Adobe Experience Cloud Blog

OCTOBER 11, 2018

More likely to use multi-touch attribution. Multi-touch attribution gives marketers visibility into how all marketing efforts are performing no matter where they occur in the buyer journey. The data backs it up: high ROI marketing teams are about three times more likely to use multi-touch attribution. .

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Multi-Touch Attribution ROI Planning B2B Thought Leadership 134

Adobe Experience Cloud Blog

JANUARY 7, 2019

Here’s what marketing leaders find most challenging about marketing with impact: Attribution. Being able to attribute revenue to marketing campaigns is very important for speaking to leadership or the CMO. While first or last touch attribution is easier to model, it can lead to a biased decision.

Multi-Touch Attribution 134

Multi-Touch Attribution Lead Ranking Multi-Channel Thought Leadership 134

Adobe Experience Cloud Blog

JUNE 21, 2016

Your peers tell you it’s impossible: “You want to attribute revenue dollars to social? When it comes to attributing ROI to a top-of-funnel social media strategy, the challenge is often in having access to enough data points to correctly understand its impact on revenue. Good luck with that.” So what’s a data-driven marketer to do?

Multi-Touch Attribution 101

Multi-Touch Attribution ROI Top of Funnel Social Marketing 101

Adobe Experience Cloud Blog

OCTOBER 5, 2016

Inaccurate or No Attribution Analysis. As a demand generation marketer, you’ll most likely agree that attribution analysis is extremely important. Proper attribution can help you remove bias, as the above example highlighted, but it should also be the primary driver of determining a program’s success.

Demand Generation Agencies 134

Demand Generation Agencies Demand Generation Cost per Acquisition Top of Funnel 134

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

Simply dabbling in multi-channel marketing is no longer an option. The challenge of multi-channel marketing is two-fold as marketers not only need to deliver communications through a growing number of channels, but they must also monitor and respond through these channels as well. Align audiences to multi-channel campaigns.

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Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

Adobe Experience Cloud Blog

AUGUST 16, 2018

By the end of 2018, an estimated $500 billion in digital commerce revenue will be attributable to email marketing, reports Gartner. First-touch (FT) attribution: This answers a simple business question, ‘which campaigns generated the most profitable new names (leads) into the database?’.

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Multi-Touch Attribution Email Marketing Practices Planning 113

Adobe Experience Cloud Blog

MAY 16, 2017

Here at Marketo, our field marketing is responsible for the creation and development of demand through a combination of business processes, integrated marketing campaigns, and sales tools/programs. One of our account executives here at Marketo loves this so much he even made the main character his profile picture on Slack!

Multi-Touch Attribution 120

Multi-Touch Attribution Advertising Agencies Marketo Thought Leadership 120

Full Circle Insights

SEPTEMBER 12, 2022

If you’re just starting out with account-based marketing, check out our blog posts What is Account Based Marketing and How to Get Started with Account Based Marketing for a deeper dive into the landscape of ABM and the steps you can take to implement ABM within your current marketing strategy. Learn more. . . > > Terminus.

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Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

Adobe Experience Cloud Blog

JUNE 5, 2019

For our final blog in this series, let’s talk about KPIs—because the cold, hard truth is without metrics, no other aspects of your campaign matter. Pinpoint the attributes that will be important for your marketing programs (as outlined above) and start tracking them immediately. Use the right attribution models.

Demand Generation 48

Demand Generation Multi-Touch Attribution Demand Relevance 48

Adobe Experience Cloud Blog

JANUARY 7, 2020

There are a few factors that could be its own blog post, such as company-wide initiatives to move into a new market (industry, region) but at its core, here’s how we align on accounts. We, of course, use Bizible for multi-touch attribution tracking and optimization, including for all of our ABM efforts.

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Account Based Marketing ABM Lead Ranking Multi-Touch Attribution 96

Adobe Experience Cloud Blog

APRIL 15, 2013

The 2,800 of us attending last week’s Marketo Summit all came for various reasons and got the opportunity to attend different agenda tracks. There is no magic formula for revenue attribution to marketing [Tweet This]. But how do you attribute an opportunity to marketing so that you can track this?

Marketo 48

Marketo Multi-Touch Attribution Marketing Automation Services Lead Ranking 48

PathFactory

SEPTEMBER 15, 2021

Content is usually created and deployed through one-and-done, batch-and-blast experiences: chronological blog posts, segmented email blasts, regularly scheduled newsletters, and ads pointing to squeeze pages. Marketers have already cracked the code on channel attribution. Attribution models commonly fail to measure content ROI.

Process 52

Process Multi-Touch Attribution Top of Funnel Marketing AI 52

Digilant

MAY 6, 2021

Attribution modeling. Marketo Engage. Users enjoy an all-in-one custom dashboard with performance details, attribution models, detailed statistics, an ad channels report, and Google Sheet integration. These tools may include following features or capabilities: Data from all channels in the marketing mix. Competitive analysis.

