advanced content measurement: the brave new world of engagement scoring
Post on 21-Oct-2014
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Your prospect downloaded that white paper or eBook, but did she even read it? KnowledgeVision CEO Michael Kolowich introduces the new world of Engagement Scoring: content that measures and reports back how engaged each prospect is with your content. Lead scoring will never be the same again!TRANSCRIPT
PRESENTED BY
Content Telemetry The Brave New World of Engagement Scoring
#B2BContentEvent
Michael Kolowich CEO, KnowledgeVision [email protected] (978) 254-1221 @MichaelKolowich
#B2BContentEvent #B2BContentEvent
Telemetry???!
! Telemetry: the highly automated communications process by which measurements are made at remote or inaccessible points and transmitted to receiving equipment for monitoring.
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
In other words…
! What if our content could report back to us about individual readers and viewers?
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
What we’ll be talking about today…
! Beyond lead scoring to engagement scoring
! How to design content with engagement-scoring telemetry
! Examples: Putting engagement scoring to work
@MichaelKolowich
#B2BContentEvent
One of the most important sales & marketing trends of the decade…
BUSINESS BUYERS ARE SELF-EDUCATING
77% 77% of B2B buyers don’t talk to a salesperson until after they have
conducted independent research. - DemandGen Report, 2011
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
…is leading to rapid adoption of marketing automation technology
-Adobe Quarterly Digital Intelligence Briefing, 2011
71% of U.S. companies are either using or plan to use
marketing automation.
MARKETING AUTOMATION ADOPTION
Using Marketing Automation (38%)
Plan to Use (33%)
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Marketing automation, in turn, drives an insatiable appetite for content
“If marketing automation is the rocket, then content is the fuel.”
Russell Sparkman FusionSpark Media
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Content creators are under stress to create more content that engages
Source: MarketingProfs, Content Marketing Institute, 2012
79%
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
What is engagement?
! Moving visitors from passive to active consumption
! Kinds of active consumption:
! Traditional B2C social signals: LIKE, SHARE, COMMENT
! B2B buyers:
! DWELL TIME
! TELL ME MORE (DRILL-DOWN)
! REVIEW/REVISIT
! SAVE/BOOKMARK
! REQUEST
! FIND RELATED MATERIAL
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Key question
! How do you tell whether and how a prospect has engaged with your content?
- 10 - - 10 -
#B2BContentEvent
Two levels of measurement
- 11 -
! Aggregate engagement ! Specific individual engagement
How’s my content doing in general? Is this particular prospect engaged?
#B2BContentEvent #B2BContentEvent
The measurement challenge
! With most content types, you can only measure whether someone downloaded it, clicked it, or started watching it.
! You usually can’t tell whether an individual actually read, watched, or absorbed it
! Therefore, it’s difficult to distinguish casual “tire kickers” from more highly engaged information-seekers…except across multiple interactions.
! This can delay the identification of hot leads.
! It also withholds vital information from your lead-scoring method
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Example: which viewer of this video would you prioritize as a lead?
¨ Viewer #1: ¤ Watched all 54 minutes, without skipping
forward ¤ Reviewed a section of the video,
spending a total of over an hour with it ¤ Clicked through on 2 reference links ¤ Shared it with 2 other people
Case example: Jon Miller’s “Marketo on Marketing” talk at 2012 Marketo User Summit (54-minute video)
¨ Viewer #2: ¤ Watched less than one minute ¤ Didn’t click on any reference links ¤ Didn’t share it
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Wiring content for engagement: the multimedia online presentation
Just-in-time footnotes and calls-to-action
@MichaelKolowich
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Wiring content for engagement: the multimedia online presentation
Navigation devices
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
When content is wired for interactivity, clickstream can be captured…
! Who watched
! When they watched
! How long they watched
! How deep they got
! What reference links they clicked
! What handouts they downloaded
! Where they’re from
Engagement Score 0-10
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
…and turned into insight…
“Marketo on Marketing” (runtime: 54 minutes)
“KnowledgeVision Demo” (runtime: 5 minutes)
@MichaelKolowich @MichaelKolowich
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…tied to particular leads…
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
…and even worked into your lead-scoring schema…
@MichaelKolowich
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…and into your sales automation system
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Now THAT’S
telemetry!
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Setting up Action Triggers
@MichaelKolowich
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IDG Enterprise: Engagement Measurement at Work
• Editorially-generated presentation content
• Distributed to IDG’s database
• Monitor viewer behavior for engagement intensity and topics
• Deliver hot leads to sponsor, based on engagement
• Associate engagement specifics with leads
@MichaelKolowich
#B2BContentEvent
An increased focus on individual engagement, telemetry to CRM/marketing automation
! Vidyard ! Brightcove
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Something for us all to wish for…
+
@MichaelKolowich
#B2BContentEvent #B2BContentEvent
Summary ! Self-educating B2B buyers are driving a trend toward
marketing automation adoption, augmented by content marketing programs that attempt to engage
! Most current B2B content types don’t yet allow for measurement of engagement on an individual prospect level
! New content types are emerging that are well-suited to both encourage and measure engagement
! Key: using them, connecting them to marketing automation, and measuring the correlation to conversion to “close the loop”
@MichaelKolowich
PRESENTED BY
Content Telemetry The Brave New World of Engagement Scoring
#B2BContentEvent
Michael Kolowich CEO, KnowledgeVision [email protected] (978) 254-1221 @MichaelKolowich