When it comes to your marketing campaigns and content, how do you know what to say, when to say it, and who to say it to? Find out how to start tracking and measuring your buyer journey so that you can optimize your efforts throughout the funnel.

1. What to Say Next: How
B2B Marketers Can
Turn Analytics into
Actionable Buyer
Insights
Dayna Rothman, VP of Marketing and Sales
Development at BrightFunnel
@dayroth

2. Marketing Attribution Tracking
ABM Analytics
Web Tracking and Ad Network Integration
Independent Platform Solution
Revenue Funnel Analysis
Forecasting and Prediction
Data Validation and Process Optimization
Sales Activity Analysis

3. Today’s buyer journey is complex. Interactions take place
on multiple channels, in multiple different ways.

5. Marketers Do a Lot!
Lead Generation:
•Paid programs and ads
•Events
•Webinars/Virtual
Events
•Website/content
•Social
•SEO
Funnel Acceleration:
•Database blasts
•Email nurturing
•Account-Based
Marketing
•Accelerator programs
•Retargeting ads
Brand
Awareness:
•Social
•Content
•Events
•Blog
•Influencer
marketing

6. The holy grail of marketing is turning the buyer journey into a science.
But…A Lot of Programs Are Based on
Guesswork

7. #B2BMX

8. But, this seems hard. How do we, as
marketers, get to the bottom of the
customer journey??

9. Leveraging data to determine what marketing and sales touches
work throughout your funnel enables you to better orchestrate
your customer journey.

10. What Should You Track to Orchestrate the Buyer
Journey?
• First touch attribution—what brings people into your
funnel
• Multi touch attribution—look at every marketing touch to
see what accelerates people through your funnel
• Last touch attribution—what converts people to become
customers
• Velocity—how fast a piece of content, a channel, or a
campaign moves people through your funnel
• Full account analysis—how everything adds up in order to
determine the best path to sale

11. What Should You Say?

12. #B2BMX
Content marketing is the fuel for all of
your demand generation campaigns.
So before you figure out when and
where to communicate to your
customers, you need to figure what
you should communicate.

14. #B2BMX
But how do you know for sure
that you are sending the right
content and message? You
need to test and measure.

15. What Content Brings People In?
• First-touch attribution for
content downloads on
multiple channels
• Content that sources
pipeline and revenue
• Website landing pages
• Unique page views
• Referral sources

16. What Content Accelerates People?
• Multi-touch attribution for
content that moves leads
through your funnel on
multiple channels
• Content that influences
pipeline and revenue
• Content that converts leads
from MQL, SQL, and Opps

17. What Content Converts People to
Customers?
• Last-touch attribution for
content that moves leads to
the bottom of your funnel
• Content that converts opps to
closed

18. Is Your Content Still Relevant?
• Always keep track of
content trends
• Are people still
downloading your content?
• Are the right people still
downloading your content?
• Is your content still relevant
month over month and
quarter over quarter

19. Where Should You Say
It?

21. You Need to Look at Both Channel and
Campaign
• Marketing Channel:
• Email
• Content syndication
• Physical events
• Field events
• Webinars
• Advertising
• Social
• Marketing Campaign
• Specific email sent
• Specific vendor and offer
• Specific physical event
• Specific field event
• Specific webinar
• Specific ad and offer
• Specific social post

22. What Channels Source the Best Accounts and
Leads?
• What channels are best for
driving first-touch pipeline and
revenue?
• Is there a difference?
• What channels source the
highest quality leads
• Do leads that originate from
different channels move
through the funnel at a
different velocity?

23. What Specific Campaigns Bring People In?
• What programs--across all
channels-- are the best for
sourcing pipeline and
revenue?
• What programs should you
double down on for next
quarter and what programs
should you dump?
• What is the ROI of each
program vs. what it is bringing
in?

24. What Channels Accelerate People?
• What channels perform best in
the later stages of the funnel?
• What channels accelerate leads
through the funnel to become
opps and deals
• What channels influence the
most pipeline and revenue?
• Is there a difference between
what works for mid-funnel and
what works for top-of-funnel?
• What channels move people
through your funnel the fastest?

25. What Specific Campaigns Accelerate
People?
• What are the specific programs
that work for accelerating and
engaging people in the middle
and bottom of your funnel?
• What programs are influencing
the most pipeline and revenue?
• Is it different by segment?
Target account type? Company
size, etc?
• What programs move people
through the funnel the fastest?

26. When Should You Say
It?

27. Now it’s time to put it all together
to determine timing—what is the
optimal order for your content and
campaigns.

28. Remember, Everything Should be Mapped to Your Sales
Funnel

29. • Make sure that you connect all leads and contacts to an
account
• Look at full journey—including all influencers in decision cycle
• Look at trends in:
• The order of what content is downloaded
• What channels and campaigns were effective in what areas of the
funnel (first-touch vs. multi-touch)
• How fast certain campaigns move leads down the funnel
• How sales activity integrates into the overall buyer journey
Opportunity and Account Analysis

30. Opportunity Example: Marketing Activity
Examine full deal engagement by looking at all of the
marketing touches for each key contact:
Findings
•11 total contacts
•First touch:
• LinkedIn Ad
•Middle touches:
• Email nurture
• Dreamforce booth
• Infographic
• ABM Guide
•Last touches:
• Analyst Report: Attribution guide
• ABM Theory and Measurement
• Virtual Event

31. Opportunity Example: Sales Activity
Examine all sales activity in a deal to see how it
fits in with marketing activity:
Key Insights:
•Email-centric focus for sales
•Sales follow-up for each key marketing
activity
•Email asks for meetings
•Email asks for meetings at tradeshows
•Emails re: what prospect is missing out on
•Emails with case studies
•Closing emails

32. Opportunity Analysis: Channel
Engagement
What channels are engaging the most
contacts within an opportunities
Key Insights:
•30% of engagements with external
vendor emails
•26% of engagements with webinars
•22% of engagements with internal
emails

33. Opportunity Analysis: Decision Team
What are the titles of the people in an
account that engage the most:
Key Insights
•64% of engagement with marketing
was with manager level employees
•29% of engagement with marketing
was with VPs or Directors
•No engagement with CXO roles

34. Look At Channel Velocity

35. • Track engagement per account and segment
• Know what works for bringing people in and accelerating them
through your funnel
• Know what works for different roles and titles, and know which
roles and titles typically engage with what content, channels,
and programs
• Know the velocity of different channel types and campaigns
• Orchestrate the ideal buyer journey based on results
• Constantly keep testing and optimizing!
Putting it All Together

36. Buyer Journey Example
Based on 6 month cohort:
•First-Touch (TOFU):
1. Content Syndication: ABM
Ebook
•Multi-Touch (MOFU):
1. ADR Outreach
2. Website Visit: Definitive Guide
to Multi-Touch Attribution
3. Email Nurture
4. Internal Webinar
5. Email Call for Demo: $50
Amazon GC
• Multi-Touch (BOFU):
1. Tradeshow: Sirius Decisions
2. Direct Mail: Cookie Campaign
3. Field Event: Dinner
4. Content: Invoca Case Study
• Last Touch (BOFU)
1. ADR Outreach
2. Content: Buyer Guide

37. 5 Key Takeaways
1. The holy grail of marketing is turning the buyer journey into a
science
2. Orchestrate your customer journey by leveraging data and
analytics
3. Look at single-touch and multi-touch attribution to know what
to say and when to say it
4. Determine the best path-to-sale by looking at full account
analyses across your target accounts and opps
5. Constantly keep testing and optimizing for success!

38. Q&A