Measure ROI
Marketers need to report on how much their organization contributes to the sales pipeline to prove their value and receive credit for their work's impact on growing the business. With Optimizely Content Marketing Platform (CMP) ROI analytics, marketers can measure their impact on sales opportunities, sales pipeline, and closed deals, thus allowing them to better inform their strategy and connect their content to revenue.
Go to Analytics view > ROI.
Hover over the question mark symbol beside the metric (see following image) to show a tooltip that provides additional information related to the metric. For Pipeline Generated, Pipeline Influenced, and Revenue Influenced, you can hover over the metric itself to see the number of opportunities contributing to the revenue or pipeline.
- Leads Generated – Displays the number of visitors who viewed content on your site, then converted into an Eloqua contact or Marketo lead by filling out a sign-up or subscription form connected to that system.
- A visitor must convert to a lead within 24 hours of visiting content to count in this figure.
This metric displays only if a marketing automation platform was integrated with the Content Marketing Platform (CMP). See integrating with Eloqua, Marketo, or Salesforce (if you use Pardot).
- Leads Reached – This represents the number of current Eloqua contacts or Marketo leads that viewed one or more pieces of content (each contact or lead is counted only once in this summary figure, no matter how many articles were viewed).
- To count in this figure, a visitor must already be a contact or lead when they view content.
This metric only displays if you integrate a marketing automation platform with CMP. See integrating with Eloqua, Marketo, or Salesforce (if you use Pardot).
- Pipeline Generated – This is the sum of the Amount field of opportunities in Salesforce (of any status, including open, closed/won, closed/lost) created after a lead read a piece of content. To display in this figure:
- The lead must also be a contact on that Salesforce opportunity.
- The lead must have interacted with content within one year before the reporting period.
- Someone creates the opportunity during the reporting period at the top of the screen.
This metric only displays if you integrate Eloqua or Marketo plus Salesforce with CMP. See integrating with Salesforce.
- Pipeline Influenced – This is the sum of the Amount field of opportunities in Salesforce that were open at any point during the reporting period set at the top of the screen.
- A contact on the opportunity must have interacted with a piece of content during the reporting period.
This metric only displays if you integrate Eloqua or Marketo plus Salesforce with CMP. See integrating with Salesforce.
- Revenue Influenced – This is the sum of the Amount field of Salesforce opportunities closed or won during the reporting period set at the top of the screen.
- A contact on the opportunity must have interacted with a piece of content at any point before the opportunity closed.
This metric only displays if you integrate Eloqua or Marketo plus Salesforce with CMP. See integrating with Salesforce.
Find influential content
Further down on the page, below the graph, are more tabs (Content, Pipeline Generated Opp, Pipeline Influenced Opps, Deals). The Content tab is open by default and displays the content that most influences your ROI metrics.
Click on an article or other column data to drill into which leads visited each piece of content.
Explore opportunities
Click Pipeline Generated Opps (and Pipeline Influenced Opps) to open tables that show the opportunities contributing to the generated and influenced metric.
Click on a row to view the contact interactions that make up the opportunity.
Investigate deals
Click the Deals tab to open a table showing the opportunities contributing to the Revenue Influenced metric.
Click on a row to expand it and view the contact interactions contributing to the deals.
