Marketing Roi or Marketing Waste? | Veelo

Marketing Roi or Marketing Waste? | Veelo

• 1.
  Brian Fravel, VPMarketing • @fravelb • @veeloinc
• 2.
  Agenda • The Importanceof Measuring ROI • Content Creation Tips • Usage Tracking Tools and Processes
• 3.
  THE IMPORTANCE OF MEASURINGROI
• 4.
  Have you everthought or said: “We have lots of marketing content, but I don’t know what is being used and what isn’t.” “How do I prove the value and ROI of our marketing content to our CFO?” “Sales content isn’t always using the approved messaging and branding.”
• 5.
  You Need toMeasure Content Impact You can’t know where you’re going until you know where you’ve been. You can’t make improvements until you know what’s working and what’s not.
• 6.
  4 Stages ofMeasuring ROI How Much/ What Content Content Usage Feedback: What Works? Empirical Data: What Moves Deals?
• 7.
  CONTENT CREATION TIPS
• 8.
  Best Practice #1 Shorteris Better • 3-5 minute bites • Approx. 150 words per page • Avoid long, passive viewing
• 9.
  Best Practice #2 MakeIt Interactive • People forget 90% of what they've learned within a week • Interactive exercises that engage different senses boost memory
• 10.
  Best Practice #3 Modularize& Organize • Break complex subjects into sub- topics • Group related topics • Short bursts, not marathons!
• 11.
  Best Practice #4 Centralize& Keep Current • Maintain seller confidence that this is their trusted source • Sync with content repositories to save time manually updating
• 12.
  Best Practice #5 Integratewith your sellers’ workflow • Put content in your CRM, • Use a relevance engine so content find your sellers (instead of vice versa) • Minimize disruptions and interruptions • In-context support most effective
• 13.
  USAGE TRACKING TOOLS& PROCESSES
• 14.
  You already trackprospect content engagement and usage… With your marketing automation, SEM and social media tools.
• 15.
  But when itcomes to your own sales team…are you in the dark?
• 16.
  By integrating withyour CRM, you can: • Correlate content usage with sales stage • Find out which pieces help close deals
• 17.
  And by integratingwith your MAP, you can: • See what your sellers share with prospects • Track prospect engagement from there
• 18.
  In short: Use tacticsyou’re already using on your prospects and leads on your own sales team.
• 19.
  • 20-50% improvementin sales competency and confidence • 25% + improvement in sales productivity and effectiveness • Award winning product design • Integrates with your existing workflow and technology About Veelo™
• 20.
  Thank You! www.veeloinc.com @veeloinc @fravelb