One of the greatest challenges for content marketers is to showcase the value of their efforts. Learn how to overcome this challenge, boost internal buy-in and, ultimately, prove the true value of content to everyone in your organization.
From this session, you’ll learn:
-How to organize your team for maximum effectiveness;
-5 metrics that reinforce content marketing as a critical business function;
-The must-have martech tools for peacocking value to the suits upstairs;
-Getting sales to care + tips for transforming sales reps into content ambassadors; and
-How to effectively use that data to inform content creation.
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Content ROI: Put Your Metrics Where Your Mouth Is
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Content ROI: Put Your Metrics Where
Your Mouth Is
Katie Thornton – Senior Manager, Content Marketing at Datto
Chris Rudnick – Director, Demand Generation at Datto
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About Us
About Chris (Katie’s Boss)
§ Currently serves Director of Demand Generation at Datto
§ Based in Boston, MA
§ Oversee marketing programs, operations, analytics, and sales
enablement globally
§ @CJRudnick
About Katie
§ Currently serves Senior Manager of Content Marketing at Datto
§ Based in Boston, MA
§ Oversee all content development and promotion including
eBooks, research reports, blogs, webinars, videos, etc.
§ @MissBCDR
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Content ROI – The Executive View
$2.7MMRR influenced
162acquired customers
$23KMRR from acquired customers
$341customer acquisition cost
4. § Datto is the world’s leading provider of MSP-delivered IT solutions for small
to medium-sized businesses.
§ Serve more than 70,000 SMBs globally via a channel of 6,000+ MSP partners.
§ Founded in 2007 in a basement by a 22 year old college student.
§ Headquartered in Norwalk, CT à became Connecticut's first “unicorn”
§ 1400 employees, 26 offices globally
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Marketing Organization at Datto - 2016
CMO
PR & Comms.
Demand Gen
Web Strategy
Partner
Marketing
Creative
Services
Product
Marketing
Content
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Marketing Organization at Datto - 2017
CMO
PR & Comms.
Demand Gen
Web Strategy
Partner
Marketing
Creative
Services
Product
Marketing
Content
CMO
PR & Comms.
Demand Gen
Web Strategy
Partner
Marketing
Creative
Services
Product
Marketing
Content
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Aligning Content with Marketing Operations
Content
Syndication
Tradeshowsdshows
Requests
Analytics
Marketing Operations
Sales Enablement
§ Content team started taking a funnel mindset
§ Gain better understanding lead qualification process
§ Trained on Marketo to pair content production and
promotion
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Aligning Content to Demand Gen Analytics
Content
Syndication
Tradeshowsdshows
Requests
§ Downloads
§ New names
§ Qualified leads
§ Opportunities
§ New customers acquired directly
§ Marketing influence customers
§ Funnel conversion rates
§ Funnel velocity
§ Cost per customer acquisition
§ Return on investmentAnalytics
Marketing Operations
Sales Enablement
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Aligning Content to Demand Gen Analytics
Content
Syndication
Tradeshowsdshows
Requests
Analytics
Marketing Operations
Sales Enablement
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Content and Sales Alignment
Content
Syndication
Tradeshowsdshows
Requests
Analytics
Marketing Operations
Sales Enablement
§ Data fostered strategic conversations with sales
§ Content brainstorms
§ Success sharing
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Content and Sales Alignment
Content
Syndication
Tradeshowsdshows
Requests
Analytics
Marketing Operations
Sales Enablement
Visited Datto.com/Partners
Filled Out Partner Request
Form
Downloaded Ransomware Report
Opportunity Closed
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Strategic Approach to Content Demand
Content
Syndication
Tradeshowsdshows
Requests
1. Identify the target audience
2. Identify their pain points
3. Develop and promote the messaging
4. Route the leads to sales with follow-up guidance
5. Measure the return
Analytics
Marketing Operations
Sales Enablement
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Identify the Target Audience: MSPs
§ Outsourced IT
professionals for small
businesses
§ Starting their own
business
§ Less than 50
employees
§ Break-fix and monthly
recurring revenue
clients
§ 50+ clients
§ $500K – $5M in annual
revenue
§ Love Star Wars!
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Measure the Return
2398 downloads
1585 new names
1133 qualified leads
247 new business opportunities
96+ new customers directly
$19,869 New customer direct MRR
$60,128 New customer influenced MRR
$79,997 Total MRR - $959,964 ARR
$46,000 Total Cost
1900% ROI from MSPeasy
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Brainstorm and Start Collecting Data
Direct
§ New Name Acquisition
§ Marketing Qualified Leads
§ Sales Accepted Leads
§ Sales Qualified Leads
§ New Buying Customers
§ Conversion Ratios
§ Marketing Influenced Revenue
Indirect
§ Driving traffic to product
pages
§ Educating prospects to drive
web requests
§ Stage velocity
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Direct ROI – The Executive View
0
20
40
60
80
100
120
140
160
180
January
February
M
arch
April
M
ay
June
July
August
Septem
ber
October
Novem
ber
Decem
ber
New Customer Acquisition by Content
MQLs SALs SQLs Customers
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Direct ROI – The Executive View
+27%increase in avg. MQLs
33%MQL to SAL conversion rate
+40%increase in opportunities
-84%decrease in cost per customer
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Indirect ROI – The Strategic View
0%
10%
20%
30%
40%
50%
60%
Average
Conversion Rate
Any Content Ransomware
Content
Networking
Content
MSPeasy Content
31% 42% 43%
55% 57%
Behavioral Impact on Customer Request Conversion Rate
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Indirect ROI – The Strategic View
80%MQL to SAL conversion
88%SAL to SQL conversion
51%SQL to customer conversion
35%MQL to customer conversion