What sort of metrics do you use to measure the impact of thought leadership work?
Posted: Mon Jan 06, 2025 8:56 am
What sort of metrics do you use to measure the impact of thought leadership work? I see a lot of people saying you shouldn't track vanity metrics like page views and social shares, would you agree with that?
A. With mar-tech we are able to measure the impact of thought leadership in new ways.
Using sales content management systems that plug-into Salesforce, I look at attributing revenue by asset. This allows me to assign value to asset classes across the sales cycle.
Using tools like Medallia on owned web properties, I can survey downloaders to assign an NPS score to assets.
Furthermore, assets are picked up by analysts or quoted in reference across the web or reports, impacting brand value and lead generation. At IBM we had tools that measured brand value and Share of Voice in the marketplace.
Vanity metrics are great indicators on interest but they are very top-of-funnel metrics and should not be used alone for investment decisions. I have found a way to build in those metrics along with the measures above.
One can create an asset value index… somewhat similar to how investment firms create different ETFs.
Simply take the sum of different vanity and lead rates, along with binary scores against revenue or wins if appropriate, and divide it by the total number of indices in your model.
"Voila" you have a harmonized thought leadership model/metric that benin telegram number can be compared to other asset class indexes.
Q. What are the differences between Product Marketing and Brand Marketing?
A. To me, Product Marketing is more about driving demand and usage of products by understanding market problems and developing product messaging that resonates with buyers. As a result, we are very much tied to product teams and the sales process. Brand is much more defining "who you are as an organization" and is valuable to building trust and awareness.
Q. How should one prepare to look for a job in a Product Marketing role?
One great place to learn about the role and responsibilities is searching up job postings. If you find you have more questions after this initial level of research, feel free to connect on LinkedIn.
A. With mar-tech we are able to measure the impact of thought leadership in new ways.
Using sales content management systems that plug-into Salesforce, I look at attributing revenue by asset. This allows me to assign value to asset classes across the sales cycle.
Using tools like Medallia on owned web properties, I can survey downloaders to assign an NPS score to assets.
Furthermore, assets are picked up by analysts or quoted in reference across the web or reports, impacting brand value and lead generation. At IBM we had tools that measured brand value and Share of Voice in the marketplace.
Vanity metrics are great indicators on interest but they are very top-of-funnel metrics and should not be used alone for investment decisions. I have found a way to build in those metrics along with the measures above.
One can create an asset value index… somewhat similar to how investment firms create different ETFs.
Simply take the sum of different vanity and lead rates, along with binary scores against revenue or wins if appropriate, and divide it by the total number of indices in your model.
"Voila" you have a harmonized thought leadership model/metric that benin telegram number can be compared to other asset class indexes.
Q. What are the differences between Product Marketing and Brand Marketing?
A. To me, Product Marketing is more about driving demand and usage of products by understanding market problems and developing product messaging that resonates with buyers. As a result, we are very much tied to product teams and the sales process. Brand is much more defining "who you are as an organization" and is valuable to building trust and awareness.
Q. How should one prepare to look for a job in a Product Marketing role?
One great place to learn about the role and responsibilities is searching up job postings. If you find you have more questions after this initial level of research, feel free to connect on LinkedIn.