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Content ROI: Put Your Metrics Where Your Mouth Is

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One of the greatest challenges for content marketers is to showcase the value of their efforts. Learn how to overcome this challenge, boost internal buy-in and, ultimately, prove the true value of content to everyone in your organization.

From this session, you’ll learn:

-How to organize your team for maximum effectiveness;
-5 metrics that reinforce content marketing as a critical business function;
-The must-have martech tools for peacocking value to the suits upstairs;
-Getting sales to care + tips for transforming sales reps into content ambassadors; and
-How to effectively use that data to inform content creation.

Published in: Marketing
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Content ROI: Put Your Metrics Where Your Mouth Is

  1. 1. #B2BMX Content ROI: Put Your Metrics Where Your Mouth Is Katie Thornton – Senior Manager, Content Marketing at Datto Chris Rudnick – Director, Demand Generation at Datto
  2. 2. #B2BMX About Us About Chris (Katie’s Boss) § Currently serves Director of Demand Generation at Datto § Based in Boston, MA § Oversee marketing programs, operations, analytics, and sales enablement globally § @CJRudnick About Katie § Currently serves Senior Manager of Content Marketing at Datto § Based in Boston, MA § Oversee all content development and promotion including eBooks, research reports, blogs, webinars, videos, etc. § @MissBCDR
  3. 3. #B2BMX Content ROI – The Executive View $2.7MMRR influenced 162acquired customers $23KMRR from acquired customers $341customer acquisition cost
  4. 4. § Datto is the world’s leading provider of MSP-delivered IT solutions for small to medium-sized businesses. § Serve more than 70,000 SMBs globally via a channel of 6,000+ MSP partners. § Founded in 2007 in a basement by a 22 year old college student. § Headquartered in Norwalk, CT à became Connecticut's first “unicorn” § 1400 employees, 26 offices globally
  5. 5. #B2BMX Marketing Organization at Datto - 2016 CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Content
  6. 6. #B2BMX Marketing Organization at Datto - 2017 CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Content CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Content
  7. 7. #B2BMX 0 2000 4000 6000 8000 10000 12000 2016 2017 5450 11767 3235 3016 Leads Generated from Tradeshows Total Names New Names -7% Why Move Content into Demand Gen? 0 200 400 600 800 1000 1200 1400 2016 2017 976 1252 Marketing Generated Customer Goals
  8. 8. #B2BMX Content Syndication TradeshowsRoadshows Webinars Web Requests Demand Generation Analytics Paid MediaBlog Social Media Email Marketing Operations Sales Enablement
  9. 9. #B2BMX Aligning Content with Marketing Operations Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement § Content team started taking a funnel mindset § Gain better understanding lead qualification process § Trained on Marketo to pair content production and promotion
  10. 10. #B2BMX Aligning Content to Demand Gen Analytics Content Syndication Tradeshowsdshows Requests § Downloads § New names § Qualified leads § Opportunities § New customers acquired directly § Marketing influence customers § Funnel conversion rates § Funnel velocity § Cost per customer acquisition § Return on investmentAnalytics Marketing Operations Sales Enablement
  11. 11. #B2BMX Aligning Content to Demand Gen Analytics Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement
  12. 12. #B2BMX Content and Sales Alignment Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement § Data fostered strategic conversations with sales § Content brainstorms § Success sharing
  13. 13. #B2BMX Content and Sales Alignment Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement Visited Datto.com/Partners Filled Out Partner Request Form Downloaded Ransomware Report Opportunity Closed
  14. 14. #B2BMX Strategic Approach to Content Demand Content Syndication Tradeshowsdshows Requests 1. Identify the target audience 2. Identify their pain points 3. Develop and promote the messaging 4. Route the leads to sales with follow-up guidance 5. Measure the return Analytics Marketing Operations Sales Enablement
  15. 15. #B2BMX Identify the Target Audience: MSPs § Outsourced IT professionals for small businesses § Starting their own business § Less than 50 employees § Break-fix and monthly recurring revenue clients § 50+ clients § $500K – $5M in annual revenue § Love Star Wars!
  16. 16. #B2BMX Identify their Pain Points
  17. 17. #B2BMX Develop and Promote the Messaging
  18. 18. #B2BMX Measure the Return 2398 downloads 1585 new names 1133 qualified leads 247 new business opportunities 96+ new customers directly $19,869 New customer direct MRR $60,128 New customer influenced MRR $79,997 Total MRR - $959,964 ARR $46,000 Total Cost 1900% ROI from MSPeasy
  19. 19. #B2BMX Brainstorm and Start Collecting Data Direct § New Name Acquisition § Marketing Qualified Leads § Sales Accepted Leads § Sales Qualified Leads § New Buying Customers § Conversion Ratios § Marketing Influenced Revenue Indirect § Driving traffic to product pages § Educating prospects to drive web requests § Stage velocity
  20. 20. #B2BMX Direct ROI – The Executive View 0 20 40 60 80 100 120 140 160 180 January February M arch April M ay June July August Septem ber October Novem ber Decem ber New Customer Acquisition by Content MQLs SALs SQLs Customers
  21. 21. #B2BMX Direct ROI – The Executive View +27%increase in avg. MQLs 33%MQL to SAL conversion rate +40%increase in opportunities -84%decrease in cost per customer
  22. 22. #B2BMX Indirect ROI – The Strategic View 0% 10% 20% 30% 40% 50% 60% Average Conversion Rate Any Content Ransomware Content Networking Content MSPeasy Content 31% 42% 43% 55% 57% Behavioral Impact on Customer Request Conversion Rate
  23. 23. #B2BMX Indirect ROI – The Strategic View 80%MQL to SAL conversion 88%SAL to SQL conversion 51%SQL to customer conversion 35%MQL to customer conversion
  24. 24. #B2BMX Return Beyond the Numbers
  25. 25. #B2BMX Content Exposure and Support Increased Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing
  26. 26. #B2BMX Content Exposure and Support Increased Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Executive Team § Headcount and budget validation
  27. 27. #B2BMX Content Exposure and Support Increased Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Communications § PR exposure for content
  28. 28. #B2BMX Content Exposure and Support Increased Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Web Strategy § Content presence on website grew
  29. 29. #B2BMX Content Exposure and Support Increased Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Partner Marketing § Content guidance for existing customers
  30. 30. #B2BMX Content Exposure and Support Increased Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Creative Services § Brought ideas to build upon success
  31. 31. #B2BMX Content Exposure and Support Increased Content Syndication Tradeshowsdshows Requests Analytics Marketing Operations Sales Enablement CMO PR & Comms. Demand Gen Web Strategy Partner Marketing Creative Services Product Marketing Product Marketing § Become key content contributors
  32. 32. #B2BMX Getting Started with Content ROI - TAKEAWAYS
  33. 33. § Start Brainstorming (Direct and Indirect Metrics) § Start Getting Aligned § Start Tracking Metrics § Start Using your Internal Resources – It’s FREE! § Start Promoting your Success
  34. 34. #B2BMX QUESTIONS? Email Us! Katie: kthornton@datto.com Chris Rudnick: crudnick@datto.com

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