With the rise of marketing automation, marketers have become data freaks. In a few short years, marketing managers went from measuring Nielsen ratings to scouring Facebook likes. Now, they are measuring detailed conversion rates at each sales funnel stage all the way to revenue attribution.
There is one area though that is a mystery to most marketers: How do I effectively attribute the content used in the later stages of the sales cycle by my sales team? Given that many late stage content pieces are typically slide decks, white papers, demos and assessments, it can get difficult to measure activity that is presented in person and offline. In the past year, the ability to measure offline activities has been changing with the rise of various mobile sales enablement solutions that have come to market. As you’re analyzing information in a mobile sales enablement tool, consider these five questions to base your reports and metrics on. These questions are great to think about when trying to figure out how to measure bottom of the funnel (BOFU) content that your sales team utilizes with a mobile sales enablement tool.
1. Is my mobile sales app being used?
Let’s get real. One of the major fears of marketers are rogue sales teams who don’t even use any of the content that is made available to them. If you have a great relationship with your sales team, that’s wonderful. However, if you’re like many organizations, there is a slight misalignment between sales and marketing regarding what is important to key in on with a prospect.
Basic app usage helps gather some thought-provoking information to start a conversation with your sales manager/director counterpart. By looking at the amount of documents viewed and app sessions, you can get a good idea of how the app is being used based on the size of your salesforce. Maybe it will reveal that the older members of the sales team are lagging behind in using the app and will require additional training. Based on how many appointments your sales team has in an average month, you can extrapolate the number of meetings where your team is utilizing your mobile sales enablement tool.
2. Who is using the sales content?
Once you have keyed in on how much your mobile sales enablement application is being used, knowing how they are using it is the next step. Looking at content usage across different sales teams through different product lines will give you an idea of which teams and managers are adopting the application as well as what content is being used to sell which product. Now, you can trend content usage over time and compare usage that correlates with your releases of new content, big marketing campaigns, and training initiatives.
3. Who is using or sharing the most content?
A great way to gamify your sales team’s usage of content is to create a report showing the top content usage by individual sales representatives. With a leaderboard, you can quickly see the reps that are utilizing the tools most effectively, allowing you to either reward them or reach out to them to learn what they like about using the tool so much. On the flip side, a leaderboard can quickly identify those rogue sales reps who aren’t using the collateral that marketing handed out to sales.
4. What types of content are being used? What content coincides with my campaigns?
Marketers typically create both sales and editorial content categorically. Being able to understand what content is successful from a subject matter standpoint is huge! By labeling your content with a tagging system, you can then measure effectiveness by team or individual reps on a categorical basis. You might be surprised to see that all of the content you produced for a specific campaign or category of product all of a sudden stopped getting used when you thought it was still being sold. This type of report will also help with aligning the reporting of your marketing automation campaigns with the marketing collateral created for sales.
This information can help foster a conversation with sales managers and individual reps on why a certain type of service or product type isn’t selling well. Maybe the information is now outdated for the market and you didn’t realize it. Reps could have possibly shifted priorities to sell a different line of products or services because of changing circumstances whereas bringing it back could boost sales. Without this information, everyone is left in the dark and conversations about what works remains in silos between teams.
5. What content is shared the most and viewed by the client?
Once a meeting is over, usually sales reps leave behind materials, one sheets, pamphlets and other support materials based on the conversation of the meeting. With a mobile sales enablement application, typically documents are shared via email or through an online portal. With an online portal, you can then understand how a client engaged with the materials after the fact. With this information, a sales rep can understand what resonated with the client after the meeting and then tailor their follow-up based on the engagement. Now, the sales manager can start to understand what is typically being sent to clients after meetings and what is resonating across the team. Marketing can then understand the content and collateral that was engaging and map that to the different sales teams and product lines. Afterward, marketing can have an open conversation with sales about what materials are resonating after the sales call.
BONUS: What is my lead-to-customer conversion rate and what content is helping it?
If you really want to get down to the bottom line, you are going to want to tie in your data from your mobile sales enablement application to the CRM of your choice. Creating events based upon what was presented to a specific customer and what was engaged with after the meeting can then tie into your closed loop reporting. If you are using a marketing automation system and a CRM, you can see all the way from the start of the sales cycle to the very end where the prospect is engaging with content after a meeting.
You can then run attribution reporting of many shapes and sizes; whether it is a last attribution, a decay attribution, all attributions, or first and last attribution. With these attribution reports, you can then show what content affected the end of the sales cycle and give a revenue attribution to what that content was worth and also what prospect it helped to seal a deal. Always take attribution reports with a grain of salt because you can never be sure at what point in the sales cycle you “closed the deal” or what piece of content influenced them the most. However, you can know what played a part.
Today, data-driven decision making is paramount in deciding what content to create next. With the new data that comes from being able to see what is working at the bottom of your funnel, marketing and sales teams can be more sure of what content is making a difference. What about you? Do you know which presentations and collateral are most effective?