In the fast-paced and evolving B2B world, companies must become more sophisticated about targeting, engaging, and measuring their content’s impact with the right people. VM Engage program is performance media redefined; we help generate meaningful engagement through verified content. 

But how do you know if this is working? Knowing the numbers behind VM Engage and how well you target your audience can help you resize campaigns and drive higher conversions.

Here’s a starter to track the success of your VM Engage Content Engagement.  

1. Set Clear Goals Aligned with Your Target Audience  

Defining success means your content strategy is essential before you get into metrics.  

• Do you want more engagement from your audience?  

• Do you need to maximize your conversions with programmatic ads?  

• Are you trying to nurture leads? Are you trying to get your brand seen?  

These goals should align with your target audience and your business as a whole. At VM Engage, we are thriving by speaking to the right people at the right companies based on the first-party data that tells us the top drivers for engaging with the target audience. Set realistic expectations and break down goals into smaller, measurable objectives – this will make it easier to see if you hit them and take emotion/feelings out of the equation.  

2. Track Audience Engagement Metrics  

With VM Engage, we measure success using audience engagement metrics. Engagement metrics provide you with an indication of how well your content is reaching and resonating with your intended audience.  

Some of the key metrics to review include:  

(i) Click-Through Rate (CTR):

The percentage of people who clicked on your ads or content. A high CTR means that your audience is paying attention to your content.  

(ii) Time on Page:

The longer people are on your content, the more likely they are to be engaged. This is a good sign if the content and target audience stay longer.  

(iii) Bounce Rate:

If you see a high bounce rate (target audience leaving without interacting), it could mean your targeting or content relevancy needs improvement.  

Incorporating these metrics helps us see if we’re meeting users’ needs with content. The fewer bounces and more deep dives by using VM’s first-party data to ensure we hit the right audience at the right time.  

3. Conversion Tracking for Enhanced ROI Insights  

Performance media is used to drive conversions, and with VM Engage’s programmatic ads, conversion tracking is needed to see how successful your campaigns have been. Think about the main areas of your website that would be likely conversion points for what you are trying to achieve:  

(i) Form Submissions: 

B2B businesses will usually use form fills as one of their main conversion points as it shows a user has gone from interest to intent.   

(ii) Downloads and Resource Access:

If you’re gating some of your content, i.e., requiring users to fill out a form to access it, this typically means they are interested in reading up more on your content’s topic. Examples would be whitepapers, eBooks, or case studies.  

(iii) Event Registrations:

Many campaigns are centered around driving event registrations, so use this metric if that’s the case for your campaign.  

With VM Engage’s data-driven targeting, businesses can target the right people who will convert to get a better return on investment (ROI). Also, tracking the conversion path will give you insight into which content piece/touchpoint is responsible for driving the conversions and to better optimise your next campaigns.  

4. Measure Reach and Frequency to Optimize Ad Spend 

VM Engage makes sure your content is seen by the right people at the right time. However, reach and frequency tracking helps you see how many and how often your audience sees it.   

(i) Reach:

The total number of unique individuals exposed to your content. High reach means broad exposure, which is very important for awareness goals.   

(ii) Frequency:

This is the average number of times a person is shown your content.  Too low may suggest that your audience is not being exposed to the content enough, while too high and you run the risk of ad fatigue.   

Balancing reach and frequency can help optimize ad spend and improve performance by making sure your validated content is consistent with your target audience.  

5. Audience Segmentation and Personalization Metrics  

VM Engage’s first-party data-driven approach allows for much deeper audience segmentation. By tracking our personalized engagement, we can see which segments are better at engaging with the content they are shown –   

(i) Demographic Engagement:

Divided performance out by demographic factors to see if the right audience engages as expected.  

(ii) Behavioral Segmentation:

Understand the behaviors that are most likely to lead to engagement or conversion. For example, users who interact with a particular piece of content may be more likely to convert.  

(iii) Content Personalization Performance:

If you are using dynamic content, monitor how personalized messages perform versus standard content. Increased engagement with personalized content often means VM Engage is doing a good job targeting.

Our unique ability to match content delivery to precise target audience segments means that the content is delivered and received by those most likely to engage, improving your campaign’s overall effectiveness.  

6. Use Lead Quality Scores to Assess Content Impact  

In B2B, it’s often the case that lead quality matters more than lead quantity. The higher the lead quality, the more likely they are to convert. Vereigen Media’s verified content engagement approach ensures that only engaged leads get passed on, essentially reducing waste and improving your efficiency.  

Here are some key lead quality scores you should use to evaluate:  

(i) Lead Engagement Level:

Leads who engage more with the content are generally better. Measure their volume of activity and level of engagement to identify high-quality leads.  

(ii) Lead Nurturing Potential:

Are they re-engaging with the content? Did they have multiple interactions? They are more likely to move through the sales funnel.  

(iii) Lead Scoring by Content Type:

Certain types of content drive higher-quality leads. Use lead scores to identify which pieces of content lead to higher quality leads and design future campaigns around that.  

Its emphasis on lead quality distinguishes Vereigen Media’s method, which aims to build connections with engaged, validated prospects rather than sheer lead volume.  

7. Analyze Brand Lift and Awareness Metrics  

Brand lift metrics are used for brand-building goals that can show how VM Engage’s content has affected brand perception.  

Here, the typical brand awareness metrics that need to be measured are discussed.  

(i) Brand Recall:

It refers to the audience’s ability to remember your brand after viewing the content. The higher the brand recall, the higher the success of VM Engage in increasing awareness.  

(ii) Brand Favorability:

By measuring brand sentiment pre and post-campaign, we can assess the change in brand favourability within the target audience.  

(iii) Ad Recall:

Ad recall metrics indicate how easily remembered the ads within a campaign were; this is especially useful for campaigns that are designed for awareness drives.  

These metrics help you understand the brand impact of your VM Engage campaigns and show how well content is resonating with your target audience more broadly.  

8. Monitor ROI and Adjust Accordingly 

Ultimately, the success of VM Engage campaigns depends on measurable ROI. This can be worked out by comparing how many leads and conversion revenue you have generated against the cost of getting those through the campaign and verifying content engagement and overall goal efforts.   

A few things you can do to make ROI tracking better:  

(i) Track your Cost per Lead:

On average, what does it cost you to get a new lead? The lower this figure becomes over time, the better you are getting at targeting and offloading the barrier resistance around with other people’s IP.  

(ii) Compare Sales Cycle Lengths:

If you notice shorter sales cycles with VM Engage-driven leads, it could indicate that content is resonating better with more qualified leads.  

(iii) Evaluate Lifetime Value (LTV) Impact:

For B2B, looking at the LTV of customers acquired through VM Engage can give you a sense of the long-term ROI, not just immediate conversions.  

Conclusion  

Tracking the success of your content with VM Engage requires a holistic approach. Businesses need a strategy for audience engagement measurement, lead quality evaluation, and ROI tracking. Vereigen Media’s first-party data, verified content, and intelligence-driven targeting ensure every touchpoint is geared toward reaching and resonating with the right audience. Brands that focus on these basics can make their performance media work harder by ensuring every form of audience engagement is targeted, impactful, and measurable!  

Ready to elevate your content engagement with VM Engage’s verified approach? Discover how Vereigen Media’s strategies can position your brand in front of the right audience, drive conversions, and maximize ROI. Contact us today to see how our intelligence-driven methods turn insights into impactful results for B2B marketers. 

By Janvi Gandhi