Ruler Analytics is a leading marketing attribution software that allows marketers to connect data from their leads to their CRM and analytics tools. This allows marketing teams to track every inbound lead and prove their marketing ROI by reporting critical metrics like revenue.
With a mission to fundamentally change the way businesses report on marketing, Ruler Analytics help businesses optimize their campaigns using the power of data and attribution. This helps their clients make informed decisions and boost key metrics like return on investment and return on ad spend.
The marketing mix modeling software has been leveraging customer-centric content to win qualified leads. Our curiosity to learn how they turbocharged their inbound lead generation strategy through content marketing got us talking to Ian Leadbetter, the co-founder of Ruler Analytics.
Ian tells us about how content is central to their overall marketing strategy. Sharing organic content that supports customer pain points has helped them attract and retain leads and gain conversions.
So, without further ado, let’s get talking to Ian about Ruler Analytics’ success journey.
Thank you, Ian, for joining us today! We are eager to hear about your professional journey and how you and your team got Ruler Analytics to achieve new heights.
I started my career working in pay-per-click advertising on the agency side and I found a clear issue from the get-go. While clients were trusting me to deliver results via PPC, I was struggling to definitively prove the impact of my work as I could only prove the PPC ads were generating leads, as opposed to direct sales.
Linking PPC leads to sales was difficult and I couldn’t find a cost-effective way to prove my ROI. So, Daniel Reilly and I, co-created Ruler Analytics, a marketing attribution tool designed to support marketers to track, evidence, and optimize their marketing.
Ruler Analytics started as a solution to a problem I was facing as a marketer myself. I couldn’t definitively prove exactly where leads and sales were coming from or what their interactions with marketing were. I researched solutions and felt there was a gap in the market for a tool that would support businesses of all types and make attribution more accessible.
Our mission is to fundamentally change how businesses report on their marketing. We want to support them to track, evidence, and optimize their marketing campaigns using attribution.
We put data in people’s hands so they have the power to make informed decisions on how to drive more revenue, not just more leads or clicks.
We’re always hearing good news stories from our clients. One client of ours told us how their ROAS increased by 23% since using Ruler Analytics. This highlights how data available with Ruler Analytics can be used to drastically optimize paid campaigns, as well as other marketing initiatives.
We’ve always had a strong inbound strategy which has been supplemented by good organic content and rankings. In the last two years, this has skyrocketed thanks to our content marketing strategy. We’ve also increased our inbound lead numbers by 148% in just over a year; largely influenced by organic content.
We focus on creating content that supports our users’ pain points; we look at information inbound leads share on what problems they want to solve and use that as a basis to create more content.
We also started creating our own research using our app data. This has been paramount in securing high-quality backlinks and encouraging large amounts of traffic.
Our content focuses on key pain points we know our customers struggle with. We educate and inform and highlight Ruler – where relevant – as a key solution.
We use our own tool, Ruler Analytics, to attribute where our leads and sales come from. As a result, we know the majority of our revenue is driven by organic content. Using Ruler, we can filter our content by the number of clicks it receives, compared to the number of leads it generates and the amount of revenue it results in.
We have been able to pinpoint which content pieces have worked best at driving new leads and sales. We can then promote these content pieces via other channels to get more results.
We’re carrying on our focus on content marketing in 2022 but looking to diversify that broad base of traffic we get to other channels.
We follow three simple rules for content marketing at Ruler.
We have a small, but strong, in-house team that manages all of this and uses written SEO to create and disseminate content across other channels and formats.
As mentioned, our link-building strategy is all organic. We identify key opportunities for content e.g. ‘lead generation statistics’. We engage our community to survey them and then create a huge haul of content that ranks well.
As this starts to rank, it gets linked. We’ve replicated this across a lot of different topics and pillars and it’s working well. There’s a lot of data out there that marketers are looking for, so we’ve taken getting that data into our own hands.
We recently created a guide to marketing attribution that marketers would benefit from reading. It helps explain what attribution is plus how it can support your marketing efforts.
We created this as we were seeing a lot of questions crop up around the subject. Hence, we decided to answer them all in one tell-all guide.
Attribution is ever-evolving and so is Ruler Analytics. We’re developing our app to promote more BI tools to help marketers get predictive analytics right in their dashboards. It will give marketers clearer instructions on what they need to do to optimize their marketing.
SaaS is a great space as there’s constant innovation. I love seeing what other SaaS leaders get up to and I hope people do the same for Ruler. Staying relevant in this space is hard, but for us, it’s all about creating a solid brand and providing real value.
We try to do this both through our marketing materials and with our product itself. To be seen in the SaaS space, we’ve created a robust content strategy.
Today, Ian shared a core insight that has reaffirmed a statement that we as a SaaS content marketing agency live by – always know the pain points of your customers and create content that responds to them. This straightforward tactic can help in securing leads and high-authority backlinks.