Want to prove the impact of your ABM initiatives? In this presentation on account-based attribution basics we’ll show you how Engagio’s Dash Account Based Attribution can be used to measure the ROI of ABM programs at the account level and understand the impact of all key personas involved in an opportunity. In addition, we will outline how to create an account-based funnel and track how accounts are converting throughout their journey. In this presentation you'll learn how to: - Make better and faster decisions on marketing spend to drive higher ROI - Evaluate results using various attribution models such as First Touch, Last Touch, Equal Touch, Position-Based, and custom - Analyze conversion rates at every stage of the account journey

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2. Copyright ©2019, Engagio Inc.
Agenda
• Why Account-Based Attribution?
• Attribution 101
– Activities
– Outcomes
– Models
• Attribution Metrics
• Journey Metrics
• Engagio Case Study
• Takeaways

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Account-Based Attribution
Account-based attribution is how marketers apply
pipeline and revenue credit to groups of people at an
account
• Track multiple people within an account vs a person
• Understand how different people influence the buying
journey at various stages
• Prove impact and influence of team’s ABM efforts

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“Marketing Attribution”
In marketing, attribution is the identification of a set of user
actions ("events" or "touchpoints") that contribute in some
manner to a desired outcome, and then the assignment of
a value to each of these events.
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Definition
Source Link

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“Marketing Attribution”
In marketing, attribution is the identification of a set of user
actions ("events" or "touchpoints") that contribute in some
manner to a desired outcome, and then the assignment of
a value to each of these events.
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Definition

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“Marketing Attribution”
1) Set of user actions ("events”, "touchpoints” or ”activities”)
2) Desired outcome
3) Assignment of a value
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3 Pieces of Attribution

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1. User Activities
• Marketing Programs
– Paid and Unpaid
– Conferences and Webinars
– Ads
– Content Syndication
– Email
• Web Visits
• Meetings
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User Activities

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1. Anatomy of Marketing Activity
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User Activities
Name
Attribution 101 Webinar with Charm and Grant Attended Joyce Byers 01/07/2019 Webinars Attribution
Status
Contact
Date
Channel
Content Topic
45 min
Minutes Engaged

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1. Activity Data Requirements
• Historical
• Organized and Consistent
– naming conventions
– channel types, statuses
• Multi-Channel
• Account Based (Leads and Contacts)
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User Activities
This is the hardest part!

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1. Activities Timeline
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User Activities
Activities List
Account Timeline
Engagement
Attends Webinar
Web Visit
Web Visit
Email Click
Attend Conference
Sales Call
Web Visit
Email Click
Meeting

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2. Outcomes
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Outcomes
Opps Created
$ Sales Pipeline
Customers
$Revenue
Conversations
Meetings
Demos
Engagement
MQAs
Follow Ups
How do you measure performance in B2B Marketing?

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2. Outcomes
12
Outcomes
Account Timeline
Engagement
Activities List
No
Engagement
Engaged Marketing
Qualified
Meeting Opportunity
Account Outcomes List
Attends Webinar
Web Visit
Web Visit
Email Click
Attend Conference
Sales Call
Web Visit
Email Click
Meeting
Engaged
Marketing Qualified
Meeting
Opportunity

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2. Outcomes
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Outcomes
Account Timeline
Engagement
Activities List
No
Engagement
Engaged Marketing
Qualified
Meeting Opportunity
Account Outcomes List
Attends Webinar
Web Visit
Web Visit
Email Click
Attend Conference
Sales Call
Web Visit
Email Click
Meeting
Engaged
Marketing Qualified
Meeting
Opportunity

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000
First Touch
Attribution

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000
First Touch
Attribution
Attribution
$100,000

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000
Last Touch
Attribution
Attribution
$100,000

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000
Equal Touch
Attribution
Attribution

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000
Equal Touch
Attribution
Attribution

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3. Assignment of Value aka Attribution Models
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Attribution
Account Timeline
Opportunity
$100,000
Equal Touch
Attribution
Attribution
$10K$10K $10K $10K $10K $10K$10K $10K

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3. Attribution Models
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Attribution
First Touch
Last Touch
Equal Touch
U-Shape
Engagement Minutes Model

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How Engagio Uses Dash
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Success Story

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Start with Questions Before “Data Diving”
Examples:
• What programs work best for target
accounts?
• What types of activities are good for executive
engagement?
• What types of activities help deal
acceleration?
• Is channel A or B more effective for pipeline?
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Create Goals to Measure ROI
Helps us understand WHERE we should
be investing. Want the best return
possible. 10x is our goal. Have regular
meetings to review results.
Program Investment Pipeline
Created
Return
Event A $10,000 $50K 5x
Event B $20,000 $200K 10x

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Example: Pipeline Attribution

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Example: Pipeline by Channel

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Example: Campaign ROI

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Example: First Touch By Campaigns

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Example: Equal Touch By Channels

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• If you are doing ABM, you must be able to track
account-based attribution
• Start with questions that pertain to your company and
your objectives
• Report on program ROI to:
– understand if your ABM programs are working
– defend your marketing budget
– get a seat at the table
Key Takeaways
@CharmBianchini

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Want More on ABM Attribution?
DOWNLOAD the
Clear and Complete Guide to
ABM Analytics today!
Get the guide at engagio.com/analytics-guide

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Contact Us to Learn More
Engagio helps:
• Understand how your most
important accounts are engaging
• Act through automated multi-
channel actions
• Measure the effectiveness of your
ABM efforts and the ROI of your
campaigns.
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www.engagio.com

35. Thank You!
Charm Bianchini
Engagio
@CharmBianchini