Budget Programs 52

Budget Programs Enterprise Management Work Management Marketing Management 52

Digilant

MAY 6, 2021

Attribution modeling. Marketo Engage. Users enjoy an all-in-one custom dashboard with performance details, attribution models, detailed statistics, an ad channels report, and Google Sheet integration. These tools may include following features or capabilities: Data from all channels in the marketing mix. Competitive analysis.

Budget Programs 52

Budget Programs Enterprise Management Work Management Online Marketing 52

Adobe Experience Cloud Blog

DECEMBER 22, 2016

Understanding your campaign’s attribution modeling and analytics can help you uncover the right answers when you’re trying to answer questions like: Which keyword should I give credit to? We’ve partnered up with Marketo to bring you these five PPC attribution tips so you can start strengthening your PPC campaigns today.

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PPC Multi-Touch Attribution Adwords Multi-Channel 48

Adobe Experience Cloud Blog

JANUARY 24, 2014

Capturing the sole source campaign, or the “first touch” made sense, because immediately after that touch, the lead would be assigned to a sales rep for follow-up. Today, there are typically many touches before a lead is ready and willing to speak to a sales rep, or to buy. The Multi-Touch Solution.

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Multi-Touch Attribution Marketing Automation Services Marketo Thought Leadership 48

Adobe Experience Cloud Blog

AUGUST 28, 2015

As an Account Executive at Marketo, I have conversations with marketers every week, and one of the most common pain points is not being able to automate event support. Attribute success back to your marketing program: Multi-touch attribution will give revenue credit to this event, which is critical when you consider the high cost of events.

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Multi-Touch Attribution Work Management Marketing Management Process 48

Adobe Experience Cloud Blog

MARCH 27, 2017

However, one of the largest challenges that marketers face is determining how to properly attribute revenue across marketing activities. Healthy reporting requires multi-touch attribution, which allows you to evaluate all the touchpoints needed to make an impact.

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Multi-Touch Attribution Marketing & Strategy Marketing Strategy Marketing Management 48

Adobe Experience Cloud Blog

SEPTEMBER 14, 2015

Engage in Linked Multi-Channel Marketing. You can do this by tracking both demographic and firmographic data and understanding the value of your content not just at a first touch but at a multi-touch level. Instead, these prospects often touch multiple channels before they engage. Tying It All Together.

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Multi-Channel Multi-Touch Attribution Advertising Channels Marketing Automation Services 48

Adobe Experience Cloud Blog

OCTOBER 19, 2016

For example, Marketo’s new Definitive Guide to Social Media Marketing would be a TOFU, or early-stage, content asset. It’s a topic that should be applicable to every marketer, regardless of their interest in buying Marketo. First-Touch and Multi-Touch Metrics. Share them in the comments below!

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Demand Generation Agencies Top of Funnel Demand Generation Lead Ranking 48

DiscoverOrg

MARCH 27, 2017

This post is an original piece from guest author, Brandon Redlinger, and first published on DiscoverOrg’s blog on 3/27/2017. Account-Based Sales Development (ABSD) is a coordinated strategy that combines personalized, multi-channel, multi-threaded, outbound activities to create high-value opportunities in new and existing customers.

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Account Based Marketing Sales Management ABM Top of Funnel 120

Adobe Experience Cloud Blog

AUGUST 9, 2016

First-Touch Pipeline . First-touch attribution means that the program was the first time that this person engaged with your company and entered your database by registering—and the lead is tied to an opportunity. TIP: Work on training your sales team on prospecting strategies to help increase your first-touch pipeline.

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Multi-Touch Attribution Budget Programs Marketo Thought Leadership 48

Adobe Experience Cloud Blog

AUGUST 14, 2014

Author: Courtney McAra When I first came to Marketo, I was SHOCKED by the size of our marketing operations team. What I failed to realize was that marketing operations (affectionately known as “MOPS” at Marketo) is at the core of a well-run marketing team. It’s a great way to ensure the numbers are attributed fairly.

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Multi-Touch Attribution Marketing Automation Services Marketing Management Lead Ranking 48

The ABM Agency

APRIL 21, 2023

Furthermore, we will explore ways to personalize messaging and leverage multi-channel strategies to engage decision-makers effectively. Marketo’s Definitive Guide to Account-Based Marketing offers tips on how marketing, sales, and customer success can work together effectively in an ABM strategy.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

Allocadia

JUNE 14, 2019

The Nuts and Bolts of Implementing an Organization-Wide Attribution Model Using Martech. Sameer Khan, Director of Marketing Operations at Direct Energy, figured out how five attribution myths are detrimental to the customer journey. Using multiple attribution models in multiple departments. Get the slide deck here.

