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Campaign Attribution Revealed, Jay Jennison – Full Circle Insights
This document discusses campaign influence and attribution best practices. It provides an agenda for discussing the next-generation of campaign influence, how to track influence in Salesforce, and answering questions. It discusses how to weight influence models based on sales cycle length and the importance of different campaigns and touches. Shorter sales cycles mean early touches are more important, while longer cycles prioritize the tipping point campaign. The document shows an example of attributing revenue across multiple campaigns using weighted influence. It also discusses measuring influence benchmarks across company size, industry, and location. Full Circle Campaign Influence provides visibility into campaign performance to understand which campaigns generate revenue and pipeline. A customer story shows a company used influence to determine conferences were a top pipeline driver,
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Campaign Attribution Revealed, Jay Jennison – Full Circle Insights
- 1. Get the Campaign PerformanceInsights You Need to Drive Revenue
- 2. AGENDA About Full Circle TheNext-Generation of Campaign Influence Campaign Influence and Attribution Best Practices How to Track Influence in Salesforce Questions 2
- 3. “Campaign influence trackspipeline and revenue for multiple campaigns and ties all campaigns of a contact role to that opportunity for pipeline and ROI reporting.” According to the Salesforce Success Community
- 4. How Should YouWeight Your Models? The shorter the sales cycle, the more critical the first touch campaign Campaigns that touch decision makers should be weighted more heavily For longer sales cycles the tipping point campaign is more important 4
- 5. The Next-Generation ofCampaign Attribution SALES REPORT: $1.5M Opportunity Inbound call: $300K Webinar: $200K TV ad: $100K Twitter: $150K Email: $400K Event: $350K Weighted Campaign Influence 5
- 6. Or Across aSingle Opportunity 6
- 7.
- 8.
- 9. Get More GranularWith Weighting 9
- 10. What this canshow you 10
- 11.
- 12.
- 13.
- 14.
- 15. How does FullCircle Campaign Influence get you there? Let’s take a look at the application 15
- 16. Customer Story –High Tech Mid Market Company VP Sales asks Marketing to sponsor more conferences this year VP Marketing wants to end conference sponsorship because: No idea if it helps generate revenue or pipeline No visibility into campaign performance “Gut feeling” that it isn’t working 16
- 17. Before using campaigninfluence . . . Conferences do not seem to have an impact on pipeline or revenue. So why should we keep doing them? 17
- 18. After using campaigninfluence . . . Surprising the marketing team, conferences are one of the top revenue and pipeline draws 18
- 19. Moving Towards WeightedInfluence: Socialize the idea of weighted campaign influence across sales and marketing 19 Familiarize yourself with our free 30 day Campaign Influence trial on the AppExchange Understand your current attribution methodologies and limitations Connect with us for a complimentary consultation on which influence models work best for you 1 3 2 4
- 20.
Editor's Notes
- #5 Put in the three types of models – single touch, multi touch even spread, weighted
- #7 A little more about campaign influence: We were also able to see: How our campaigns influence deals across all sorts of different verticals (account size – in the image above, industry type, marketing region, contact titles, etc.) – basically any field we are tracking in Salesforce on the opportunity A complete picture of how every marketing campaign affects pipeline and revenue across every piece of information you store about leads, contacts, accounts, or opportunities What will these metrics tell you? - Which campaigns touched which opportunities? - Which campaigns perform better across different market segments? - How marketing affects pipeline and revenue growth? – which brings me to the next slide Every company wants to know what influences pipeline and revenue, and now we are finally able to start measuring this. The process is not complete, but at least we are well on our way to figuring out which programs work across our different marketing segments
- #12 A little more about campaign influence: We were also able to see: How our campaigns influence deals across all sorts of different verticals (account size – in the image above, industry type, marketing region, contact titles, etc.) – basically any field we are tracking in Salesforce on the opportunity A complete picture of how every marketing campaign affects pipeline and revenue across every piece of information you store about leads, contacts, accounts, or opportunities What will these metrics tell you? - Which campaigns touched which opportunities? - Which campaigns perform better across different market segments? - How marketing affects pipeline and revenue growth? – which brings me to the next slide Every company wants to know what influences pipeline and revenue, and now we are finally able to start measuring this. The process is not complete, but at least we are well on our way to figuring out which programs work across our different marketing segments
- #13 A little more about campaign influence: We were also able to see: How our campaigns influence deals across all sorts of different verticals (account size – in the image above, industry type, marketing region, contact titles, etc.) – basically any field we are tracking in Salesforce on the opportunity A complete picture of how every marketing campaign affects pipeline and revenue across every piece of information you store about leads, contacts, accounts, or opportunities What will these metrics tell you? - Which campaigns touched which opportunities? - Which campaigns perform better across different market segments? - How marketing affects pipeline and revenue growth? – which brings me to the next slide Every company wants to know what influences pipeline and revenue, and now we are finally able to start measuring this. The process is not complete, but at least we are well on our way to figuring out which programs work across our different marketing segments
- #14 A little more about campaign influence: We were also able to see: How our campaigns influence deals across all sorts of different verticals (account size – in the image above, industry type, marketing region, contact titles, etc.) – basically any field we are tracking in Salesforce on the opportunity A complete picture of how every marketing campaign affects pipeline and revenue across every piece of information you store about leads, contacts, accounts, or opportunities What will these metrics tell you? - Which campaigns touched which opportunities? - Which campaigns perform better across different market segments? - How marketing affects pipeline and revenue growth? – which brings me to the next slide Every company wants to know what influences pipeline and revenue, and now we are finally able to start measuring this. The process is not complete, but at least we are well on our way to figuring out which programs work across our different marketing segments
- #15 A little more about campaign influence: We were also able to see: How our campaigns influence deals across all sorts of different verticals (account size – in the image above, industry type, marketing region, contact titles, etc.) – basically any field we are tracking in Salesforce on the opportunity A complete picture of how every marketing campaign affects pipeline and revenue across every piece of information you store about leads, contacts, accounts, or opportunities What will these metrics tell you? - Which campaigns touched which opportunities? - Which campaigns perform better across different market segments? - How marketing affects pipeline and revenue growth? – which brings me to the next slide Every company wants to know what influences pipeline and revenue, and now we are finally able to start measuring this. The process is not complete, but at least we are well on our way to figuring out which programs work across our different marketing segments
- #16 Go into demo influence org and run quick 5-10 minute demo going over building models, a dashboard and drilling down into one report (down to the individual records), and the deal explorer
- #17 This is the Good technology story