Content Measurement: Quantifying Content Contribution - Content2Conversion Conference

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Measurement now plays a critical role in developing an understanding of campaign success and failure. This session will examine the roles of measurement in content and demand generation strategies, including insights into how marketers can effectively measure the success of content campaigns and implement repeatable processes for success.

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Content Measurement: Quantifying Content Contribution - Content2Conversion Conference

  1. 1. #B2BContentEvent Content  Measurement:   Quan/fying  Content   Contribu/on Jim LenskoldB B © 2012 Lenskold Group, Inc. All rights reserved. Conference
  2. 2. #B2BContentEvent About  Lenskold  Group  •  Founded in 1997•  Marketing profitability management •  ROI Framework •  Measurement & Analysis •  ROI Tools & Dashboards •  Workshops & Training•  Global corporate clients•  Leading marketing ROI innovator © 2012 Lenskold Group, Inc. All rights reserved.
  3. 3. #B2BContentEvent Growing  Role  of  Content  TraditionalMarketing Promotion/Pitch Sales & Revenue Leads Content Engage Educate © 2012 Lenskold Group, Inc. All rights reserved.
  4. 4. #B2BContentEvent Content  Highly  Effec/ve  Effec%veness  of  Current  Lead  Genera%on  Marke%ng  Top  two  ra/ngs  on  a  5-­‐point  scale   Source:  2010  Lenskold  Group  /   emedia  Lead  Genera8on   Marke8ng  ROI  Study     Full  report  at   www.lenskold.com/LeadGenROI   © 2012 Lenskold Group, Inc. All rights reserved.
  5. 5. #B2BContentEvent Influence  Buyer  Decision  Process  BUYER STAGES CONTENT INFLUENCE Unaware ProspectsNo need 10,000 Brand awareDefine needs ↓ ConsiderationResearch options 1,500 ↓ Understand solution Brand PreferenceMake purchase  Revenue 100 ↓ Recognize benefitsRepeat purchaseAdvocate 20 Profitable Sales © 2012 Lenskold Group, Inc. All rights reserved.
  6. 6. #B2BContentEvent Content  Impact  &  Contribu/on   New Names & Leads Add Volume Unaware Prospects 10,000 ↓Brand Awareness/Preference 1,500 Educate on Solutions (benefits)Educate on Solutions (choice) Build Case to UpsellDifferentiate (value add content) ↓ Solve Needs to Retain Increase sales conversion % 100 Increase value per sale $$$ ↓ Educate (use) 20 Exchange info (community) Profitable Sales Loyalty & Advocacy © 2012 Lenskold Group, Inc. All rights reserved.
  7. 7. #B2BContentEvent Results  Tracking  –  Engagement     Engagement Marketing Cost perMarketing Initiative Reach Counts Expense EngagementE-mail to inactive 12,212 611 $8,500 $14prospectsWebinar Series 9,386 927 $51,150 $55Multi-Channel Nurturing 8,540 1,423 $140,000 $98Program © 2012 Lenskold Group, Inc. All rights reserved.
  8. 8. #B2BContentEvent Results  Tracking  –  Leads     Marketing Marketing Cost per CloseMarketing Initiative Reach Qualified Leads SQLs S Expense MQL Rate (MQL)E-mail to inactive 12,212 63 $8,500 $135 32 4.4%prospectsWebinar Series 9,386 330 $51,150 $155 202 8.1%Multi-Channel Nurturing 8,540 652 $140,000 $215 422 8.9%Program SQL  =  Sales  Qualified  Lead   © 2012 Lenskold Group, Inc. All rights reserved.
  9. 9. #B2BContentEvent Results  Tracking  –  Profit  &  ROI   Projected Marketing Close Projected Marketing Sales per Total Cost CloseMarketing Initiative SQLs Reach Qualified Profit per Sales Leads SQLs ROI S Rate Expense Expense Budget Profit MQL Rate (MQL) SaleE-mail to inactive 3212,212 4.4% 1.4 63 $9,746 $8,500 $13,722 $135 $16,500 $8,000 32 -17% 4.4%prospectsWebinar Series 2029,386 8.1% 16.4 330$11,886 $51,150 $194,479 $155 $50,500 $102,000 202 91% 8.1%Multi-Channel Nurturing 4228,540 8.9% 37.6 652$14,164 $140,000 $105,500 $245,500 117% $531,972 $215 422 8.9%Program SQL  =  Sales  Qualified  Lead   © 2012 Lenskold Group, Inc. All rights reserved.
  10. 10. #B2BContentEvent Marke/ng  is  Mul/-­‐Contact  Key  Ques/ons   Search Ad Webinar Sales Call Web VisitKeep  content   E-Mail Web Visit E-mail Webinartac/c?   Webinar Video Demo Webinar Video DemoChoose  best  tac/c?   Sales Call Contact FormIncrease  or  decrease  use  of   Leadscontent  tac/c?   SalesChange  or  improve  content  tac/c?   © 2012 Lenskold Group, Inc. All rights reserved.
