Your prospect downloaded that white paper or eBook, but did she even read it? KnowledgeVision CEO Michael Kolowich introduces the new world of Engagement Scoring: content that measures and reports back how engaged each prospect is with your content. Lead scoring will never be the same again!

1. PRESENTED BY
Content Telemetry
The Brave New World of Engagement Scoring
#B2BContentEvent
Michael Kolowich
CEO, KnowledgeVision
michael@knowledgevision.com
(978) 254-1221
@MichaelKolowich

2. #B2BContentEvent#B2BContentEvent
Telemetry???!
! Telemetry: the highly
automated
communications
process by which
measurements are
made at remote or
inaccessible points
and transmitted to
receiving equipment
for monitoring.
@MichaelKolowich

3. #B2BContentEvent#B2BContentEvent
In other words…
! What if our
content could
report back to
us about
individual
readers and
viewers?
@MichaelKolowich

4. #B2BContentEvent#B2BContentEvent
What we’ll be talking about
today…
! Beyond lead scoring to engagement scoring
! How to design content with engagement-scoring
telemetry
! Examples: Putting engagement scoring to work
@MichaelKolowich

5. #B2BContentEvent
One of the most important sales &
marketing trends of the decade…
BUSINESS BUYERS ARE
SELF-EDUCATING
77%
77% of B2B buyers don’t talk to a
salesperson until after they have
conducted independent research.
- DemandGen Report, 2011
@MichaelKolowich

6. #B2BContentEvent#B2BContentEvent
…is leading to rapid adoption of
marketing automation technology
-Adobe Quarterly Digital
Intelligence Briefing, 2011
71% of U.S. companies are
either using or plan to use
marketing automation.
MARKETING AUTOMATION
ADOPTION
Using Marketing
Automation (38%)
Plan to Use
(33%)
@MichaelKolowich

7. #B2BContentEvent#B2BContentEvent
Marketing automation, in turn, drives
an insatiable appetite for content
“If marketing automation
is the rocket, then
content is the fuel.”
Russell Sparkman
FusionSpark Media
@MichaelKolowich

8. #B2BContentEvent#B2BContentEvent
Content creators are under stress to
create more content that engages
Source: MarketingProfs,
Content Marketing Institute, 2012
79%
@MichaelKolowich

9. #B2BContentEvent#B2BContentEvent
What is engagement?
! Moving visitors from passive to active consumption
! Kinds of active consumption:
! Traditional B2C social signals: LIKE, SHARE, COMMENT
! B2B buyers:
! DWELL TIME
! TELL ME MORE (DRILL-DOWN)
! REVIEW/REVISIT
! SAVE/BOOKMARK
! REQUEST
! FIND RELATED MATERIAL
@MichaelKolowich

10. #B2BContentEvent#B2BContentEvent
Key question
! How do you tell
whether and how
a prospect has
engaged with
your content?
- 10 - - 10 -

11. #B2BContentEvent
Two levels of measurement
- 11 -
! Aggregate engagement ! Specific individual
engagement
How’s my content doing in general? Is this particular prospect engaged?

12. #B2BContentEvent#B2BContentEvent
The measurement challenge
! With most content types, you can only
measure whether someone downloaded it,
clicked it, or started watching it.
! You usually can’t tell whether an individual
actually read, watched, or absorbed it
! Therefore, it’s difficult to distinguish casual
“tire kickers” from more highly engaged
information-seekers…except across
multiple interactions.
! This can delay the identification of hot
leads.
! It also withholds vital information from your
lead-scoring method
@MichaelKolowich

13. #B2BContentEvent#B2BContentEvent
Example: which viewer of this video would
you prioritize as a lead?
¨ Viewer #1:
¤ Watched all 54 minutes, without skipping
forward
¤ Reviewed a section of the video,
spending a total of over an hour with it
¤ Clicked through on 2 reference links
¤ Shared it with 2 other people
Case example:
Jon Miller’s “Marketo on
Marketing” talk at
2012 Marketo User
Summit
(54-minute video)
¨ Viewer #2:
¤ Watched less than one minute
¤ Didn’t click on any reference links
¤ Didn’t share it
@MichaelKolowich

14. #B2BContentEvent#B2BContentEvent
Wiring content for engagement:
the multimedia online presentation
Just-in-time
footnotes and
calls-to-action
@MichaelKolowich

15. #B2BContentEvent#B2BContentEvent
Wiring content for engagement:
the multimedia online presentation
Navigation
devices
@MichaelKolowich

16. #B2BContentEvent#B2BContentEvent
When content is wired for interactivity,
clickstream can be captured…
! Who watched
! When they watched
! How long they watched
! How deep they got
! What reference links they clicked
! What handouts they downloaded
! Where they’re from
Engagement Score
0-10
@MichaelKolowich

17. #B2BContentEvent#B2BContentEvent
…and turned into insight…
“Marketo on Marketing”
(runtime: 54 minutes)
“KnowledgeVision Demo”
(runtime: 5 minutes)
@MichaelKolowich @MichaelKolowich

18. #B2BContentEvent#B2BContentEvent
…tied to particular leads…
@MichaelKolowich

19. #B2BContentEvent#B2BContentEvent
…and even worked into your lead-
scoring schema…
@MichaelKolowich

20. #B2BContentEvent#B2BContentEvent
…and into your sales automation
system
@MichaelKolowich

21. #B2BContentEvent#B2BContentEvent
Now
THAT’S
telemetry!
@MichaelKolowich

22. #B2BContentEvent#B2BContentEvent
Setting up Action Triggers
@MichaelKolowich

23. #B2BContentEvent#B2BContentEvent
IDG Enterprise: Engagement
Measurement at Work
• Editorially-generated
presentation content
• Distributed to IDG’s
database
• Monitor viewer behavior
for engagement
intensity and topics
• Deliver hot leads to
sponsor, based on
engagement
• Associate engagement
specifics with leads
@MichaelKolowich

24. #B2BContentEvent
An increased focus on individual engagement,
telemetry to CRM/marketing automation
! Vidyard ! Brightcove
@MichaelKolowich

25. #B2BContentEvent#B2BContentEvent
Something for us all
to wish for…
+
@MichaelKolowich

26. #B2BContentEvent#B2BContentEvent
Summary
! Self-educating B2B buyers are driving a trend toward
marketing automation adoption, augmented by content
marketing programs that attempt to engage
! Most current B2B content types don’t yet allow for
measurement of engagement on an individual prospect
level
! New content types are emerging that are well-suited to
both encourage and measure engagement
! Key: using them, connecting them to marketing automation,
and measuring the correlation to conversion to “close the
loop”
@MichaelKolowich

27. PRESENTED BY
Content Telemetry
The Brave New World of Engagement Scoring
#B2BContentEvent
Michael Kolowich
CEO, KnowledgeVision
michael@knowledgevision.com
(978) 254-1221
@MichaelKolowich