Written by: Vickie Sullivan | April 07, 2016
How Do You Measure Your Content Marketing?
In my last post, Two Ways Technology Changes Influence Marketing, I gave y’all a heads up about new expectations. In a stroke of good timing, along comes Bizible’s ebook on collecting and measuring engagement metrics: B2B Marketing Attribution 101.
The biggest aha from it: most clients interact with us 35 times before making a decision. Wow. That explains a lot.
The upshot: competitive marketplaces force us to go beyond the “activity” metrics on how many articles, blogs, etc. we put out there. Now is the time to measure what happens next: how many people read and act. Given the tools out there, this data shouldn’t be hard to generate.
Related: Content Marketing Trends That Change Everything
But what this information really forces us to do is to look closely at our sales processes. How do we qualify a prospect? What’s the process of creating urgency to act? Sales data matters, too.
Many of these recommendations will work for larger organizations, but I think smaller operations will also find this ebook worth reading. Click here to download. (Registration required.)
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