Multi-Touch Attribution, A Full User Debrief
SEPTEMBER 14, 2016
Multi-touch attribution is a martech function of an advanced attribution solution. But multi-touch attribution is broad topic that spans a plethora of models, integrations, and strategies. This is why we’ve written this full debrief that explains the details of multi-touch attribution to the letter. What is multi-touch attribution? U-shaped.
CMO's Organizational Readiness Indicators for Multi-Touch Attribution
AUGUST 26, 2016
Usually, this is due to the fact that their marketing org continues to use single-touch attribution models. How does a marketing leader know when their organization is ready to adopt a multi-touch attribution model across their marketing org? Multi-touch attribution through an advanced attribution solution provides both of these benefits. Organic. Social. Direct.
The Amazing Power Of Multi-touch Lead Engagement
MAY 2, 2016
They’re an example of multi-touch lead engagement. Nonetheless, multi-touch lead engagement is the next best thing. We live in a multi-channel marketing world. To better tap into lead generation attempts, it’s important to understand why multi-touch systems work so well. Why is Multi-Touch Lead Engagement Important Today? Phone calls.
Here’s How Switching To Multi-Touch Attribution Changed The Way We Do B2B Marketing [Data]
JANUARY 25, 2016
By now, most B2B marketers understand that multi-touch attribution is a better, more accurate way to quantify the effects of their marketing efforts, compared to single-touch attribution. Overestimating the benefit can be painful, too -- nobody wants to go through an arduous transition and onboarding process for just a small benefit. Why We Switched To Multi-Touch.
A Multi-Touch, Multi-Media, Multi-Cycle Strategy Multiplies Results
JULY 20, 2016
I field a lot of questions about what I call our multi-touch, multi-media, and multi-cycle strategy. Many of the questions I field have to do with number of touches and the types of touches we recommend to effectively nurture a prospect. touches to engage with a prospect. What Is a Multi-Touch Cycle? You are my conscience.
Why Single-Touch Doesn’t Make Sense in a Multi-Touch World
Modern B2B Marketing
JANUARY 24, 2014
One of a marketing report’s most important functions is the link between revenue and the campaigns responsible for generating that revenue. Using a single lead source used to make sense, back when buying was a simpler and more streamlined process. Today, there are typically many touches before a lead is ready and willing to speak to a sales rep, or to buy. So what’s the answer?
We Tried Launching A Full B2B Marketing Campaign From Start To Finish In 1 Day – Here’s What Happened
JANUARY 15, 2016
What would you do if you only had 24 hours to create a complex B2B marketing campaign that involved your entire team? It was that thought that lead our VP of Marketing, Jim Williams , to wonder what the Influitive marketing team could accomplish if we dropped everything and focused on launching an intensive, multi-touch campaign in one day. Download the report now.
What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]
APRIL 5, 2016
This past month, we continued to experiment with different ABM campaigns by launching our first account-based mailer campaign. Here’s how we did it, as well as the results of the campaign and what we learned. We then timed our outbound campaign (email and call sequence) to coincide when the boxes arrived on our special recipients’ desks. Here they are: Campaign Results.
QOTD: Are You Managing Your Event Check-In Process the Best You Could Be?
Modern B2B Marketing
AUGUST 28, 2015
Marketing automation software empowers marketers by creating workflows to automate marketing programs, campaigns, and processes, including event management and promotion and post-event follow-up with targeted messaging that takes their persona and event attendance into account. Event Check-In Process. QOTD: Are You Managing Your Event Check-In Process the Best You Could Be?
How One Company Increased Lead Gen by 2000 Percent - Case Study
It's All About Revenue
MAY 4, 2015
Using cross channel marketing and multi touch campaigns, Oracle Marketing Cloud helped ARC Document Solutions achieve astonishing results including a 2,000% increase in lead generation in the first year alone. Lead Nurturing Marketing Automation Marketing Automation Process (MAP No small undertaking by any means. For the first time, marketers can easily track.
New Report Confirms Immaturity of Most Marketing Automation Deployments
MAY 14, 2012
The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns. The issues that drive that frustration, as Forrester confirms, is very seldom the technology itself, but rather a lack of planning, process, and more sophisticated campaigns and metrics.
7 Things to Know Before You Run an App Install Ad Campaign
AUGUST 31, 2015
According to a new report from eMarketer , “the flooded app marketplace means paid install campaigns are a must.” Indeed, advertising is a big part of today’s app marketing toolkit, with acquisition campaigns attracting bigger and bigger chunks of their ad budgets. We'll touch on some of most important things to know before you run an app install campaign for the first time.
