A how-to guide for Salesforce campaigns on measuring the ROI of content marketing.

1. Proving to Your Boss
that Content Marketing
Works using Data
A How-To Guide for
Salesforce Campaigns

2. Your boss reads headlines like this
one…
Content Marketing Study
Suggests Most Content
Marketing Doesn't Work
-

3. But you’re smart and know
performance varies by industry,
company, content, promotion….
But you still need to test it out.

4. This presentation has you covered
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Overview of UTM
LinkedIn Ads example
Generating reports
Calculating return-on-ad-spend (ROAS)

5. UTM
• Track everything with UTM
• Build your URLs with Google’s free tool
• Parameters explained:
– Campaign Source (utm_source) Required. Use utm_source to identify
where the ad will be placed. Example: utm_source=linkedin
– Campaign Medium (utm_medium) Required. Use utm_medium to
identify a medium such organic or paid. Example: utm_medium=paid
– Campaign Content (utm_content) Use utm_content to differentiate ads
and ad type. Examples: utm_content=update or utm_content=banner
– Campaign Name (utm_campaign) Use utm_campaign to identify a
specific promotion or campaign. Example:
utm_campaign=product_launch

6. LinkedIn Ads Example
Potential customer clicks
on a UTM tracked ad or
promoted update
Directed to landing page with
content download form
Bizible remembers UTM
parameters from ad (plus much
more) and pipes into Salesforce

7. Reporting
• Run custom report
using Bizible fields
• For example,
customers with the
source of “linkedin”
and campaign
“product launch”

8. Proving Value
• Ultimately the best way to show content
marketing is worth the cost is to prove it by
calculating return-on-ad-spend (ROAS)
• Revenue / Media Expenses = ROAS
• For those with sales cycle, also look at projected
ROAS based on the pipeline for true picture

9. Key Takeways
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Track everything with UTM
Use Bizible to pipe in data to Salesforce
Create custom reports in Salesforce
Report return-on-ad-spend

10. Visit bizible.com to learn
more about marketing
analytics in Salesforce or
request a demo today.