Your SlideShare is downloading. ×
  • Like
Proving to Your Boss that Content Marketing Works using Data
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Proving to Your Boss that Content Marketing Works using Data

  • 1,887 views
Published

A how-to guide for Salesforce campaigns on measuring the ROI of content marketing.

A how-to guide for Salesforce campaigns on measuring the ROI of content marketing.

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,887
On SlideShare
0
From Embeds
0
Number of Embeds
7

Actions

Shares
Downloads
8
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Proving to Your Boss that Content Marketing Works using Data A How-To Guide for Salesforce Campaigns
  • 2. Your boss reads headlines like this one… Content Marketing Study Suggests Most Content Marketing Doesn't Work -
  • 3. But you’re smart and know performance varies by industry, company, content, promotion…. But you still need to test it out.
  • 4. This presentation has you covered • • • • Overview of UTM LinkedIn Ads example Generating reports Calculating return-on-ad-spend (ROAS)
  • 5. UTM • Track everything with UTM • Build your URLs with Google’s free tool • Parameters explained: – Campaign Source (utm_source) Required. Use utm_source to identify where the ad will be placed. Example: utm_source=linkedin – Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such organic or paid. Example: utm_medium=paid – Campaign Content (utm_content) Use utm_content to differentiate ads and ad type. Examples: utm_content=update or utm_content=banner – Campaign Name (utm_campaign) Use utm_campaign to identify a specific promotion or campaign. Example: utm_campaign=product_launch
  • 6. LinkedIn Ads Example Potential customer clicks on a UTM tracked ad or promoted update Directed to landing page with content download form Bizible remembers UTM parameters from ad (plus much more) and pipes into Salesforce
  • 7. Reporting • Run custom report using Bizible fields • For example, customers with the source of “linkedin” and campaign “product launch”
  • 8. Proving Value • Ultimately the best way to show content marketing is worth the cost is to prove it by calculating return-on-ad-spend (ROAS) • Revenue / Media Expenses = ROAS • For those with sales cycle, also look at projected ROAS based on the pipeline for true picture
  • 9. Key Takeways • • • • Track everything with UTM Use Bizible to pipe in data to Salesforce Create custom reports in Salesforce Report return-on-ad-spend
  • 10. Visit bizible.com to learn more about marketing analytics in Salesforce or request a demo today.