Slide deck for the live event presented by Perkuto and Marketo held in New York City on May 9, 2019.

1. LEVERAGING ATTRIBUTION
FOR BETTER RESULTS
PRESENTED BY |

2. Agenda
● 5:30-5:45: State of Marketing Analytics - Why Attribution?
○ Catherine Champoux, Perkuto
● 5:45-6:05: The ROI of Attribution
○ Andy Turman, Director of Sales Enablement and CoFounder of Bizible
● 6:05-6:15: Applying Attribution for Measurably Better Outcomes
○ Practical Examples presented by Cat and Andy
● 6:15-6:25: Closing/Wrap-up
● 6:25-6:30 Q&A
● 6:30-7:00: Happy Hour / Networking
2

3. 3
Perkuto helps marketing leaders who feel frustrated with not having a bigger impact on revenue. As a Marketo Platinum
Partner, Bizible Platinum Partner and Adobe Community Partner, our team of experienced consultants create impactful
strategies, optimize marketing operations, simplify MarTech and execute on day-to-day campaigns. We assist marketing
leaders in exceeding their goals and rising to the top.
40+
1000+

4. Marketing Measurement - Self Ratings
4
58% of marketers cite current
measurement abilities as
“needs improvement or
worse.”
* 2018 Marketing Performance Measurement
and Attribution Survey

5. Demonstrating Value
1 out of 4 marketers earn top rankings by
CEOs on proving the impact of marketing
5
*2017 Marketing Performance Management
Benchmark Survey

6. 6
Top Challenges Marketers Face
* 2018 Marketing Measurement
and Attribution Survey

7. Reporting on Marketing Results
7
* 2018 Marketing Measurement
and Attribution Survey

8. Top motivators:
● Understand ROI of marketing investments
● Insight into buyer interests
● Improve marketing and sales alignment
● Demonstrate contribution to revenue
The Future of Analytics
8
of marketers are prioritizing
attribution in the next 12-18 months
* 2018 Marketing Measurement
and Attribution Survey

9. ROI OF
ATTRIBUTION
Andy Turman
CoFounder, Bizible

10. Attribution is a hot topic
...but why?
10

11. High growth companies rely on analytics
for decision making
11
86% of high-growth companies
use data and analytics to IMPROVE
marketing impact
Source: The 2014 CMO Insights

12. 12
"B2B companies are seeing an average of
15-18% lift in REVENUE as a result of
implementing a closed-loop attribution system
and then optimizing marketing programs based
on more sophisticated analysis."
— Tina Moffett, Forrester

13. 13
RESULTS
EXPERIENCE

14. 14
RESULTS
EXPERIENCE
64%
MORE OFTEN
MEASURE
70%
MORE LIKELY
TEST

15. Breaking Down the ROI of Attribution
15
1
4
More leads
2
3
Higher quality Opps
Less expensive Revenue
Better use of employee time
[Money Gained- Money Spent]
Money Spent
X 100

16. 1. More Leads
16
Effective campaign measurement can increase
the number of marketing leads a company
receives by as much as 30%.
© Forrester Research, Inc.

17. 2. Better Lead-to-MQL Conversion
17
Deep-funnel analysis helps companies increase
the percentage of all leads that become
marketing qualified leads by nearly 43%.
© Forrester Research, Inc.

18. 3. Reducing CPL
18
By acting on real-time marketing performance data and
insights, marketing organizations reduce cost per
marketing qualified lead by 36%.
© Forrester Research, Inc.

19. 4. More Productive Employees
19
As organizations improve the process of
analyzing & measuring, they are able to fully
repurpose two full-time equivalent (FTE)
employees to other value-add activities within
the marketing department due to time savings.
© Forrester Research, Inc.

20. Shift in marketing team focus
20
Move away from reactive, backwards-looking
analyses of marketing performance to a
proactive, forward-looking view of how different
marketing initiatives and programs have an
impact on their organization’s business objectives
and Revenue.
© Forrester Research, Inc.

21. The ROI of Attribution
21
More
Leads
Better Opps Less
Expensive
Revenue
More
Productive
Teams

22. APPLYING ATTRIBUTION:
USE CASE EXAMPLES

23. 23

24. 24
Attribution Outcomes
Graph by Lauren Alt, Outreach

25. 25
Graph by Lauren Alt, Outreach

26. Optimize for Business Value
26
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
OK - Lead based

27. Optimize for Business Value
27
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
“We should do more events
like Event B.”
OK - Lead based Better - Opp Based

28. Optimize for Business Value
28
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
Event Leads Opps Rev
A 300 20 $350k
B 400 30 $200k
C 500 25 $250k
“We should do more events
like Event A.”
“We should do more events
like Event B.”
OK - Lead based Best - Revenue BasedBetter - Opp Based
✅

29. How do you know if you’re
ready for attribution?
29

30. You Are Ready When:
*Confidential – Do Not Distribute
30
1
You have something
to measure
2
You have reporting
bandwidth
3
You can act on the
insights
CRM & Marketing
Automation*
*typically
A marketing operations
function
Multiple channels and
budget to (re)allocate

31. You Want Answers to Complex Questions
*Confidential – Do Not Distribute
● Which channels/content/campaigns are generating the most revenue by
segment?
● What content is resonating with X persona at X stage in the buyer journey?
● How do we accelerate ACME Corp through the bottom of the funnel?
● If we had 10% more budget, where should we invest it?
31

32. Prove Business Value - Do More of What Works
32
BEFORE
“With a budget of $250,000, we
launched 20 new LinkedIn
campaigns, and generated 23,000
clicks and 1,300 leads.”
AFTER
“With a budget of $250,000, we
generated $500,000 revenue.
If you give me $500,000, we can
generate $1MM+.”

33. IMPLEMENTING ATTRIBUTION:
NEXT STEPS

34. 34

35. 35
Week 1 Week 2-4 Week 5 Week 6 & beyond
Customize &
Configure
Data Review
& Reporting
All Team
Training &
Roll Out
Kickoff &
Install
● CRM
● Web Script
● Ads
Integrations
● Reporting
● Advanced
Features
● Data QA
● Reporting
Rollout
● EBR
● Team Training
● Channel
Mapping
● Custom
Segments
● Cost Sync
● Testing
Bizible Implementation Schedule

36. @ success@perkuto.com w perkuto.com fb.com/perkuto twitter.com/perkuto
Thank you!
For additional attribution resources, visit:
learn.perkuto.com/attribution