Tracking the ROI of a Single Piece
“How do we know whether this video created a customer for us?”
Tracking the ROI of one piece of content doesn’t make sense.
That’s not how people buy in B2B.
They don’t watch one video and say, “I watched this 3-minute video where you talked about X. That’s why booked a demo with you and bought your $50k enterprise software product.”
Instead they say, “I’ve been watching your content for the last 6 months, and it was really insightful. Now we just hired a new person and it become relevant. So I booked a call.”
So it’s the accumulation of all pieces of content over a period of time that builds trust with prospects, and it eventually it became relevant enough that they wanted to talk to you. Because in their head, you’re the expert.
That’s why if you track the ROI of one piece of content, you're wasting your time.
Instead, you need to look at the aggregate of the whole channel and ask is Linkedin working for us?
And you can track that by asking people on your sales calls why they’re here.
And if they tell you, “I found you on LinkedIn. And I have been watching your videos for the last 6 months, so here I am.”, that’s a good indicator that the platform is working for you.
But one piece of content will never convert a B2B buyer.