Integrating your data

Questions you can answer with a CRM integration

Questions to ask about ROI and content impact

Q.

What does my contact's content journey look like?

Whichever CRM you choose to integrate, you'll be able to see the full picture when it comes to a contact's content journey. Your setup can include certain bits of information about how a reader engages with your Turtl Docs in the contact's activity log along with the title, like read time or number of pages read. The exact layout and parameters depend on your CRM and setup. In Hubspot, it looks like this:

Taking note of these journeys helps you to monitor the success of your content, and help you better understand your contact's interest levels.

Q.

How has my content influenced deals at different stages of the pipeline?

Closed deals are insight goldmines. In your CRM, you can create dashboards that show the content your lead engaged with at each stage of the funnel. This allows you to see which of your whitepapers, guides, or case studies is a recurring touchpoint for contacts associated with deals as they progress.

This gives you an understanding of which assets are the most valuable and need rigorous maintenance, and which types of content you could be creating more of.

Q.

How much revenue has my content influenced?

Proving content ROI is simple when you have the right engagement metrics. Being able to see that, in the final stages of the pipeline, your contact read each page of a piece of content, spent a total of 6 minutes in the Doc, and answered 3 polls, gives you concrete evidence that your content impacts deals - and the bottom line.

Is your content repeatedly instrumental in the final stages of the pipeline? Are there top-of-funnel Docs that have driven leads that become deals? Answering these questions using your CRM helps you to more closely link content with resulting revenue.

Questions to ask about content engagement

Q.

How can I nurture my audiences according to their content engagement?

In your CRM, you can segment your audience based on analytics from your Turtl dashboards. That means your contact's level of engagement determines which workflow or list they belong to. You might email contacts with high-read times on a particular Doc with similar content, or ask those who revisited a Doc whether they had any follow-up questions. If you label your content by theme or topic, you can create lists of contacts who have engaged with particular themes or content types. This helps you to steer your content strategy towards demand, and deliver content that better meets the needs and interests of different segments of your audience.

Q.

How can I include content engagement in my lead scoring model?

By integrating with Turtl, you can automate lead scoring according to content engagement. Leads who have high bounce rates and low read times can be ranked lower than those who engage with interactive elements in the Doc, and generate higher read times overall.

This gives you a more accurate picture of how engaged a lead is with your proposition.

Setting up your integration

Find out more about custom integrations and embedded forms by getting in touch with your Customer Success Manager, or contacting support@turtl.co.

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