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Playbook

How To Measure Blog Sessions By Funnel Stage

As a B2B marketer, you’re likely already familiar with the top, middle, and bottom of the sales funnel. These fundamental principles of building awareness, supporting buyer consideration, and enforcing purchase decisions typically come into play under content marketing initiatives as well. 

Let’s take an example that hits close to home: Factors is an account intelligence software that helps marketing teams identify, enrich & target high-intent companies based on cross-channel engagement. We typically compete with the likes of Leadfeeder and Lead Forensics. Accordingly, we publish a range of blogs that cater to the different stages of the sales funnel: 

  1. Top of the funnel blogs on our key product features (Eg: “B2B website visitors identification”)
  2. Middle of the funnel blogs on competing products in the space (Eg: “5 Leadfeeder alternatives”)
  3. And bottom of the funnel blogs to drive home why we’re better (Eg: “Factors vs Leadfeeder”)

Naturally, buyers in different funnel stages would be interested in different types of content assets. Providing your target audience with ToFu, MoFU, and BoFu content keeps your brand fresh on top of their minds as they progress from brand awareness, to product consideration, to purchase decision.

A screenshot of a web form with fields for name, email, and project name, partially filled in.

But which blogs are consumed by which accounts and at which funnel stages? The following playbook highlights how you can answer this question in a matter of seconds on Factors with a simple funnel report and life cycle stages (Lead, MQL, SQL, Opportunity, Customer, etc) from your CRM.

How To Identify Blog Consumption By Funnel Stage With Factors

1. Create Funnel Report

Once you’ve integrated your CRM and website with Factors.ai, head over to the Reports section and select Events Report

A dashboard displaying web analytics with graphs for sessions and page views

2. Add an Event

Add an event: this should be Website Session filtered by Landing Page URL contains “/blog/” to capture all blog pages in your analysis. Of course, the contained value will depend on your website’s own nomenclature (/blog/, /post/, /guide/, etc). 

Next, breakdown this first event by “Session landing page URL” to identify exactly which blogs your buyers are consuming. At this stage, your query should look something like this:

Analytics interface with options to filter and analyze website session events

3. Filter your Event

As a next step, add a Filter to only consider companies with known life cycles stages from your CRM. Assuming your team uses HubSpot, the filter should look similar to this:

3. Filter your Event As a next step, add a Filter to only consider companies with known life cycles stages from your CRM. Assuming your team uses HubSpot, the filter should look similar to this:

4. Breakdown your Event

Finally, breakdown this event query by:

  • Company Life Cycle Stage: To achieve a sense of the number of companies consuming specific blogs by their life cycles stages. In this case life cycle stage proxies for funnel stage.
  • Company Name: If you’re interested to see specific companies reading specific blogs

Select the time period you’re interested in and Run Analysis.

Screen showing a report event setup with filters for website analytics.
Table of website analytics with URLs and corresponding lifecycle stages

And voila! The resultant report reveals how different companies, at different life cycle stages, are consuming different content assets. It provides powerful insights into what kinds of content resonates most with buyers at different stages of the customer journey. 

Measuring Blog Sessions By Funnel Stage: Benefits & Use-cases

Identifying who’s ready what empowers a range of benefits and use-cases:

  • Improved content strategy based on blog consumption patterns
  • Improved sales enablement and life cycle stage-based outreach
  • Improved measurement of content marketing’s influence on deals

For instance, say you notice that several accounts in the opportunity life cycle stage are consuming blogs around your product’s privacy compliance. You could notify your sales team to highlight the robust SOC2 Type 2 certification your company has just earned on their next sales call to better ensure that the deal is closed.Similarly, if you find that lots of top of the funnel leads are consuming blogs around a specific topic, you could commission a topically aligned eBook which may then be used for tailored retargeting and beyond. The possibilities are endless ❤️

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