how to conquer the content roi conundrum
TRANSCRIPT
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How to Conquer the Content ROI Conundrum
December 2015
Heidi BullockVP, Demand GenerationMarketo
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Content Marketing is a Big Deal
Source: CAM foundation
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Content fuels your marketing programs
Good contentGood performance
Sub-optimal contentPoor 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 initiatives2. Create the case for more budget for new content
projects3. 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 CredibilityVanity MetricsSound good and impress people, but don’t measure impact on revenue or profitability.
Activity MetricsMeasure what you do instead of what results and impact you have.
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When Metrics Take Away Credibility
Cost MetricsFrame 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 sharesWatching 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 metrics2.Be consistent3.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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Page 18© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Success Secret #4: Design Programs to be Measurable
955 shares (blog)10.8K downloads440 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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Page 20© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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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Page 21© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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
blogwebinars
SlideSharewhite 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 (Linkedin, 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 outson 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
Downloaded Analytics Survey
ResultsEngaged with us at
Big Tradeshow
First Touch
3 months
$100K
$100K
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Downloaded eBook on Analytics
Downloaded Analytics Survey
ResultsEngaged with us at
Big Tradeshow
Multi Touch
3 months
$25K
$0
$25K
$25K $100K
$25K
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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 $100,000 $525,000
Asset B $320,000 $903,000
Asset C $425,000 $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 downloadsEmail – 2,730 clickedSlideshare – 7,693 viewsSocial impressions – 1,149New Names - 517
Early Stage Later StageFT opps – 5FT pipeline – $130KMT opps – 25MT pipeline - $1.06M
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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 generationMetric: blog share index and MT pipelineTiming: 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 AssessmentShares Index New
NamesPipeline
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
806shares
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 AssessmentEarly 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 AssessmentLate 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 Estimates Up-Front
2. Design Programs to Be Measurable
3. Focus on the Decisions that Improve ROI
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Questions?