Measure Content Impact Through Touch Analysis

December 6th, 2023

Phyllis Davidson VP, Principal Analyst

Brett Kahnke Principal Analyst

With contributors:

Dave Frankland , Ross Graber , Pippin Evarts , Drew Zalucky

Summary

Content engagement is a core component of the customer experience. Unfortunately, many B2B organizations struggle to understand whether and how specific content influences audiences to buy. An incomplete data story is usually the culprit, as organizations often lack the infrastructure or processes to track content engagement to associate it with business results. In this report, we introduce touch analysis for content using a six-step, quick-start process that allows marketing and sales to better understand content’s impact on pipeline and revenue.

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