Marketing Roi or Marketing Waste? | Veelo

Brian Fravel, VP Marketing • @fravelb • @veeloinc

Agenda

• The Importance of Measuring ROI

• Content Creation Tips

• Usage Tracking Tools and Processes

THE IMPORTANCE OF MEASURING ROI

Have you ever thought 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.”

You Need to Measure 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.

4 Stages of Measuring ROI

How Much/ What

Content

Content Usage

Feedback: What

Works?

Empirical Data: What

Moves Deals?

CONTENT CREATION TIPS

Best Practice #1Shorter is Better

• 3-5 minute bites

• Approx. 150 words

per page

• Avoid long, passive

viewing

Best Practice #2Make It Interactive

• People forget 90% of

what they've learned

within a week

• Interactive exercises

that engage different

senses boost memory

Best Practice #3Modularize & Organize

• Break complex

subjects into sub-

topics

• Group related topics

• Short bursts, not

marathons!

Best Practice #4Centralize & Keep Current

• Maintain seller confidence that this is

their trusted source

• Sync with content repositories to save

time manually updating

Best Practice #5Integrate with 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

USAGE TRACKING TOOLS & PROCESSES

You already track prospect content engagement and usage…With your marketing automation, SEM and social media tools.

But when it comes to your own sales team…are you in the dark?

By integrating with your CRM, you can:

• Correlate content usage with sales stage

• Find out which pieces help close deals

And by integrating with your MAP, you can:

• See what your sellers share with prospects

• Track prospect engagement from there

In short:

Use tactics you’re

already using on your

prospects and leads on

your own sales team.

• 20-50% improvement in sales competency and confidence

• 25% + improvement in sales productivity and effectiveness

• Award winning product design

• Integrates with your existing workflow and technology

About Veelo™

Thank You!

www.veeloinc.com@veeloinc @fravelb