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Cracking B2B Marketing Attribution in 2015

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Bizible B2B Marketing Attribution
Bizible B2B Marketing Attribution

Learn the importance of multi-touch attribution and how to implement these models into your marketing reports.

Marketing
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Cracking B2B Marketing Attribution in 2015
About Me @birdstweets #pipelinemarketing • CEO of Bizible • Previously Lead Program Manager at Microsoft on Bing Ads
#pipelinemarketing
99% of leads never become a “closed won” deal for the average company
Why? Marketing and sales data is disconnected
“How should I attribute revenue back to marketing?”
Audience Poll
First Touch Last Touch Single Touch Models @birdstweets #pipelinemarketing 100% 100%
Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created
Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created First Touch Attribution
Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created Last Touch Attribution
•We studied 500,000 leads first & last touch and… @birdstweets #pipelinemarketing Problems with Single Touch Attribution Social First Touch = 2.5X Last Touch Direct Last Touch = 1.6X First Touch Search First Touch = 1.4X Last Touch
U-Shaped / Position Model 40% 40% 20% @birdstweets #pipelinemarketing First Touch Last Touch
Example
Referral $50K
Referral $17K
Referral $34K
Challenges
Need To Account For 1.Anonymous touches (pre lead) 2.Marketing touches (post lead) 3.Key funnel transitions (handoffs) 4.Account based (vs person based) @birdstweets #pipelinemarketing
Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created
Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created Account Based
Problems with U-Shaped/Position Model Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created U-Shaped First Touch Attribution Last Touch Attribution
Includes the full funnel Not perfect Everyone buys in Best Models... @birdstweets #pipelinemarketing
1 2 31.Visit 2.Lead 3.Opportunity W-Shaped Model @birdstweets #pipelinemarketing 30% 30% 30%
W-Shaped Account Based Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created W-Shaped
Key Takeaways • Single touch models are inaccurate • Use multi-touch attribution to smooth out biases of single touch • Account for key transition points • Start slow and build up overtime @birdstweets #pipelinemarketing
Thanks! Questions?
Learn more at www.bizible.com

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