posted on January 31, 2013 |
Here at ENGINERING.com we're creating an algorithm to predict the number of leads you can expect from a content marketing asset like a white paper or a webinar.
Lots of our clients run lead generation campaigns that collect contact information in return for a white paper. I think it would be incredibly useful (and geek fun for me) if we could predict in advance how many leads these would get before we send an eblast.
Here are the variables I’m thinking of building into the algorithm. Did I miss any important ones?
- Match of topic to the audience (scale of 1-10)
- Tightness of the segmentation (scale of 1-10)
- Dedicated eblast, or part of a newsletter
- If newsletter, where is CTA placed (1st, 2nd or 3rd spot)
- Quality of the asset (scale of 1-10)
- Number of fields on the form to fill out
- Landing page on publisher site or advertiser site
- Time of day/day of week
- How many times the asset has been sent
- How old the resource is
Thanks for your input and ideas. I’ll share what we learn, likely in a format similar to these very popular posts we did a few months ago.
How engineers decide what to read. 6 content marketing insights from our number cruncher.
Content marketing by the numbers part 2. How important is the quality of your content?
How long do engineers spend reading your marketing content? We did the math.
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