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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
•...
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
•...
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
•...
•We studied 500,000 leads first & last touch
and…
@birdstweets #pipelinemarketing
Problems with Single Touch Attribution
S...
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.A...
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
•...
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
•...
Problems with U-Shaped/Position Model
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargetin...
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
• E...
Key Takeaways
• Single touch models are inaccurate
• Use multi-touch attribution to
smooth out biases of single touch
• Ac...
Thanks! Questions?
Learn more at www.bizible.com
Cracking B2B Marketing Attribution in 2015
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Cracking B2B Marketing Attribution in 2015

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

Published in: Marketing
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Cracking B2B Marketing Attribution in 2015

  1. 1. Cracking B2B Marketing Attribution in 2015
  2. 2. About Me @birdstweets #pipelinemarketing • CEO of Bizible • Previously Lead Program Manager at Microsoft on Bing Ads
  3. 3. #pipelinemarketing
  4. 4. 99% of leads never become a “closed won” deal for the average company
  5. 5. Why? Marketing and sales data is disconnected
  6. 6. “How should I attribute revenue back to marketing?”
  7. 7. Audience Poll
  8. 8. First Touch Last Touch Single Touch Models @birdstweets #pipelinemarketing 100% 100%
  9. 9. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created
  10. 10. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created First Touch Attribution
  11. 11. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created Last Touch Attribution
  12. 12. •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
  13. 13. U-Shaped / Position Model 40% 40% 20% @birdstweets #pipelinemarketing First Touch Last Touch
  14. 14. Example
  15. 15. Referral $50K
  16. 16. Referral $17K
  17. 17. Referral $34K
  18. 18. Challenges
  19. 19. 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
  20. 20. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created
  21. 21. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created Account Based
  22. 22. 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
  23. 23. Includes the full funnel Not perfect Everyone buys in Best Models... @birdstweets #pipelinemarketing
  24. 24. 1 2 31.Visit 2.Lead 3.Opportunity W-Shaped Model @birdstweets #pipelinemarketing 30% 30% 30%
  25. 25. W-Shaped Account Based Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created W-Shaped
  26. 26. 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
  27. 27. Thanks! Questions?
  28. 28. Learn more at www.bizible.com

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