Build consequential reporting rituals

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We prioritized identifying which content impacts pipeline revenue generation, which helped us isolate key metrics like Earned Media Value (EMV), Cost Per Lead (CPL) and Leads Generated.

With executive sponsorship and co-authorship, we took our plan to other marketing teams. Having an executive stakeholder ensured the effort was prioritized within their workload.

2.
Collaborating with other marketing disciplines is the only way to see the full value of social. Most consumers interact with your brand many times before they take further action, like making a purchase or registering for a qatar mobile database webinar. By bringing together teams across marketing, including our marketing operations, SEO, and field and events teams, we were able to reexamine the customer journey and set up measurement systems that benefited all teams.

We worked with marketing analytics to connect our social efforts directly to revenue using Sprout’s integration with Salesforce. Diligent UTM tagging made multi-touch attribution possible, allowing us to track the impact of social media, influencer marketing and employee advocacy on leads across the customer journey and throughout the sales funnel. This new multi-touch attribution model uncovered a 5,800% increase in additional pipeline impact.