bizible

JULY 12, 2016

The difficulty comes in the ability to accurately forecast and set a budget that’s high enough for your team to reach its goals, but not so high that you achieve less ROI. During the beginning of the year forecast, the marketing team sets its goals and then states how much spend they think it’ll take to get there. For example, cost per lead (CPL), cost per customer (CPC), and revenue. Say CPL, for example, was high on a certain campaign.

Tactics 116

Tactics ROI CPL Forecast 116

bizible

AUGUST 9, 2016

It’s a multi-faceted process that spans months to years of a buyer’s journey. Decision making is then informed by these experiment results, and marketers can optimize for lower CPL (cost-per-lead) based on the tests they’ve run. While it’s a significant step to begin tracking marketing to revenue, most introductory users of attribution solutions choose a single-touch attribution model (e.g. first-touch, lead-create, or opp-create). B2B marketing is no easy task.

CPL 148

CPL Multi-Touch Forecast Funnel 148

bizible

FEBRUARY 9, 2016

Both are technologies that improve forecast accuracy. Simple single touch, or no attribution model at all, is associated with smaller volume leads while more advanced multi-touch and custom models are associated with high volume leads. A multi-touch attribution model provides an accurate measure of cost per lead when measuring on a per-campaign or per-channel basis. Statistical models in sports and marketing attribution have a lot in common.

Cost 139

Cost Leads Lead CPL 139

bizible

JANUARY 21, 2016

of marketers with a multi-touch attribution model in place said that they have a well-aligned relationship with their sales team. Reporting & Forecasting. Historical data obtained from marketing attribution can be used to forecast and create departmental goals. Good B2B marketing attribution tracks all touchpoints from the anonymous first touch, through to revenue. Cost Per Lead (CPL).

CPL 122

CPL Touchpoints Forecast Funnel 122