keywords, recency, and sustained interest) to prioritize activities and identify your top accounts. Go multi-touch, multi-channel. What do the most successful B2B companies that sell into mid-market and enterprise accounts have in common? MORE

Choosing an Advanced, Multi-Touch B2B Marketing Attribution Model. Multi-touch Attribution Concepts and Models. The order of the top blog posts reveals that our demand gen report values the recency of posts more than our ABM engagement report. Multi-touch Attribution Concepts and Models (#12 vs. unranked). When there are so many ways to measure content success, how do you know which articles are the best? MORE

Multi-touch Campaigns / Lead Nurturing This is the ability to automate “drip marketing” campaigns that send relevant messages over time, based on prospect behaviors and pre-defined campaign steps. Lead Scoring and Grading With lead scoring, you automatically qualify leads based on demographics and BANT criteria as well as specific prospect behaviors, including recency and frequency. by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. MORE

Indicators like key contacts interacting with your website, bottom of the funnel touchpoints, total number of contacts engaged, and recency of touchpoints, are all used to inform the score. The fewer amount of days it takes an account to go from first-touch to closed deal, the more your ABM is working. All of the metrics above can be tracked and measured with a single solution: multi-touch marketing attribution. MORE

What is the deal with single touch and multi touch attribution? Single touch attribution uses a model that tracks a single touch in the customer journey and attributes 100% of the revenue credit to that touch. That can be the first touch, the lead-creation touch, or the last touch (opportunity conversion). Single touch is the simplest form of attribution. The simplest multi touch attribution model is a linear model. MORE

The value of this data is its recency and accuracy, which is usually a problem with B2B data and lists. Two significant results from 30 trade shows held in 2014 that Direct Hit Marketing has analyzed found: Multi-channel and multi-touch communication produced a most cost effective registration vs. only e-mail. The U.S. trade show industry is BIG. In 2012, there were 10,900 trade shows that drew 27 million attendees. MORE

We have a growing body of technology that allows us to source signals of engagement from across the many touch points in marketing to route the most engaged contacts from target accounts to our business development team. MORE

Account-based selling is a coordinated strategy taken on mainly by Marketing, Sales, and Customer Success to target a number of high-value accounts by using a multi-touch, multi-channel strategy approach. Account-Based Sales Development Metrics Account-based sales is on the rise. MORE

This means you need to create and leverage your lead nurturing strategy using multi-touch, multi offer lead nurturing campaigns to build sales-winning relationships with your prospects as they move from stage to stage throughout the buying cycle. Provide sales with a prioritized list of leads by creating the ideal customer profile and monitoring activity level and recency. MORE