Fun stuff. Hard to do, but important! If we inve...

2009-07-09T18:36:44.152-07:00

Fun stuff. Hard to do, but important! If we invest big bucks in a video production (for example) or analyst white paper, I better have hard evidence that it brought us customers! Seems to me there still is a business opportunity for Eloqua to track end-to-end content ROI.

Dominique, It's definitely the right topic to ...

2009-07-09T14:43:29.684-07:00

Dominique,
It's definitely the right topic to dig into. We all, as B2B companies, need to become more media companies/publishers. However, measuring ROI is very difficult. One thing that is quite interesting is to use content to identify more of the context of a buyer.

What article attracted them; general education? thought leadership? technical deep dive? competitive comparison? case study? Each of these says something interesting about the buyer and where they are in their buying process.

If you know where there is a gap in your buying process, you can then focus on it in your content marketing, and through filling the gap, drive a more direct contribution to revenue (although still very hard to measure...)

Enjoyed the post, thanks!

Comments on Next Generation CMO: How to measure (and use) content ROI for B-to-B so...

Fun stuff. Hard to do, but important! If we inve...

Dominique, It's definitely the right topic to ...