshow!

Connected with Sales

Rep!

Multi Touch

3 months!

$25K!

$0!

$25K!

$25K! $100K!

$25K!

@uberflip

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(FT or MT) Ratio = Pipeline / Investment

For Marketo:

>10 is Great and <5 is Not so good

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Know what is effective at TOFU vs. MOFU

Page! FT Revenue! MT Revenue!

Asset A! $410,000! $525,000!

Asset B! $320,000! $903,000!

Asset C! $325,000! $117,000!

More efficient at pushing leads through funnel!

More efficient at acquiring the right

leads!

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Example

Website – 23K views, 10,283 downloads!Email – 2,730 clicked!

Slideshare – 7,693 views!Social impressions – 1,149!

Good!

BEST!

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Real Life Examples

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Example #1: Blog

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Your Blog

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Blog - Results

From average 14 a week to 145/week - 10X growth!!

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Blog Piece

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Goals: Brand awareness, lead generation

Metric: blog share index and MT pipeline

Timing: blog shares (month), MT pipeline (3 months)

Questions:

•  Which post has the highest engagement for the month?

•  How did it compare on the Index?

•  How many new names did a particular post bring in?

•  Did this content help create pipeline?

•  Which post had the best ROI?

Blog Posts

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1.  Create an index

2.  Compare to posts from previous year (same month)

3.  Compare with posts in current month

One Method – Early Measurement 80 = great!

70!60!

50 = average!40!30!

20 = not so great!

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Early Stage Assessment How are we

doing compared to

last year at this time?!

How are we doing

compared to other posts this month?!

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Later Stage Assessment!

Shares! Index! New Names!

Pipeline!

1.3K shares!

60 – for this

month!

100! 50K MT pipeline!

!

time!

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How was engagement?!!

1.3K shares!

How did it compare to other posts (using the Index)?!

!

60 – above average for month 42 – not above average compared to last year!

How many new names did a particular post bring in?!

100!

Did this content help create pipeline?! 50K MT pipeline!

Performance

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Comparison Shares! Index! New Names! Pipeline!

1K shares!

60! 24 ! 27K MT!

408 shares!

40! 60! 10K MT!

806!shares!

50! 15! 80K MT!

time!

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Which post has the highest engagement for the month?!!

Personalized Web Engagement!

How did it compare to other posts (using the Index)?!!

60 – highest for the month!

How many total new names were generated?! 400!

How much total pipeline?! $120K- MT !Which post had the best ROI?! How Marketing Automation Powers Small

Teams - $80K MT !

Performance

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Example #2: Large Content Initiative

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Thought Leadership Piece

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•  Goal: Brand awareness and lead generation

•  Metric: engagement with C- level, new names, pipeline

•  Timing: month one, three months out, 1 year

•  Questions:

•  Did we create C-level engagement?

•  Did this topic resonate with our target audience?

•  Did this post bring in any news names?

•  Did this content help create pipeline?

•  What were the top performing channels?

•  How did the program do overall wrt to pipeline?

!

Large Content Initiative

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Google Analytics

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Early Stage Assessment

Early Indicators! Metric! Comments! Rating!

Engagement! 1.3K shares! Above our standard index of

50!

New Names!!

2309! $17 / new name – this is reasonable!

Did it resonate with our target audience (C-level marketers)?!

!

% of names – C level !

50% were VP or above, good!

!!!

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Later Stage Assessment Late Indicators! Metric! Comments! Rating!

FT Pipeline! $1.04M! 26 FT ratio – good ROI!

MT Pipeline! $2.34M! 59 FT ratio – good ROI!

!

Closed Won $ (FT)! $455K! 10x - positive! !!!

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Top Performing Channels! Revenue Won!

Webinar - sponsored! $350K!

Email - Marketo database! $25K!

Email - sponsored! $22K!

Social - paid! $15K!

All others! $43K!

Top Performing Channels

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Did we create C-level engagement?!!

Yes – 50% of new names were VP and above!

Did this topic resonate with our target audience?!

!

Yes – 1.3K shares, above our index for the month!

Did this post bring in any news names?!!

Yes -2,309!

Did this content help create pipeline?!!

Yes - $1.04M -FT, $2.34M- MT !

What were the top performing channels?!!

Webinar!

How did the program do overall wrt to pipeline?!!

10x ROI!

Performance

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Content ROI: The Magic 3

1.  Establish  Goals  and  ROI  Es3mates  Up-­‐Front  

2.  Design  Programs  to  Be  Measurable  

3.  Focus  on  the  Decisions  that  Improve  

ROI  

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•  Content fuels EVERYTHING!

•  Utilize your content on every channel – get the word out!!

•  Set goals upfront and make your content trackable to measure against your goals!

•  Identify which content pieces work for each stage of the funnel (TOFU vs. MOFU vs. BOFU)!

@heidibullock!

Key Takeaways

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QUESTION TIME!

hub.uberflip.com

Heidi Bullock VP Demand Gen Marketo @heidibullock

Hana Abaza VP Marketing Uberflip @hanaabaza

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