Content Marketing Manager: How to Measure the Full Funnel Impact of Your Content

This guide will show you how to leverage RevSure to track the effectiveness of your content marketing efforts and make data-driven decisions to maximize ROI.

Step 1: Track User Engagement with Content

RevSure allows you to identify users engaging with your content across multiple touchpoints. Through integrations like RB2B, you can even track anonymous visitors and link them to specific accounts, providing deeper insights into how prospects interact with your content.

This helps you understand:

• Which content pieces attract the most engagement
• Who in the buying journey is consuming your content
• How engagement translates into pipeline generation

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Step 2: Analyze Attribution Across the Full Funnel

One of the most powerful features of RevSure is its ability to attribute content performance across the full buyer’s journey. Using advanced attribution models, you can see how each content piece contributes to Top-of-funnel awareness, Middle-of-funnel nurturing, and Bottom-of-funnel conversions.

This enables you to measure the real impact of your content on pipeline progression, ensuring your strategy aligns with revenue-driving goals.

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Step 3: Measure Content’s Impact on Pipeline and Future Projections

RevSure’s predictive analytics help you not only measure current content performance but also forecast how content will impact future pipeline generation. You can see:

• Content’s contribution to the current pipeline
• Future pipeline projections based on current engagement and content effectiveness

This allows you to make data-backed decisions on where to allocate resources and which content topics to invest in for maximum return.

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Step 4: Get Granular Insights into Content Performance

RevSure provides detailed reporting that breaks down the performance of individual content pieces and campaigns. By analyzing the funnel snapshot for each content type, you can see the generated pipeline value and generated booking value, helping you identify which types of content resonate most with your audience and drive revenue growth.

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Step 5: Dive Deeper into Content Campaigns for Full Funnel Analysis

For a more detailed view, you can drill down into each content campaign to assess its full-funnel impact. This includes:

• Generated pipeline and bookings by content piece
• Number of opportunities generated or influenced by content
• Conversion rates driven by content across the funnel stages

This detailed analysis helps you optimize your content strategy to ensure you're creating high-impact pieces that move prospects through the funnel.

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Step 6: Monitor Trends in Generated Pipeline and Booking Value

RevSure’s Content Marketing Effectiveness View enables you to monitor trends over time. Track the generated pipeline and booking value of your content campaigns to see:

• Which content types consistently deliver the most value
• Seasonal or campaign-specific trends in content effectiveness

These insights allow you to continuously refine your content strategy to stay aligned with both short-term performance goals and long-term pipeline generation.

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Step 7: Link Content Effectiveness to Revenue Outcomes

By linking content to actual revenue outcomes, RevSure shifts the focus from traditional engagement metrics to actionable insights. You can track how content influences opportunities and bookings, directly tying your efforts to business growth. This helps you demonstrate the value of your content marketing efforts in tangible terms and align your strategy with overall revenue goals.

RevSure’s Content Marketing Effectiveness View provides a holistic framework for measuring and optimizing your content marketing strategy. By using the platform to track engagement, attribute performance across the funnel, and link content to revenue outcomes, you can make data-driven decisions that enhance both your short-term and long-term content success.

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