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# #PPCAttribution
Your Hosts:!Peter Starr Northrop
Webinar producer; SEMrush Host
Aaron Bird Bizible.com PPC Wizard
#PPCAttribution
Poll:!
#PPCAttribution
Takeaways:!Today you will learn:
-How to approach B2B Attribution Marketing for your
clients and business
-How you can address the current challenges that get in the way of using multi-touch marketing
-An excellent strategy for boosting your PPC clients in the
B2B landscape
#PPCAttribution
B2B Paid Search Success with Attribution Modeling
Aaron Bird is founder and CEO of Seattle-based marketing attribution company, Bizible. After spending 15 years building software and managing teams to define product, Aaron Bird left Microsoft to co-found Bizible. Since then he’s had a crash course in many areas including marketing, hiring, training and growing a sales team, fundraising, the lean startup process and selling a dream.
Agenda • What is attribution modeling? • Why does it matter so much in B2B? • The most important info you need to get from B2B
clients for attribution success • The requirements for accurate attribution models • Major challenges you’ll encounter • Choosing the right model
“Attribution modeling? I can only sell dreams, Pete.”
“The art of simplicity is a puzzle of complexity” - Douglas Horton
“BUSINESS HAS ONLY TWO FUNCTIONS –
MARKETING AND INNOVATION.” Milan Kundera
How to Provide Value to B2B Clients
You need to know:
• Sales cycle: Average time from first click to sales closed
• Lead to opportunity rate • Opportunity to close rate • How many leads do you need to generate to
see real value?
Connect Sales and Marketing Data
Focus on Metrics Across The Entire Funnel
Channel Bias
Here’s how Google thinks about conversion data
B2B attribution modeling today
W-Shaped Attribution
Channel
Ac*on
First Touch Attribution
• Search • Social • Blog
Visit
• Retarge1ng • Content
Lead Created
• Email nurturing
Opportunity Created
Last Touch Attribution
W-Shaped Attribution
30% 30% 30%
1 2 3 1. First touch that created the contact.
2. The touch that
converted the contact into a lead.
3. The touch that
converted the lead into an opportunity.
Multi-Touch Attribution Techniques
• Track first click data • Get agreement on the key touchpoints • Measure post-lead marketing touches • Use account-based attribution
THANKS! QUESTIONS?
ARE YOU A PPC AGENCY? ARE YOU AN IN-HOUSE PPC MANAGER?
Offers: All attendees will have access to:
Discounted Bizible Services
A Free 30-Day Trial of SEMrush Guru:
http://bit.ly/SEMrushFree30-BIRD
#PPCAttribution
Poll:!
Questions?
#PPCAttribution
Thank You!:!
Peter Starr Northrop Webinar producer; SEMrush
@SEMstarr
Aaron Bird Bizible.com
#PPCAttribution