Speakers: Kevin Lissandrello, Marketing Group Mgr - Demand Gen @ PitchBook Libby Koebnick, Marketing Analytics Mgr @ Pitchbook Steve Bendt, VP Marketing @ Pitchbook

2. Steve Bendt | VP of Marketing, PitchBook
Kevin Lissandrello | Inbound Demand Gen Mgr, PitchBook
Libby Koebnick | Analytics Mgr, PitchBook

3. Overview of PitchBook and
our marketing challenges
How we use attribution models
to make decisions
How attribution models have
fueled marketing’s growth
Q&A
What you’ll see today

4. Overview

5. Who we serve
Business
Development
Private Market Intel
Fundraising
& Benchmarking
Build Comparables
SourceInvestments
Our mission is to organize the world’s meaningful
business information and make it useful to our customers.
Our data spans the entire venture capital, private equity
and M&A lifecycle – along with the LPs, funds, firms,
companies and people involved.

6. Client and User Growth
May 2017 Jul 2017 Sep 2017 Jan 2018 Mar 2018Nov 2017 May 2017 Jul 2017 Sep 2017 Jan 2018 Mar 2018Nov 2017
Number of
Clients
Number of
Users

7. PitchBook Sales Growth
20132012201120102009 2014 2015 2016 2017 2018
5-Year Compound
Annual Growth Rate
62%

8. Customer Lifetime Value vs Acquisition Costs
May Jun Jul Jan
2018
FebAugAprMar
2017
Sep Oct Nov Dec Mar
Customer Lifetime Value
CAC per New Customer (TTM)

10. Marketing in a Focus on Focus Culture
What’s the right team size to fuel our growth?
What’s an acceptable budget range
for Marketing Expense?
Which tactics actually influence closed/won deals?
How do we measure ROI on investments?

11. Objective and Key Results
80,000+ inbound leads
18,000 sales demos
1,300 net new accounts
Search
Engine
Marketing
SEO &
Content
Blog
Online
Retargeting
PR &
Events
Email
Nurture
Paid &
Organic
Social
Direct
Mail
Reviews
& Referrals
Focus on Focus
Leads, Demos, Close
Online
Display Ads
Web
personalization

12. Focus on Focus
Marketing Plan Progress
1. Forecasts drive our annual plan
2. Quarterly plans and retrospectives allow for adjustments
3. All tactics are measured and evaluated Free Trial
Library
Download
Other
Inbound Lead Sources Generating
New Business Revenue

13. Our Bizible Attribution Model
Lead Demo Sale

14. Focus on Focus
3 Examples of Using Attribution Insights
Public Profiles
Generate free trial
requests, increase
web traffic
Website Revamp
Increase
conversion rates
PPC
Generate more free
trial requests

15. Expansion of
Public Profiles

16. Expansion of Public Profiles
0
200
400
600
800
1000
1200
2017-01 2017-02 2017-03 2017-04 2017-05 2017-06 2017-07 2017-08 2017-09 2017-10 2017-11 2017-12
Leads
Month
Free Trial Leads
Public Profiles
Other SEO
Expanded public profiles from 70K to 200K companies
Launched 25K investor profiles

17. Web
Redesign

18. Web Redesign
6.5
5.2
4.8
1.5
1.1 1
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct Organic Search Newsletter
Prospecting PPC Email
1.8
1.5
1.3
0.603
0.431 0.422
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct Organic Search Newsletter
Prospecting PPC Email
2017 2018
6.5
5.2
1.1
1.8
1.5
0.431

19. PPC
6.5
5.2
4.8
1.5
1.1
1
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct
Organic Search
Newsletter
Prospecting
PPC
Email
1.8
1.5
1.3
0.603
0.431
0.422
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct
Organic Search
Newsletter
Prospecting
PPC
Email
2017 2018
50% ROI 54% ROI

20. Focus on Focus
Investment Received
Public Profiles Website Revamp PPC
• 3X PPC Spend
• Additional Budget for Test and
Learn
• Dedicated Product Manager
• Dedicated dev resources
• Justification for personalization capability

21. Customer Lifetime Value vs Acquisition Costs
May Jun Jul Jan
2018
FebAugAprMar
2017
Sep Oct Nov Dec Mar
Customer Lifetime Value
CAC per New Customer (TTM)

22. What’s Next?

23. Questions?