Measuring thought-leadership-with-marketing-automation
 

Measuring thought-leadership-with-marketing-automation

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Measuring thought-leadership-with-marketing-automation Measuring thought-leadership-with-marketing-automation Presentation Transcript

  • Measuring Thought LeadershipImpact with MarketoHeidi Bullock, Sr. Director Marketing, Ingenuity Systems #RockTheRev
  • Overview Thought Leadership as a Program Challenges Using Marketo: Lead Scoring and Engagement Index Discussion: Impact and Benefits #RockTheRev Proprietary and Confidential 29
  • Thought LeadershipWhat Blue is the new Black … #RockTheRev Proprietary and Confidential 30
  • Thought LeadershipDrives awareness – prospects and current customers PROSPECTS CUSTOMERS #RockTheRev Proprietary and Confidential 31
  • Thought Leadership: Create Proof PointsKey Assets and Actions to Educate Prospects Throughout the Sales Cycle MARKETING-SALES FUNNEL A PROOF POINT Consists Of: •press release or bylined article •website or blog piece 1 •conference talk Awareness/Lead Gen •targeted email •seminars •one-pager •targeted landing pages (for key areas) •Advertising (ex: banner, PPC) Interest •key publication / targeted bibliography/ 2 customer quote •webinar •video •application note •white paper Desire •use case for onsite presentation 3 •examples where other labs have succeeded either via novel discovery, publication, etc. •sole source justification doc •IT documentation Action 4 •training videos •step by step how to guides •regional trainings to get better in the application #RockTheRev
  • Thought LeadershipHow do you measure impact? #RockTheRev Proprietary and Confidential 33
  • The Challenges How do you measure collective impact of thought leadership - not just one tactic independently? Need to be able to show:  What works, what does not, trends. It’s EXPENSIVE - so it better be good and you better be able to show value. #RockTheRev Proprietary and Confidential 34
  • Our Approach Create dashboard we could report on monthly with Sales and other key stakeholders Create ‘engagement index’ based on lead scores from Marketo Track engagement using Marketo – is the content we are delivering engaging prospects? #RockTheRev Proprietary and Confidential 35
  • How Did We Do It? Dashboard a-la-Excel  Step 1: Collected two sets of metrics - ‘overall’ and ‘specific’  Overall = our category to capture broad metrics like Facebook likes, Twitter followers, publications that cite our products, etc.  Step 2: Set baseline and targets. You have to start somewhere! #RockTheRev Proprietary and Confidential 36
  • How Did We Do It? Dashboard a-la-Excel  Step 3: For ‘specific’ metrics, report on engagement – based on lead scores for specific activities using Marketo  Specific = our category to capture behavioral and demographic metrics for prospects and current users. • Examples: – Behavioral: » Clicks link in email » Fills out form for white papers » Visits product-specific page – Demographic: » Had data to analyze now (i.e. had need now) » Working with a particular technology platform » Three top job titles #RockTheRev Proprietary and Confidential 37
  • How Did We Do It? Dashboard a-la-Excel  Step 4: Assign lead scores – behavioral and demographic. Do this with Sales.  Step 5: With the lead scores, we created an ‘engagement index’ – here ‘62’ represents a very engaged prospect. #RockTheRev Proprietary and Confidential 38
  • How Did We Do It? Step 6: Set up Smart Lists in Lead Database  Simple data pull from Marketo and input into Excel done at the end of each month 1 2 Set up Reporting Have segments here Run monthly Proprietary and Confidential #RockTheRev
  • How Did We Do It? Dashboard a-la-Excel  Step 7: Measured engagement based on key market segments and user type. Rolled data up monthly. ExampleYearly Summary #RockTheRev Proprietary and Confidential 40
  • Results Graph engagementexample Consider impacts of seasonality with Segment A: Activities in the summer were not ideal, worked better in early half of year and Sept/Oct Seasonality non-issue with Segment B: This was a newer target market for 2011, did well engaging prospects over time. New webinar series was popular and was the best vehicle for engagement. ENGAGEMENT INDEX = indicator for us to measure engagement of users and prospects #RockTheRev Proprietary and Confidential 41
  • Putting it all togetherMeasurement: Business Impactexample 46% of valid leads were highly engaged, had lead score > 20 Identify the leads with the highest scores, calculate the % that converted Can help you assess your TL program and calculate impact #RockTheRev Proprietary and Confidential 42
  • How This Method Can Be Used How is your content strategy for TL working for a particular segment ? Which marketing activities are best for engagement? Can you optimize the right mix of activities per segment? How does seasonality impact efforts? Are you doing a better job bringing in higher quality leads? (trend lead scores, map to conversions) #RockTheRev Proprietary and Confidential 43
  • Steps to Implement It’s really easy with Marketo! 1. identify what are the key things you can measure • Fills out form (ex: for white paper) • Email clicks • Visiting a key webpage 2. set goals and lead scores – do this with sales and iterate overtime based on results 3. simple is fine – we did this with 2 people 4. offers consistent methodology for reporting #RockTheRev Proprietary and Confidential 44