Measuring Content Marketing ROI and Impact

#B2BContentEvent

Content
Measurement:

Quan/fying
Content

Contribu/on
Jim Lenskold

B B

© 2012 Lenskold Group, Inc. All rights reserved.
Conference

#B2BContentEvent

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

Growing
Role
of
Content

Traditional
Marketing

Promotion/Pitch Sales & Revenue

Leads

Content

Engage Educate


#B2BContentEvent

Content
Highly
Eﬀec/ve

Eﬀec%veness
of
Current
Lead
Genera%on
Marke%ng

Top
two
ra/ngs
on
a
5-‐point
scale

Source:
2010
Lenskold
Group
/

emedia
Lead
Genera8on

Marke8ng
ROI
Study

Full
report
at

www.lenskold.com/LeadGenROI


#B2BContentEvent

Inﬂuence
Buyer
Decision
Process

BUYER STAGES CONTENT INFLUENCE
Unaware Prospects
No need
10,000 Brand aware
Define needs ↓
Consideration
Research options 1,500
↓ Understand solution
Brand Preference
Make purchase
Revenue 100
↓ Recognize benefits
Repeat purchase
Advocate 20

Profitable Sales


#B2BContentEvent

Content
Impact
&
Contribu/on

New Names & Leads Add Volume

Unaware Prospects
10,000
↓
Brand Awareness/Preference 1,500 Educate on Solutions (benefits)
Educate on Solutions (choice) Build Case to Upsell
Differentiate (value add content) ↓ Solve Needs to Retain

Increase sales conversion % 100 Increase value per sale $$$
↓
Educate (use)
20 Exchange info (community)

Profitable Sales Loyalty & Advocacy


#B2BContentEvent

Results
Tracking
–
Engagement

Engagement Marketing Cost per
Marketing Initiative Reach
Counts Expense Engagement

E-mail to inactive
12,212 611 $8,500 $14
prospects

Webinar Series 9,386 927 $51,150 $55

Multi-Channel Nurturing
8,540 1,423 $140,000 $98
Program


#B2BContentEvent

Results
Tracking
–
Leads

Marketing
Marketing Cost per Close
Marketing Initiative Reach Qualified Leads SQLs S
Expense MQL Rate
(MQL)
E-mail to inactive
12,212 63 $8,500 $135 32 4.4%
prospects

Webinar Series 9,386 330 $51,150 $155 202 8.1%

8,540 652 $140,000 $215 422 8.9%
Program

SQL
=
Sales
Qualiﬁed
Lead


#B2BContentEvent

Results
Tracking
–
Proﬁt
&
ROI

Projected
Marketing
Close Projected
Marketing Sales per Total
Cost Close
Marketing Initiative SQLs
Reach Qualified Profit per
Sales Leads SQLs ROI S
Rate Expense Expense Budget
Profit MQL Rate
(MQL) Sale
E-mail to inactive
3212,212
4.4% 1.4 63 $9,746 $8,500
$13,722 $135 $16,500
$8,000 32 -17%
4.4%
prospects

Webinar Series 2029,386
8.1% 16.4 330$11,886 $51,150
$194,479 $155
$50,500 $102,000
202 91%
8.1%

4228,540
8.9% 37.6 652$14,164 $140,000 $105,500 $245,500 117%
$531,972 $215 422 8.9%
Program

SQL
=
Sales
Qualiﬁed
Lead


#B2BContentEvent

Marke/ng
is
Mul/-‐Contact

Key
Ques/ons
Search Ad Webinar Sales Call Web Visit

Keep
content
E-Mail Web Visit E-mail Webinar

tac/c?
Webinar Video Demo Webinar

Video Demo
Choose
best
tac/c?

Sales Call Contact Form
Increase
or

decrease
use
of
Leads
content
tac/c?
Sales
Change
or
improve

content
tac/c?


#B2BContentEvent

Single
ASribu/on

Measures

Compara/ve
Leads


Video Demo
100%

Compara/ve
Sales
Credit

Leads
Compara/ve
Value

per
Customer
Sales


#B2BContentEvent

Mul/-‐Touch
ASribu/on

Measures

Compara/ve
Leads


Video Demo
33%

Compara/ve
Sales
Credit

Leads
Compara/ve
Value

per
Customer
Sales


#B2BContentEvent

Lead
Quality
Scoring

Measures

Compara/ve
Leads


Video Demo
Projected
Sales

Leads
Projected
Value

per
Customer
Projec8ons
for
long
sales
cycles
or
data
gaps

Sales


#B2BContentEvent

Lead
Quality
Scoring

White
Case Study Engage …more Convert Profit
# Employees Region Paper
Webinar Count data pts Score Score
Download
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

Average Projected
% Convert # Leads
Profit 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


#B2BContentEvent

Contact
Analysis

Search Ad Sta8s8cal
analysis
of
correla8ons

Measures
with
lag
8me
to
sales

E-Mail
1st

Tac/cs
Genera/ng
Webinar Touch

Drivers
Any
Touch

New
Names
Sales Call Drivers

Last
Touch

Web Visit
Drivers

Video Demo
Tac/cs
Nurturing

Leads
to
Sales
Leads

Sales
Tac/cs
Conver/ng

Sales
Ready
Leads


#B2BContentEvent

Marke/ng
Mix
Modeling

Measures
Video Demo Webinar E-mail Radio

Incremental
sales

by
tac/c
(including
Sta8s8cal
analysis
of
correla8ons

with
lag
8me
to
sales

mass
media,
sales

contacts
and
non-‐
marke/ng
drivers)

Sales
ROI
by
tac/c

Spend
op/miza/on


#B2BContentEvent

Strategic
Market
Tes/ng

Measures
Search Ad Webinar
Webinar Sales Call Web Visit

Incremental
sales

Webinar

Webinar
Webinar

Video Demo
Incremental
customer
value

Leads

ROI
&
key
metrics
Sales

Funnel
impact


#B2BContentEvent

Strategic
Market
Tes/ng

Unaware Prospects

Control
Test
(w/ Incremental

(BAU)
Webinar)

Awareness
32%
36%
+2%

Considera/on
Webinar
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

Profitable Sales

#B2BContentEvent

Strategic
Market
Tes/ng

Unaware Prospects
Applica/ons

Basic
Tac/cs

Content

Experimenta%on

Major
strategies

Webinar
Iden/fy
higher

Tac/cal
Mix

performing

Integra/on

alterna/ves

Contact
Strategies

Profitable Sales

#B2BContentEvent

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

Thank
You!

Jim Lenskold Special Resources Page at
732-292-2600 www.lenskold.com/C2C
jlenskold@lenskold.com §  Copy of today’s presentation
§  CMO Guides & articles
§  Interactive ROI tools

21

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Measuring Content Marketing ROI and Impact

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