Organization 40

Organization Multi-Touch Attribution Planning Paid Search Agency 40

Vidyard

MARCH 23, 2021

Unlike traditional assets like blog posts, eBooks, and emails—which only tell you whether someone visited or opened something—videos produce intent data. Examine first-touch, last-touch, and, if it’s set up, multi-touch attribution for your video program as a whole to get a sense of where it plays a part in deals.

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Video Marketing ROI Analytics CTR 65

Valasys

JULY 1, 2021

In this blog post, we’ll discuss the steps to get started with marketing automation solutions, the benefits of marketing automation solutions, and how you can choose amongst the best marketing automation solutions for your organization. b) Multi-touch Reporting. e) Personalized Advertising Integrations.

Enterprise Management 52

Enterprise Management Marketing Management Marketing Automation Services Marketing Automation 52

Adobe Experience Cloud Blog

MARCH 7, 2016

A helpful tip for identifying engaged accounts, but more importantly the right accounts, is to look at the first-touch and multi-touch attribution of your programs and identify accounts that engage with them. Who are your current customers and what attributes do they have? reaching out to sales or watching a demo).

Multi-Touch Attribution 48

Multi-Touch Attribution Planning Marketo Thought Leadership 48

SpotMe Blog

JULY 27, 2021

Using participant feedback to improve your product, recycling webinar content into written content and blog posts for your website, and posting old webinars on YouTube as evergreen content are just a few bonuses that come with hosting webinars. Multi-touch attribution. Key Metric to Track.

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Webinar Metrics Paid Content ROI Sales Qualified Leads 94

Adobe Experience Cloud Blog

JUNE 30, 2016

Marketo marketing software”—whereas non-branded traffic is from keywords that do not—e.g. Traffic to blog posts and resource content (rows 4-8 above) probably mostly came from non-branded search traffic because they focus on a solution or on information that Google would have delivered in result to a more generic query.

Work Management 92

Work Management Lead Ranking Lead Scoring SEO 92

Adobe Experience Cloud Blog

APRIL 10, 2015

Author: Ellen Gomes One of the questions we get asked a lot at Marketo is “what features are included in a marketing automation platform, and how can these features help my business?” Luckily, marketing automation offers a wide array of features to streamline marketing campaigns—from lead management to email marketing.

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Marketing Automation Services Marketing Management Marketing Automation Software 48

Adobe Experience Cloud Blog

APRIL 11, 2014

To get to the heart of this issue, Marketo recently ran a survey of nearly 500 marketing professionals (from both the B2B and consumer marketing space), diving deep into the latest trends, tactics, and techniques being used to plan marketing programs today. Running Multi-Channel Marketing Programs. The Right Number of Programs.

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Planning Customer Surveys Multi-Touch Attribution Trends 48

Adobe Experience Cloud Blog

NOVEMBER 21, 2013

Marketo’s sessions were flatteringly well-attended (sold out, in fact!) As such, marketers need to look into applications that can support multi-channel relationships with customers. By attributing marketing spend to revenue, marketing can stop being a cost center and start being a revenue generator.

Work Management 48

Work Management Multi-Touch Attribution Marketing Management Email Marketing 48

Adobe Experience Cloud Blog

FEBRUARY 25, 2016

So, to truly understand which programs are working, multi-touch attribution is critical in measuring your program ROI. This allows you to allocate your ROI across each touchpoint (either equally or weighted) that your customer engaged with to understand which programs are truly valuable.

Allocation 48

Allocation Marketing Report Multi-Touch Attribution Forecasting 48

Adobe Experience Cloud Blog

SEPTEMBER 2, 2015

Instead of leveraging a set of broad-reaching programs designed to touch the largest possible number of prospective customers, an ABM strategy focuses marketing and sales resources on a defined set of targeted accounts and employs personalized campaigns designed to resonate with each individual account. Step 4: Determine Optimal Channels.

Account Based Marketing 48

Account Based Marketing ABM Multi-Touch Attribution Top of Funnel 48

Adobe Experience Cloud Blog

JULY 20, 2015

Multi-touch Attribution. If phone calls aren’t part of your attribution, you’re overlooking a valuable touchpoint and you’ll lose the trail when a prospect picks up the phone. This type of insight also makes for great blog fodder and will help move your prospects along the path to purchase. Ring, Ring!

Paid Search Agency 48

Paid Search Agency Multi-Touch Attribution Thought Leadership Multi-Channel 48

Adobe Experience Cloud Blog

JANUARY 20, 2017

Customize your ABM program by selecting company attributes tailored to your company’s value proposition and product and service offerings. Once you have this rich contact information, use a multi-touch cadence across multiple channels to personalize your communications. I’d love to hear your thoughts.

Account Based Marketing 48

Account Based Marketing Budget Programs Marketing Automation Services Ideal Customer Profiles 48