Adobe Experience Cloud Blog

OCTOBER 11, 2018

But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, which is measured by ROI. Are these marketers using different technology to engage with customers and measure performance? A significant component of delivering high ROI is being able to measure it. They do more ABM.

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Multi-Touch Attribution ROI Planning B2B Thought Leadership 134

Adobe Experience Cloud Blog

SEPTEMBER 17, 2015

While ROI depends on multiple factors, some of which are out of marketing’s hands, such as sales performance and capacity, the Golden Ratio is measured primarily on marketing aptitude—the ability to deliver pipeline across certain channels. First-Touch vs. Multi-Touch Attribution. Pipeline to Cost Ratio (First-Touch).

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Multi-Touch Attribution Marketo Multi-Channel Thought Leadership 48

SmartBug Media

SEPTEMBER 7, 2020

Marketo Performance Insights (MPI) dashboards track your entire funnel from lead acquisition to revenue—without much work from you. On the MPI Pipeline Dashboard: You can view each of the following by first-touch or multi-touch attribution. This is used for calculating first-touch attribution.

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Multi-Touch Attribution Multi-Channel Marketo Account Based Marketing 59

Adobe Experience Cloud Blog

MARCH 11, 2019

Social content in this tier educates and drives audience interaction—and the metrics you measure should reflect that. Social media is the poster child for multi-touch attribution. That means that traditional first- and last-touch attribution models won’t do much to demonstrate how your social media efforts deliver ROI.

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Marketing Attribution Top of Funnel Multi-Touch Attribution Social Media 132

Adobe Experience Cloud Blog

JUNE 21, 2016

In this case, attribution requires analysis across multiple touchpoints, using multi-touch (MT) attribution, rather than only looking at first-touch (FT) attribution or last-touch (LT) attribution. Now, let’s explore how to measure the ROI of B2B social campaigns with multi-touch attribution: 1.

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Multi-Touch Attribution ROI Top of Funnel Social Marketing 101

Adobe Experience Cloud Blog

JANUARY 7, 2019

While first or last touch attribution is easier to model, it can lead to a biased decision. For instance, a last touch model may cause you to potentially overspend on search marketing while deprioritizing the tactics that got a customer there in the first place. As such, there is no uniform way to measure engagement. Conclusion.

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Multi-Touch Attribution Lead Ranking Multi-Channel Thought Leadership 134

InsightSquared

APRIL 12, 2018

Capabilities such as multi-touch attribution and metrics such as marketing-influenced revenue are what marketers are looking for to measure the effectiveness of their activities along the buying cycle. The responses came from 410 marketing and sales professionals who use Marketo, Oracle Eloqua, Pardot, HubSpot, or Act-On.

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Marketing Automation Services Enterprise Management Work Management Marketing Management 159

Madison Logic

MARCH 14, 2023

While we’ve already discussed why LinkedIn is a marketer’s best friend, it’s just as important to show how quick and easy it is to integrate it with the ML Platform to run more successful multi-channel ABM campaigns. Why Integrate LinkedIn with the ML Platform?

Multi-Channel 52

Multi-Channel Linkedin Advertising Channels Account Based Marketing 52

Adobe Experience Cloud Blog

MARCH 12, 2018

Utilize tracking parameters in every URL posted to ensure you can measure the leads generated from social marketing campaigns. What to consider: It’s important to measure which campaigns have the highest lead conversion rate , but you also want to consider how many of those conversions became quality leads that drove to pipeline.

Social Media 134

Social Media Allocation Social Marketing Multi-Channel 134

Full Circle Insights

SEPTEMBER 12, 2022

Explore the benefits of ABM, learn how to measure and engage key accounts, and identify top intent providers to enhance your ABM strategy. In this guide, we’ll be sharing insights on how to measure your Account Based Marketing efforts. Why does measuring account-based marketing matter? • Save this eBook for later.

Account Based Marketing 98

Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

Simply dabbling in multi-channel marketing is no longer an option. The challenge of multi-channel marketing is two-fold as marketers not only need to deliver communications through a growing number of channels, but they must also monitor and respond through these channels as well. Align audiences to multi-channel campaigns.

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Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

Adobe Experience Cloud Blog

AUGUST 16, 2018

What You Should Measure and Track. So, here’s a list of a few email metrics that will help to make you and your campaigns stand out: Engagement score: A standard way to measure the engagement of your emails over time and not just as an isolated standalone event. Plan for Future Success. Conclusion.

