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Plan, Engage, Measure: How Bizible Aligns the Phases of Marketing to Maximize Impact The document discusses how Bizible uses attribution models to plan, engage, and measure their marketing efforts. It provides examples of how attribution insights helped optimize profile previews, website redesign, and paid search campaigns to generate more leads and revenue. Attribution modeling has helped fuel PitchBook's 62% annual growth rate by providing accurate ROI reporting and guiding better marketing decisions.

Marketing

3© 2018 Bizible, Inc.
PLAN ENGAGE MEASURE

4© 2018 Bizible, Inc.
MEASURE
PLAN
ENGAGE
B2B Marketing Is Unbalanced
EVENTS
Optimize
EMAIL
Optimize
PAID MEDIA
Optimize
WEB
Optimize
SALES DEV
Optimize

5© 2018 Bizible, Inc.
*Confidential – Do Not Distribute
1.
Siloed Data
2.
Inaccurate ROI Reporting
3.
Bad Marketing Decisions
(and little/no impact and influence)
Which Causes Problems...

6© 2018 Bizible, Inc.
MEASURE PLAN
Bringing Your Marketing Machine to Balance
Optimize
ENGAGE
REVENUE

Plan, Engage, Measure:
How Bizible Aligns the Phases of Marketing to
Maximize Impact
ž Libby Koebnick | Sr. Analytics Manager
ž Kevin Lissandrello | Marketing Group Manager

Overview of PitchBook and
our marketing challenges
How we use attribution models
to plan, engage and measure
How attribution models have
fueled marketing’s growth
Q&A
What you’ll see today

Who we serve
Business
Development
Private Market Intel
Fundraising
& Benchmarking
Build Comparables
SourceInvestments
Our mission is to organize the world’s meaningful
business information and make it useful to our customers.
Our data spans the entire venture capital, private equity
and M&A lifecycle – along with the LPs, funds, firms,
companies and people involved.

PitchBook Sales Growth
20132012201120102009 2014 2015 2016 2017 2018
5-Year Compound
Annual Growth Rate
62%

Plan, Engage, Measure
What’s the right team size to fuel our growth?
What’s an acceptable budget range
for Marketing Expense?
Which tactics actually influence closed/won deals?
How do we measure ROI on investments?

Objective and Key Results
80,000+ inbound leads
18,000 sales demos
1,300 net new accounts
Search
Engine
Marketing
SEO &
Content
Blog
Online
Retargeting
PR &
Events
Email
Nurture
Paid &
Organic
Social
Direct
Mail
Reviews
& Referrals
Plan, Engage, Measure
Leads, Demos, Close
Online
Display Ads
Web
personalization

Plan, Engage, Measure
Marketing Plan Progress
1. Forecasts drive our annual plan
2. Quarterly plans and retrospectives allow for adjustments
3. All tactics are measured and evaluated Free Trial
Library
Download
Other
Inbound Lead Sources Generating
New Business Revenue
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Jul-15 Jan-16 Aug-16 Mar-17 Sep-17 Apr-18 Oct-18 May-19
ISR Leads by Source
Free Trial
Library Download
Newsletter Sub
PPV
Request Login
Other

Our Bizible Attribution Model
Lead Demo Sale

Web Redesign
6.5
5.2
4.8
1.5
1.1 1
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct Organic Search Newsletter
Prospecting PPC Email
7.8
6.7
3.2
2.1
1.4 1.2
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct Organic Search Newsletter
Prospecting PPC Email
2017 2018
6.5
5.2
1.1
7.8
6.7
1.4

PPC
6.5
5.2
4.8
1.5
1.1
1
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct
Organic Search
Newsletter
Prospecting
PPC
Email
7.8
6.7
3.2
2.1
1.4
1.2
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct
Organic Search
Newsletter
Prospecting
PPC
Email
2017 2018
50% ROI 54% ROI

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Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented. So how do you effectively navigate distributing and tailoring your content across these various touchpoints? Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges. You’ll learn: - How today’s users engage with content across various channels and devices. - The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant. - What digital shelf space is and how your content strategy needs to pivot. With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

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Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.

Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025. And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos. So is there science behind what makes people absolutely irresistible on camera? The answer: definitely yes. In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

VWO

In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities. When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion. Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

How to Run Landing Page Tests On and Off Paid Social Platforms

VWO

Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion. This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights. The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation. The session will also cover data analysis techniques and criteria for graduating landing pages. In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...

Valters Lauzums

E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

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Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Secret to Engaging Modern Consumers: Journey Mapping and Personalization In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty. Key Takeaways: Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends

Adapt or Die - Jon Lakefish, Lakefish Group LLC

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience. Key Takeaways: Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.

Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

Is AI-Generated Content the Future of Content Creation?

Cut-the-SaaS

Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability. Understanding AI-Generated Content: AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production. Key Benefits: Content Creation: Rapidly generate high-quality content for blogs, articles, and social media. Brainstorming: AI simulates conversations to inspire creative ideas. Research Assistance: Efficiently summarize and research information. Market Insights: The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market. Case Study: CNET’s AI Content Controversy: CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight. Benefits Across Industries: Marketing: Personalize content at scale and optimize engagement with predictive analytics. Publishing: Automate content creation for faster publication cycles. Education: Efficiently generate educational materials. Healthcare: Create accurate content for patients and professionals. Finance: Produce timely financial content for decision-making. Challenges and Ethical Considerations: Transparency: Disclose AI use to maintain trust. Bias: Address potential AI biases with diverse datasets. SEO: Ensure AI content meets SEO standards. Quality: Maintain high standards to prevent misinformation. Conclusion: AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries. Connect with Us: Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.

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Plan engage-measure-webinar-slides

7. Plan, Engage, Measure: How Bizible Aligns the Phases of Marketing to Maximize Impact ž Libby Koebnick | Sr. Analytics Manager ž Kevin Lissandrello | Marketing Group Manager

8. Overview of PitchBook and our marketing challenges How we use attribution models to plan, engage and measure How attribution models have fueled marketing’s growth Q&A What you’ll see today

9. Overview

10. Who we serve Business Development Private Market Intel Fundraising & Benchmarking Build Comparables SourceInvestments Our mission is to organize the world’s meaningful business information and make it useful to our customers. Our data spans the entire venture capital, private equity and M&A lifecycle – along with the LPs, funds, firms, companies and people involved.

11. PitchBook Sales Growth 20132012201120102009 2014 2015 2016 2017 2018 5-Year Compound Annual Growth Rate 62%

12. Plan, Engage, Measure What’s the right team size to fuel our growth? What’s an acceptable budget range for Marketing Expense? Which tactics actually influence closed/won deals? How do we measure ROI on investments?

13. Objective and Key Results 80,000+ inbound leads 18,000 sales demos 1,300 net new accounts Search Engine Marketing SEO & Content Blog Online Retargeting PR & Events Email Nurture Paid & Organic Social Direct Mail Reviews & Referrals Plan, Engage, Measure Leads, Demos, Close Online Display Ads Web personalization

14. Plan, Engage, Measure Marketing Plan Progress 1. Forecasts drive our annual plan 2. Quarterly plans and retrospectives allow for adjustments 3. All tactics are measured and evaluated Free Trial Library Download Other Inbound Lead Sources Generating New Business Revenue 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Jul-15 Jan-16 Aug-16 Mar-17 Sep-17 Apr-18 Oct-18 May-19 ISR Leads by Source Free Trial Library Download Newsletter Sub PPV Request Login Other

15. Our Bizible Attribution Model Lead Demo Sale

16. Plan, Engage, Measure 3 Examples of Using Attribution Insights Profile Previews Generate free trial requests, increase web traffic Website Revamp Increase conversion rates PPC Generate more free trial requests

17. Expansion of Profile Previews

18. Expansion of Profile Previews From 70K to 250K+ profiles 0 500 1000 1500 2000 2500 2017-012017-022017-032017-042017-052017-062017-072017-082017-092017-102017-112017-122018-012018-022018-032018-042018-052018-062018-072018-082018-092018-10 Free Trial Leads Public Profiles Other SEO

19. Web Redesign

20. Web Redesign 6.5 5.2 4.8 1.5 1.1 1 CHANNEL NEW BUSINESS REVENUE ATTRIBUTION Direct Organic Search Newsletter Prospecting PPC Email 7.8 6.7 3.2 2.1 1.4 1.2 CHANNEL NEW BUSINESS REVENUE ATTRIBUTION Direct Organic Search Newsletter Prospecting PPC Email 2017 2018 6.5 5.2 1.1 7.8 6.7 1.4

21. PPC 6.5 5.2 4.8 1.5 1.1 1 CHANNEL NEW BUSINESS REVENUE ATTRIBUTION Direct Organic Search Newsletter Prospecting PPC Email 7.8 6.7 3.2 2.1 1.4 1.2 CHANNEL NEW BUSINESS REVENUE ATTRIBUTION Direct Organic Search Newsletter Prospecting PPC Email 2017 2018 50% ROI 54% ROI

22. Plan, Engage, Measure Profile Previews Website Revamp PPC

23. Questions?

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