Original subtitles

Hi and welcome back to Lesson 2.

Let's pick up with identifying campaign

Kpi's. So my North Star metrics are revenue and

qualified pipeline because let's face it, that is what CEO's care about.

That is what my boss cares about.

And I like to look at both marketing

source revenue. That means first touch people who are not

in your database before they consume the report.

And marketing influence revenue.

So these are contacts that were already

known to the company.

They had already given you their

information, they were already in the database.

But they then went on to read the report and become customers.

So it was not their first touch, but it still matters because it helped them

along in their customer journey.

So here's an example of what we look at

in Salesforce. As you can see under leads and campaign,

those are all the leads that have viewed this report.

Now this is the report that I mentioned went live about a month ago.

So that's great.

We've already had unless about not less

than a month, little bit over a month, maybe like 30 to 33 days, one thousand

three hundred seventy four people consume this report that we're calling leads.

Now up in the top right, you see opportunities in campaign a hundred

thirty nine, that's what I consider to be qualified pipeline.

You might know the term SQO sales qualified opportunity.

It just means that a BDR has contacted and talked to this person and they've

said, yeah, this person is definitely a good fit for our company and we're going

to pass them along to an account executive to do the demo.

So out of the 1000 three hundred seventy four we've already said that one thirty

nine are qualified to buy and then right underneath that the one opportunities in

campaign, that's everyone that read the report and went on to become a customer.

Of those 14 people all the way at the bottom right value one opportunities in

campaign that is the revenue associated with this report.

So the people read the report became a customer and the total revenue is sixty

seven thousand eight hundred ninety four dollars.

So we also use Domo.

It gets a little complicated because we

do multi touch attribution.

So of that 64,000 thousand we can go in

and see what percentage of that was first touch, what percentage of that was last

touch. But I know multi touch is something a lot

of companies don't have.

So I'm not going to get too deep into

that. If your company does do multi touch,

definitely take a look at that.

Additionally, since we are category

creators, we look at some softer metrics, for example HTML page views.

Just because you didn't fill out the form doesn't mean you didn't get influenced or

get value from that report.

Organic social views and shares, that's

important for awareness category mentions.

So anytime that somebody talks about talent optimization, I know that the

report is working, especially if it's a state of talent optimization report.

Category searches.

I use some rush to track keyword volume,

growth course and certification completions.

So we have a Learning Center and we have a talent optimization course and

certification. So of course if I put out an annual

talent optimization report, I would expect to see some growth in course and

CERT completions. So next you need to decide if and how

you'll get the report.

This might not be your decision.

This could be the decision of your manager or your client.

Or maybe you're partnering together with demand Gen.

Either way, it's a very personal thing, so I'm not going to tell you the right or

wrong way to gate your report.

I'm just going to let you know how I

approach it at pi and how I typically approach it with clients.

So at pi, our highest converting lead type is a request demo hand raiser.

And if you're a sales led company versus a product led company, chances are that's

going to be your highest converting lead type as well.

And usually these people have consumed a lot of content before they're ready to

say, hey, I want a demo, but what if you need to produce leads immediately like

most of us do? Well, that is when you can turn to what I

call strategic gating.

You give sales what they want while

you're building for the future.

While you're getting that demand built

and how we do it, we build the full report in PDF format and then we gate

that and we ask for name, email phone number.

We then build an ungated HTML page or web page that shares the top findings.

It's actually a pretty robust web page.

We have an introduction.

We have six or seven key findings.

We have some takeaways.

We have charts, graphics, animations, quotes from external, external subject

matter experts. So really we're giving away a lot of

value even before someone does have to fill out that form.

And then we invite them to fill out the form and download the full report as a

PDF. And you know, if we get at the entire

report behind a form, we would get a lot more leads.

But we would not be able to get that report in front of this many people

because some people will just never fill out the form.

So it's kind of the happy medium.

We're giving away a lot of value for

free, but we're also giving enough, say, enough leads to sales that we can hit our

numbers. Ok. So now you want to prepare for the

kickoff meeting. And the kickoff meeting is going to have

every single person who is contributing to the report creation and promotion.

So before you have the kickoff, you are going to complete the campaign brief,

which is in this deck here at the bottom, the DAB framework deck.

Now, WTF is a DAB framework? It's a framework that I created and I

explain it in detail in this guest blog here.

So if you do want to go into detail, please feel free to read it.

Simply it's a it's a framework to help project managers avoid mistakes and in

this part of the framework.

It's all about discussing the report,

making sure that everybody is crystal clear on what's expected of them.

So let's take a quick look at this deck.

Ok, so just like the other template, you

can make a copy of this and you can edit it so that it is unique to each report

that you run.

So what you're going to do is edit

everything in red.

You're going to replace this with.

An overview of your target audience and an explanation of how this campaign helps

your company achieve its strategic goals.

What's our central message?

So what is your ideal storyline? This is where you're going to link out to

your project board.

So I actually write in the kickoff

meeting. Click through, I open up my asana, and I

walk everybody through the tasks.

That way, everybody's clear on who's

doing what. And they're able to ask any questions.

Or if there's a step that's missing, they're able to flag that racy chart.

This is optional.

It's nice to have.

It can help give that extra layer of clarity who's responsible, who's

accountable, who's consulted and who's informed for every big chunk of the

project kpi's so again, this is something that's likely not going to be just you,

but you're going to decide in advance what your goals are and you're going to

share them with the groups.

You can all be working toward the same

goals together and then you're going to do a quick pre mortem and pre parade

during the kickoff.

You're going to ask, imagine this

campaign was a failure, what did we get wrong?

And as people share, you're going to type it right into this slide and then imagine

this campaign was a success.

What did we do right?

Been a lot of research that has shown when teams do this, imagine the success

and failure of the campaign.

They're able to get better results so the

pre work is done.

So congratulations, you've made it

through. Lesson 2 before we move on to data

collection. Lesson 3, why don't you take a minute to

stand and stretch, walk around the block, grab a drink of water and I'll see you

back here in a few thanks.