Maximize return on marketing content with the right tools

The content created by your marketing staff is an investment, and these days you can maximize return on marketing content by using the right tools, We are talking about doing much more than checking to see the number of likes on your LinkedIn post. Today, you can connect all your content into a lead-tracking system that will show you not only which content is engaging the most prospects, but which content is leading to the biggest sales.

Unfortunately, these tools are only as good as the process that underlies their use. Content has to be posted with tracking codes, and leads have to enter the system and be tracked against your marketing activity. Marketing automation has to be implemented with a keen understanding of your internal sales and marketing processes. Once those processes have been clarified, then a trusted advisor like E6 Solutions can help you maximize return on marketing content, by adapting it to your practices and leveraging your strengths.

In order to be sure that your content marketing efforts are earning their keep, you have to track the following four areas:

Your content’s performance

• Total number of downloads of each piece of content by qualified prospects
• % of downloads that became sales
• # of steps between the download and conversion

Effectiveness of your lead management process

• Conversion rate by every lead stage
• Average time prospects spend at each lead stage
• Growth rate of each lead stage

Each channel’s effectiveness

• Impressions per channel
• # of buyers credited to that channel via campaign tracking
• Average cost per sale in each channel

Revenue performance

• Assign opportunities to campaigns and track the win rate
• Calculate the cumulative and average values for those wins
• Figure the return on investment for your campaigns

Technology by itself is not going to provide marketers with all of the analytics they need. A.. clearly defined process must first be mapped out and then enabled by technology. For example, marketing automation would ideally be integrated with CRM, which would also have feeds from the ERP system (if utilized, for actual revenue information) that would then feed into a BI tool which is also pulling traffic information from the website. That being said, a lack of technology should not be an excuse for an absence of optimization strategy or measurement process. Many organizations have very limited technology budgets or antiquated systems, yet they are still able to measure revenue and ROI.

“Demand Marketing KPI’s and Metrics You Need to Measure” by ANNUITAS

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