Wayne Morris, CVP of Marketing, Microsoft Business Solutions: Best Practices on How to Optimize the Full Life Cycle of Global B2B Marketing
JUNE 10, 2015
In this episode of Moneyball for Marketing, Wayne discusses the complex challenges of B2B marketing in a world where sales cycles are long, buyer journeys are nuanced, content is varied, contact is multi-touch and attribution is elusive. He details the challenges of long, multi-touch sales cycles and explains the importance of marketing analytics to sales cycle optimization.
Infographic: 4 Marketing Analytics That Matter For Driving Revenue
AUGUST 12, 2015
Too often markers talk about activities instead of outcomes – for example, how many campaigns you ran, how many trade shows you participated in, how many new names you added to the lead database. To change that perception, marketers need to start talking about how their marketing objectives impact the whole sales process and drive revenue. So how do you do it?
7 Stages of B2B Marketing Sophistication [Which Level Are You?]
AUGUST 9, 2016
It’s a multi-faceted process that spans months to years of a buyer’s journey. The framework below outlines the various stages of B2B marketing sophistication, from top-of-funnel introduction to digital marketing all the way up to integrated, optimized, revenue-focused, predictive campaign strategies. first-touch, lead-create, or opp-create). Where are you?
What Is Algorithmic Attribution? And Why Should B2B Marketers Care?
JANUARY 18, 2017
that were generated by each channel, campaign, ad, etc. -- then, is the foundation for measuring, analyzing, and mapping the customer journey. On one hand, single touch models are relatively easy to implement and understand, but they clearly don’t represent the full customer journey. How do I know if algorithmic attribution will be significantly different from my multi-touch model?
4 Mistakes Paid Media Marketers Make When Calculating ROI.And How To Fix Them
SEPTEMBER 19, 2016
A multi-touch attribution solution will tell you how much revenue is generated by paid media overall, as well as by specifics, like by campaigns, keywords, ads, etc. But in practice, there are a lot of things that can get in the way of an accurate calculation -- especially if you're not using a centralized, multi-touch attribution solution. In theory, it’s easy.
How To Measure Paid Media ROI (ROAS)
AUGUST 22, 2016
Through proper tagging (UTM parameters) or through ad network integrations, many B2B marketing analytics are able to track traffic from channels or campaigns and properly attribute lead generation. When you know how many leads a channel or specific campaign generated and you know how much you spent on that channel or campaign in the same time period, you’re able to calculate CPL.
5 Stages of Marketing Operations, the Unicorns of B2B Marketing
DECEMBER 14, 2015
They oversee nurturing processes, and monitor the metrics that all of these initiatives generate. Also responsible for data hygiene, they structure the reporting processes and evaluate overall return-on-investment. Moving up from the most basic function of marketing operations, a stage two marketing operations role focuses on best practices and critical processes. Happy Monda
Atri Chatterjee, Act-On Software CMO: The Top Challenges Facing Integrated Demand Generation Marketers and How to Overcome Them [Podcast]
JANUARY 15, 2015
The buyer’s journey today involves a constellation of information sources buyers can use to get smart about competing products before they ever engage in the actual buying process. As a marketer, you have to start looking at how is your campaign going to work across those different channels,” says Atri Chatterjee, CMO of leading automation company Act-On Software.
Introducing: The Bizible Partner Program for Marketing Operations Agencies
JUNE 16, 2016
Bizible’s B2B attribution solution is the perfect complement to this process. Bizible delivers omni-channel, multi-touch attribution by connecting to Salesforce and integrating with marketing automation systems. Now that clients can confidently invest money in the outlets that work, they’re more likely to increase spend in marketing campaigns. Click here to apply
You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution
MARCH 30, 2016
B2B marketing operations professionals have successfully staked a claim as marketing automation data process experts. In this article in DemandGen Report, Christine Nurnberger, CMO of Bottomline Technologies said that her “‘Holy Grail’ is to get a complete understanding of how far her marketing dollar stretches, as well as have a holistic view of customers at every touch point.”.
[Infographic] The Periodic Table of Elements for B2B Marketing Attribution
JANUARY 6, 2016
The following infographic takes each section of elements and explains how they apply to the process of B2B marketing attribution tactics. Attribution is the process of attributing revenue to specific marketing activities that contributed to the conversion of those customers. Single-touch models only assign credit to one source. click to view larger). click to view larger).
Marketing Performance Management: Tactics to Increase ROI
JULY 12, 2016
Marketing Performance Management is the process of tracking marketing campaigns to evaluate performance, and then using that performance data to inform future budget decisions. The most important process in marketing performance management is measurement and tracking. Say CPL, for example, was high on a certain campaign. Budgeting. But how do you decide on those goals?
7 Benefits of Attribution Realized by B2B Marketers
OCTOBER 5, 2016
1] Clear view of the entire purchasing process. Marketers who use attribution consistently attest to a greater level of visibility into their marketing strategy, which means that they’re able to see the entire purchasing process of a lead/contact from beginning to end. 2] Channel and campaign performance measurement. 5] Multi-touch modeling.
