Content Marketing Strategy - Metrics for ungated content

Melissa Burns

Hey,

We are a new 6Sense customer and are trying to truly embrace the 'No Forms' methodology and get much smarter with our marketing. We're changing our content strategy to allow more of our TOFU content to be ungated.

Question: Digital Marketing colleagues are asking how they can demonstrate ROI and what metrics they should now be following for Google Advertising when they have historically connected the metrics to 'conversion' by way of a form fill.

Other question - Is there still a place for broader digital advertising spend (via Google for example) or, does the targeted approach 6Sense offer up minimise potential waste at the top of the funnel

Appreciate the help!