Tracking Content Engagement Into Won Opportunities

September 29, 2021

A. Lee Judge, Content Monsta


Session Recording and Slide Deck


A. Lee Judge, Founder of Content Monsta and Digital Marketing Strategist, shows how marketing content influences the bottom lines. 


Sales vs. Marketing (1:52) 

In today’s era, no “big deal” comes purely from just sales or just marketing. There is a wide overlap of marketing and sales. The marketing team and the sales team work together to close deals. 

According to 2020 Demand Gen B2B Buyer Behavior Study:

  • 92% of thought leadership said content influenced their decision for an opportunity 
  • 76% of thought leadership said vendor content impacted their buyer decision
  • By 81%, studies show that sales positively influenced buying decisions


Make Sure Marketing Content Reaches the Bottom Line (6:43)

Metrics like views and likes are closely monitored stats in the marketing world, but they hold little attention in the sales world. The sales team wants to know how marketing activity reaches things like a quarterly sales report.

While views, likes, and shares do not matter much to sales, they are a key indicator of what is resonating with the audience and what content to work on next. 


Connect a Click to a Close (8:00)

A user click is the first action a user takes, but the deal close is ultimately what matters most. Can you attach an opportunity (a dollar amount) to a click? Yes, yes you can. 

Marketers answer questions and drive curiosity for visitors to click and ask for more. The key is to start with what a visitor wants to know, provide that intel to the visitor, then lead them in the direction you want them to move. They read the content. They listen to the podcasts. They watch the videos. Content needs to be created with the intent to move visitors in a certain direction. That direction can be towards a click, buy now, learn more, etc. 

Don’t waste content without a plan of what you want visitors to do next. It’s great to educate and enlighten the audience. But you want them to move in a direction, and that comes in the form of a click.

DO THIS: Have your sales team convey to the marketing team what questions prospects are asking. Marketing can create content to answer those questions. Place clickable actions throughout the visitor’s journey. Think: What drives them to the next page with a form on it? What drives their curiosity? 

Make sure all links are trackable to understand who did the action. 


UTM (Urchin Tracking Module) (10:50) 

UTM parameters are five variants of URL parameters. Google Analytics shows how many people visited a website or saw a page. It does not tie or connect the action to an individual person. In marketing automation + CRM, you can identify who performed the action and when they performed it. You can reverse engineer opportunities to see when a person first interacted.

An example visitor trail: A visitor downloaded a white paper, attended five webinars, and read blog articles. The visitor was primed by the marketing team before reaching sales. When the visitor got to sales, the deal was easy to close because the questions s/he had were answered already. 

Usually, in this digital era, the customer researches a solution first so they are ready when they start their interaction with sales. There are instances where marketing has been working with a person for a year or so before the person reaches a sales member. 

The types of UTM you can use are source, medium, campaign, content, and term. All this information can be transferred from a click, so you can see who performed the click. 


  • Source: Where the traffic came from
  • Medium: The type of traffic (paid, social, organic, etc.) 
  • Campaign: Match to marketing campaign to content costs and ROI
  • Content: What content was consumed (banner, blog, red-ad, etc.) 
  • Term: Important for PPC campaigns 


UTM Creation (15:45) 

How to create a UTM: 

  1. One-at-a-time – Easy, but no built-in consistency method
  1. Spreadsheet tool – Free, easy and consistent
  1. Paid UTM Management Platform – Consistent, additional user features; may be overkill for small teams


UTMs Dos and Don’ts (18:05)


  • Establish a naming convention
  • Choose Underscore or dashes 
  • Keep sources and mediums consistent 
  • Use a UTM Creation Tool 



  • Use Spaces 
  • Use & in a parameter value 
  • Link to redirected pages 
  • Use links internally 


Connecting Marketing Data to Sales CRM (19:31) 

Four things to check to connect marketing data to sales CRM 

  • Does your MAP already have default UTM fields? 
  • Your attribution model directs how you collect UTM values. Make sure you can collect multiple UTMs so that you can transfer that info to the CRM as multitouch. 
  • Connect UTM fields between your MAP and your CRM.
  • Decide if UTM data should be visible to Sales users or just reportable.