Conference: Oct 5-6
Workshops: Oct 7
From Pageviews to Pipeline: How To Prove The Business Impact Of Your B2B Content
Gigi Peccolo (Head of Brand, Content, and Creative, HammerTech)
Date: Tuesday, October 6
Time: 11:00 am - 11:30 am
Pass Type:
All Access, 3-Day, 2-Day, Digital -
Get your pass now!
Session Type:
Session
Audience Level:
Intermediate
Track:
Marketing Analytics, Data, & ROI
Vault Recording: TBD
Audience Level: Intermediate
Have you ever wondered if the content you create is actually moving the needle? If so, you’re not alone. Content teams usually have access to top-of-funnel metrics, but less so the numbers your CMO cares about: leads, MQLs, and pipeline. The good news is, with a little curiosity and data savvy, you can prove your impact on these metrics, too.
In this session, I’ll go over the exact methods I’ve used to measure content’s impact at startups and Fortune 1000 companies, including $6M in pipeline sourced for an original research report campaign. I’ll also share how you can immediately increase your content’s impact on leads and pipeline with virtually no paid budget, plus which red flags to look out for when reporting on the pipeline impact. And last but not least, I’ll go over why getting support from MOPs is critical for this kind of reporting.
Whether you’re optimizing blogs, drafting eBooks, or leading an entire content team, this session is for anyone who wants to show how the content they’re making helps make your business money.
Takeaway
- Why a content asset’s success (or failure) isn’t always what it seems
- How to look beyond campaigns and channels to individual asset performance
- How to evaluate content against the the goal it was created for
- How to perform a baseline content audit within your CRM platform
- How to calculate the ROI of content used in brand-to-demand campaigns