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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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#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Content Measurement: Quan/fying Content
Contribu/on
Jim Lenskold
B B
Conference
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
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
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Growing Role of Content
Sales & Revenue
Content
Traditional Marketing
Leads
Engage Educate
Promotion/Pitch
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Content Highly Effec/ve
Source: 2010 Lenskold Group / emedia Lead Genera8on Marke8ng ROI Study
Full report at
www.lenskold.com/LeadGenROI
Effec%veness of Current Lead Genera%on Marke%ng Top two ra/ngs on a 5-‐point scale
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Influence Buyer Decision Process
Profitable Sales
Unaware Prospects
10,000
↓
1,500
↓
100
↓
20
Revenue
BUYER STAGES No need Define needs Research options Make purchase Repeat purchase Advocate
CONTENT INFLUENCE Brand aware Consideration Understand solution Brand Preference Recognize benefits
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Content Impact & Contribu/on
Profitable Sales
Unaware Prospects
10,000
↓
1,500
↓
100
↓
20
Add Volume New Names & Leads
Brand Awareness/Preference Educate on Solutions (choice) Differentiate (value add content)
Increase sales conversion %
Educate on Solutions (benefits) Build Case to Upsell Solve Needs to Retain
Increase value per sale $$$
Educate (use) Exchange info (community)
Loyalty & Advocacy
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© 2012 Lenskold Group, Inc. All rights reserved.
Results Tracking – Engagement
Marketing Initiative Reach Engagement Counts
Marketing Expense
Cost per Engagement
E-mail to inactive prospects 12,212 611 $8,500 $14
Webinar Series 9,386 927 $51,150 $55
Multi-Channel Nurturing Program 8,540 1,423 $140,000 $98
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Results Tracking – Leads
Marketing Initiative Reach Marketing
Qualified Leads (MQL)
Marketing Expense
Cost per MQL
E-mail to inactive prospects 12,212 63 $8,500 $135
Webinar Series 9,386 330 $51,150 $155
Multi-Channel Nurturing Program 8,540 652 $140,000 $215
SQLs Close Rate Sales
Projected Profit per
Sale
Projected Profit
Sales Expense
Total Budget ROI
32 4.4% 1.4 $9,746 $13,722 $8,000 $16,500 -17%
202 8.1% 16.4 $11,886 $194,479 $50,500 $102,000 91%
422 8.9% 37.6 $14,164 $531,972 $105,500 $245,500 117%
SQL = Sales Qualified Lead
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Marketing Initiative Reach Marketing
Qualified Leads (MQL)
Marketing Expense
Cost per MQL
E-mail to inactive prospects 12,212 63 $8,500 $135
Webinar Series 9,386 330 $51,150 $155
Multi-Channel Nurturing Program 8,540 652 $140,000 $215
Results Tracking – Profit & ROI
SQL = Sales Qualified Lead
SQLs Close Rate Sales
Projected Profit per
Sale
Projected Profit
Sales Expense
Total Budget ROI
32 4.4% 1.4 $9,746 $13,722 $8,000 $16,500 -17%
202 8.1% 16.4 $11,886 $194,479 $50,500 $102,000 91%
422 8.9% 37.6 $14,164 $531,972 $105,500 $245,500 117%
SQLs Close Rate Sales
Projected Profit per
Sale
Projected Profit
Sales Expense
Total Budget ROI
32 4.4% 1.4 $9,746 $13,722 $8,000 $16,500 -17%
202 8.1% 16.4 $11,886 $194,479 $50,500 $102,000 91%
422 8.9% 37.6 $14,164 $531,972 $105,500 $245,500 117%
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Marke/ng is Mul/-‐Contact Key Ques/ons Keep content tac/c? Choose best tac/c? Increase or decrease use of content tac/c? Change or improve content tac/c?
Search Ad
Webinar
Leads
Sales
Webinar
Web Visit
Sales Call
Webinar
Web Visit
Video Demo
Webinar
Sales Call
Contact Form
Video Demo
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Single ASribu/on Measures Compara/ve Leads Compara/ve Sales Compara/ve Value per Customer
Search Ad
Webinar
Leads
Sales
Webinar
Web Visit
Sales Call
Webinar
Web Visit
Video Demo
Webinar
Sales Call
Contact Form
Video Demo
100% Credit
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Mul/-‐Touch ASribu/on Measures Compara/ve Leads Compara/ve Sales Compara/ve Value per Customer
Search Ad
Webinar
Leads
Sales
Webinar
Web Visit
Sales Call
Webinar
Web Visit
Video Demo
Webinar
Sales Call
Contact Form
Video Demo
33% Credit
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Lead Quality Scoring
Projec8ons for long sales cycles or data gaps
Search Ad
Webinar
Leads
Webinar
Web Visit
Sales Call
Webinar
Web Visit
Video Demo
Webinar
Sales Call
Contact Form
Video Demo
Measures Compara/ve Leads Projected Sales Projected Value per Customer
Sales
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Lead Quality Scoring Case Study Webinar # Employees Region
White Paper
Download
Engage Count
…more data pts
Convert Score
Profit Score
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% $4,113
Average 5.1% $4,285
% Convert Average Profit # Leads Projected
Profit
Client Case Study 5.1% $4,285 100 $21,962 Growth Strategies 4.2% $3,844 100 $16,145 Reducing Expense 4.1% $3,132 100 $12,841
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© 2012 Lenskold Group, Inc. All rights reserved.
Contact Analysis E-Mail
Search Ad
Webinar
Leads
Web Visit
Video Demo
Sales Call
1st Touch Drivers
Last Touch Drivers
Any Touch Drivers
Measures Tac/cs Genera/ng New Names Tac/cs Nurturing Leads to Sales Tac/cs Conver/ng Sales Ready Leads
Sta8s8cal analysis of correla8ons with lag 8me to sales
Sales
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© 2012 Lenskold Group, Inc. All rights reserved.
Marke/ng Mix Modeling
Sales
Webinar Radio E-mail Video Demo
Sta8s8cal analysis of correla8ons with lag 8me to sales
Measures Incremental sales by tac/c (including mass media, sales contacts and non-‐marke/ng drivers) ROI by tac/c Spend op/miza/on
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Strategic Market Tes/ng
Search Ad
Webinar
Leads
Sales
Webinar
Web Visit
Sales Call
Webinar
Web Visit
Video Demo
Webinar
Sales Call
Contact Form
Video Demo Webinar
Webinar
Webinar
Webinar
Measures Incremental sales Incremental customer value ROI & key metrics Funnel impact
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Profitable Sales
Unaware Prospects
Webinar
Strategic Market Tes/ng
Control (BAU)
Test (w/Webinar)
Incremental
Awareness 32% 36% +2%
Considera/on 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
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Strategic Market Tes/ng
Experimenta%on Iden/fy higher performing alterna/ves
Profitable Sales
Unaware Prospects Applica/ons Basic Tac/cs Content Major strategies Tac/cal Mix Integra/on Contact Strategies
Webinar
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
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
#B2BContentEvent
© 2012 Lenskold Group, Inc. All rights reserved.
Special Resources Page at www.lenskold.com/C2C § Copy of today’s presentation
§ CMO Guides & articles
§ Interactive ROI tools
§ E-newsletter subscription
Jim Lenskold 732-292-2600 [email protected]
21
Thank You!