[INFOGRAPHIC] The Periodic Table of ABM Elements
AUGUST 18, 2016
Using the individual elements, you can start to build your ABM campaigns and see exactly what each campaign requires. Attribution is the process of connecting marketing data to sales data in the CRM (element 47). Two key components of ABM attribution is multi-touch capabilities and lead-to-account mapping. It can be hard to sort them all out in your head. CONTENT.
The High ROI of Attribution: A Total Economic Impact™ Study by Forrester Consulting on Behalf of Bizible [Infographic]
JANUARY 27, 2017
The Total Economic Impact™ study states, “Using Bizible, organizations were able to increase marketing’s ability to identify, calculate, track, and report on cross-channel, multi-touch marketing attribution and performance throughout the sales cycle, improving marketing decision making, while better demonstrating marketing’s contribution to the organization’s key performance indicators (KPIs).”.
What Is Adaptive Analytics? And Why Does It Matter For B2B Marketers?
FEBRUARY 22, 2017
Because adaptive analytics leverage prospect and customer data, it’s important for orgs to have accurate CRM and multi-touch attribution data before adaptive analytics can really be effective. Adaptive analytics requires the continuous processing of a ton of data, which until recently, was unfeasible for most organizations. What is adaptive analytics?
5 Questions B2B Companies Should Ask Their Paid Search Agency
JANUARY 11, 2016
And, it was a tedious manual process to link those leads directly to the opportunities created and the revenue generated in the long run. If a company installs an attribution solution for their paid search agency to use, they can track which specific keywords, campaigns, and display ads generated the most revenue and capitalize on that success. What kind of tracking are they doing?
Sales & Marketing Alignment: 3 Ways to Close the Gap
Sales Prospecting Perspectives
MARCH 5, 2014
And, as a consequence, campaign ROI often suffers. They both must design campaigns that contribute to company goals. How many nurture touches are needed to qualify a lead? Consider doing “Campaign Alerts” or weekly “Field Notes” to ensure everyone is in the loop on critical information. For sales and marketing teams, reaching across the aisle can be a foreign concept.
Here’s An Industry Analysis Of The Most Effective B2B Marketing Channels
OCTOBER 23, 2015
Generating revenue for financial services may depend on personal consultation, lengthy consideration process for prospects, or seasonality (tax), each of which can be addressed via email campaigns. The dominant models in use today are single-touch models. Multi-touch models are burgeoning, represented by the light brown circles. It was a lot of data to share.
Marketing is More than Automation
AUGUST 18, 2016
There is a back story to the development of the process called Account Based Marketing and that story was published in this blog by LeanData, Inc.: “In They discussed an intriguing idea – creating campaigns specifically tailored toward individual accounts. So we did some research around the idea and developed a process for it.’. However, when you look at the process the developer of ABM, ITSMA, designed, there is nary a mention of technology: There are close to 2,000 sales and/or marketing enablement technologies on the market today and marketers as a group love them!
Why Taking A Full-Funnel Marketing Approach Is Critical
JULY 7, 2016
Prospects are going through a lot more of the buying process online and on their own, which is expanding the potential impact of marketing to the entire funnel. Therefore, it will still include a ton of unqualified people in campaigns who may have just been casually browsing and clicking around your website. And as a result, their marketing suffers. Today, though, this isn’t the case.
How Is Marketing Attribution Different Than Other Marketing Measurement Tools?
OCTOBER 27, 2015
Marketo, Eloqua, Pardot, Hubspot), focuses on lead creation and typically looks at attribution measurement from a broad channel or campaign perspective. Marketing automation tools don’t connect back to the first anonymous touch, which is vital in understanding the start of the customer journey. Without that first touch, would the visitor have come back to request a demo?
Why Account-Based Reporting Is Essential To Successful B2B Marketing
JANUARY 13, 2016
Account-based reporting helps B2B marketers improve on the last 4 steps of the ABM process. And you need middle-of-the-funnel touchpoints data to understand who in each of the accounts you have contacted (touched). You sent 500 gift boxes or outbound calling campaigns and you want to know which of them worked. Large deal sizes require a different marketing approach.
Account-Based Marketing Budget Approval [And How To Get It]
NOVEMBER 4, 2016
Alignment with the sales team around ABM processes. Multi-touch attribution tracking that organizes touchpoints by account. The most important technologies necessary to these processes are (a) data enrichment technologies, (b) an advanced attribution solution, and (c) CRM integrations with both of these technologies. Most companies don’t make a complete switch overnight.
Field Marketing Is Really Just Sales
SEPTEMBER 9, 2016
The most important part of field marketing is the planning process. You will have the undivided attention of those that attend and enjoy a nice dinner in the process. Multi-touch, omni-channel marketing attribution will accurately measure the success of your event, along with all other online and offline campaigns, so you know what’s working or not.