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Presented by
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Dave RigottiHead of Marketing,
Bizible
Justin NorrisSolutions Architect & Marketo Champion,
Perkuto
Anna-Maria KrönerMarketing Manager,
Perkuto
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
MarTech Best of Breed
Helping you cut through the chaos!
Agenda
1. Interesting History of Rubber
2. Challenges of Attribution
3. What Good B2B Attribution Looks Like
4. Rolling Out A Marketing Attribution Program
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
B2B Buying Journey
Presented by
Awareness Consideration Purchase
Source: Forrester
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Challenge #1: B2B = More Marketing Data
long sales cycle = more marketing touches
multiple people involved in deal = more marketing touches
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Presented by
Challenge #2: Connecting Platforms
2012 (350) 2015 (1,678)
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Challenge #3: Eliminating Channel Bias
Presented by
SocialContent marketingOrganic searchPaid searchRetargetingEmail
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Marketing = Revenue Obsession + Tools
Presented by
PipelineMarketing
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Focus on Key Transitions
Presented by
Visit(Anonymous)
OpportunityCreated
LeadCreated
Social
Organic
Search
Retargeting
EventsChannel
Action
First Touch Last Touch
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
W-Shaped Attribution
Presented by
30%30% 30%
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Account Based Reporting
Presented by
Visit Opp.Lead
Researcher Users Decision Maker
One Account / Company
INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
How Technology Can Help
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Rolling Out A Marketing Attribution ProgramHow to Bring Your Organization into a Multi-Touch World
You’ve Got The Technology – Now What?
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Strategy Process Change Management
Strategy
Create A Shared Vision
• Get clarity on your reporting goals• What decisions will you make based on
this information? • Create common definitions
• What is a lead? • What is a customer?
• How will you measure performance?
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Create The Data You Want to See
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
IN = OUT
Taxonomy Is Your Foundation
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Channel Sub-Channels Tracking MethodDirect n/a Native
Web Referral [referring domain] Native
Organic Search Google, Bing, Yahoo Native
Paid Search Google Adwords, Bing Ads Native
Social Twitter, Facebook, LinkedIn, Google Plus UTM Parameters
Display Ad Google Display Network, Yahoo, AdRoll UTM ParametersEmail Newsletter, E-Blast, Event, Webinar, Nurturing UTM ParametersEvent Tradeshow, User Group, Roadshow SFDC CampaignSales Prospecting Email, Cold-Call, LinkedIn UTM / SFDC Campaign
List Purchase Vendor 1, Vendor 2, Vendor 3… SFDC Campaign
Content Syndication Vendor 1, Vendor 2, Vendor 3… SFDC Campaign
Process
Leave Nothing To Chance...
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Roles And Responsibilities
• Who adds UTMs to all campaign links? • Who does list uploads and into what system? • Who runs event programs? • Who maintains sales email templates?• Who ensures all social links are tagged correctly? • etc.
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Map it Out; Write it Down
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Pre-Flight Checklist
• All links tagged?• SFDC Campaigns created?• Marketing automation programs active?• QA review by peer?
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Change Management
Better Attribution! No Big Deal, Right? Wrong.
• Can be highly political • Some people prefer the status quo • Fear, inadequacy, imposter syndrome
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Kubler-Ross Change Curve
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Time
Mor
ale/
Com
pete
nce
Shock
Denial
Anger
Depression
Openness
Acceptance
Top Down - Build Alignment
• Communicate early and often• Understand what each stakeholder is really looking for
• Not all information needs are the same • Get strategic partners invested in the success of the project• Have an answer to “What’s in it for me?”
• Marketing• Sales• Finance• CEO
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Bottom Up - Attract Support
• Partner with those who can encourage/enforce compliance • Need both carrot and stick
• Ease anxieties by cultivating a “fail fast” culture of experimentation• Shift focus from “success/failure” to “what did we learn?”
• Get quick wins – eye candy, actionable insights• Show that the grass is greener
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
Questions & Answers
Dave RigottiHead of Marketing
Dave@Bizible.com
@DRigotti
Justin NorrisSolutions Architect & Marketo Champion
Justin@Perkuto.com
@JustinNorris
Anna-Maria KrönerMarketing Manager
Anna@Perkuto.com
@Annariak
Upcoming Webinars>> hello.perkuto.com/martech-bob
Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION
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