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

2. Today Step 1: Customer Engagement Step 2: … Step 3: PROFIT???
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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.

3. “Influence” may be accepted by the C-Suite, but isn’t convincing
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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

4. What do we really want to be able to do?
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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

5. Going from Influence to Attribution
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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!

6. Accept that it’s possible
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Accept that it’s possible
Yes, you have the power!

7. Break down your activities
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Break down your activities
What can you measure?
Fun (games, funny articles)
Educational (articles, etc.)
Asks*** (reference calls)
*** NEED to measure the asks

8. Break down your activities
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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

9. Form a plan of attack Start with low-hanging fruit
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Form a plan of attack
Start with low-hanging fruit
Measure customer content against current marketing metrics (ideally revenue)
A/B test

10. Attribution & reporting
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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

11. Attribution & reporting
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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

12. Impact on sales and key metrics
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Impact on sales and key metrics
Report on what matters:
Deal velocity
Win rates
Pipeline
REVENUE!

13. CASE STUDY

14. How SparkPost Ties Customer Content to Revenue
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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

15. Justifying ungated programs/channels
Twitter
BLOG
Website
Download a guide
utm_source=twitter&utm_medium=social-media& utm_campaign=deliv&utm_content=blog-reading- -headers

16. cont’d

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

18. Key Takeaways Actually track all of your activities – it’s possible!
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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

19. Q&A