Summary
Your website is home to valuable content that you have either created or had developed for you to help educate your customers and prospects. Marketers will often leverage ‘high value assets’ to drive awareness around industry trends and perspectives to validate their positioning in exchange for information about the visitor (ie. gating high value content with forms).
While the act of submitting a form to consume content is a valuable conversion metric, we lose visibility into whether or not the content was consumed, and we don’t supplement this activity with additional content that may be valuable for the visitor.
So while we get the form submission metric, what is the quality of that conversion? Did the visitor actually read the content? How much time did they spend with the content? Were they offered the ability to consume more content in session?
Using PathFactory to deliver a high value asset to a prospect will positively impact your campaign by:
- Allowing you to drive leads through form fills, leveraging PathFactory’s Form Strategy to turn anonymous visitors into known visitors
- Understand which prospects are most engaged with the primary content asset as well as supplementary content
- Prioritize sales follow-up based on the visitor’s level of engagement with the high value asset
Goals
- Drive Lead Acquisition: Increase database growth and convert unknown traffic into known contacts
- Make Data-based Decisions: Evaluate leads based on their engagement to determine follow up and increase lower-funnel conversion
Step 1: Planning and Considerations
- Identify the link to be replaced with a content track
- Set your success metrics.
- Benchmark KPIs
Step 2: Build a Content Track
First: Build a Content Track
Building a Content Track around a high value asset will allow your prospect to consume the initial asset while also giving them the opportunity to binge on relevant content you package it with.
For a step-by-step guide on how to build a content track, see this article:
Create a New Content Track
Second: Apply your Form Strategy
Ensure there is a form related to your content track to capture leads. This could be before a lead hits a content track, leveraging your existing landing page and form strategy, or using PathFactory’s form strategy. Regardless of which strategy you implement, it’s important to pass the form submission data back to your MAP but also to PathFactory in order to identify the individual after their session. This is done by simply adding the PathFactory capture tag to either the Thank You Page or the submit event of your form.
For a step-by-step guide on how to add your MAP form to PathFactory, see this article:
Using the Forms Library
To understand how to add the capture tag to track external form fills, see this article:
Intro to Capture Tags
To easily understand where your traffic is coming from and to understand what’s working, you can add hidden fields to your form to collect information from the URL’s query parameters. To achieve source attribution, you would be looking for a source parameter, for example: utm_source=XXX.
MAP specific articles can be found here:
Using Hidden Fields in Eloqua Forms
Using Hidden Fields in Marketo Forms
Using Hidden Fields in Pardot Forms
Step 3: Add UTM Parameters to your Content Track’s Sharing Link
After you have completed your content track, copy the link to share it and add your appropriate UTM parameters. In this scenario of using a high value asset on your website, you want to ensure you have utm_source=web
For a full article on how to use UTM parameters, see here:
How do I use UTM Parameters with my Content Tracks?
Step 4: Prepare your MAP
Bringing rich PathFactory engagement data back into your MAP is imperative to making a difference with your campaign. By this point, you should have your webhooks set up and enabled to send the relevant information to your MAP. If you are still missing this step, follow up with your CSM.
Related documentation can be found here:
Setting Up Webhooks
Step 5: Actioning the Database
Understanding PathFactory engagement data will allow you to segment prospects who have responded to this campaign. For example, you may deem someone who spent a significant amount of time on the high value asset worthy of sales follow-up, or someone who engaged with more than one asset up to a certain threshold of time fitting for sales.
In these scenarios, you will need to have the following webhook fields in your session webhooks sending over to your map:
- experience name
- content count time threshold met
- engagement time
Fast Moving Buyer Alerts
A great way to let sales know someone is a hot lead is a fast-moving buyer alert. It’s simply an email that is sent to a specific individual/group to let them know the details about this lead: name, phone number, organization, etc. as well as information around what they did to make them a priority.
This is where PathFactory data can be very helpful: the content pieces they consumed, for how long, etc.
Step 6: Go Live
You can simply add or replace the link on your website to point to the high value asset in the Content Track that you have just created. Alternatively, you could use the website overlay functionality from PathFactory. An overlay embed allows your content track to be displayed on top of your webpage rather than navigating away to your content track.
For an article on how to embed a content track on your website check this out:
Embed A Content Track On Your Website
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Note
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Ensure you have fully tested the flow that the end user will go through to ensure the journey is working as expected, the data is flowing properly to your MAP and the data is being actioned in the appropriate way once it arrives there. |
Step 7: Evaluate and Measure
Ask yourself the following questions:
- Did you achieve the goals you set out at the start of this campaign?
- How many leads have you generated with this content piece?
- What was the % of leads generated based on the goal of the campaign?
- How many leads have binged on content (viewed more than one asset)?
- How many leads met the FMB criteria (who are sales ready/ prioritized for sales)?
- Did FMB’s convert at a better rate than other leads generated?
- Were the leads generated better quality?
- Did your sales team feel their time was better used?
- Where are the majority of leads coming from (if you are sharing this on multiple platforms)?
Step 8: Optimize
Campaign Optimizations
Segment your leads based on engagement – those with lower engagement move into a top-of-funnel nurture program, and those with higher engagement move to a more aggressive nurture program or to an inside sales team.
Ultimately, what is the next best action you can take with the leads who have engaged with your content?
Content Track Optimizations
Is there a significant drop-off at a certain piece of content that is performing really well lower in the content track? Reorder your subsequent content to hold people’s attention longer or switch out content if it’s not performing as expected.
Source Evaluation
Is there a source that is performing better than others for this asset? Understand where the valuable leads are coming from based on the source of the fast-moving buyers. You can then make more informed decisions about where to invest more or less.