1. Your B2B Marketing Content Deserves Better
2. Metrics that Matter
- Web Analytics For B2B Content Marketing
- CRM Metrics For B2B Content Marketing
3. Dive in Deep with Factors
- Filters & Breakdown
- Content Groups
You’ve written the perfect blog. It’s engaging, relevant, and valuable. All set to be consumed by your target audience, improve your SEO rankings, and drive limitless traffic to your website. But how exactly does this content piece impact high-level business objectives like pipeline and revenue? This is a key question that is often overlooked by marketers simply because their content analytics tools struggle to provide complete answers.
Google Analytics, for example, may deliver adequate website analysis but will fail to connect your content data with your revenue data. Conversely, CRMs like Hubspot and Salesforce provide valuable revenue data but struggle to make any relevant connections with your website content. Either way, the story remains incomplete.
The following post details how B2B marketing teams can leverage Factors to gauge their content marketing performance across core web pages, blogs, podcasts, white-papers, case-studies, etc —and their true impact on revenue and pipeline.
The content metrics that matter to B2B marketers can be split into two groups — web metrics and CRM metrics. To help marketers eliminate their data silos, Factors consolidates both sources under one, user-friendly roof. Let’s start with web analytics.
Before measuring the impact of your marketing content on pipeline and revenue, it helps to track and analyze web-specific metrics like page views and web sessions. Tools like Google Analytics provide surface level reports into these metrics. The issue is that surface level web metrics are often inadequate and occasionally misleading. Accordingly, Factors delivers a wide range of granular metrics for content marketers to make sense of their data.
Under KPIs, Factors empowers several pageview–specific reports. This includes entrances, unique users, page load time, and more. What makes Factors especially valuable, however, is its emphasis on data accuracy. Here’s an example:
A promising lead clicks into a blog (Content A) on your website. At that very moment, they hear a knock at the door and leave the tab open to answer. After 8 minutes or so, the lead returns to their laptop with the blog still presented on their screen. They realize that they’re not too keen on reading this particular article and move on to a whitepaper (Content B) on your website. They spend a solid 4 minutes skimming through the piece and are thoroughly impressed with the content. As a result, they navigate to the schedule demo page and submit a contact form.
In this case, Google Analytics would credit the conversion to Content A, simply because the “time-spent on page” was twice as long as Content B. This is a first-degree (and inaccurate) conclusion as it does not measure granular metrics like cursor engagement and scroll percentage. Measuring these figures using Factors.ai will result in the accurate conclusion that Content B received legitimate attention, and hence, had a real influence on the lead’s conversion decision.
Here are a few other pageviews metrics supported by Factors.ai:
In addition to measuring page views and engagement rate, it helps to gauge metrics from the web sessions as a whole. How many new users are visiting your core web pages (features, pricing, product, etc) and resources (blogs, podcasts, white-papers, etc). How much time are they spending engaging with the site? Are people bouncing immediately after they drop it? Or are they revisiting specific pages repeatedly?
Answering these questions provides a holistic idea of customer behavior on your website. It goes one step further than individual page analysis by considering a visitor’s interactions during and beyond an entire web session.
Here’s a non-exhaustive list of website session metrics offered by Factors:
So far, we’ve covered on-page metrics that help us understand how our website content is performing. But the real value and impact of our content should be measured by taking pipeline and revenue into account as well.
“How are my website resources driving form submissions, MQLs, SQLs, Opportunities, Deals, and ultimately, Revenue?"
Factors.ai connects the dots between web sessions and CRM events to answer this question through automated form captures, customer journey funnels, and AI-powered inflection analysis to determine what content is helping/hurting larger objectives
Factors.ai takes content analytics one step further with extensive breakdowns + filters, custom dimensions + KPIs, and Content Groups.
As a content marketer, you may be interested in granular insights into your resources. “What geographies are consuming most of my work?”, “Is my blog being read more frequently on a phone or on a desktop? Should I optimize accordingly?”, “What campaigns, channels, and sources is web traffic originating from? “What about my SEO efforts and organic traffic?”.
Factors.ai answers these questions and more with an extensive range of filters and breakdowns. Additionally, there’s ample flexibility to create your own custom events and KPIs if you’d like to track tailor-made metrics.
Finally, with Content Groups, you can group a collection of logically related URLs that make up your overall website content. For example, core web pages like “features” “pricing” and “product” may be defined under one group to measure holistic performance. Similarly, blog articles written with specific intent can be analyzed all in one go. No doubt, a handy feature for content marketing analytics.
And there you have. Our customers regularly use Factors.ai to make sense of their content performance and guide their B2B content marketing strategy with the help of granular web page analytics, end-to-end customer journey insights, and flexible content reporting. If you’d like to learn more about our work at Factors, schedule a personalized demo today.
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