Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Getting Started with Multi-Touch Revenue Attribution

963 views

Published on

As marketers carry responsibility for increasing portions of the sales cycle, our budgets and accountability are growing as well. Data-driven marketing is becoming an imperative, and CFOs rightfully expect to see that their investments are driving sales—yet in 2014, proving ROI remained the #1 challenge reported by B2B marketers. Marketers lack visibility into the full impact of their programs, and most are only using single-touch attribution, leaving them blind to the majority of their funnel activity.

In this one hour webinar, BrightFunnel CEO, Nadim Hossain, will walk you through what you should consider to get started with revenue attribution, including:

* How revenue attribution works and why adoption is critical
* Attribution as it applies to the B2B buyers’ journey
* Each of the predominant attribution models and their use cases
* What data you need to get started
* How to select a technology that meets your business needs

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Getting Started with Multi-Touch Revenue Attribution

  1. 1. Getting Started with Multi-Touch Revenue Attribution WEBINAR
  2. 2. Questions
  3. 3. The Definitive Guide
  4. 4. Introducing BrightFunnel
  5. 5. Customers
  6. 6. Introducing Nadim Hossain • CEO at BrightFunnel • Former SaaS CMO • Former Salesforce marketing exec
  7. 7. We’ll Cover 1. How attribution works and why it’s critical for B2B 2. Common attribution models 3. The B2B Buyers’ Journey 4. How Salesforce falls short on attribution reporting 5. Tips for readying your organization for multi-touch revenue attribution. 6. Why BrightFunnel
  8. 8. Multi-Touch Revenue Attribution Multi-touch revenue attribution answers how much revenue or pipeline was generated for every dollar we spend on marketing programs.
  9. 9. What’s Working? ● Understand how each program contributes to revenue ● Prove ROI ● Make better decisions (eg: velocity vs ROI trade-off) According to Hubspot’s State of Inbound Report, proving ROI was the #1 challenge that marketers faced in 2014.
  10. 10. Attribution Models ● First-touch ● Last-touch ● Evenly weighted ● Time Decay ● Position-Based ● Machine learning
  11. 11. Consider Jane 1. Meets you at a tradeshow 2. Watches demo video 3. Signs up for webinar 4. Downloads eBook 5. Signs deal for $20k
  12. 12. First-Touch Attribution
  13. 13. Last-Touch Attribution
  14. 14. Single-Touch: The Bottom Line ● Overstate the value of a single activity ● Ignores all mid-funnel activity ● Misleading, results in bad decision making
  15. 15. Surfacing the Value of Mid- Funnel Activity • Events seemed expensive • Value of events weren’t visible with single-touch attribution • ServiceMax turned on multi-touch • 2 event touches in every closed-won deal!
  16. 16. Evenly-Weighted Attribution
  17. 17. Time-Decay Attribution
  18. 18. Position-Based Attribution
  19. 19. Machine Learning Attribution
  20. 20. The New B2B Buyers’ Journey ● Marketing owns +70% of the buyers’ journey ● 4-5 influencers ● Not all influencers are known to the sales team ● Each influencer follows a unique journey
  21. 21. AcmeCorp Team Director, Dev Ops C.I.O. ERP Manager Business Analyst
  22. 22. Susan’s Journey • Watches a webinar • Reads a white paper • Downloads a case study • Signs up for a CIO dinner
  23. 23. The Entire AcmeCorp Journey = 4 touches = 4 touches = 2 touches = 8 touches
  24. 24. The Entire AcmeCorp Journey = 18 touches
  25. 25. How Salesforce Reports ROI
  26. 26. How Salesforce Reports ROI ● Single-Touch Only ● Reliant on Contact Roles
  27. 27. Opportunity Creation • Converts Jane into a contact • Creates an opportunity • Contact Role = Jane • Last touch = eBook
  28. 28. Salesforce Misses 75% of the Team
  29. 29. Salesforce 94% of touches not attributed to the sale
  30. 30. 1. Clearly define your lead stages 2. Use Salesforce campaigns and sync them with your marketing automation tool 3. Record your spend in Salesforce 4. Validate that single-touch is working 5. Select a technology that’s right for your business 6. Tune as you go Getting Started
  31. 31. Platform Checklist ✓ Marketing Focused (Attribution can be hard) ✓ Easy to use (CxO-friendly) ✓ Flexible, intelligent data structure (your data isn’t perfect) ✓ Fast Time to Value (1 week; next BOD mtg) ✓ Predictive capabilities (make decisions)
  32. 32. Why BrightFunnel?
  33. 33. What’s working?
  34. 34. Comparing Attributed Pipeline
  35. 35. Attribution Across Quarters
  36. 36. How are my campaigns performing over time?
  37. 37. Velocity to Conversion Rate
  38. 38. How are MQLs generated last quarter performing today?
  39. 39. What investments should I make to achieve my goals?
  40. 40. BrightFunnel ● Up and running in days, not weeks. ● Flexible, rules-based configuration works with your unique data ● Contact roles become automatically associated (no need for rigid processes). ● 100% of marketing touches get correctly attributed to sales.
  41. 41. Take-Aways ● Multi-Touch Revenue Attribution is critical for B2B Marketers ● Don’t over-complicate things; just get started ● Salesforce leaves you blind to 90%+ of your funnel activity. ● Select a technology designed for B2B Marketers
  42. 42. You’re Ready for Multi-Touch If ✓ You are using Salesforce and a Marketing Automation tool. ✓ You sync your campaigns to Salesforce ✓ You have a diverse marketing mix ✓ Your B2B Buyers’ Journey is complex ✓ Your company is focused on acquiring new customers
  43. 43. Questions?
  44. 44. Interaction-Based Attribution

×