Demand Gen Report webinar presented by Curata & Vidyard #TargetedContent

1. #TargetedContent
Measuring
The
Impact
Of
Content
Marke7ng
On
Your
Pipeline

2. Follow
this
webinar
on
LinkedIn
&
Twi8er
#TargetedContent
#TargetedContent
Demand
Gen
Report:
@DG_Report
Curata:
@GetCurata
Vidyard:
@Vidyard

3. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
pracGces
in
lead
generaGon
• Newsle8er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
pracGces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

4. #TargetedContent
Panelists
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Michael Gerard,
CMO, Curata
www.curata.com
@MichaelGerard
Joe Gelata,
Demand Generation, Vidyard
www.vidyard.com
@RevenueEngineer

5. Measuring the Impact of Content
Marketing on Your Pipeline!

6. Explorers & !
Content Marketing!
• Require upfront investment!
!
• Fraught with peril & failure-prone!
!
• Have to face plenty of skeptics!
• Take you into uncharted waters!
!
• But can pay off big as well!
@GetCurata

7. @GetCurata

8. “ 7 1 % o f m a r k e t e r s a r e i n c r e a s i n g !
i n v e s t m e n t i n c o n t e n t m a r k e t i n g . ”!
-Curata 2 0 1 4 C o n t e n t M a r k e t i n g P l a n n e r !
!

9. @GetCurata

10. “ 8 5 % o f B 2 B m a r k e t e r s f a i l!
T o c o n n e c t c o n t e n t a c t i v i t y t o b u s i n e s s v a l u e –
a n d , a s a r e s u l t , f a i l t o r e t a i n c u s t o m e r s o r w i n
t h e i r l o n g t e r m l o y a l t y . ”!
- F o r r e s t e r!

11. The solution to date has been to increase content production
and promotion . . .!
73% of B2B marketers are producing more content than they did
one year ago... and using an average of 13 content tactics. !
- MarketingProfs / Content Marketing Institute!
@GetCurata

12. But Time is Running Out…!
• Scarce resources need better allocation!
• Great content marketing results are hard to come by!
• Investors demand to see a return!
@GetCurata

13. It’s Time to Raise the Performance
Measurement Bar!
@GetCurata

14. Consumption Metrics!
“The most success I've had is looking at conversion metrics (downloads/registrations) and
website traffic (blog posts) from traffic sources. Either in aggregate (i.e., social vs. search. vs.
direct) or by a specific website, campaign, etc. By analyzing the source of conversions/traffic,
you can better understand what content resonates and what audiences are valuable to the
business, assuming you can track them through to a sale.”!
-Rob Yoegel VP Marketing Gaggle @RobYoegel !
@GetCurata

15. Caution: Downloads Tracked through
Marketing Automation!
• Marketing
automation
software does
not track asset
“views”.!
• Form bypasses
are excluded. !
@GetCurata

16. Email Consumption!
Analytics Gotcha’s!
• Open rates are typically under-reported. Only
register on click through or image loads.!
• Click through rates are deceiving. Recipients
may read email without clicking through.!
@GetCurata

17. Marketing Pipeline Impact Metrics!
“At the end of the day why are we doing this? The answer is for more leads. If
the leads that are coming into your pipeline are more qualified based on the
engagement with your content and are closer to buying, then your content
strategy is working.”!
!
-Jason Miller Senior Manager of Content & Social LinkedIn @JasonMillerCA !
@GetCurata

18. Deep Dive: Campaign!
Tracking in SF.com!
@GetCurata

19. Sales Pipeline Impact Metrics!
“Revenue has to be the mother of all metrics. It's what we're here for, right?”!
-Doug Kessler Creative Director/Co-Founder, Velocity @dougkessler!
!
“What’s the most important content marketing metric?. . . How’s sales?
Ultimately content marketing drives sales success.”!
-David Meerman Scott Online Marketing Strategist, @dmscott !
@GetCurata

20. Deep Dive: Content Marketing!
Sales and Metrics Cheat Sheet!
@GetCurata

21. Operations & ROI Metrics!
“The power of content marketing goes far beyond generating leads. It is critical to measure the
increase in the Average Value per Customer to reflect content marketing's effectiveness in educating
buyers and differentiating the brand in order to increase purchase volume and earn long-term loyalty.
This additional profit margin generated helps to justify the ROI of higher-cost content that truly
improves the quality of the lead and the customer relationship.” !
!
-Jim Lenskold President, Lenskold Group @jimlenskold !
@GetCurata

22. Building Your Own “Dream” Dashboard!
@GetCurata

23. THE OPPORTUNITY IN VIDEO!
@Vidyard

24. Higher Engagement & Retention Rates!
• Keep attention!
– 65% of viewers watch more than ¾ of a video!
• Drive sharing!
– Audiences are 10x more likely to engage,
embed, share, comment on a video!
@Vidyard

25. Boost in Other Content Mediums!
• Emails!
– 2-4x CTR for emails with a video in
them!
• SEO!
– video increases chance of 1st page
Google result by 53x!
• Landing Pages!
– 35-50% landing page conversion
rates from Vidyard’s Tale of Two
Marketers and Video Marketing
Handbook!
@Vidyard

26. Greater Conversions Overall!
• 70% of marketers say video marketing more
effective at conversions than any other medium!
• Those who view product videos are 64-85%
more likely to buy.!
@Vidyard

27. It’s More Accessible!
Than Ever!
• Types of Videos
Considered “Acceptable”!
• Technology Enablement!
@Vidyard

28. Better Insight than Any Other Medium!
• Audience behavior black box
in text-based assets!
• Video’s feedback loop!
@Vidyard

29. MEASURING THE!
IMPACT OF VIDEO!
@Vidyard

30. Top of Funnel: Engagement!
• Video engagement data!
• More than just views!!
@Vidyard

31. Top of Funnel: Lead Gen!
• Capture leads with email gates
or forms!
– Measure success with form
completions vs. total video views!
• Drive further action post-video!
– Measure success with click-throughs
AND future action!
PLEASE ENTER YOUR
E-MAIL TO VIEW THIS VIDEO
@Vidyard

32. Mid Funnel: Lead Quality & Scoring!
• Pinpoint interests of individual leads!
• Score leads based on viewing behavior!
@Vidyard

33. Bottom of Funnel: Conversion!
• Sales Enablement!
– Share viewing data with sales team in
CRM contact records!
• Measure ROI!
– MAP/CRM synched to video marketing
platform!
– Link investment in video and revenue it
drives!
@Vidyard

34. The Comprehensive Guide to !
Content Marketing Analytics & Metrics!
!!
!

35. The Video Marketing Handbook!
http://go.vidyard.com/Video-Marketing-Handbook!

36. #TargetedContent
Q&A
//
Panelists
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Michael Gerard,
CMO, Curata
www.curata.com
@MichaelGerard
Joe Gelata,
Demand Generation, Vidyard
www.vidyard.com
@RevenueEngineer

37. Thanks
for
a8ending
this
webinar!
#TargetedContent
Download
&
view
this
webinar
at:
h8p://dg-­‐r.co/cm-­‐impact