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  2. 2. Over 85% of organizations use content marketing, yet only 21% of B2B marketers are successful at tracking ROI.
  3. 3. Why Content Scoring? It about the “bottom line” Traditional Metrics Content Scoring
  4. 4. Which content is actually generating demand? Example Kapost Content #1 Example Kapost Content #2
  5. 5. So how does content scoring work? Marketers track their buyers through the purchase funnel Salesforce Marketers track what assets their buyers interact with MAP (Marketing Automation) Combine datasets to show what buyers engaged with what content at what stage Kapost Metrics show which content is generating leads and revenue and which content is not! Content Scoring
  6. 6. It all starts with tracking your prospect’s digital footprint using MAP tacking code Source Code embedded on your website tracks digital activity : Activity logs records the history for each contact:
  7. 7. Marketing Automation tracks digital engagement and syncs leads with your CRM 1. When a new person, Bob, visits your website, your MAP drops a “cookie” on their browser to track all digital interactions 3. As Bob continues to engage with content, MAP builds his lead score and syncs this data with Salesforce Registers for Webinar Becomes MQL Completes Form or Clicks Link Identified in MAP 2. Once Bob fills out a form or clicks through on an email, MAP captures the contact info and associates it to his activity history Visits Blog Post Tracking activity (anonymous) Watches Video Downloads Case Study Lead Score accumulating 4. When Bob hits a certain threshold (lead score or specific action) he becomes a Marketing Qualitied Lead (MQL)
  8. 8. Create reports in Salesforce to identify leads generated 1. Customer creates a separate Salesforce report for each stage/segment is important to measure The most common reports are: • Marketing Qualified Leads (MQLs) • Sales Qualified Leads (SQLs) • Closed Won Opportunities (Won) Note that you are not limited to these suggestions!
  9. 9. Your Salesforce CRM provides Kapost with a list of new leads 2. Customer maps those Salesforce reports to stages in Kapost – associating a potentially complex SF report name to a simpler marketing stage name like “MQL” 3. Kapost runs those reports daily to identify any newly converted MQLs, SQLs, etc
  10. 10. Kapost queries MAP for contact history and attributes weight to content for each “touch” 1. Kapost runs those reports daily to identify any newly converted MQLs, SQLs, etc 3. Once the activity history is pulled for a given contact, Kapost attributes the MQL, SLQ, etc. conversion back across those touches Even distribution: 1/4 1/4 1/4 1/4 Weighted: 1/3 1/6 1/6 1/3 2. For each contact, Kapost queries his digital activity history for what assets he touched suggested
  11. 11. Kapost totals content scores for each asset + + + =Bob 1/4 Jess 1/5 Matt 1/18 .... + + + =Bob 1/4 .25 Sue 1/10 .1 Ben 1/20 .05 .... Once Kapost has the individual attributions for each touch, it allocates attributions from all contacts to each asset
  12. 12. Leverage content scores to optimize specific pieces of content Three levels of metrics to learn from: 1. Content 2. Campaign 3. Overall
  13. 13. Three levels of metrics to learn from: 1. Content 2. Campaign 3. Overall Leverage content scores to optimize marketing campaigns
  14. 14. Leverage content scores to optimize your overall marketing strategy Three levels of metrics to leverage: 1. Campaign 2. Content 3. All Content Created elsewhere Created in Kapost
  15. 15. Leverage metadata along with content scores to optimize your content Buyer Stage Product Author Persona CategoryRegion Content Type Campaign After determining the value of each individual piece of content, Kapost users can filter assets by content type, campaign or persona to compare side-by-side.
  16. 16. Real examples: Customers chose what leads to pull from Salesforce
  17. 17. Frequently Asked Questions What about gated content? Kapost captures all of a customers’ activity history in your Marketing Automation Platform, regardless of it being gated or not. How are lead scoring and content scoring different? Lead scoring in your Marketing Automation Platform focuses on the individual person (Bob has accumulated a score of 100 because he’s engaged with a certain amount of digital assets) while content scoring focuses on those assets (Blog xyz has a MQL score of 50 because it helped progress a certain amount of MQLs). What about leads that aren’t initiated in MAP? Kapost doesn’t care if a lead was initiated organically or by a list upload – if that contact ends up on a Salesforce report as a new lead and has an activity history in your Marketing Automation Platform, his activity will be accounted for in content scoring in Kapost. What about content not created in Kapost? Even if content wasn’t created in Kapost, if it shows up in a lead’s activity history, it will receive a content score in the analytics section of content scoring. What you can’t do is drill into any details that would exist if you had created the content in Kapost. Can I still get metrics and content scoring on content that I’m not creating end to end in Kapost? Yes! Simply create the new piece of content in Kapost, hit publish and enter in the published URL. Make sure that it’s the same URL that is in your Marketing Automation Platform.
  18. 18. Documentation to help get things set up Content Scoring: Salesforce: integration Marketing Automation: Eloqua: Pardot: Marketo: