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PRESENTED BY!
#C2C14!
Measuring Content’s Contribution & Effectiveness!
Jim Lenskold, Lenskold Group!
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Global Leadership in Marketing ROI
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Expert Resource to: Forrester, CMO Council, ARF, MASB, Conference Board and Corporate Executive Board
Marketing ROI
Measurements
ROI Tools
Metrics
Dashboards
Workshops
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Content Marketing Measurement Framework
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Inbound & Content Marketing
Products & Services Paid Search SEO QR Codes
E-mail Online Ads Social Media
White Papers Blogs Newsletters e-Books
Video Research Webinars Podcasts
Infographics
Inbound Mktg
CO
NTE
NT
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Inbound Mktg
Demand Mktg
Nurture Mktg
Brand Mktg
Influence on Buyer Decisions
Path to Purchase Influence
Attract
Engage
Educate
Differentiate
Sales Intelligence
User Experience Sales Channel
CO
NTE
NT
Sales Revenue
Profit
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Contribution Measurement Challenges
§ Still measured as lead gen
§ All content measured on same outcomes
§ Single attribution measures miss critical multi-contact benefits
§ Measures are more tactical than strategic
§ Challenging to measure and optimize tactics, messaging, order & frequency
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Smarter Measurement
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
1. Measure the Right Outcomes
Content Marketing Lift § Incremental Sales § Conversion Rates § Value per Sale § Brand Perceptions § Loyalty / Retention
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Profitable Sales
Unaware Prospects
BUYER STAGES
Aware / Interested
Engaged
Qualified Lead
Opportunity
Closed Sale
Relationship
Revenue
Engagement = More leads
Education = Better leads
Intelligence = Sales Effectiveness
Differentiation = Better brand
User Experience = Long Term Value
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Outcome Measures
§ Engagement - 1st Source strength • Re-engagement • Lead and sales conversions
§ Engagement– Content influence • Lead and sales conversions
§ Education – Content influence • Sales conversion • Average value per sale
§ Differentiation – Brand Lift • Preference, likely to purchase, brand
ratings (trust, expertise, etc.)
§ Intelligence for Sales Team (buyer needs)
• Change in lead to sale conversion % • Pipeline velocity days lead to close)
§ User Experience – Loyalty lift • Customer Retention • Perception ratings (Satisfaction,
likely to recommend, etc.)
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
2. Use Diverse Measurement Methodologies
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Tactical
Results Tracking Single / Shared lead attribution
Pre-Post Trend New Tactic Lift
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
8.5%
13.2%
2.1%
3.2%
.5%
2.4%
4.7%
3.2%
6.2%
Methodologies: Results Tracking & Pre/Post
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Content e-mail
Search Ad
Webinar
Leads
Web Visit
Videocast
Promo e-mail
1st Touch Drivers
Last Touch Drivers
Sales
White Paper
Buy now offer
Display Ad
Sales Contribu/on (Results Tracking)
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Tactical
Results Tracking Single / Shared lead attribution
Pre-Post Trend New Tactic Lift
2. Use Diverse Measurement Methodologies
Results Tracking – Multi-Contact § Win vs. Loss Analysis
• Content combinations • Content order • Content frequency
Results Tracking – Segment Analysis § Compare by strategic segments § Identify content need by buyer type
Pre-Post Trend Measures § Analyze leakage points & reasons § Set funnel conversion objective § Add/change strategy
• Content message, order, timing • Media support
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Tactical Strategic
Results Tracking Single / Shared lead attribution
Multi-Contact Results Analysis
Segment Results Analysis
Pre-Post Trend New Tactic Lift Impact on Funnel Conversion
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Tactical
Results Tracking Single / Shared lead attribution
Pre-Post Trend New Tactic Lift
2. Use Diverse Measurement Methodologies
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Tactical Strategic
Results Tracking Single / Shared lead attribution
Multi-Contact Results Analysis
Segment Results Analysis
Pre-Post Trend New Tactic Lift Impact on Funnel Conversion
Market Testing Incremental Lift Multi-Outcome Impact
New Strategy Lift
Modeling Marketing Mix (drivers) Engagement Path Optimization
Predictive Linkage
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Profitable Sales
Unaware Prospects
Control (BAU)
Test (New Mktg)
Incr’l
Sales 100 130 30
Avg. $/Sale $800 $1,000 $200
Profit $80,000 $130,000 $50,000
Methodologies: Market Testing
Content Contribution Measures § Incremental Lift § Value lift Multi-Impact Measures § Brand § Engagement
Strategic “Tests” § Content strategy § Messaging § Integration § Nurturing
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Control (BAU)
Test (New Mktg)
Incr’l
Awareness 32% 36% +2%
Consideration 16% 24% +8%
Engagement 1,200 1,800 600
Sales 100 130 30
Avg. $/Sale $800 $1,000 $200
Profit $80,000 $130,000 $50,000
Repeat Sales 20 25 5
Marke/ng Li9 (Market Tes/ng)
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Methodologies: Modeling
Tactical Modeling § Channels & content driving
incremental sales
Strategic Modeling § Content engagement path
optimization § Multi-stage modeling for predictive
“intermediate” outcomes
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
3. Assess Role in Buyer Journey to Optimize
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Attract
Engage
Educate
Differentiate
Sales Intelligence
User Experience
Maximize Content by
Stage
Maximize Synergies
Optimize Engagement
Path
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Insights from Metrics & Analyses
1st Source § % Re-Engage § % Leads § % Sales
Right target Quality content Right follow-up Purchase stage Buyer timing
Engaged (not 1st) § % Leads § % Sales
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Engagement Path Analysis
Engagement Paths
Engaged
Lead
Closed + Growth
$ $ $
A B
C D
A F
F
C C
Content Tactics
E-Newsletter
Research Study
Videocast
Case Study Webinar
Virtual Conference
White Paper Download
A
B
C
D
E
F
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Represents the relative strength in driving outcomes
Content Marketing Tactics
Summary of Engagement Strengths
Build Brand Positioning
Capture New Name (Initiator)
Educate with Content (Driver)
Engage with Key Messaging (Driver)
Nurture Future Buyers (Driver)
Convert to Sales-Ready Lead (MQL)
Pass to Sales (SAL > SQL)
Support Sales Conversion (Oppy)
Convert to Sale
Reinforce Decision (Loyalty)
A B C D E F
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
4. Evolve to Predictive Metrics
Multi-Stage Modeling § Marketing activities modeled against sales to identify direct drivers § Select early stage metrics also modeled to determine the influence on sales
Sales
Email Marketing
Paid Search
White Papers
12%
6%
5%
7% Total: 31%
Social Followers
Videocast Views
3%
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Multi-Stage Modeling for Interim Outcomes
§ Marketing impact on early stage metrics shows additional contribution § Establish predictive metrics as viable interim outcomes aligned to sales
Sales
Email Marketing
Paid Search
White Papers
12%
6%
5%
7% Total: 31%
Social Followers
Videocast Views
3%
Purchased Lists
4%
4%
11%
1%
Online Advertising 23%
Public Relations
Paid Search
Social Media Posts
Radio Ads
Print Ads
2%
3%
14%
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© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Key Takeaways
§ Set measurement objectives aligned to content strategy & financial outcomes • Beyond engagement & lead quantity • Reflect full value of content
§ Strengthen basic measurement capabilities • Content contribution to sales, revenue and ROI • Assess content based on role plus funnel flow
§ Add strategic insights • Measure & test content strategies • Assess impact on funnel stage outcomes
§ Run advanced analytics to optimize content in multi-contact marketing mix • Content integration • Total marketing mix
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