Slide deck for the live events presented by Perkuto and Marketo held in Vancouver on October 23, 2018 and Calgary on October 24, 2018.

1. LEVERAGING ATTRIBUTION
FOR BETTER RESULTS
PRESENTED BY |

2. @ success@perkuto.com w perkuto.com fb.com/perkuto twitter.com/perkuto
For additional attribution resources, visit:
learn.perkuto.com/attribution
bizible.com/blog

3. Agenda
● 2:30: State of Marketing Analytics - Why Attribution?
● 2:45: Applying Attribution for Measurably Better Outcomes
○ Lauren Alt, Marketing Campaigns Manager, Outreach
● 3:15: Creating a Balanced Marketing Machine
○ Andy Turman, Co-Founder, Bizible
● 3:45: The ROI of Attribution
○ Matt Zilli, Chief Customer Officer, Marketo
● 4:00: Panel Discussion - Open Questions
● 4:30: Roundtable Discussions
● 5:00: Happy Hour / Networking
3

4. 4
Perkuto helps marketing leaders who feel frustrated with not having a bigger impact on revenue. As a Marketo Platinum
Partner, our team of experienced consultants create impactful strategies, optimize marketing operations, simplify MarTech
and execute on day-to-day campaigns. We assist marketing leaders in exceeding their goals and rising to the top.
30+
900+

5. Marketing Measurement - Self Ratings
5
58% of marketers cite current
measurement abilities as
“needs improvement or
worse.”
* 2018 Marketing Measurement
and Attribution Survey

6. Demonstrating Value
1 out of 4 marketers earn top rankings by
CEOs on proving the impact of marketing
6
*2017 Marketing Performance Management
Benchmark Survey

7. 7
Top Challenges Marketers Face
* 2018 Marketing Measurement
and Attribution Survey

8. Reporting on Marketing Results
8
* 2018 Marketing Measurement
and Attribution Survey

9. Top motivators:
● Understand ROI of marketing investments
● Insight into buyer interests
● Improve marketing and sales alignment
● Demonstrate contribution to revenue
The Future of Analytics
9
of marketers are prioritizing
attribution in the next 12-18 months
* 2018 Marketing Measurement
and Attribution Survey

10. Marketing Attribution for an
Outbound Sales Company
Lauren Alt
Marketing Campaigns
Manager, Outreach

11. Background
● Outreach achieved $10M revenue without marketing
● The need for scalable, inbound machine arose
● Unique problem of jumping in midstream at an outbound
organization
11

12. 12

13. 13

14. 14

15. In a Perfect World
● There are clear rules of
engagement for marketing/sales
handoff
● Marketing has visibility into sales’
activities on inbound leads
● Finger pointing ceases to exist and
data-driven decisions are made
● Marketing and sales live
symbiotically
15

16. 16
Marketing Leaders Must Tie to Revenue

17. Marketing Leaders Must Tie to Revenue
“Do MQLs Count...?”
17

19. Sales Leaders Don’t Care about MQLs
● How will marketing leads influence opportunities and pipeline
directly?
● How will inbound follow up alter my rep’s current workflow?
● What metrics are you using to measure success?
19

20. What now??
20

21. Needs re-evaluated
● We needed a way for marketing and
sales to win together
● We needed a reliable way to track
marketing and sales incremental lift
21

22. ● Deals are fluid and traditional
marketing attribution is not
● 1-touch attribution model is broken
● We must untangle sales/marketing
interplay
22
Our (Aha!) Attribution Moment

23. 23
Our Attribution Model
W-Shaped Attribution +
Marketing “sourced” custom field
for total revenue contribution.

24. 24
Defining a Touchpoint
Any meaningful interaction with sales or marketing. (sorry display
ad vendors, view-throughs do not count!)

25. Marketing Sourced Field
Opportunity
Created
30-day lookback at associated
opportunity. Marketing or Sales
Touchpoint first?
Marketing
Sourced=
TrueMarketing
Marketing
Sourced=
False
Sales

26. 26
Notable Takeaways post Audit
1. High Priority marketing forms convert to opportunities fastest
2. Some channels optimize for clicks, not pipeline
3. Most common problem? Misinformation/operational gaps
4. Time- to-touch and conversation rate have inverse relationship

27. 27
#1: Optimize each channel for opportunities

28. 28
Webinar as a Channel
Average Net New Revenue per
webinar
Before optimizing for
opportunities
$5k
After optimizing for
opportunities
$26k

29. 29
#2: Kill the MQL
● Report on Opportunities
ONLY
● Note: MQLs used for
debugging, internally in
marketing
Month
#Opptys

30. 30
#3: Automate Inbound Follow-Up

31. 31
Dreamforce Auto Follow-Up
Lead Scanned
Add to SFDC
Campaign
MA sends
Thank You
email
MA stamps
field: OK to
prospect
Outreach Trigger
Fires
Step #1:
Auto-email
Customer?
yes
no

32. 32
Dreamforce Auto Follow-Up
Lead Scanned
Add to SFDC
Campaign
MA sends
Thank You
email
MA stamps
field: OK to
prospect
Outreach Trigger
Fires
Step #1:
Auto-email
Customer?
yes
no
Proved 1.6x ROI!

