cracking b2b marketing attribution in 2015
TRANSCRIPT
Cracking B2B Marketing
Attribution in 2015
About Me
@birdstweets #pipelinemarketing
• CEO of Bizible
• Previously Lead
Program Manager at
Microsoft on Bing Ads
#pipelinemarketing
99%of leads never become a
“closed won” deal for the
average company
Why?
Marketing and sales
data is disconnected
“How should I attribute revenue back to
marketing?”
Audience Poll
First Touch
Last Touch
Single Touch Models
@birdstweets #pipelinemarketing
100%
100%
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
First Touch Attribution
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Last Touch Attribution
•We studied 500,000 leads first & last touch
and…
@birdstweets #pipelinemarketing
Problems with Single Touch Attribution
SocialFirst Touch =
2.5X Last Touch
DirectLast Touch =
1.6X First Touch
SearchFirst Touch =
1.4X Last Touch
U-Shaped / Position Model
40% 40%
20%
@birdstweets #pipelinemarketing
First Touch Last Touch
Example
Referral
$50K
Referral
$17K
Referral
$34K
Challenges
Need To Account For
1.Anonymous touches (pre lead)
2.Marketing touches (post lead)
3.Key funnel transitions (handoffs)
4.Account based (vs person based)
@birdstweets #pipelinemarketing
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Account
Based
Problems with U-Shaped/Position Model
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
U-Shaped
First Touch Attribution Last Touch Attribution
Includes the full funnel
Not perfect
Everyone buys in
Best Models...
@birdstweets #pipelinemarketing
1 2 31.Visit
2.Lead
3.Opportunity
W-Shaped Model
@birdstweets #pipelinemarketing
30% 30% 30%
W-Shaped Account Based
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
CreatedOpportunity
Created
W-Shaped
Key Takeaways
• Single touch models are inaccurate
• Use multi-touch attribution to
smooth out biases of single touch
• Account for key transition points
• Start slow and build up overtime
@birdstweets #pipelinemarketing
Thanks! Questions?
Learn more at www.bizible.com