multi-touch 
Martech
MARCH 18, 2022
“What we were good at was saying we never miss a touch. You want first-touch, last-touch, multi-touch, that’s math. The 20 touches are important, but they might have clicked on something and spent 0.5 A first-touch model tells you how you got that customer at the very beginning of the sales cycle.
DemandBase
AUGUST 10, 2020
The once coveted, high-touch in-person, invite-only, VVIP engagements are now a thing of antiquity, and we are now living in a world of “virtual” events. Make no mistake: Turning our annual in-person ABM Innovation Summit into a multi-date, summer-long online event was no cakewalk. So let’s double down. Angel Harley.
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DemandBase
APRIL 12, 2020
First-touch, last-touch, multi-touch, oh my! “A A full 54% of marketers say multi-touch attribution is one of the biggest gaps in their marketing research.” In this way, first- and last-touch models can be simply arbitrary assignments of attribution. More importantly, should we?
Adobe Experience Cloud Blog
JANUARY 7, 2020
Like most companies, our team at Adobe executes ABM campaigns to larger companies where our deal sizes are a bit bigger and the sales cycles are a bit longer. Because of the bigger deal sizes and longer sales cycle, we have found that a focused, ABM approach leads to better performance of our marketing department.
InsightSquared
JULY 1, 2019
Multi-touch attribution. Sales cycle velocity. When looking at what’s most important alongside what’s most challenging, you see a disheartening trend for marketers: what’s most important to track is also typically the most challenging. Most important. Most challenging. Marketing-influenced revenue.
Engagio
OCTOBER 13, 2020
Larger buying committees ( 12-16 people ) mean that sales reps can’t possibly be talking to every stakeholder 1:1 during a sales cycle — yet talking with multiple personas is exactly what Marketing is good at. (In Need for multi-channel orchestration. Have we run sales cycles in the past?
ClickZ
OCTOBER 20, 2020
The goal with this new era of orchestration is for marketing to support sales cycles and help accelerate deal velocity, working together in an integrated and synchronous manner. Marketers need to become adept with multi-channel orchestration, spanning digital channels as well as human touches. Your future is up to you.
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