33. 33
#4: Make marketing information accessible for
sales

34. 34
Clear Picture Came into View

35. 35

36. 36
REVENUE
+
GROWTH

37. 37
Takeaways
1. Multi-Touch attribution creates a full picture
2. Identify scenarios where both teams can win, and build a plan
to get there
3. Find your joint “north star” with your sales counterpart

38. Thank You!
Let’s chat! lauren.alt@outreach.io

39. CREATING A BALANCED
MARKETING MACHINE
PUTTING THE “PLAN” AND “MEASURE” IN “PLAN, ENGAGE, MEASURE”
Andy Turman
Co-Founder
Bizible

40. About Bizible
40
1
2
3
Category Creator over 60% market share
Customers First, Always hundreds of perfect reviews
Built by world-class experts, with complex process in mind

41. B2B Marketing Is Imbalanced
41
MEASURE
PLAN
ENGAGE
EVENTS
Optimize
EMAIL
Optimize
PAID MEDIA
Optimize
WEB
Optimize
SALES DEV
Optimize

42. ...Which Causes Problems
*Confidential – Do Not Distribute
42
1.
Siloed Data
2.
Inaccurate ROI
Reporting
3.
Bad Marketing
Decisions

43. Attribution Aligns Marketing to Revenue
43
MEASURE PLAN
Optimize
ENGAGE
REVENUE
...and brings
balance to your
marketing machine

44. Lots of Decentralized Data
44
Behavioral
Data
Ad Network
API Connections
Marketing
Automation
Sales Activity CRM
Campaigns
UTMs
Web Metrics
(Bounce rates,
pageviews)
Ad
Metrics
(Impressions,
CTR, CPC, CPL)
Email
Metrics
(Open rate,
click rate)
Sales
Metrics
(Dials, emails
sent)
Campaign
Metrics
(Responses,
members)

45. Aligning Data Around Revenue
45
Behavioral
Data
Ad Network
API Connections
Marketing
Automation
Sales Activity CRM
Campaigns
UTMs
REVENUE

46. How do you know if you’re
ready for attribution?
46

47. You Are Ready When:
*Confidential – Do Not Distribute
47
1
You have something
to measure
2
You have reporting
bandwidth
3
You can act on the
insights
CRM & Marketing
Automation*
*typically
A marketing operations
function
Multiple channels and
budget to (re)allocate

48. Characteristics of an Effective Attribution Tool
48
1 Comprehensive — collects data across all channels
2
3
Full funnel — ties marketing efforts at every stage to revenue
Actionable — enables marketers to take valuable action
4 Critical to a successful marketing strategy

49. Comprehensive
Collects data across all channels
49

50. Comprehensive, Centralized Data
50
26% 22% 20% 10% 7% 5%
Demo
Opportunity
CreationMQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch
SEO
With account-based attribution, you can see the complete, unified account journey

51. Comprehensive, Centralized Data
51
Salesforce
Bizible Discover
Normalized Attribution Data
Data Warehouse
Tableau, Power BI, DOMO,
TIBCO Spotfire, etc.

52. Full Funnel
Tie marketing efforts at every stage to revenue
52

53. Attribution Models
53
Attribution models frame how you understand
your marketing data.
So it’s critical that you choose the right one. What question are
you trying to answer?

54. 100% First Anonymous Touch
54
100%
Lead
Creation
Anonymous
First Touch
Demo
Opportunity
CreationSQL
Deal/
Revenue

55. Lead Creation
55
100%
Lead
Creation
Anonymous
First Touch
Demo
Opportunity
CreationSQL
Deal/
Revenue

56. 100%
Opportunity
Creation
Lead Creation
56
Anonymous
First Touch
DemoSQL
Deal/
Revenue
Lead
Creation

57. U-Shaped Model
57
40% 40%
Lead
Creation
Anonymous
First Touch
Demo
Opportunity
CreationSQL
Deal/
Revenue
GREAT FOR MID-FUNNEL OPTIMIZATION

58. W-Shaped Model
58
GREAT FOR MID-FUNNEL OPTIMIZATION
30% 30% 30%
Opportunity
Creation
Lead
Creation SQL
Anonymous
First Touch
Demo
Deal/
Revenue

