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I'm looking for someone I can have a nitty-gritty, brass tacks, ropes, [insert other idiom/phrase] discussion with about attributing customer advocacy content in marketing campaigns specifically. I have a kind of vision for how I'd like it to work, but marketing operations is just not my area of expertise. Our MOps team is open to helping me make the attribution happen, but we're all a little unsure on how to actually execute it using our existing stack. If you're willing to have a call with me and my MOps colleague, I'd love to know what the actual workflow looks like (is it SFDC custom objects, UTM parameter tags, spreadsheets, or something else?).
@Daniel Palay might have some ideas.
SFDC is our CRM. We don't have a dedicated advocacy platform yet. In the interim, we're using a combination of spreadsheets and SFDC reports.
@Emily Coleman are you looking to tie the attribution to the content within the emails and socials, or specific assets accesses via the campaign? Do you have a digital asset management tool?
@Joel Primack we are getting ready to launch our new Highspot library to sales in a week or two, so that's something I'm really excited to see some results with.
@Jennifer Lyons we are developing new integrated campaign frameworks and content assets to go along with that, and my vision is that if there's some kind of advocacy content used in those assets, I could measure influence.
Example:
We create a blog post featuring practitioner perspectives on why they won't go back to the old way of deploying software. In this blog post, we use customer examples and direct customer quotes. The CTA at the bottom of the post has a free trial sign up. We promote this on LinkedIn and our customer newsletter.
If I know we've used customer quotes/proof in this piece, I'd like to understand how it performs against other assets.
• Higher view count
• Reduced bounce rate
• Increased trial sign-ups
• Increased social engagement (click-through, comments, likes, shares)
It doesn't necessarily need to be attributed back to the specific piece of content. I'd be okay with the general question of "did this asset include customer advocacy content y/n?"
Thanks for the tag @Mary Green (Owner CMAweekly). And @Emily Coleman i do have thoughts, but haven't had a chance to come back here yet as we're in the middle of kickoff week, so my brain is a little mushy.
@Daniel Palay no worries. That's where I was last week. It's a lot.
Take your time Daniel.