What are Content Scores?
Content receives a score for each sales stage defined during Content Scoring setup. Content Scores are Kapost's automated way of calculating Multi-Touch Attribution.
Kapost stitches together user and content data from Eloqua/Marketo/Pardot to Salesforce data around user, opportunity and buying stages in order to attribute portions of the users journey to each piece of content they’ve touched along the way. Pieces of content get multiple Content Scores - one for each stage of the journey - and those scores represent how many users (or pieces of the users’ journeys) touched that piece of content before entering into the next stage of their journey.
How is Content Scoring calculated?
Across one stage: Let's say you have a blog post, Post X. Joey is a potential lead who looks at 3 posts - Post A, Post B, and Post X - before becoming an actual Marketing Qualified Lead. Since Post X was one of 3 posts associated with Joey's conversion, it gets a content score of 1/3, or .33.
Across multiple stages: Let's say Joey looks at more content after becoming a Marketing Qualified Lead. He looks at Post X again, as well as Post C, Post D, and Post E. He then does something that triggers a move down the sales funnel in SFDC and becomes a Sales Qualified Lead. He looked at 4 posts on his way there - including Post X - but Kapost's Content Scoring also looks at the role that Post X played in his previous conversion. He looked at 4 posts before becoming an SQL and, as previously discussed, 3 posts on his journey before that to become a Marketing Qualified Lead. That's 7 total interactions with content - and 2 were with Post X. Since we look at his journey across all stages, Post X's content score for the Sales Qualified Lead stage is now 2/7, or .29 and their score for the Marketing Qualified Lead stage remains 1/3, or .33.
The content scores of a post reflects how many times it was touched across all stages of all potential customer's journeys. If Rachel touched 5 posts on her journey to becoming a Sales Qualified Lead, one of which was Post X, Kapost combines Joey's and Rachel's numbers, so the total amount of content looked at is 12 posts, and the number of times Post X was looked at is 3. Post X's content score for the Sales Qualified Lead stage is 3/12, or .25.
Keep in mind that there's no definition of a good or bad content score. You'll need to compare scores in order to see which assets are scoring higher than others. The comparison gives meaning to the actual number.
When Joey and Rachel's companies have a dollar value associated with them - when these opportunities close and they become paying customers - you can then attribute revenue across the content they've interacted with. If Rachel's opportunity is worth $1000 to you and Joey's is worth $200, together these opportunities are worth $1200. This means that Post X, with a content score of 3/12, can translate that score into a revenue of $300.
Does the scoring calculate based on each stage? Or, over the lifetime (of all stages) of the contact?
For the most part, the scores are based on the lifetime of all the stages of all the contacts that touch it - it does not give extra weight to one stage over the other but instead tracks the entire contact's journey continually adding touched content throughout the sales stages. It is possible to give special weight to individual pieces of content if they were the contact's first and last touches, but it is not possible to give more points to movement through one stage as opposed to another.
Do all pieces of content get equal credit towards the score in each stage?
Content scoring does not give extra weight to one stage over another. It is possible to give special weight to individual pieces of content if they were the contact's first and last touches, but most customers start with an even attribution model.
Which user is best to use when setting up reports in SFDC?
Typically customers will create a separate Kapost user within Salesforce to connect to, and save reports in their Personal Folder for Kapost to access. Please note, it is critical that the person in the integration for SF is the SAME person who has access in SF to the right data and to create reports.
What are the best practices when defining content scoring stages associated with Saleforce reports?
First, talk to the sales team to better understand which buying stages in Kapost map to stages in SFDC. If there are many, we recommend simplifying them into 3 or so reports. You may need to consolidate some of your SFDC sales stages to fit this model by associating 2 or more sales stages into a single report to surface in Kapost. The defined stages really depend on an individual instance and the way their company keeps track of their sales cycle - we don't have an official best practice beyond limiting the amount of sales cycles you expose through content scoring. Again, 3 content scoring stagesis a good number to start with! Many customers start with MQL, SQL, and Closed Won as their stages.
How is information from my Marketing Automation Platform (MAP) used with Salesforce and Kapost in Content Scoring?
Your Marketing Automation Platform (Marketo, Eloqua or Pardot) adds a Marketing Automation Platform Tracking Code to your assets, which tracks the digital footprints of your contacts in your platform. This tracking code clocks the user's activity on your assets on your site and adds it to their user history - so if they click through on a landing page or click on a link in your blog, that activity is added to their activity log in your MAP. If your MAP is synced with Salesforce, this data is sent over to SFDC. Salesforce is set up so that when a lead hits a certain threshold, either by completing a certain action or hitting a certain lead score, he moves to the next level on your lead gen ladder. Kapost looks at the content your user is hitting, and is able to see which content is used most often on a user's path to the next level.
Why do the Content Scores not equal my Marketing Automation Platform (MAP) Data?
Content Scoring does not replace any existing metrics Marketers are looking at from other systems - including their MAP Data. Their MAP will surface more information than what we pull in for Content Scoring; meaning, they should use Content Scoring data and their detailed MAP data to evaluate the success of their content.
When I'm looking at the Conversion graphs within Insights, some assets are linked and others are not. Why is this?
When viewing Content Scoring charts, assets that exist as content in Kapost with a matching published URL to the asset in your marketing automation platform can be clicked on. If the asset exists in your marketing automation platform only (and not in Kapost) it will display in the Content Scoring graphs in Insights but will not be hyperlinked and will not show in custom reports. Content Scoring graphs provide an overview of content scoring metrics by asset and initiative. You can dig deeper by creating specific custom reports that will surface content that's housed specifically in Kapost or by clicking into the content itself and viewing individual metrics.
What about gated content?
Kapost captures all of a customers’ activity history from your marketing automation platform, regardless of it being gated or not. In order to link it back to the appropriate asset in Kapost, you'll need to ensure that the published URL in Kapost matches the URL in your marketing automation platform. For gated content, you may want to consider using the landing page URL for the published URL in Kapost in order to capture the appropriate metrics.
My blog post has a content score - why?
Users are sometimes surprised to see that assets that were not created in Marketo or Eloqua (such as blogs) can have a content score. A blog or other asset may find its way into Marketo or Eloqua if it is linked to something that was created in Marketo or Eloqua, such as a landing page. Some users purposefully add blogs and other non-marketing automation content items as pages in their Marketing Automation Platform - as long as it's in their platform in some capacity, it will get a tracking code, which enables it to get a content score.
I just set up content scoring. How much previous activity can you pull in?
We pull back 6 months worth of conversions (e.g. new leads, MQLs, closed won opportunities) and then look at 18 months of activity history for each of those conversions (i.e. for any given new lead, MQL, etc. what content did they consume over the last 18 months).
Security concern - what information can Kapost actually see?
It accesses User IDs, tracking code data and URL data from your MAP --it accesses all the data we pull from the columns in the SFDC reports for SF. Kapost can not change any data, it only has access to VIEW this data.