Scorecard for Paid Media Marketers [How Do Your Campaigns Compare?]

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It comprehensively tracks all touchpoints across all channels and displays that information inside the company’s CRM. This way, isolated ad platform data is no longer siloed, and each touchpoint can be compared to the down-funnel results -- namely, opportunities and revenue. The most advanced attribution solutions are able to provide the user with multiple types of models that track touchpoint data across the entire funnel. Lead-create touch tracking.

How To Measure Paid Media ROI (ROAS)

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Cost Per Lead (CPL). If they are being held to a lead goal, they want to know how much they are paying for leads, not clicks (CPL vs. CPC). 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. CPL is a good high level indicator that your paid media is attracting the people that you’re actively targeting and that your offer is appealing.

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Can You Shortcut ABM and Still Make it Work?

The Point

If you already have good content, adapted for different personas or industries, the technology to drive automated, multi-touch nurture emails, and a willing and capable sales team, you may not need a full-blown ABM solution, at least not at first. Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign.

Work 143

How Top B2B Marketing Teams Use Revenue Attribution — 4 Trends We Discovered

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At Bizible, even when calculating top of the funnel metrics like CPL, we use our attribution data to define lead volume on a U-shaped attribution model basis. They are using advanced multi-touch attribution models. Both of these models track multiple parts of the funnel and give credit to significant stage changes; the difference is that Full Path also gives credit to the final closed-won touch, whereas the W-shaped model ends at the opportunity creation touch.

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7 Stages of B2B Marketing Sophistication [Which Level Are You?]

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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

Rethinking Cost Per Lead, Why So Many B2B Marketers Chase False Leads

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By accessing new information about leads, such as the customer journey that includes offline and online touchpoints , marketers gain a deeper understanding of what leads are doing. 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. Statistical models in sports and marketing attribution have a lot in common.

Cost 139