Lead attribution provides the ability to relate marketing campaigns and channels to specific business results. Without lead attribution, companies have difficulty tracking which campaigns and channels are most effective. Lead attribution is important because it allows companies to maximize their marketing investments by knowing which campaigns and channels are driving the most leads and conversions.

1. What’s the Deal with Lead
Attribution
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2. Dave Snyder
VP, Account Services
@dbspeed
linkedin.com/in/davidbsnyder
dsnyder@getsmartacre.com
HubSpot Gold Agency Partner
Been using marketing & sales tech for 10 years

3. 3
What is lead attribution?
#lvhug

5. ‘An attribution model is the rule, or set of rules, that
determines how credit for sales and conversions is
assigned to touchpoints in conversion paths.’
—
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6. 6
Translation
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7. Lead attribution provides the ability to relate marketing
campaigns and channels to specific business results.
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8. Inbound Methodology from HubSpot
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9. 9
Awareness
PR/Outreach
Content
Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Email
Online Ads
Remarketing
Blog
Lead Nurturing
Case Studies
CRO
Website
Workflow
Purchase
Sales Enablement
Usage Data
Knowledgebase
In-Product
Messaging
Community
Onboarding
Retention
Social
Nurtures
Blog
Promos
Advocacy
Customer Journey Marketing
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10. Why is lead attribution important?
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11. Lead attribution provides the ability to relate marketing
campaigns and channels to specific business results.
The primary goal of lead attribution is to KNOW what
campaigns and channels are working so that you can
maximize your marketing investment.
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12. 50% of B2B marketing executives find it
difficult to attribute marketing activity
directly to revenue results as a means to
justify budgets.
#lvhug
http://www.cmo.com/features/articles/
2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc

13. 13
Without Lead Attribution
Quotes from some of our clients
“The data was all different and disconnected”
“Sometimes we couldn’t tell what it truly meant”
“No true source, analytics were everywhere, Twitter vs Facebook vs Linkedin
vs Salesforce vs Google Analytics vs Pardot”
“There was engagement but we had no idea what that means or why it
mattered”
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14. 14
With Lead Attribution
After Lead Attribution
New reporting will show effective channels that also tie to messaging and
topics
May be topical information useful to research team, like experiments
Can support market research team’s market assessments, segment
analysis
Can support marketing team’s audience selection and messaging
Provides insight to marketing team as well as other teams and senior
leadership to show what is working and what is not
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15. 81% of marketers would increase
spending on digital, mobile, and social
channels if they could better track ROI.
#lvhug
http://www.cmo.com/features/articles/
2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc

16. 1. Visitor Arrives on Your Site and a
Cookie is Set on His/Her Referral
Source
2.Visitor Browses Your Website &
Cookie Tracks the Visitor's Actions
3.Visitor Converts Into a Lead by
Completing & Submitting a Lead-
Capture Form
4.Lead Becomes a Customer &
Original Source is Credited
How it works
https://blog.hubspot.com/blog/tabid/6307/bid/32341/How-Closed-Loop-
Marketing-Works.aspx#sm.00000ym3ujcqe5ffrq3591hbyz05a
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17. 17
Marketing Automation (MA) Activities
Activities
Form Submissions
Email Opens / Clicks
Web pages Viewed
Notify Owner /
Assign Task
New Lead
Assignment
Notification
Workflow Email
alert to lead
owner
Workflow Email
alert to contact
owner
Qualify
Convert
Lead
Create
Opportunity
MA to Salesforce
Sync
Check Existing
Contacts
Check Existing
Leads
No match
Update
Lead
No match
Update
Contact
Create
Lead
Match
Found
Match
Found

18. 18
getsmartacre.com
HubSpot Activity History in Salesforce
ProTip: Click the ‘View in HubSpot’ button
to go directly to the contact in HubSpot

19. 19
getsmartacre.com
HubSpot Lead Attribution
Original Source Type = Medium
Original Source Drill-down 1 = Source
Original Source Drill-down 2 = Campaign

20. 20
Health Check
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21. Just 21% of B2B companies are
successful at tracking ROI of their
content marketing.
#lvhug
http://www.cmo.com/features/articles/
2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc

22. 22
8 Tips to improve your attribution
All of these you can do with or without HubSpot
1. Set goals, or a benchmark to start
2.Create a tracking URL or UTMs yourwebsite.com/?utm_medium=social&utm_source=twitter
3. Check Google Analytics a lot more
4. Look at what content is performing the best and start doing more what is working
5. Start naming your campaigns consistently
6. Make sure all lead data is in your CRM and syncing
7. Report monthly but check mid-month to see if you are on track with your goals
8. Create attribution reports
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23. How to create an attribution report
1. Choose Reports
2. Select a list
3. Choose a conversion type
4. Select a time period
5. Choose an interaction
scoring type
6. Choose an analytics property
7. Choose an attribution model
https://blog.hubspot.com/customers/how-to-figure-out-which-content-is-driving-the-most-leads

24. 24
http://hubs.ly/H06SJs30
Are you getting the
most out of HubSpot?
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25. lehighvalley.hubspotusergroups.com
Thank you good night!
#lvhug
Tweet me questions @dbspeed
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