2. Over 85% of organizations use content
marketing, yet only 21% of B2B marketers are
successful at tracking ROI.
3. Why Content Scoring? It about the “bottom line”
Traditional Metrics Content Scoring
4. Which content is actually generating demand?
Example
Kapost Content
#1
Example
Kapost Content
#2
5. So how does content scoring work?
Marketers track their
buyers through the
purchase funnel
Salesforce
Marketers track what
assets their buyers
interact with
MAP
(Marketing Automation)
Combine datasets to
show what buyers
engaged with what
content at what stage
Kapost
Metrics show which
content is
generating leads and
revenue and which
content is not!
Content
Scoring
6. It all starts with tracking your prospect’s digital
footprint using MAP tacking code
Source Code embedded on your website tracks digital activity :
Activity logs records the history for each contact:
7. Marketing Automation tracks digital engagement
and syncs leads with your CRM
1. When a new person,
Bob, visits your
website, your MAP
drops a “cookie” on
their browser to track
all digital interactions
3. As Bob continues to
engage with content,
MAP builds his lead
score and syncs this
data with Salesforce
Registers for
Webinar
Becomes MQL
Completes Form
or Clicks Link
Identified in MAP
2. Once Bob fills out a
form or clicks through
on an email, MAP
captures the contact
info and associates it to
his activity history
Visits Blog
Post
Tracking activity
(anonymous)
Watches
Video
Downloads
Case Study
Lead Score accumulating
4. When Bob hits a
certain threshold (lead
score or specific action)
he becomes a
Marketing Qualitied
Lead (MQL)
8. Create reports in Salesforce to identify leads
generated
1. Customer creates a separate Salesforce report for
each stage/segment is important to measure
The most common reports are:
• Marketing Qualified Leads (MQLs)
• Sales Qualified Leads (SQLs)
• Closed Won Opportunities (Won)
Note that you are not limited to these suggestions!
9. Your Salesforce CRM provides Kapost with a list
of new leads
2. Customer maps those Salesforce reports to stages in
Kapost – associating a potentially complex SF report
name to a simpler marketing stage name like “MQL”
3. Kapost runs those reports daily to identify
any newly converted MQLs, SQLs, etc
10. Kapost queries MAP for contact history and
attributes weight to content for each “touch”
1. Kapost runs those reports daily
to identify any newly converted
MQLs, SQLs, etc
3. Once the activity history is pulled
for a given contact, Kapost
attributes the MQL, SLQ, etc.
conversion back across those
touches
Even distribution: 1/4 1/4 1/4 1/4
Weighted: 1/3 1/6 1/6 1/3
2. For each contact, Kapost queries
his digital activity history for
what assets he touched
suggested
bob@company.com
11. Kapost totals
content scores
for each asset
+ + + =Bob
1/4
Jess
1/5
Matt
1/18 ....
+ + + =Bob
1/4
.25
Sue
1/10
.1
Ben
1/20
.05
....
Once Kapost has the individual attributions for each touch, it
allocates attributions from all contacts to each asset
12. Leverage content scores to optimize specific
pieces of content
Three levels of metrics to learn from:
1. Content
2. Campaign
3. Overall
13. Three levels of metrics to learn from:
1. Content
2. Campaign
3. Overall
Leverage content scores to optimize marketing
campaigns
14. Leverage content scores to optimize your overall
marketing strategy
Three levels of metrics to leverage:
1. Campaign
2. Content
3. All Content
Created elsewhere
Created in Kapost
15. Leverage metadata along with content scores to
optimize your content
Buyer
Stage
Product
Author Persona
CategoryRegion
Content
Type
Campaign
After determining the value of each individual piece of
content, Kapost users can filter assets by content type,
campaign or persona to compare side-by-side.
17. Frequently
Asked
Questions
What about gated content?
Kapost captures all of a customers’ activity history in your Marketing Automation Platform, regardless of it
being gated or not.
How are lead scoring and content scoring different?
Lead scoring in your Marketing Automation Platform focuses on the individual person (Bob has
accumulated a score of 100 because he’s engaged with a certain amount of digital assets) while content
scoring focuses on those assets (Blog xyz has a MQL score of 50 because it helped progress a certain
amount of MQLs).
What about leads that aren’t initiated in MAP?
Kapost doesn’t care if a lead was initiated organically or by a list upload – if that contact ends up on a
Salesforce report as a new lead and has an activity history in your Marketing Automation Platform, his
activity will be accounted for in content scoring in Kapost.
What about content not created in Kapost?
Even if content wasn’t created in Kapost, if it shows up in a lead’s activity history, it will receive a content
score in the analytics section of content scoring. What you can’t do is drill into any details that would exist
if you had created the content in Kapost.
Can I still get metrics and content scoring on content that I’m not creating end
to end in Kapost?
Yes! Simply create the new piece of content in Kapost, hit publish and enter in the published URL. Make
sure that it’s the same URL that is in your Marketing Automation Platform.
18. Documentation to help get things set up
Content Scoring:
http://help.kapost.com/customer/portal/articles/1477650-setting-up-content-scoring
Salesforce:
http://help.kapost.com/customer/portal/articles/988269-configuring-your-salesforce-com-
integration
Marketing Automation:
Eloqua: http://help.kapost.com/customer/portal/articles/1083812-eloqua-integration
Pardot: http://help.kapost.com/customer/portal/articles/1556698
Marketo: http://help.kapost.com/customer/portal/articles/873769-authenticating-with-marketo
