“We have lots of marketing content, but I don’t know what is being used and what isn’t.” “How do I prove the value and ROI of our marketing content to our CFO?” “Sales content isn’t always using the approved messaging and branding.” Sound familiar? This presentation provides an overview of achieving and proving marketing ROI. You will learn: • How to create content that is valued and used by sales • How to ensure messaging and branding consistency • How to implement tools and processes to track content usage

1. Brian Fravel, VP Marketing • @fravelb • @veeloinc

2. Agenda
• The Importance of Measuring ROI
• Content Creation Tips
• Usage Tracking Tools and Processes

3. THE IMPORTANCE OF
MEASURING ROI

4. Have you ever thought or said:
“We have lots of marketing
content, but I don’t know what is
being used and what isn’t.”
“How do I prove the value and ROI
of our marketing content to our
CFO?”
“Sales content isn’t always using
the approved messaging and
branding.”

5. You Need to Measure Content Impact
You can’t know where you’re
going until you know where
you’ve been.
You can’t make improvements
until you know what’s working
and what’s not.

6. 4 Stages of Measuring ROI
How Much/
What
Content
Content
Usage
Feedback:
What
Works?
Empirical
Data: What
Moves
Deals?

7. CONTENT CREATION TIPS

8. Best Practice #1
Shorter is Better
• 3-5 minute bites
• Approx. 150 words
per page
• Avoid long, passive
viewing

9. Best Practice #2
Make It Interactive
• People forget 90% of
what they've learned
within a week
• Interactive exercises
that engage different
senses boost memory

10. Best Practice #3
Modularize & Organize
• Break complex
subjects into sub-
topics
• Group related topics
• Short bursts, not
marathons!

11. Best Practice #4
Centralize & Keep Current
• Maintain seller confidence that this is
their trusted source
• Sync with content repositories to save
time manually updating

12. Best Practice #5
Integrate with your sellers’ workflow
• Put content in your CRM,
• Use a relevance engine so
content find your sellers
(instead of vice versa)
• Minimize disruptions and
interruptions
• In-context support most
effective

13. USAGE TRACKING TOOLS &
PROCESSES

14. You already track prospect content
engagement and usage…
With your marketing automation, SEM and social media tools.

15. But when it comes to your own
sales team…are you in the dark?

16. By integrating with your CRM, you can:
• Correlate content usage with sales stage
• Find out which pieces help close deals

17. And by integrating with your MAP, you can:
• See what your sellers share with prospects
• Track prospect engagement from there

18. In short:
Use tactics you’re
already using on your
prospects and leads on
your own sales team.

19. • 20-50% improvement in sales
competency and confidence
• 25% + improvement in sales
productivity and effectiveness
• Award winning product design
• Integrates with your existing
workflow and technology
About Veelo™

20. Thank You!
www.veeloinc.com
@veeloinc @fravelb