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Our Take From Cleveland: #CMWorld Day Two

9 Sep

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Corey and Kate spent two days at #CMWorld in Cleveland. This is the second of two posts sharing their quick takeaways from the event. If you haven’t seen the first, check it out

Our second and final day at #CMWorld. And, like day one, it was a whirlwind of fresh ideas, new friends and awesome swag. (No stress balls!)

Airborne to KC, we’re chatting about what stood out on our final day. Here’s what comes to mind.

First, a stat: For every $5 spent on content creation, marketers are spending just a buck on distribution.

Does that surprise you? It sure caught our eye. Seems like we should be investing more than four quarters to maximize ROI.

Day two gave Corey the opportunity to talk with Jeff Julian on the Enterprise Marketer podcast.

Jeff and Corey chatted about the efficiency of content being pushed through digital channels, rather than dictated by SEO. They also talked about Google updates and how the company continues to show it’s learning context, which is yielding better content as a whole.

We’ll be sure to share Corey’s interview once it’s live. So, stay tuned.

It’s easy to leave a conference like this brimming with new ideas but unsure where to start. Fortunately, Thursday’s opening panel gave some encouraging words on how to take your content strategy to the next level. Here’s a hint: start.

Stephanie Losee with Visa, fresh from Rio for the Olympics, said it just takes one piece of content to begin. Not a launch party. Not a seven-figure budget. Just one piece of content from one SME conversation.

In the same vein, Jenifer Walsh with GE reminded us that content strategy is a marathon, not a sprint. And, that it takes time to build content traction. So, take a deep breath. You don’t have to have a community of a thousand followers on day one.

Finally, Raj Munusamy with Schneider Electric, told us the mind digests visual content six times faster than text. Six times.

What we heard: Goodbye 10-page white papers. Helloooo visual content that wows! (Apparently we should be drawing you a picture, not writing this post.)

So there you have it. Our initial take on two days of all content all the time.

Would we go again? Absolutely. Would Corey remember Cleveland is hot and humid? No doubt. Would Kate pack less? For sure. (Okay, that’s a lie.)

Keep an eye out for future posts from us. In the coming weeks, we’ll share more in-depth learnings from the show.

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Measure Value, Not Activity

30 Aug

Are You Measuring the Right Results?
Business People Meeting Growth Success Target Economic Concept

Open rates, click through rates (CTRs), and conversions are just a few of the metrics most B2B marketers tend to use when determining the results of their work. But are those really the best metrics for determining success?

According to new data from Forrester, not necessarily. More and more B2B marketers are now struggling to tie these results to revenue. The truth is that while the metrics described above do a good job in a vacuum of helping marketers determine whether their marketing is working, they don’t necessarily shed light on whether or not the marketing efforts are generating real dollars for the business as a whole.

Increasingly, it’s not just CMOs who are looking at marketing results, it’s the CEOs. They want to see a direct correlation between marketing spend and sales generation. If the numbers don’t work out, then the marketing department or creative agency might not work out either.

Despite the demand for revenue-based results looming above them, B2B marketers are still struggling to deliver these types of results. So what is complicating their efforts? According to the article, there are several main challenges:

  •  Internal data is difficult to collect, connect, and analyze given the silos that exist in many workplaces.
  • Too much data! Marketers have access to more than ever before, and sometimes it is difficult to cut through the clutter.
  • Marketers aren’t always “numbers people.” Think of the best ones you know—they’re usually creative types who may not have developed the analytical skills necessary to excel—no pun intended.
    Marketing is a subjective field, but by looking at the right numbers and presenting them to the right people, B2B marketers can convert numbers into usable information that can drive real results for the business. (For some fabulous tips about presenting results to others, read this blog by an account service professional at ER Marketing, Matt Bartlett.)

Testing subject lines and measuring open rates and CTRs is great, but only insofar as it improves your approach to your marketing goals. If it helps you fine tune your approach, all the better. To prove your worth as a B2B marketer, you need to start measuring the value of what you do, not just the activity.

To read the full article about the Forrester findings, click here.

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Separating Media Usage Fact from Fiction

8 Jun

New Media Usage Surveys Provide Insights into the State of Marketing

dma-response-rate-report-2015

With all the marketing-related tips, tricks, and think pieces floating around the internet, it can be difficult to separate fact from fiction. Whether it’s in the realm of B2B, B2C, content marketing, or any other subset of marketing, you’re bound to find a few hot takes out there claiming everything from “direct mail is dead” to “email is passé” to “data trumps creative.” Most of these opinions are meant to push people in the direction of digital-only marketing strategies.

Maybe some of those opinions are true, and maybe some of them aren’t. The point is that trying to find the truth in an ever-changing industry like marketing can be difficult, especially with so many voices and thought leaders speculating about it. We all want to be the edgiest and latest to adopt new trends, and sometimes that pushes us to take edgier stances on what’s next for marketing.

I recently read through some stats on different marketing communication tactics, and as it turns out, the truth might lie somewhere in the middle of all the rhetoric. (Shocking, isn’t it?) Here are a few of the findings that stood out:

Fact or Faction: “Direct mail is dead.”

Fiction. Direct mail is alive and well. In fact, 69% of marketers are actually holding their direct mail budgets steady or increasing them. (Source: Target Marketing’s 2016 Media Usage Survey)

Fact or Faction: “Print is dead.”

Fiction. Marketers spend 28.5% of their marketing budget on print and direct mail related campaigns. 8 out of 10 American adults said they prefer to read a printed piece than an online piece. (Source: Target Marketing’s 2016 Media Usage Survey)

Fact or Faction: “Digital marketing is more cost-efficient than direct mail.”

