Content Marketing Measurement: How B2B Can Value Owned Media Experiences

B2B Marketers still struggle with developing measurement programs for owned media experiences. The overly-simplistic approach is to measure on “leads” gathered, or vanity metrics such as traffic, engagement, or even downloads. The rallying cry from the CFOs office? “Where’s the pipeline?” But this is the wrong question for owned media experiences. The value is not measured in the simple conversion rate—it’s measured on the quality and impact the media has on the audience.

Join Robert Rose as he walks through the development of a proven, tested framework for designing a content marketing measurement program that demonstrates VALUE.

In this session, you’ll learn:

• A step-by-step guide for developing a measurement framework for B2B owned media experiences
• Relevant examples from B2B companies that have deployed similar frameworks
• A method of designing a measurement strategy that goes beyond vanity metrics, and simple “pipeline analytics”—to get to the true value of the owned media efforts