Actually, You CAN Measure the Impact of Customer Content on Sales From Influence to Attribution

Today Step 1: Customer Engagement Step 2: … Step 3: PROFIT??? *Confidential – Do Not Distribute Today Step 1: Customer Engagement Step 2: … Step 3: PROFIT??? It’s really hard for companies to tie customer engagement to profit. It must have some impact, but not sure how much, and marketers are unable to actually prove it.

“Influence” may be accepted by the C-Suite, but isn’t convincing *Confidential – Do Not Distribute Today “Influence” may be accepted by the C-Suite, but isn’t convincing You’re taking credit for all the revenue you may have touched--but they know that sales and marketing also touched those customers, so they won’t budget to the metric. Completely crazy numbers, too! Not going to get you a seat at the revenue table Not going to get you more budget Not going to increase your influence in the org

What do we really want to be able to do? *Confidential – Do Not Distribute Goals What do we really want to be able to do? 1 2 3 Demonstrate real impact ($$$) to your C-Suite Measure performance of specific customer interactions & content Evaluate against other marketing & sales activities

Going from Influence to Attribution *Confidential – Do Not Distribute How? Going from Influence to Attribution 1 Accept that it’s possible 2 Break down your activities 3 Form a plan of attack 4 Attribution & reporting 5 Case study!

Accept that it’s possible *Confidential – Do Not Distribute Accept that it’s possible Yes, you have the power!

Break down your activities *Confidential – Do Not Distribute Break down your activities What can you measure? Fun (games, funny articles) Educational (articles, etc.) Asks*** (reference calls) *** NEED to measure the asks

Break down your activities *Confidential – Do Not Distribute Break down your activities Activity Current Measurement Marketing/ Sales Analog How we could measure it Social posts General social lift Use specialized UTM tags in the links & attribute revenue to customers’ social posts Reference calls We don’t Sales calls Create an activity in SFDC with a special tag; use attribution system to attribute revenue and measure whether it increases sales velocity Guest blog posts Traffic Blog posts Create a special category and use attribution system to look at revenue generated from all customer blog posts Reviews on other sites Referral traffic Categorize referral traffic from review sites separately in attribution system

Form a plan of attack Start with low-hanging fruit *Confidential – Do Not Distribute Form a plan of attack Start with low-hanging fruit Measure customer content against current marketing metrics (ideally revenue) A/B test

Attribution & reporting *Confidential – Do Not Distribute Attribution & reporting High-level roll up of activities and outcomes to present to the C-suite Based on good data: Multi-touch attribution Full-funnel tracking Multi-dimensional tracking Account-based measurement

Attribution & reporting *Confidential – Do Not Distribute Attribution & reporting Anonymous First Touch Lead Creation Opportunity Creation Deal/ Revenue MQL Demo SEO SEO Where is customer advocacy happening in the buyer journey? Measure it side-by-side your other efforts

Impact on sales and key metrics *Confidential – Do Not Distribute Impact on sales and key metrics Report on what matters: Deal velocity Win rates Pipeline REVENUE!

CASE STUDY

How SparkPost Ties Customer Content to Revenue *Confidential – Do Not Distribute How SparkPost Ties Customer Content to Revenue 1 Track online content with custom UTMs 2 Track offline content with custom URLs 3 Measure as part of customer journey 4 Evaluate content types at stages of the funnel

Justifying ungated programs/channels Twitter BLOG Website Download a guide https://www.sparkpost.com/blog/reading-email-headers/? utm_source=twitter&utm_medium=social-media& utm_campaign=deliv&utm_content=blog-reading-email-headers

cont’d

Tracking on and off-line content Postcards → Direct Mail →Find out which channels are working best

Key Takeaways Actually track all of your activities – it’s possible! *Confidential – Do Not Distribute Key Takeaways 1 Actually track all of your activities – it’s possible! 2 Measure the full-funnel, from first touch to closed 3 Connect to revenue with multi-touch attribution 4 Focus on the metric that matters: revenue

Q&A