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Multi-Touch Attribution Email Marketing Practices Planning 113

Contently

APRIL 13, 2017

But for many marketers, demonstrating the long-term effect that content marketing has on lead generation and customer acquisition can be a daunting task, especially if you’re not a Marketo and Salesforce wizard.

Lead Gen 147

Lead Gen Lead Scoring Lead Ranking ROI 147

The Point

SEPTEMBER 30, 2013

The biggest difference between basic ESPs and today’s modern marketing automation technology is the ability to design and deploy automated, triggered, multi-step campaigns. Measure email campaign performance by true ROI vs. just opens, clicks, and leads (and compare campaigns side-by-side by the same criteria).

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Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

Adobe Experience Cloud Blog

MAY 16, 2018

Touches from Facebook, LinkedIn, Google, websites, mobile phones, apps, and more are not something of the coming future anymore, they are becoming the present-day reality. When planning out campaigns, make sure to reference these ideas within your design to deliver reliable and measurable results. Define Your Audience.

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Planning Multi-Channel Marketing & Strategy Thought Leadership 134

LeanData

JULY 13, 2020

Due to the long, complex buying cycles, my team had to collect data from every touch point on the buyer’s journey across multiple stages from awareness, consideration, solution generation, and deal acceleration. What is the most successful touch point in pre-opportunity creation versus post? How it Works.

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Multi-Touch Attribution Marketing Report Lead Ranking Marketing Attribution 52

The ABM Agency

APRIL 21, 2023

Furthermore, we will explore ways to personalize messaging and leverage multi-channel strategies to engage decision-makers effectively. Finally, we will cover measuring results and optimizing campaigns as well as analyzing data to refine your winning strategies for account-based marketing continuously. How do they measure success?

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

Adobe Experience Cloud Blog

JUNE 5, 2019

Status measures. Impact measures. Predictability measures. ROI measures. ROI measures are derived by comparing your cost metrics to your performance and impact measures. ROI measures are derived by comparing your cost metrics to your performance and impact measures.

Demand Generation 48

Demand Generation Multi-Touch Attribution Demand Relevance 48

Adobe Experience Cloud Blog

JANUARY 7, 2020

Step 4: Measure the impact of ABM-specific efforts. I believe that the purpose of marketing is to grow a company, so I am a big believer in measuring marketing to revenue. We, of course, use Bizible for multi-touch attribution tracking and optimization, including for all of our ABM efforts.

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Account Based Marketing ABM Lead Ranking Multi-Touch Attribution 96

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

Marketo and Ascend2’s Marketing Automation Strategy Survey. They need to be able to demonstrate the ability to plan and oversee the execution of successful campaigns across multiple channels and measure the results that they drove on each one. .– ResearchCorp’s Demand Generation Adoption Survey.

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Marketing Automation Services Enterprise Management Work Management Marketing Management 134

Vidyard

MARCH 23, 2021

Learn more about the importance of measuring your videos’ performance against preset goals, as well as how to use your audience’s video metrics to determine if your videos are earning a return on investment (ROI). Measure Your Video Marketing ROI 6. This is because—no surprise—measuring your videos tends to help you increase your ROI.

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Video Marketing ROI Analytics CTR 65

Digilant

MAY 6, 2021

These tools help support the digital marketing strategy by measuring and managing performance. Features include data unification; video ad impressions analysis; mobile web analytics; and in-app ad measurement in display and video. This helps analytics match advertising data to measure ROI based on sales. Marketo Engage.

Budget Programs 52

Budget Programs Enterprise Management Work Management Marketing Management 52

Digilant

MAY 6, 2021

These tools help support the digital marketing strategy by measuring and managing performance. Features include data unification; video ad impressions analysis; mobile web analytics; and in-app ad measurement in display and video. This helps analytics match advertising data to measure ROI based on sales. Marketo Engage.

Budget Programs 52

Budget Programs Enterprise Management Work Management Online Marketing 52

Leadspace

OCTOBER 3, 2019

Another great resource to share on this topic comes from our friends over at Marketo (@marketo). An effective nurture campaign is one that is truly multi-touch and goes beyond the simple call and check in. Again Andre had some great points, summarized below: Focus on the prospect. Message with consistency.

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Campaigns Sales Qualified Leads Telemarketing Lead Nurturing 48

Adobe Experience Cloud Blog

APRIL 15, 2013

The 2,800 of us attending last week’s Marketo Summit all came for various reasons and got the opportunity to attend different agenda tracks. How is your contribution to revenue measured? In one of the sessions I attended we spent an hour comparing “first touch” versus “last touch” versus “multi-touch” attribution.