59. Full Path Model
59
22.5% 22.5% 22.5% 22.5%
Demo
Opportunity
CreationSQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch

60. Custom Model
60
26% 22% 20% 10% 7% 5%
Demo
Opportunity
CreationSQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch

61. Actionable
Don’t measure for measuring’s sake
61

62. Justify Budgets
62
The CFO is the biggest barrier to CMOs
getting more budget
CMO Spend Survey 2017-2018, Gartner
Revenue attribution allows marketers to speak in the
same language as the CEO & CFO

63. Prove Business Value so You Can Do More of What Works
63
BEFORE
“With a budget of $250,000, we
launched 20 new LinkedIn
campaigns, and generated 23,000
clicks and 1,300 leads.”
AFTER
“With a budget of $250,000, we
generated $500,000 revenue.
If you give me $500,000, we can
generate $1MM+.”

64. Optimize for Business Value
64
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
Event Leads Opps Rev
A 300 20 $350k
B 400 30 $200k
C 500 25 $250k
“We should do more events
like Event A.”
“We should do more events
like Event B.”
OK BestBetter

65. Critical
Great measurement leads to great planning & execution
65

66. Align Marketing to Revenue
66
MEASURE PLAN
Optimize
ENGAGE

67. Why Measure First?
67
1. MEASURE 2. PLAN
Optimize
3. ENGAGE
Need great measurement first
in order to do marketing right:
● Planning and predictive
technology relies on high quality
data and signals
● Can’t justify tech and media
budgets if you can’t measure
performance to pipeline and
revenue

68. Answer Complex Questions
*Confidential – Do Not Distribute
● Which channels/content/campaigns are generating the most revenue by
segment?
● What content is resonating with X persona at X stage in the buyer journey?
● How do we accelerate ACME Corp through the bottom of the funnel?
● If we had 10% more budget, where should we invest it?
68

69. Questions?
69

70. ROI OF
ATTRIBUTION
Matt Zilli
Chief Customer Officer,
Marketo
@mattzilli

71. Attribution is a hot topic
...but why?
71

72. High growth companies rely on analytics
for decision making
72
86% of high-growth companies
use data and analytics to IMPROVE
marketing impact
Source: The 2014 CMO Insights

73. 73
"B2B companies are seeing an average of
15-18% lift in REVENUE as a result of
implementing a closed-loop attribution system
and then optimizing marketing programs based
on more sophisticated analysis."
— Tina Moffett, Forrester

74. 74
RESULTS
EXPERIENCE

75. 75
RESULTS
EXPERIENCE
64%
MORE OFTEN
MEASURE
70%
MORE LIKELY
TEST

76. Breaking Down the ROI of Attribution
76
1
4
More leads
2
3
Higher quality leads
Less expensive leads
Better use of employee time
[Money Gained- Money Spent]
Money Spent
X 100

77. 1. More Leads
77
Effective campaign measurement can increase
the number of marketing leads a company
receives by as much as 30%.
© Forrester Research, Inc.

78. 2. Better Lead-to-MQL Conversion
78
Deep-funnel analysis helps companies increase
the percentage of all leads that become
marketing qualified leads by nearly 43%.
© Forrester Research, Inc.

79. 3. Reducing CPL
79
By acting on real-time marketing performance data and
insights, marketing organizations reduce cost per
marketing qualified lead by 36%.
© Forrester Research, Inc.

80. 4. More Productive Employees
80
As organizations improve the process of
analyzing & measuring, they are able to fully
repurpose two full-time equivalent (FTE)
employees to other value-add activities within
the marketing department due to time savings.
© Forrester Research, Inc.

81. The ROI of Attribution
81
More
Leads
Better
Conversion
Lower
Costs
More
Productive
Teams

82. IMPLEMENTING
ATTRIBUTION
Alexandre Pelletier
CEO
Perkuto

83. 83

84. 84

85. Service Offerings
Bizible Accelerator Package
● Bizible implementation
● Create reports to answer complex questions
● Insight into interpreting data
● Staff training
Maximize your investment!
85

86. Service Offerings
Bizible Impact Concierge
● Audit of current Bizible configuration
● Custom roadmap to identify your priorities
● Report & dashboard customization
● Attribution model upgrade
Realize greater ROI.
Deliver maximum value.
86

87. Alexandre Pelletier
Perkuto
Panel Discussion
87
Moderator: Matt Zilli
Andy Turman
Bizible
Lauren Alt
Outreach

88. @ success@perkuto.com w perkuto.com fb.com/perkuto twitter.com/perkuto
Thank you!
For additional attribution resources, visit:
learn.perkuto.com/attribution
Watch for announcements about our
Spring Marketing Impact Talk!