Cracking B2B Marketing Attribution in 2015

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Bizible B2B Marketing Attribution

Learn the importance of multi-touch attribution and how to implement these models into your marketing reports.

Marketing

99%
of leads never become a
“closed won” deal for the
average company

Why?
Marketing and sales
data is disconnected

“How should I attribute
revenue back to
marketing?”

First Touch
Last Touch
Single Touch Models
@birdstweets #pipelinemarketing
100%
100%

Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
• Email
nurturing
Visit
Lead
Created
Opportunity
Created

•We studied 500,000 leads first & last touch
and…
@birdstweets #pipelinemarketing
Problems with Single Touch Attribution
Social
First Touch =
2.5X Last Touch
Direct
Last Touch =
1.6X First Touch
Search
First Touch =
1.4X Last Touch

U-Shaped / Position Model
40% 40%
20%
@birdstweets #pipelinemarketing
First Touch Last Touch

Need To Account For
1.Anonymous touches (pre lead)
2.Marketing touches (post lead)
3.Key funnel transitions (handoffs)
4.Account based (vs person based)
@birdstweets #pipelinemarketing

Problems with U-Shaped/Position Model
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
• Email
nurturing
Visit
Lead
Created
Opportunity
Created
U-Shaped
First Touch Attribution Last Touch Attribution

Includes the full funnel
Not perfect
Everyone buys in
Best Models...
@birdstweets #pipelinemarketing

1 2 31.Visit
2.Lead
3.Opportunity
W-Shaped Model
@birdstweets #pipelinemarketing
30% 30% 30%

W-Shaped Account Based
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
• Email
nurturing
Visit
Lead
Created
Opportunity
Created
W-Shaped

Key Takeaways
• Single touch models are inaccurate
• Use multi-touch attribution to
smooth out biases of single touch
• Account for key transition points
• Start slow and build up overtime
@birdstweets #pipelinemarketing

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Cracking B2B Marketing Attribution in 2015

1. Cracking B2B Marketing Attribution in 2015

2. About Me @birdstweets #pipelinemarketing • CEO of Bizible • Previously Lead Program Manager at Microsoft on Bing Ads

3. #pipelinemarketing

4. 99% of leads never become a “closed won” deal for the average company

5. Why? Marketing and sales data is disconnected

6. “How should I attribute revenue back to marketing?”

7. Audience Poll

8. First Touch Last Touch Single Touch Models @birdstweets #pipelinemarketing 100% 100%

9. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created

10. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created First Touch Attribution

11. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created Last Touch Attribution

12. •We studied 500,000 leads first & last touch and… @birdstweets #pipelinemarketing Problems with Single Touch Attribution Social First Touch = 2.5X Last Touch Direct Last Touch = 1.6X First Touch Search First Touch = 1.4X Last Touch

13. U-Shaped / Position Model 40% 40% 20% @birdstweets #pipelinemarketing First Touch Last Touch

14. Example

15.

16. Referral $50K

17. Referral $17K

18. Referral $34K

19. Challenges

20. Need To Account For 1.Anonymous touches (pre lead) 2.Marketing touches (post lead) 3.Key funnel transitions (handoffs) 4.Account based (vs person based) @birdstweets #pipelinemarketing

21. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created

22. Customer Conversion Path Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created Account Based

23. Problems with U-Shaped/Position Model Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created U-Shaped First Touch Attribution Last Touch Attribution

24. Includes the full funnel Not perfect Everyone buys in Best Models... @birdstweets #pipelinemarketing

25. 1 2 31.Visit 2.Lead 3.Opportunity W-Shaped Model @birdstweets #pipelinemarketing 30% 30% 30%

26. W-Shaped Account Based Channel Action @birdstweets #pipelinemarketing • Search • Social • Blog • Retargeting • Content • Email nurturing Visit Lead Created Opportunity Created W-Shaped

27. Key Takeaways • Single touch models are inaccurate • Use multi-touch attribution to smooth out biases of single touch • Account for key transition points • Start slow and build up overtime @birdstweets #pipelinemarketing

28. Thanks! Questions?

29. Learn more at www.bizible.com

Cracking B2B Marketing Attribution in 2015

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