Stoke Pulse Ties Content to B2B Deals for Real ROI Measurement

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First-of-its-kind analytics solution helps marketers know the impact their digital content has on offline sales.

Stoke Pulse Dashboard

The Stoke Pulse main dashboard gives an overview of how content is performing in terms of revenue influenced, revenue opportunities and traffic sources.

Stoke Pulse is the missing link between marketing analytics and CRM tools.

Marketers measure the success of their content with visits, clicks, impressions and anecdotes. But measuring the bottom-line value of content to determine ROI has been elusive—until now.

Stoke, a full service content marketing and analytics agency, today launched Stoke Pulse™ at Adobe Summit in Las Vegas. Stoke Pulse is a first-of-its-kind analytics solution that helps B2B marketers close the gap between knowing how customers engage with content and understanding what that has to do with their offline sales.

“Marketers are spending significant budget to develop and distribute digital content, and the need for that content continues to accelerate,” said David Acheson, managing director at Stoke. “We’ve developed Stoke Pulse to help marketers know where their content budget can have the most impact and justify that spend in the dollar-figure language the C-suite is fluent in.”

While tools like Adobe Analytics and Google Analytics provide data about how people arrive at a website, the time spent on a page and even a customer’s path to purchase, these tools don’t paint a full picture. The same thing goes for CRM software like Salesforce that lets sales reps follow the progress of offline deals.

“Stoke Pulse is the missing link between marketing analytics and CRM tools,” said Laurie Lohner, managing director at Stoke. “Stoke Pulse plays a significant role in not only showing results, but also in closing the feedback loop to develop a content strategy for the entire customer journey that can very effectively deliver on the most important performance indicator, which is revenue.”

Stoke Pulse allows marketers to visualize every sales opportunity in every stage of the customer journey. Three main dashboards make it easy to track and interpret information:

  • Customer Journey. Visualize the entire customer journey, from first touch to deal close. See every piece of content contacts touched, visualized by author, content type, title or campaign.
  • Revenue Influence. See every deal that’s been influenced by content. Measure, rank and filter all influenced deals by industry, region and deal size.
  • Content Analysis. Measure and rank content in real revenue terms, not just visits. See what content impacted business the most—including leads, sales pipeline and closed deals.

Technical requirements
Stoke Pulse is not designed to replace current analytics solutions and does not require any software installation. The technology is currently compatible with Adobe Analytics or Google Analytics and Salesforce CRM.

“Stoke Pulse is easy to get up and running,” Sam Fonoimoana, Stoke chief analytics officer, said. “It connects your current analytics solution with Salesforce via a visitor ID pass-through and then uses proprietary algorithms to extract data from both sources and generate meaningful insights.”

Fonoimoana is an analytics expert and has extensive working knowledge of analytics from extract, transform and load (ETL) to visualization to machine learning. He has spent his analytics career helping companies such as DOMO, Franklin Sports, Ancestry.com and Adobe connect their marketing efforts to revenue. Prior to joining Stoke, he was global director of marketing at DOMO and then founded Fahui Analytics.

About Stoke
Stoke (http://www.thestokegroup.com) is a full-service content marketing agency based in Provo, Utah, that offers strategy, editorial, design, and analytics solutions to enterprise content marketers. Stoke Pulse helps clients get the most for their marketing budget and gives them the information they need so they never have to guess what their content is worth. Major clients include Adobe; Micro Focus; Certiport; and Ethicon, a Johnson & Johnson subsidiary. For more information about Stoke Pulse visit http://www.stokepulse.com.

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Jordan Karpowitz
Stoke
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Cameron Warren
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since: 01/2016
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