Content Matters

Discussing best practices in marketing automation, content marketing, and demand generation
04
Apr
Are you in touch with your “touches”?

Gain visibility into detailed analytics that uncover truly actionable data!

Best practices in automated content marketing require organized, automated methods for creating, testing, modifying, managing, and measuring complex, multi-channel, marketing campaigns. While many automation platforms use a “last-touch” attribution model (in which the last piece of content clicked on receives full conversion credit), leveraging a multi-touch attribution model distributes the credit to all interactions that happened throughout the buyer’s journey to conversion, including touches from every prospect in a single account. This provides high-level, account-wide visibility to both current and historical metrics, including balance across channels, flow from stage to stage of the buyer’s journey, the velocity or speed at which content touches occur, and the detailed path of prospect conversions. Each time a prospect interacts with the brand, the “touch” is recorded, attributed to that prospect, and analyzed. How long did they stay? Did they convert to the next step in your pre-planned, persona-specific buyer’s journey? Who else at their company has touched the brand, and when? Is this the right type of prospect at the right type of company? Are they sales ready?

With all touches being tracked through the sales cycle, each can be analyzed in detail and in relation to the whole, including the behavior of multiple prospects in a single company. By continually leveraging this historical data, a better understanding of the flow, balance, and overall content value is realized. This detailed analysis also provides marketers clarity into which efforts would be the most impactful in improving results, streamlining the sales cycle, and increasing conversion success.

These multi-touch attribution models form the foundation underlying the most successful automation practices for creating, testing, modifying, managing, and measuring complex, multi-channel marketing campaigns, delivering true visibility into ROI performance and forecasting. This approach also provides a better understanding of the overall effectiveness of buyer-persona-specific content, helping to increase conversions while preventing leads from getting “stuck” in the funnel.

Multi-touch attribution is most effective when combined with persona-specific buyer’s journey models, each designed with the goal of engaging prospects with creative, meaningful experiences that advantageously present the brand, propel clients to conversion, and increase overall marketing ROI.