Fiction. Here are some numbers about the cost-per-acquisition for various media categories: (Source: DMA’s 2015 Response Report)

  • Direct Mail: $19
  • Paid Search: $21-30
  • Internet Display Ads: $41-50
  • Email: $11-15

So what’s the takeaway? Simply put, marketers need to temper some of their more bombastic predictions about the future of marketing. Moving forward doesn’t mean abandoning the tactics that have worked well for years; it means combining those tactics with smarter, more insightful approaches that integrate the old with the new.

For example, a strong data approach will empower “outdated” tactics like direct mail and print to drive success. But neither an all digital nor an all traditional approach is likely to be the answer—smart marketers need a blend of the two.

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Content Marketing & SEM: Stats Any B2B CMO Should See

5 May

Why Content Marketing Should Be Part of Your Digital Strategy

SEO and Content

Content marketing. Heard of it? If not, you probably haven’t been reading much Navigate-the-Channel. We’ve spoken a lot about how content is an incredibly effective B2B strategy to provide more information to customers at the early stages of their buyer’s journey, establish companies’ trust and expertise, and ultimately, drive more sales.

That’s all well and good, but there are other issues that B2B companies need to consider when it comes to their content strategies. Issues like Google’s Panda and Penguin updates, in which major search algorithm updates will affect the way search engines deliver the highest-quality results to their users. If your website can’t offer relevant content to those users, you can bet that your website will literally be bumped down the page, hidden under a pile of search results from companies that were just a little smarter than you about integrating content marketing into their strategies.

A recent article from Search Engine Land drew my attention because of its insights regarding content marketing and SEM. Here are a few standout facts that B2B companies should read before planning their content strategy:

  • More than 60-70% of content goes unused, meaning companies need to work to better understand who they’re writing for and why by conducting an audit of buyer personas and journeys.
  • B2B companies should prioritize utilizing a Content Management System (CMS) that integrates authors, topics, and keywords. For Adobe, switching to an SEO-friendly CMS resulted in a 307% increase in organic traffic within a year and a 287% increase in rankings on Page 1.
  • Don’t forget design—content needs to capture attention to be effective. Images, video, website design, and aesthetics are important contributing factors when it comes to “moving the needle” and shouldn’t be underestimated.

As Google continues to demand more and more from websites, it will become critically important that B2B companies fill their sites with the high-quality, relevant content users are searching for. You need to make sure that you’ve not only done the research to find out what your audience is looking for online, but that your content is written and created to deliver to those needs. SEO, therefore, is a critical component of your content marketing strategy.

Or it’s not. But if it’s not, you better enjoy Page 2.

 

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Lead Attribution & the Customer Journey (Part 1)

2 May

Use the Data Available to You to See the Whole Picture

Lead Generation

CoreyMorrisGuest Contributor:
Corey Morris, Digital Marketing Director

Lead attribution and the customer journey. Yes, these are two of the most commonly used buzzwords in digital marketing right now. This is not a lazy blog post to latch onto what others are saying and to give you a fluffy, rosy version of how you should be considering both the customer journey and lead attribution to make your digital marketing drive results 10x over what you got last year. This blog is to make sure we’re all on the same page and using the data available to us to help make these topics attainable and realistic before we get too “pie in the sky” with our conceptual thinking.

But first, we must answer this question: what is lead attribution? Lead attribution is the practice of giving credit to the source who provided the lead. For example, if you are running a PPC campaign in Google AdWords and that person comes to a landing page on our site and completes the form, then they are a conversion—consequently, that lead gets attributed to PPC via AdWords.

This example sounds like typical and solid tracking; however, it could also be short-sighted when we’re talking about “last-click attribution.” By counting this lead as a lead specifically for AdWords PPC, we’re potentially not considering the other potential ways the user might have found us—and the other ways they interacted with our content before coming back. In this case, PPC is getting the credit.

The customer journey can be defined as the process a user takes to go from their initial step in researching, all the way to the point of conversion. If we’re using the Google AdWords PPC landing page form completion example noted above, then we’re also talking about how that same individual (yes, they’re a person, despite all of our “persona talk” about site visitors and users) ultimately decides to fill out a form, which is recorded as a conversion.

The challenge in all of this is that we don’t often work to connect the dots to attribute a lead to all the channels that had a role in the conversion— not just the one that received the last click. It can be tricky as it often isn’t linear or very trackable; however, that doesn’t let us off the hook. We have some data at our fingertips that helps us start the process of working toward building a system. If you have Google Analytics, then you have a tool that has two reports you should start looking at as your first step.

The first report in Google Analytics to get familiar with is the Multi-Channel Funnels Overview under the Conversions section. If you have conversion goals set up in your account, then you’ll have data in this report by default.

You can use the checkboxes to update the Venn diagram to mix and match, so you can understand how the different channels were involved in user journeys that ultimately led to a conversion. You can also see how many total assisted conversions there were.

The second report to take a look at is the Assisted Conversions report (also under the Conversions section in Google Analytics).

There’s a lot more you can do in this report. At a basic level, it shows a breakdown of assisted conversions, which are channels that were part of a user journey but didn’t get the last click or direct conversion at the end of the journey. If you have values set for your conversion goals or have eCommerce tracking on in Google Analytics then you also can see dollar values for each channel, which can be incredibly helpful in measuring the cost of your efforts against revenue generated. You can customize the data in this report by changing the number of days in the window prior to conversion as well as look at the value of first interaction versus last click.

Bonus: If you want to take another step and get into more advanced territory, take a look at the Attribution Model Comparison report in Google Analytics. There are some fun ways to compare models and see how the data and your perspective on conversions might change. We’ll get into this and go deeper with the next post in this series.

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