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@brightfunnel | www.brightfunnel.com/blog/
Campaign ROI: Visibility Into Past, Present
Hosted ByNirav Bisarya
Head of Customer Success
@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 2
How To Ask Questions During Webinar
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About BrightFunnel
What our customers are saying…
“BrightFunnel has helped us become a more data-driven organization. By measuring the revenue impact of our marketing investments, we have increased our focus on marketing activities that drive results, and have brought sales and marketing closer together”
Julian Hannabuss, Dir of Revenue Operations, HootSuite
@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 4
The BrightFunnel PlatformAP
PLIC
ATIO
NS
PLAT
FOR
M
AttributionMulti-Touch Attribution
(Account or Contact-Based)
Campaign ROILead & Campaign Trends
Buyer Journey (Opportunity to Campaign History)
Revenue WaterfallAnd Velocity
Prediction
Attribution Modeling Machine Learning
Automated Insights One-Click Image Export Email Alerts
Seamless Integrations: Salesforce.com | All Marketing Automation
Attribution Modeling Machine LearningInfluence Rules
Predicted Revenue
Scenario Analysis
Recommended Actions
Unified Mktg & Sales Funnel
Automated Cohort Analysis
Path To Sale
@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 5
Campaign ROI: Visibility Into Past & Present
Understand Current challenges for B2B Marketers
How BrightFunnel can help
● The Past: Identify which campaigns and channels have historically performed best.
● The Present: Accurately measure current activity’s impact on pipeline and revenue.
Today’s Webinar Overview
@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 6
#1 Poor handoff:Marketing works with Marketing Automation & Sales works with CRM
B2B Marketing: ROI Challenges
#3 Lead & Campaign & Oppty Info is fragmentedCRM can’t measure campaign attribution correctly
#2 Incomplete cost data for campaignsfragmented across systems/spreadsheets
#4 Determining Pipeline/Revenue Credit
@brightfunnel | www.brightfunnel.com/blog/
PRODUCT WALK-THROUGH
@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 8
Re-Cap: Campaign ROI VisibilityChallengesPoor handoff: Marketing works with Marketing Automation & Sales works with CRM
Lead /Campaign & Oppty Info is fragmentedCRM can’t measure campaign attribution correctly
BF provides a single comprehensive view and ability to track variable costs (CPL, event costs, CPO, etc)
1 -Out of box attribution models - single touch (first & last) + multi-touch (evenly weighted & 40-20-40)
2 - Easily configured account based vs contact roleattribution; 3 - Validity rules to determine what types of leads, campaigns, opptys4 - Trending insights by marketing channel and over time5 - Time shifting - what impact will marketing make 2 qtr from now
BF SolutionsBrightFunnel seamlessly integrates b/t MAS & CRM
BrightFunnel enables Marketers to accurately measure attribution - we connect the dots b/t leads, campaigns, accounts, opportunities!
Incomplete Cost data for campaigns is fragmented across systems/spreadsheets
Determining Pipeline/Revenue Credit
@brightfunnel | www.brightfunnel.com/blog/
QUESTIONS?
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Find out now with a free attribution health check!
• Easy sign up• Results in < 60
seconds
brightfunnel.com/healthcheck
How much pipeline credit are you missing?
@brightfunnel | www.brightfunnel.com/blog/
Appendix
@brightfunnel | www.brightfunnel.com/blog/
Single Touch / Contact to Oppty
OPPTY ACCOUNT
CONTACT 1
CONTACT 2
CONTACT 3
CONTACT 4
CONTACT ROLE 1
With single touch attribution, marketers are missing 75%+ of campaign touches
Avg of 1 Contact per Oppty
Avg of 4 Contacts per Account
@brightfunnel | www.brightfunnel.com/blog/
How Account Based Attribution Works
OPPTY ACCOUNT
CONTACT 1
CONTACT 2
CONTACT 3
CONTACT 4
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
CAMPAIGN 5
CAMPAIGN 6
CAMPAIGN 7
CAMPAIGN 8
CAMPAIGN 9
CAMPAIGN 10
CAMPAIGN 11
CAMPAIGN 12
CAMPAIGN 13
CAMPAIGN 14
CAMPAIGN 15
With account-based attribution, we count every relevant campaign touch
On average, 15+
campaign touches per
OpptyCONTACT ROLE 1
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