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. Direct is rarely a true first touch.
How to Bring Your Marketo Organization into a Multi-Touch Attribution World
MARCH 18, 2016
Although multi-touch attribution continues to gain steam in the marketing world, it remains a foreign topic to many. Read below for a three-step plan to help bring your organization into a multi-touch attribution world. This is deeply important to the success and impact of multi-touch attribution at your organization. Process. Strategy. Top-Down.
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. In other words, individuals are definitely having more than one touch, or engagement, with a company before they buy.
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.
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. The explosive growth in mobile usage -- specifically in app usage -- has created an ultra competitive marketplace.
New Report Confirms Immaturity of Most Marketing Automation Deployments
MAY 14, 2012
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. Unfortunately, that pressure can steer marketers into a premature focus on mere process efficiencies and basic, tactical campaigns. cross-sell and up-sell).
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?
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).
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. Building blocks: Atri offers the example of Lego Education, the famous toymaker’s educational B2B division, and shares a glimpse at Lego’s sophisticated, holistic multi-channel demand generation strategy.
Agencies Under Pressure to be More Digital
APRIL 12, 2016
But proving effectiveness beyond vanity metrics is still challenging for organizations without visibility into true multi-touch attribution. is achieved through hiring and developing team competence and processes in modern digital disciplines. Marketing has changed more in the past five years than in the past 50. over 2015. Digital Work Drives Agency Growth. In 2014, U.S.
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.
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?
Agency Focus: How Content Marketing is Changing, & How to Measure It
JUNE 15, 2016
These freelancers will develop “Gigs” like Monthly Infographics for $149 and 1,000 Words for Any Use for $169. I’ve seen some of their work, and recommend you have a strong quality control process, or you’re likely to get exactly what you pay for. And be sure to factor in the time and money that quality control process adds to the price of that content. Agency leaders agree. Invest.
How To Forecast Revenue, Hit Revenue Goals, And Look Smart In B2B Marketing
MAY 18, 2016
We like a little bit of predictability when it comes to the revenue we can expect from our campaigns. Step 1: Make Sure Your Data Collection Process Is Correct. And in forecasting you depend on a data collection process that is accurate and consistent. Next, choose a multi-touch attribution model to inform you on which corrective action to take. Let me explain.
4 Tips To Help Marketers Commit To Data Quality
It's All About Revenue
JANUARY 14, 2015
Did you spend the last year obsessing over your content and design, running tests to optimize your call to action, or did you spend huge amounts of time planning and building multi-touch campaigns? Can you easily target and segment contacts for campaigns? Do you have processes in place to handle the data coming to you from various sources? Review your data upload processes. Be sure to have these processes well documented, leverage an upload template complete with standardized values, and communicate these processes to your stakeholders. 4.
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.
To Measure Marketing Impact, You Must First Retire the MQL
FEBRUARY 12, 2016
Which marketing pieces has the lead touched? There should be one funnel with sales and marketing involved in every stage of the process from first touch to closed deal. They devalue marketing’s role in the sales process. This is done through multi-touch attribution. With ABM, you’d recognize this and begin targeting that next persona in the process.
10 B2B Growth-Hacking Tactics for Lead Generation
APRIL 13, 2016
Use multi-touch campaigns. Cece Bazara, sales strategist at OpenView Venture Partners, says, “a lead needs to be touched several times in order for genuine interest to emerge.” In a multi-touch campaign, leads are directed through several different channels—each personalized in an attractive manner, engaging leads not only through the message but through the process itself.
Key SaaS Metrics for Accelerating Growth
OCTOBER 26, 2015
Every organic search campaign should have a dedicated landing page with a call to action (CTA) that converts the anonymous visitor to a known lead via the form-fill associated with getting the CTA offer. Use common definitions, attribution (I recommend multi-touch) and math to report results across your channels. First, evaluate your strategy and your go-to-market model. Demos?
Why You Need A Single Source Of Truth For Marketing Data
APRIL 12, 2016
Just like how each data source has a different definition of a lead, and therefore produces a different lead count, the other stages of the B2B buyer process (opportunities and customers/revenue) have the same problem when it comes to attribution. The breakthrough impact of this analysis is amplified when there are dozens of marketing channels and hundreds of campaigns. attribution
Vroooom! 3 Ways Consumer Marketers Can Accelerate Growth in a Multi-Channel World
Modern B2B Marketing
SEPTEMBER 14, 2015
As a consumer marketer, you can align your sales and marketing process in such a way that cross-channel visits are tracked, messaging is automated, and persona-based and timely alerts are sent to sales for follow-up. For example, a challenge like creating an automated process to reach out to lease holders can be solved with marketing automation technology. Get Timely Data. Vroooom!
