Listen to the webinar: http://goo.gl/PG4kqO What do inventions and obsession have to do with B2B marketing attribution? Find out the curious history of a common household goods and how to close the loop to do revenue-focused marketing. Key takeaways include: - Why B2B attribution is so much harder than B2C - Practical view on what good attribution looks like - Overcoming common 'gotchas' with minimal effort

1. Presented by
INVENTIONS, OBSESSION, AND B2B MARKETING
ATTRIBUTION
Dave Rigotti
Head of Marketing,
Bizible
Justin Norris
Solutions Architect &
Marketo Champion,
Perkuto
Anna-Maria Kröner
Marketing Manager,
Perkuto

2. Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
MarTech Best of Breed
Helping you cut through the
chaos!

3. Agenda
1. Interesting History of Rubber
2. Challenges of Attribution
3. What Good B2B Attribution Looks Like
4. Rolling Out A Marketing Attribution Program
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

4. Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

5. B2B Buying Journey
Presented by
Awareness Consideration Purchase
Source: Forrester
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

6. Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

7. Challenge #1: B2B = More Marketing Data
long sales cycle = more marketing touches
multiple people involved in deal = more
marketing touches
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

8. Presented by
Challenge #2: Connecting Platforms
2012 (350) 2015 (1,678)
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

9. Challenge #3: Eliminating Channel Bias
Presented by
Social
Content marketing
Organic search
Paid search
Retargeting
Email
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

10. Marketing = Revenue Obsession + Tools
Presented by
Pipeline
Marketing
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

11. Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

12. Focus on Key Transitions
Presented by
Visit
(Anonymous)
Opportunity
Created
Lead
Created
Social
Organic
Search
Retargeting
Email
Events
Channel
Action
First Touch Last Touch
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

13. W-Shaped Attribution
Presented by
30%30% 30%
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

14. Account Based Reporting
Presented by
Visit Opp.Lead
Researcher Users Decision Maker
One Account / Company
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

15. How Technology Can Help
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

16. Rolling Out A Marketing Attribution Program
How to Bring Your Organization into a Multi-Touch World

17. You’ve Got The Technology – Now What?
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Strategy Process
Change
Management

18. Strategy

19. Create A Shared Vision
• Get clarity on your reporting goals
• What decisions will you make based on
this information?
• Create common definitions
• What is a lead?
• What is a customer?
• How will you measure performance?
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

20. Create The Data You Want to See
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
IN
= OUT

21. Taxonomy Is Your Foundation
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Channel Sub-Channels Tracking Method
Direct n/a Native
Web Referral [referring domain] Native
Organic Search Google, Bing, Yahoo Native
Paid Search Google Adwords, Bing Ads Native
Social Twitter, Facebook, LinkedIn, Google Plus UTM Parameters
Display Ad Google Display Network, Yahoo, AdRoll UTM Parameters
Email Newsletter, E-Blast, Event, Webinar, Nurturing UTM Parameters
Event Tradeshow, User Group, Roadshow SFDC Campaign
Sales Prospecting Email, Cold-Call, LinkedIn UTM / SFDC Campaign
List Purchase Vendor 1, Vendor 2, Vendor 3… SFDC Campaign
Content Syndication Vendor 1, Vendor 2, Vendor 3… SFDC Campaign

22. Process

23. Leave Nothing
To Chance...
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

24. Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

25. Roles And Responsibilities
• Who adds UTMs to all campaign links?
• Who does list uploads and into what system?
• Who runs event programs?
• Who maintains sales email templates?
• Who ensures all social links are tagged correctly?
• etc.
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

26. Map it Out;
Write it Down
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

27. Pre-Flight Checklist
• All links tagged?
• SFDC Campaigns created?
• Marketing automation programs active?
• QA review by peer?
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

28. Change Management

29. Better Attribution! No Big Deal, Right? Wrong.
• Can be highly political
• Some people prefer the status quo
• Fear, inadequacy, imposter syndrome
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

30. Kubler-Ross Change Curve
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Time
Morale/Competence
Shock
Denial
Anger
Depression
Openness
Acceptance

31. Top Down - Build Alignment
• Communicate early and often
• Understand what each stakeholder is really looking for
• Not all information needs are the same
• Get strategic partners invested in the success of the project
• Have an answer to “What’s in it for me?”
• Marketing
• Sales
• Finance
• CEO
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

32. Bottom Up - Attract Support
• Partner with those who can encourage/enforce compliance
• Need both carrot and stick
• Ease anxieties by cultivating a “fail fast” culture of experimentation
• Shift focus from “success/failure” to “what did we learn?”
• Get quick wins – eye candy, actionable insights
• Show that the grass is greener
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

33. Questions & Answers
Dave Rigotti
Head of Marketing
Dave@Bizible.com
@DRigotti
Justin Norris
Solutions Architect &
Marketo Champion
Justin@Perkuto.com
@JustinNorris
Anna-Maria Kröner
Marketing Manager
Anna@Perkuto.com
@Annariak

34. Upcoming Webinars
>> hello.perkuto.com/martech-bob
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Why Effective Marketing Automation
Starts with Data Enriched Inbound Leads
March 24, 2016
Outbound vs. Account Based Marketing:
Friend or Foe?
April 14, 2016
Your Lack of Creativity is Costing you the
Gift of Attention and Sales
May 5, 2016
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