Content Performance Analytics

Roles: Admins, Authors


Guru’s Content Performance feature integrates with Salesforce. When your reps send sales assets through trackable links, Guru connects the prospect’s contact information to open Opportunities and Accounts in Salesforce.

Through the Content Performance Analytics Dashboards, you can track the content sent to prospects, measure the total amount of opportunities influenced, identify top performers, and understand what assets are most valuable at particular stages of the buyer's journey.

Content Performance is designed to help you identify trends, opportunities, and gaps to better inform your Product Marketing strategy.

How to Utilize Content Performance Analytics

  • To see these analytics, navigate to web app and select Analytics from the top navigation bar.

    • The Sales Engagement tab: provides information on the Sales team’s use of content and the opportunities influenced

    • The Sales Activity tab: displays a breakdown of content sent by reps to particular contacts/opportunities, along with the click status

  • Opportunities or Accounts “Influenced” are those that have interacted with a trackable asset


Filters

Use the analytics filters to dig deeper into particular variables to get greater insights into how Guru content is performing.

FILTERDESCRIPTION
AuthorUsers in Guru who have created Cards
Date CreatedWhen the Card(s) were first added in Guru.
Date VerifiedWhen the Cards were verified (marked as trusted) in Guru
CardGives users the ability to filter for particular Card
ClicksGives users the ability to filter for a particular amount (or range) of external clicks
Initial StageThe Opportunity stage at which the asset was sent to the contact
Current StageThe stage at which the opportunity is now after the initial sending
UserThe user in Guru who sent or viewed the content
AccountThe Account of the contact in Salesforce that interacted with the asset
OpportunityThe opportunity in Salesforce that interacted with the asset

Sales Engagement

Users Sent these Cards - Number of users who have sent Card(s) utilizing content performance.

Opportunities Influenced - The total number of deals where a trackable link from Card(s) were clicked

Closed Won Deals Influenced - The total number of closed won deals where a trackable link from Card(s) were clicked

Total Opportunity Value

  • The sum of the opportunity amounts as listed in Salesforce for all opportunities that have clicked on a trackable link.

  • A deal is added to this calculation when a contact from the account clicks a tracked link.

  • Each opportunity is only added to this calculation once, regardless of the number of tracked links they receive/click.

Top Card Engagement

  • Displays the top five Cards within the filters applied

  • Provides a count of Times Sent, External Clicks, and Closed Won Deals Influenced for each Card

Stage Analytics

  • Provides a count of Times Sent, External Clicks, and Closed Won Deals Influenced by Stage. Designed to help users understand where reps are using assets in the deal cycle, as well as where opportunities are being influenced.

Cards

  • List of Cards within filters applied, along with:

    • Card Author

    • Number of Opportunities Influenced

      • Users can drill down to see a list of Opportunities influenced by a particular Card

    • Number of Closed Won Deals Influenced

    • Times Sent

    • External Clicks

    • Opportunity Value


Sales Activity

The Sales Activity view allows you to see a feed of what content your team has been sending. Filters allow you to isolate activity by a certain user, Account, Opportunity, or Stage.

TIP: This information allows you to better coach your Sales team on the assets they should be sending, when to share certain content, as well as how to present certain assets. As a marketing organization, you can utilize this information to evaluate which assets are and aren't influencing opportunities for your company.

The tracking dashboard provides insight by day into:

  • All the tracked links sent by users

  • The associated Account and Opportunity

  • The stage at which the asset was sent

  • Whether or not the prospect interacted with the link


Exporting, Sending and Scheduling Reports

You can easily export, send and schedule reports from both the Sales Engagement and Sales Activity tabs. Learn how to do this here.