4 Tips For Successful Demand Generation
B2B Marketing Insider
AUGUST 21, 2012
You must focus on the needs of the buyer and facilitate their buying process, rather than pushing messages at them. With an understanding of the buyer’s behavior, we can determine through advanced analytic models, which of those buyers are at a stage in their buying process where they are ready to engage with sales. Successful and effective marketing creates value for the business.
4 Marketing Analytics That Matter for Driving Higher Revenue
Modern B2B Marketing
JULY 28, 2015
Author: Glen Gow Too often marketers talk about activities instead of outcomes—for example, how many campaigns they ran, how many trade shows they participated in, how many new names they added to the lead database. To change that perception, marketers need to start talking about how their programs impact the whole sales process, with revenue being the core focus. So how do you do it?
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?
How To Manage Customer Analytics And Transform The B2B Company [Part 4/4]
MAY 31, 2016
The final competency area for marketing operations leadership is empowering the organization with the best analytics process. For example, you can know which ad campaigns and content topics generate opportunities and revenue, thereby shedding light on what resonates most with your target audience and accounts. Welcome back to our final lesson on marketing operations success.
Adometry Combines Attribution with Optimization
Customer Experience Matrix
APRIL 11, 2013
They have also moved from attributing past results to using predictive models to optimize current and future campaigns. The system also classifies each conversion as attributable, multi-touch, and multi-channel, depending on whether it was linked to at least one message (attributable), to multiple messages (multi-touch) and to messages in multiple channels (multi-channel).
Marketing ROI in B2B: Why is it so hard, and what can we do about it?
JANUARY 3, 2014
Marketers produce campaigns to generate an inquiry, then qualify that interest with a series of outbound communications, and finally pass the qualified lead to a sales rep for follow up. The sales process is also complex, involving not only the face-to-face account rep, but also sales engineers, inside salespeople, and others. (Photo credit: cambodia4kidsorg).
13 Reasons To Implement B2B Marketing Attribution Right Now
JANUARY 21, 2016
The 2015 State of Pipeline Marketing Report showed that 86.7% of marketers with a multi-touch attribution model in place said that they have a well-aligned relationship with their sales team. Good B2B marketing attribution tracks all touchpoints from the anonymous first touch, through to revenue. Campaigns & Channels. Intangibles. Alignment. Communication. 10, 11.
Even in the Digital Age, Why Direct Mail Is Still a Viable Marketing Tactic
Modern B2B Marketing
OCTOBER 13, 2015
In the process, they imbue it with emotionally charged meaning, making them more susceptible to inspiration from their brands. All this adds up to the final key finding: used as part of a multi-touch engagement strategy, direct mail works. Their findings were summarized in a whitepaper titled “ Breaking through the Noise ,” available on the Canada Post website.
Why Marketing Operations is the Heart of your Marketing Team
Modern B2B Marketing
AUGUST 14, 2014
They improve, optimize, and make processes efficient. Today’s marketers face very different challenges than they did a mere five years ago, and we’re learning to earn our seats at the revenue table quantitative measurements. At Marketo, we use first-touch and multi-touch revenue attribution to give our marketing team the credit it’s due. Boy, was I wrong. Not convinced?
Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business
Modern B2B Marketing
APRIL 10, 2015
Luckily, marketing automation offers a wide array of features to streamline marketing campaigns—from lead management to email marketing. Today’s marketing automation platforms also allow companies to stick with their customers every step of the way, from the introduction of a brand, to conversion, to continued loyalty over time. 2. Streamline the Email Marketing Process.
Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year
JANUARY 18, 2016
Web Design – Rather than just passively receiving information from old-fashioned, static websites, today’s prospects and customers want to participate in the learning process, so companies have responded by creating dynamic, interactive content on their sites to help visitors educate themselves, share feedback, make choices, and opt in for further communication. Others are using all of them.
12 Stats On B2B Clients of Paid Search Agencies from the State of Pipeline Marketing
NOVEMBER 16, 2015
The highest percentage of paid search agency clients use opportunity creation (last touch) attribution when calculating their marketing ROI. Only 14.7% of paid search agency clients use a multi-touch attribution model that will parse out revenue credit to multiple touchpoints throughout the customer’s buying process. Read on, it only gets better. 1. Marketing Channels.
How To Increase Enrollment: Marketing Attribution For Higher Education
MARCH 22, 2016
In other words, understand the levers that influence students to make the final hurdle in the recruitment process: deciding to enroll. Which marketing or recruitment campaign resulted in the the highest enrollment? This isn’t an easy question to answer as the decision process takes months. Educational institutions compete like all other businesses. Where are they from?
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.