Your customers engage with you through multiple channels and touchpoints But do you ever wondered what exactly made them come to you? Do you query if Paul in sales, is the real reason the deal was closed? Or if Vanessa’s wonderful blog made them get in touch? With attribution reporting, you can see precisely where, when, and how your marketing efforts are truly affecting your leads and revenue. A buyer’s journey is never one-dimensional. They interact and engage with your brand via multiple touchpoints before committing. But was it through email, PPC, blogs, paid or organic traffic? Wouldn’t it be great if you could know exactly what brought them to the decision? Want tools to give insight as to what channels are generating the most leads and converting them successfully? Then attribution reporting will make you a happy bunny!

1. Attribution Reporting:
Tracked from start to finish
José Pedro Forte

2. INFRASPEAK · HUBSPOT · MARKETING OPS
JOSÉ FORTE & WHO IS THIS CHAMP
INVESTMENT
+450K€
HUBSPOT
+4 Years
SHIT DONE
∞

3. 10x

5. Cap. José Ramos
The Cod Fish Story

7. ATTRIBUTION HAVE A
WIDE RANGE OF “STARTING
POINTS”, JUST START!
SELECTION

8. MQLS
SQLS
CUSTOMER
LEADS
AMOUNT
PIPELINE
.ATTRIBUTION
INFINITE LOOP
DEMAND
How? • Examples
The Loop

9. LEADS
.ATTRIBUTION
INFINITE LOOP
How? • Examples
Single Attribution

10. vs.

11. LEADS
.ATTRIBUTION
INFINITE LOOP
How? • Examples
First & Last Touch
MQLS
SQLS

13. Acquisition Conversion

14. MQLS
SQLS
LEADS
.ATTRIBUTION
INFINITE LOOP
How? • Examples
Full Path Att.
AMOUNT
PIPELINE
CUSTOMER

18. MQLS
SQLS
CUSTOMER
LEADS
AMOUNT
PIPELINE
.ATTRIBUTION
INFINITE LOOP
DEMAND
How? • Examples
Indirect Att.

21. An Indicator could be
something that’s a
recommendation rather
than a necessity
ANALYSIS

22. Campaigns overload
Lower segmentation lower
restrictions
Lower quality rate
Since the system is focused on
delivering volume and not quality
High volume of MQLs
Brings bigger ownership to paid
Why? • Examples
The Toxic Wheel

23. Why? • Examples
Sales Development SLAs

24. Why? • Examples
Forecast your impactful metrics

25. Q4 Week#01 Week#02 Week#03 Week#04 End Month
SQLs % % % % Real Results
October 89% 91% 104% 100% x
November 105% 117% 111% 107% x
December 108% 135% 137% 118% x
Total Avr. 100% 114% 117% 109% x
Why? • Examples
Forecast your results

26. Attribution Reporting
What to check
ABM + Pipeline Activation
–– Jon Miller
RevOps + Being an Hubspot Champion
–– Matt Bolian
Growth Mindset
–– Guillaume "𝑮" Cabane (Growth Hacking)
–– Chris Walker (Demand Gen)
–– Byronmarr.com (Performance Thinking)
Webinars & Communities
–– Hubspot Community
–– RevPartners
Tools
–– Clearbit
–– Clarity
–– XLMiner Analysis ToolPak
–– Hubspot <> Google Sheets Integration
–– Adveronix

27. Attribution Reporting
What to check
Launch end of Aug.
Level 03

28. OBRIGADO!
José Pedro Forte