In this presentation we take a deep dive on marketing attribution techniques and how to properly measure and report on the impact of marketing campaigns.
We discuss about the different attribution models, how they are used, and how to report on them, including: First Touch, Last Touch, Multi-Touch, W-Model, Full-Path and Weighted Attribution. You'll walk out with a clear idea on what model to use depending on the different scenarios.
Our guest speaker is Fanette Plessis-Jobard, who is in charge of Demand Generation and Growth for Algolia. Fanette works at the intersection of Growth and Demand Generation at Algolia, a SaaS search and discovery API. She uses her analytics background to turn insights into concrete actions and campaigns. Prior to Algolia, Fanette owned growth marketing at Docke
6. What is B2B Attribution?
The measurement and
reporting of the impact of
marketing programs on
revenue
7. Three Main Questions
1) Should I invest more in Sales or
Marketing?
2) What activities impacted that
opportunity/deal?
3) Where should I spend my marketing
budget?
9. Sales & Marketing Budget
49% of revenue in S&M
(24% YoY growth)
58% of revenue in S&M
(27% YoY growth)
40% of revenue in S&M
(37% YoY growth)
Should I Invest more
in Sales or Marketing?
10. Can you answer this?
“Why should I invest more
in Demand Gen instead of
hiring 3 more field reps?”
12. Multi-Channel Interactions
1) Clicked on a display ad and
bounced
2) Browsed a few web pages from
smartphone
3) Downloaded a whitepaper from
LinkedIn
4) Attended a webinar
5) Stopped by the booth at the
tradeshow
6) Requested a demo
24. Which Model Should I Use?
● You should always look at
multiple models
● It depends on what metrics are
you trying to optimize
TOP OF THE FUNNEL vs. CONVERSIONS vs. WIN RATE
25. Getting Started
● If you are not measuring any attribution today, start
from Last Touch!
● You want to track what drives opportunities and
work your way backward.
30. Fanette Jobard
A deep dive into B2B
attribution strategies
Demand Generation at Algolia
Demand Generation
https://www.linkedin.com/in/fanette
/
@FanetteJobs
31. B2B attribution strategies
About myself:
- Accent “uhlala”!
- Only person in my family not working in the wine industry…
- Started in media ratings and statistics
- Owned growth marketing at Docker for 2 years
- Joined Algolia 2 years ago
- @FanetteJobs on Twitter
32. B2B attribution strategies
About Algolia
Algolia helps the most innovative companies across e-commerce,
media and SaaS industries create powerful, relevant and scalable
discovery experiences for their users.
More than 5,000 companies like Under Armour, Twitch, Periscope,
Medium and Stripe rely on Algolia to manage 40 billion search
queries a month.
Also hiring : algolia.com/careers
36. “Multi-touch attribution is like
teenage sex: everyone talks
about it, nobody really knows
how to do it, everyone thinks
everyone else is doing it, so
everyone claims they are doing
it…” cc Dan Ariely (repurposed)
39. Attribution 101
How do we do that at Algolia?
- Multiple models, first, last, even and U shaped weighted model
- WIP
40. Attribution 101
Obstacles
- Sales being sales (opportunities with no contacts attached)
- Lead sources
- Tracking: you need to be proactive to attach leads to campaigns
41. Attribution 101
Salesforce keys to get you started today
- Display the campaign influence “related list” on opportunities
- Mark all the interacting leads as “responded” in your campaign
- Making sure “contact roles” get populated, you can create
“marketing influenced” roles to make it clear
- Don’t forget adding your campaign costs, and start date
- Keeping track of all the campaigns using a clear naming convention
- Enforcing opportunity creation at the contact level
- Enabling the campaign influence, pick a timeframe (90 days)
42. Attribution 101
Salesforce keys to get you started today
- Start and have fun!
- Enable the “Customizable Campaign Influence” feature in
SFDC
43. “ Attribution is a Process Problem, not a
Product Problem” Adam Berke CMO- AdRoll
44. Attribution TIPS
Keep it simple
● Attribution can be simple and cheap
● Keep it understandable the goal is to build TRUST!
45. Attribution TIPS
Keep it logical
● Your goal is to grow the top of the funnel? => first touch!
● Your goal is to grow the revenue or the activation => what was the
last touch that converted?
Build a model that biases action based on your company needs and
your customer journey
46. Attribution TIPS
Communication is key
● It’s about making others’ job easier, collect feedback
● Align the teams, the goals (and the lead sources):
“one team, one dream”!