Let’s talk results. Grainger needed to grow an audience while solidifying its position as a thought leader. It made a big bet on content but had to measure program performance with real-time, content-centric insights. Ray Pryor, Full-Stack Content Marketer, Grainger, and Liam Moroney, Director of Analytics, NewsCred, reveal their strategies for proving the impact of Grainger’s investment.

1. June 6, 2018 | New York City

2. ROCK STARS
OF ROI
Ray Pryor
Content Marketer
Grainger
Liam Moroney
Analytics & Insights
NewsCred

3. - The CHALLENGE
- The PLAN
- The EXECUTION
- The RESULTS
- TAKEAWAYS
Agenda

4. • MRO Industrial Supply Company
(Maintenance, Repair and Operations)
• Started in 1927 – 90 years of trust
• 250+ Branches nationwide
• Sell both products and services

5. Content Marketing Platform

6. THE CHALLENGE
Pivot from Thought Leadership

9. SHOW ME
THE MONEY!!!

10. CHALLENGE
The goal pivots from
“Thought Leadership” to
“Revenue Generation”

13. CHALLENGE
How do you use content to
produce verifiable revenue?
(and prove your worth to management)

14. Plan
START WITH STRATEGY

17. 1 2 3 4 5
The NewsCred Methodology

18. ( You need to know this )
The NewsCred Methodology

19. METHODOLOGY IN ACTION
Plan

20. Example
Ladders Article

21. PLAN - Start with Strategy

22. SEO gives me a list of
top trafficked pages
PLAN - Start with StrategyPLAN

23. SEO gives me a list of
top trafficked pages
PLAN - Start with StrategyPLAN

24. EXECUTION
Ladders
Article
E-Comm
SEO
Email
Social
Display CTAs

25. • Use SEO insights to select pages to monetize
• Add CTAs linking to E-comm
• Add tracking tags
• Monitor Analytics for results
PLAN

26. Plan ANALYTICS
from the Start
TAKEAWAY

27. KPI DETAIL TECH
ENGAGEMENT
SECONDARY ACTION
PRIMARY ACTION
MONETIZATION
TRAFFIC
- Audience
Demographics
- New visitor generation
Content Marketers and C-Level
Marketers from Enterprise, Fortune
2000 brands.
REPORTING
- Google Analytics
- NewsCred Analytics
- Paid Media
- Analytics Team
- Demand Gen
Team
- Content Engagement
- Session duration
- Increased engagement
on solutions pages
Drive high quality content
engagement, and loyalty, improving
the quality of visits to high-value
sections of the site.
- Google Analytics
- NewsCred Analytics
- Analytics Team
- Demand Gen
Team
- Newsletter opt-ins
- Insights sign-ups
- Outbound clicks to
NewsCred solutions
Form submissions that bring leads
into marketing database, or
actions that lead them towards
buyer intent conversion forms
- Google Analytics
- NewsCred Analytics
- Paid Media
- Analytics Team
- Demand Gen
Team
- Contact Us form fill
- Request for Info
- Product/Study
request
Submission to a high-value form
that requests information or
contact with sales or submits a
business specific form
- Google Analytics
- Marketo
- Analytics Team
- Demand Gen
Team
- MQL
- SQL
- Meetings
- Opportunities
Leads becoming qualified (MQLs)
and leading towards successful
sales opportunities in our CRM.
- Marketo
- Salesforce
- Analytics Team
- Demand Gen
- Sales Operations
FUNNEL
Content Marketing - Measurement Framework

28. Building a Measurable ROI Journey
SUBSCRIPTIONS
PAGEVIEWS
LEADS
MQLs
VOLUMEOFAUDIENCE
OPPS
New visitors to Insights content from all channels
Goal: Move this audience to subscribe or sign-up to Insights directly
Scorable Lead
Contains enough data to be qualified as an MQL
Newsletter Subscriber & Upsell Opportunity
Receives newsletter, but also targeted CTAs to drive towards gated content
MQL
Scored by Marketo as an MQL and haded to Sales
Opps
Revenue Connected
2%
8%
33%
15%

29. Building a Measurable ROI Journey
SUBSCRIPTIONS
PAGEVIEWS
LEADS
MQLs
VOLUMEOFAUDIENCE
OPPS
2%
8%
33%
15%

30. • We started with the Ladders article (per SEO)
• Added CTAs linking to E-comm
• Added tracking tags
• Watched Analytics
EXECUTION

31. EXECUTION
Example
Ladders Article

32. Promo Modules
w/ Tracking Tags
EXECUTION

33. EXECUTION

37. EXECUTION
Ladders
Article
E-Comm
SEO
Email
Social
Display CTAs

38. RESULTS
Marketing Attribution Models
• First touch
• Last touch
• Weighted

40. THE RESULTS

41. % Placeholder
RESULTS

42. ROI RESULTS

43. In 2017 we generated a
12x ROI
From last-touch purchased revenue
RESULTS

44. RESULTS
4%
96%
Last-Touch Attribution
Vs Previous 30 Days
• Only 4% of revenue occurred at
the last touch of the content
• The true value of content is far
bigger

45. Takeaways

46. Use a solid PROCESS
1
TAKEAWAY

47. Plan and test
ANALYTICS up-front2
TAKEAWAY

48. Partner with SEO for
valuable insights
3
TAKEAWAY

49. PIVOTTO
PERFORMANCE
Ray Pryor
Content Marketer
Grainger
Liam Moroney
Analytics & Insights
NewsCred