B2B Marketing Metrics Breakdown: Connecting Marketing Programs to Revenue

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B2B marketing leaders say measuring ROI is their top priority, however, less than 20% report having the capability. Now, it’s finally possible for B2B marketers to determine which programs work, which don’t, and most importantly how programs affect revenue. In this webinar Grant Grigorian, Director of Product Management at Engagio, will arm you with the knowledge to measure the ROI of your marketing programs. You’ll discover: 7 types of marketing attribution models How to find your “golden ratio” for pipeline to investment 3 biggest mistakes people make with multi-touch attribution and how to avoid them How to create a research and learning lab for testing and optimizing marketing programs

Copyright ©2018 Engagio, Inc.

Copyright ©2018 Engagio, Inc.
Housekeeping
• This webinar is recorded
• Ask questions in the chatbox
• Or email me directly: grant@engagio.com

Copyright ©2018 Engagio, Inc.
Today’s topics:
• 7 types of attribution models
• “Golden Ratio” for pipeline to investment
• Biggest mistakes
• B2B R&D lab for ABM

Copyright ©2018 Engagio, Inc.

Copyright ©2018 Engagio, Inc.
First Touch Model

Copyright ©2018 Engagio, Inc.
Last Touch Model

Copyright ©2018 Engagio, Inc.
Equal Touch Model

Copyright ©2018 Engagio, Inc.
Position Based Model
“U-Shaped”

Copyright ©2018 Engagio, Inc.
Time-Decay Model

Copyright ©2018 Engagio, Inc.
Engagement Minutes Model

Copyright ©2018 Engagio, Inc.
Algorithmic Models

Copyright ©2018 Engagio, Inc.
Some Examples

Copyright ©2018 Engagio, Inc.
Some Examples

Copyright ©2018 Engagio, Inc.
Golden Ratio
$ Pipeline
$ Cost
Ratio =
Golden Ratio => 10X

Copyright ©2018 Engagio, Inc.
Golden Ratio
(hidden)

Copyright ©2018 Engagio, Inc.
Mistakes
• Waiting for the perfect model
• Waiting for the perfect system
• Us vs Them

Copyright ©2018 Engagio, Inc.
R&D Lab for B2B!

Copyright ©2018 Engagio, Inc.
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ABM program impact?
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Work Smarter, Not Harder in 2020 Webinar Slides

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How to Orchestrate ABM with Automated Multi-Channel Plays

How to Orchestrate ABM with Automated Multi-Channel Plays

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How to make sense of the abm technology landscape

How to make sense of the abm technology landscape

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The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company

The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company

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[Webinar] Your Data Strategy for ABM Success

[Webinar] Your Data Strategy for ABM Success

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Summer Series Session 3: Dream Teams with Shane Snow | Slides

Summer Series Session 3: Dream Teams with Shane Snow | Slides

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The Must Have Blueprint for Sales Activation

The Must Have Blueprint for Sales Activation

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Summer Series Session 2: The Creative Curve with Allen Gannett

Summer Series Session 2: The Creative Curve with Allen Gannett

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Summer Series Session 1: Turn The Ship Around with David Marquet

Summer Series Session 1: Turn The Ship Around with David Marquet

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[Webinar] Three Ways to Use Engagement Data to Close More Business

[Webinar] Three Ways to Use Engagement Data to Close More Business

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[Webinar] 2019 Trends in Account Based Marketing

[Webinar] 2019 Trends in Account Based Marketing

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3 Ways to Build Relationships with Executives | Engagio

3 Ways to Build Relationships with Executives | Engagio

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[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts

[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts

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[Webinar] Three Ways to Scale ABM Success with Personalization

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B2B Marketing Metrics Breakdown: Connecting Marketing Programs to Revenue

1. Copyright ©2018 Engagio, Inc.

2. Copyright ©2018 Engagio, Inc. Housekeeping • This webinar is recorded • Ask questions in the chatbox • Or email me directly: grant@engagio.com

3. Copyright ©2018 Engagio, Inc. Today’s topics: • 7 types of attribution models • “Golden Ratio” for pipeline to investment • Biggest mistakes • B2B R&D lab for ABM

4. Copyright ©2018 Engagio, Inc.

5. Copyright ©2018 Engagio, Inc. First Touch Model

6. Copyright ©2018 Engagio, Inc. Last Touch Model

7. Copyright ©2018 Engagio, Inc. Equal Touch Model

8. Copyright ©2018 Engagio, Inc. Position Based Model “U-Shaped”

9. Copyright ©2018 Engagio, Inc. Time-Decay Model

10. Copyright ©2018 Engagio, Inc. Engagement Minutes Model

11. Copyright ©2018 Engagio, Inc. Algorithmic Models

12. Copyright ©2018 Engagio, Inc. Some Examples

13. Copyright ©2018 Engagio, Inc. Some Examples

14. Copyright ©2018 Engagio, Inc. Golden Ratio $ Pipeline $ Cost Ratio = Golden Ratio => 10X

15. Copyright ©2018 Engagio, Inc. Golden Ratio (hidden)

16. Copyright ©2018 Engagio, Inc. Mistakes • Waiting for the perfect model • Waiting for the perfect system • Us vs Them

17. Copyright ©2018 Engagio, Inc. R&D Lab for B2B!

18. Copyright ©2018 Engagio, Inc. Need to measure and prove ABM program impact? DOWNLOAD the NEW Clear and Complete Guide to ABM Analytics today! Get the guide at engagio.com/analytics-guide