  11. 11. #B2BContentEvent Single  ASribu/on  Measures   Search Ad Webinar Sales Call Web VisitCompara/ve  Leads   E-Mail Web Visit E-mail Webinar Webinar Video Demo Webinar   Video Demo 100%  Compara/ve  Sales   Credit   Sales Call Contact Form   LeadsCompara/ve  Value  per  Customer   Sales   © 2012 Lenskold Group, Inc. All rights reserved.
  12. 12. #B2BContentEvent Mul/-­‐Touch  ASribu/on  Measures   Search Ad Webinar Sales Call Web VisitCompara/ve  Leads   E-Mail Web Visit E-mail Webinar Webinar Video Demo Webinar   Video Demo 33%  Compara/ve  Sales   Credit   Sales Call Contact Form   LeadsCompara/ve  Value  per  Customer   Sales © 2012 Lenskold Group, Inc. All rights reserved.
  13. 13. #B2BContentEvent Lead  Quality  Scoring  Measures   Search Ad Webinar Sales Call Web VisitCompara/ve  Leads   E-Mail Web Visit E-mail Webinar Webinar Video Demo Webinar   Video DemoProjected  Sales   Sales Call Contact Form   LeadsProjected  Value  per  Customer   Projec8ons  for  long  sales  cycles  or  data  gaps   Sales © 2012 Lenskold Group, Inc. All rights reserved.
  14. 14. #B2BContentEvent Lead  Quality  Scoring   WhiteCase Study Engage …more Convert Profit # Employees Region PaperWebinar Count data pts Score Score Download Lead #1 250+ NY MSA Yes 6 7.7% $5,852 Lead #2 1 - 10 SF MSA No 4 3.2% $4,294 Lead #3 10 - 25 Midwest No 2 3.8% $2,882 … Lead #100 10 - 25 NY MSA Yes 3 5.8% $4,113Average 5.1% $4,285 Average Projected % Convert # Leads Profit ProfitClient Case Study 5.1% $4,285 100 $21,962Growth Strategies 4.2% $3,844 100 $16,145Reducing Expense 4.1% $3,132 100 $12,841 © 2012 Lenskold Group, Inc. All rights reserved.
  15. 15. #B2BContentEvent Contact  Analysis   Search Ad Sta8s8cal  analysis  of  correla8ons    Measures   with  lag  8me  to  sales   E-Mail 1st  Tac/cs  Genera/ng   Webinar Touch   Drivers   Any  Touch  New  Names   Sales Call Drivers   Last  Touch     Web Visit Drivers   Video DemoTac/cs  Nurturing  Leads  to  Sales   Leads   SalesTac/cs  Conver/ng  Sales  Ready  Leads   © 2012 Lenskold Group, Inc. All rights reserved.
  16. 16. #B2BContentEvent Marke/ng  Mix  Modeling  Measures   Video Demo Webinar E-mail RadioIncremental  sales  by  tac/c  (including   Sta8s8cal  analysis  of  correla8ons     with  lag  8me  to  sales  mass  media,  sales  contacts  and  non-­‐marke/ng  drivers)     SalesROI  by  tac/c    Spend  op/miza/on     © 2012 Lenskold Group, Inc. All rights reserved.
  17. 17. #B2BContentEvent Strategic  Market  Tes/ng  Measures   Search Ad Webinar Webinar Sales Call Web VisitIncremental  sales     E-Mail Web Visit E-mail Webinar Webinar Webinar Webinar Video Demo Webinar Webinar   Video DemoIncremental   Sales Call Contact Formcustomer  value   Leads  ROI  &  key  metrics   Sales  Funnel  impact     © 2012 Lenskold Group, Inc. All rights reserved.
  18. 18. #B2BContentEvent Strategic  Market  Tes/ng   Unaware Prospects Control   Test  (w/ Incremental   (BAU)   Webinar)  Awareness   32%   36%   +2%  Considera/on   Webinar   16%   24%   +8%  New  Leads   1,200   1,800   600  Sales   100   130   30  Repeat  Sales   20   25   5  Avg.  $/Customer   $800   $1,000   $200  Profit   $80,000   $130,000   $50,000   Profitable Sales © 2012 Lenskold Group, Inc. All rights reserved.
  19. 19. #B2BContentEvent Strategic  Market  Tes/ng   Unaware ProspectsApplica/ons  Basic  Tac/cs  Content   Experimenta%on  Major  strategies   Webinar   Iden/fy  higher  Tac/cal  Mix   performing  Integra/on   alterna/ves  Contact  Strategies     Profitable Sales © 2012 Lenskold Group, Inc. All rights reserved.
  20. 20. #B2BContentEvent Prove  &  Improve  ROI  Why  Measure?  •  Show  how  content  delivers  more  than  leads    •  Support  higher  cost  ini/a/ves    •  Deliver  beSer  results  •  Iden/fy  higher  performing  alterna/ves  •  Maintain  and  build  marke/ng  credibility   © 2012 Lenskold Group, Inc. All rights reserved.
  21. 21. #B2BContentEvent Thank  You!  Jim Lenskold Special Resources Page at732-292-2600 www.lenskold.com/C2Cjlenskold@lenskold.com §  Copy of today’s presentation §  CMO Guides & articles §  Interactive ROI tools © 2012 Lenskold Group, Inc. All rights reserved.21   §  E-newsletter subscription

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