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Marketo Multi-Touch Attribution Marketing Automation Services Lead Ranking 48

ViewPoint

MAY 30, 2012

Click to start video at this point — Commenting on the debate between the right outbound/inbound marketing mix, Andrew notes that the dichotomy is a bit hyped: you still need a balance that delivers multiple touches in multiple media. 2012 Actions: Understand Buyers, Tighten Targeting & Measure Correctly.

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Differentiation Tips Top of Funnel Marketing Automation Services 120

PathFactory

SEPTEMBER 15, 2021

The emphasis is always on measuring the channel performance and volume of visitors. For some marketing pioneers with advanced ABM programs, measuring which accounts land on a particular asset may also be a priority. Attribution models commonly fail to measure content ROI.

Process 52

Process Multi-Touch Attribution Top of Funnel Marketing AI 52

SpotMe Blog

JULY 27, 2021

Webinars and online events are definitely worth the effort even though measuring their success can sometimes be tricky because it can take many points of contact to close a sale. Here, we’re laying out 7 ways to measure and maximize your webinar ROI, with key webinar metrics to track to ensure every webinar you plan and host is a success.

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Webinar Metrics Paid Content ROI Sales Qualified Leads 94

Adobe Experience Cloud Blog

JULY 7, 2014

But as these investments grow, the question arises: What’s the best way to measure that investment? Marketers struggle to find their content’s ROI for two reasons: 1) They don’t think about measurement upfront (during content creation) and then fail to create the right structure/framework to measure results. So don’t do it!

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ROI Content Marketing B2B Thought Leadership Multi-Channel 48

chiefmartech

APRIL 5, 2017

DNN Corp invested in the martech space in 2016 to build our marketing technology stack around predictive analytics and multi-touch attribution to efficiently and effectively execute marketing activities. We refined our marketing technology stack to include the following solutions: Marketo , an email marketing platform.

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Multi-Channel Lead Ranking Lead Scoring Marketing Attribution 43

Adobe Experience Cloud Blog

JANUARY 24, 2014

Measuring the results of marketing investments enables marketers to make data-informed decisions about how to spend future dollars, and to base their spending decisions on what has and hasn’t led to new business. Today, there are typically many touches before a lead is ready and willing to speak to a sales rep, or to buy.

Multi-Touch Attribution 48

Multi-Touch Attribution Marketing Automation Services Marketo Thought Leadership 48

Adobe Experience Cloud Blog

NOVEMBER 15, 2017

In my previous blog post , I touched on this very subject when discussing outbound prospecting. Integrate ABM into Your Multi-Channel Strategy —Marketing and sales will both execute this step in different ways and on different channels, but, again, the content and the strategy are built on the insights developed in the first two steps.

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Account Based Marketing ABM Planning Lead Ranking 134

Adobe Experience Cloud Blog

OCTOBER 19, 2016

For example, Marketo’s new Definitive Guide to Social Media Marketing would be a TOFU, or early-stage, content asset. It’s a topic that should be applicable to every marketer, regardless of their interest in buying Marketo. First-Touch and Multi-Touch Metrics. Share them in the comments below!

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Demand Generation Agencies Top of Funnel Demand Generation Lead Ranking 48

Adobe Experience Cloud Blog

MARCH 20, 2014

I first purchased marketing automation (Marketo, specifically) while working at an another company several years ago. Using Marketo, you can clone whole programs (email, landing pages, etc.) In my current role, I use Marketo daily to evaluate marketing programs and their performance. Using Marketo, I can pull this data easily.

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Marketing Automation Services Marketing Automation Automation Multi-Channel 48

Valasys

JULY 1, 2021

The goals chosen must be S-M-A-R-T (Specific, Measurable, Achievable, Relevant, and Time-bound). b) Multi-touch Reporting. This goes beyond seeing the first or last marketing touch that influences a deal and credits every campaign that contributes to a closing deal. The pricing starts at $1,195/month.

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Enterprise Management Marketing Management Marketing Automation Services Marketing Automation 52

Adobe Experience Cloud Blog

MARCH 27, 2017

You should measure your campaign performance based on two factors: Did your efforts produce the desired outcomes? Healthy reporting requires multi-touch attribution, which allows you to evaluate all the touchpoints needed to make an impact. Did the outcome justify the resources required to deliver on the objective?

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Multi-Touch Attribution Marketing & Strategy Marketing Strategy Marketing Management 48

Adobe Experience Cloud Blog

JULY 28, 2015

It’s not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal. It’s about tracking all the touch points at which a prospect connects with your marketing programs, and measuring those multi-touch impacts.

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Analytics Sales Qualified Leads Allocation Multi-Channel 48