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

1. A Deep Dive
on B2B Attribution
Strategies
Demand Generation Marketers Meetup (SF)
May 10th, 2018

2. Welcome!
HOST
Franco Caporale
Founder & General Manager
franco@saasmql.com

3. Agenda
6:30 - 7:00 - Introduction on B2B attribution models and their
significance (Franco Caporale - Founder - SaasMQL)
7:00 - 7:20 - Measuring attribution at Algolia" (Fanette Plessis-Jobard -
Demand Generation and Growth - Algolia).
7:20 - 7:45 - How to get started with a solid attribution model (PANEL -
Franco Caporale - Fanette Plessis-Jobard)
7:45 - 8:00 - Q&A
8:00 - 8:30 - Closing & Networking

4. Sponsors

5. Introduction on
B2B Attribution

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?

8. Sales & Marketing Budget
Between 30% and 50% of revenue target

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?”

11. Typical Challenges
1) Multi-Channel interactions
2) Data issues
3) Complex sales cycles
4) Account-Based Attribution

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

13. Complex Sales Cycle
One Buyer
One Offer
Short Cycle
(minutes or days)
B2C CUSTOMER JOURNEY

14. Complex Sales cycle
Multiple Decision Makers
Different Solutions
Long Cycle
(3-12 months)
B2B CUSTOMER JOURNEY

15. Data Issues
You can’t track attribution if your
CRM and Marketing Automation
data is not flowing correctly!

16. Account-Based Attribution
In B2B, you have to
measure account
activities, not just
lead interactions.

17. B2B Attribution
Models

18. First-Touch Model
FIRST
TOUCH
LEAD
CONVERSION
OPPORTUNITY
CREATION
CLOSED/WON
DEAL
100% 0% 0% 0%
The entire pipeline/revenue is credited
to the first campaign interaction.

19. Last-Touch Model
FIRST
TOUCH
LEAD
CONVERSION
OPPORTUNITY
CREATION
CLOSED/WON
DEAL
0% 0% 100% 0%
The entire pipeline/revenue is credited to
the last campaign interaction before the
opportunity is created.

20. Multi-Touch Model
FIRST
TOUCH
LEAD
CONVERSION
OPPORTUNITY
CREATION
CLOSED/WON
DEAL
1/X 1/X 1/X 1/X
Where X equals the total number
of touches.

21. Role-Weighted Model
FIRST
TOUCH
LEAD
CONVERSION
OPPORTUNITY
CREATION
CLOSED/WON
DEAL
1*X% 1*X% 1*X% 1*X%
The variable X depends on the lead role
(Ex.: Director+ = 30)

22. W-Shaped Model

23. Full-Path Model

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.

26. Lead-to-Revenue Funnel
Track what drives conversion AT EVERY STAGE!

27. B2B Attribution Platforms

28. QUESTIONS?
415-448-6551
www.saasmql.com

29. Our Guest Speaker
FANETTE PLESSIS-JOBARD
Demand Generation and Growth

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

33. B2B attribution strategies
Today’s agenda
Attribution 101 Attribution tips Q&A

34. “77% of marketers say they believe
they’re not using the right attribution
models, or they don’t know” Bizible “state of the
pipeline”survey 2017

35. Attribution 101
Key concepts
- Single touch attribution
- Multi-touch attribution
- Omni-touch attribution
- Attribution models ...

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)

37. Attribution 101
Goals?

38. Attribution 101
Ingredient for success
Lead Sources
Offer/Type
Campaigns

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”!

47. Attribution TIPS
In Attribution there is no perfection

48. Thank you