How to Measure The ROI of Your White Papers by Scripted & DoxIQ
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Transcript of How to Measure The ROI of Your White Papers by Scripted & DoxIQ
S CRI P TE D. COM
How To
Measure The
ROI of Your
White Papers
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S CRI P TE D. COM
Who We Are
JD Peterson, Scripted.com
SVP of Marketing
[email protected] [email protected]
Michael Feng, DoxIQ
Co-founder
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Who is Scripted?
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What is a White Paper?
A whitepaper is a persuasive, authoritative, in-depth report
on a specific topic that presents a problem and provides a
solution
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• Typically 3-10 pages• Not a pure product
pitch• Deeper than a blog
post or article• The best have a lot of
words along with corresponding graphics, charts, etc.
• May or may not be “gated” with a form
What is a White Paper?
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Content Marketing
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Content Market ing Goals
Content Goals
Brand Awareness
Customer Acquisition
Customer Retention
Education & Engagement
B2B B2C
Brand Awareness
Lead Generation
Customer Conversion
Thought Leadership
Education & Engagement
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Where White Papers F i t
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What’s doxIQ?
The modern document presentation layer, optimized for marketing
• Convert PDFs to a native document experience, in the browser
• Capture leads on un-gated content
• Collect valuable data on each view
• Plug in real-time chat, sharing, & analytics into your documents
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1. Are white papers still relevant today?
2. Do people actually read white papers?
3. To gate or not to gate?
4. How do I know if it’s working?
Some Burning Questions
S CRI P TE D. COMSource: 2013 B2B Content Preferences Survey, Demand Gen Report.
1. Are white papers still relevant today?
S CRI P TE D. COMSource: 2013 B2B Content Preferences Survey, Demand Gen Report.
I share the following content types with my colleagues:
“When we asked respondents what type of content they share, the results were a bit surprising. B2B buyers were most likely to say they frequently share white
papers”
1. Are white papers still relevant today?
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AMMUNITIONASSET AUTHORITY
Leads more likely to submit info
Champions use them in board meetings
1. Are white papers still relevant today?
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Complex, lengthy sales process
Education and nurturing required
Multiple decision makers
Traditional buyer base
OPTIMAL CUSTOMER CHARACTERISTICS FOR WHITE PAPER MARKETING
1. Are white papers still relevant today?
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How much of my precious time and money should I devote to writing these things?
2. Do people actually read white papers?
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106kUNIQUE VIEWERS
900DOCUMENTS
1 yearTOTAL TIME SPENT
Our dataset after 5 months of private beta…
2. Do people actually read white papers?
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0%
10%
20%
30%
40%
50%
60%
70%
1 2 3 4 5 6 7 8 9 10+
PER
CEN
T W
HO
REA
D T
HIS
PA
GE
PAGE NUMBER
View depth probability
Many viewers depart immediately…
2. Do people actually read white papers?
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0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
1 2 3 4 5 6 7 8 9 10+
AV
ERA
GE
SEC
ON
DS
SPEN
T
PAGE NUMBER
Average seconds spent per page
…but not much dropoff after page 3!
2. Do people actually read white papers?
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2 TYPES OF WHITE PAPER VIEWERS
PerusersGlancers
2. Do people actually read white papers?
high ROIlow ROI
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LeadsEyeballs
GATEDUN-GATED
“The analysis I have done around form versus no form has suggested that there is a 50:1 ratio whether people will download or not.”
– David Scott Meerman
Source: ”Should Your Content Be Behind Forms? [Debate],” HubSpot. http://blog.hubspot.com/blog/tabid/6307/bid/8499/Should-Your-Content-Be-Behind-Forms-Debate.aspx
“Most marketers have goals in terms of the number of leads they need to generate and you are responsible to your boss.”
- Mike Volpe
3. To gate or not to gate?
TENSION
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A GoldiLocks solution?
First page Last page
http://resources.instartlogic.com/d/WKhvs/Case-Study-Dollar-Shave-Club-Instart-Logic
3. To gate or not to gate?
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FORMLANDING PAGE
• Bounce rate
• Download rate
• Share rate
EMAIL CAMPAIGN
• Click rate
• Forward rate
4. How do I know if it’s working?
Aggregate, high-level metrics
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What happens after the click?
4. How do I know if it’s working?
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More shares may indicate higher interest within company
Person-level metrics
Overall Engagement Score
Time spent actually reading
4. How do I know if it’s working?
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A Framework to Calculate White Paper ROI
4. How do I know if it’s working?
1. Capture person-level engagement metrics with doxIQ
1. Prioritize sales calls to the highly engaged leads
1. A/B test vis-à-vis random sampling
2. Compare conversion rates
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Common Fears
• Will people really read it?
• Unsure how to measure!
• Too expensive!• Too hard to write!• Not enough time
and/or resources!
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5 Simple Questions
• Is anybody reading it?• Consumption stats: views, downloads
• Is it helpful?• Customer feedback, media & influencer coverage
• What do people do after they read it?• Multiple reads per visit, return visits, conversion events
• Are people sharing and/or discussing it?• Social engagement, media & influencer
• Which content is resonating most with buyers?• Content scoring -> analyze which content is most consumed by your MQL’s
or Wins?
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Smal l Team, B ig Content
Team
• Content Manager
Volume
• 35+ pieces of content
published per month
Content
• Blog Posts
• Articles
• White Papers
• Slideshares
• Webinars
Content Creation
Scripted Writers
In-House20%
80%
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Thank You!
Time for
Q & A
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