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!
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Advanced Content Measurement: The Brave New World of Engagement Scoring
1. PRESENTED BY
Content Telemetry
The Brave New World of Engagement Scoring
#B2BContentEvent
Michael Kolowich
CEO, KnowledgeVision
michael@knowledgevision.com
(978) 254-1221
@MichaelKolowich
2. #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
4. #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
5. #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
6. #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
9. #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
11. #B2BContentEvent
Two levels of measurement
- 11 -
! Aggregate engagement ! Specific individual
engagement
How’s my content doing in general? Is this particular prospect engaged?
12. #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
13. #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
16. #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
23. #B2BContentEvent#B2BContentEvent
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
26. #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
27. PRESENTED BY
Content Telemetry
The Brave New World of Engagement Scoring
#B2BContentEvent
Michael Kolowich
CEO, KnowledgeVision
michael@knowledgevision.com
(978) 254-1221
@MichaelKolowich