Proving to Your Bossthat Content Marketing

Works using Data

A How-To Guide forSalesforce Campaigns

Content Marketing Study Suggests Most Content Marketing

Doesn't Work

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Your boss reads headlines like this one…

But you’re smart and know performance varies by

industry, company, content, promotion….

But you still need to test it out.

This presentation has you covered

• Overview of UTM• LinkedIn Ads example• Generating reports• Calculating return-on-ad-spend (ROAS)

UTM

• Track everything with UTM

• Build your URLs with Google’s free tool

• Parameters explained:– Campaign Source (utm_source) Required. Use utm_source to identify

where the ad will be placed. Example: utm_source=linkedin

– Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such organic or paid. Example: utm_medium=paid

– Campaign Content (utm_content) Use utm_content to differentiate ads and ad type. Examples: utm_content=update or utm_content=banner

– Campaign Name (utm_campaign) Use utm_campaign to identify a specific promotion or campaign. Example: utm_campaign=product_launch

LinkedIn Ads Example

Potential customer clicks on a UTM tracked ad or promoted update

Directed to landing page with content download form

Bizible remembers UTM parameters from ad (plus much more) and pipes into Salesforce

Reporting

• Run custom report using Bizible fields

• For example, customers with the source of “linkedin” and campaign “product launch”

Proving Value

• Ultimately the best way to show content marketing is worth the cost is to prove it by calculating return-on-ad-spend (ROAS)

• Revenue / Media Expenses = ROAS

• For those with sales cycle, also look at projected ROAS based on the pipeline for true picture

Key Takeways

• Track everything with UTM• Use Bizible to pipe in data to Salesforce• Create custom reports in Salesforce• Report return-on-ad-spend

Visit bizible.com to learn more about marketing

analytics in Salesforce or request a demo today.