B2B Marketing Attribution for Massive Growth Aaron Bird CEO and Night Janitor, Bizible
Introduction To B2B Marketing Attribution
Aug 06, 2015
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B2B Marketing Attribution for Massive
Growth
Aaron BirdCEO and Night Janitor, Bizible
About Aaron
Aaron Bird is founder and CEO of Seattle-based marketing attribution company, Bizible. After spending 15 years building software and managing teams to define product, Aaron Bird left Microsoft to co-found Bizible.
Aaron Bird
Le't kill Dr Oz, I'm having a hard time with it. Make this slide about 1) What does marketing promise? (more business) 2) (we should) promise what we can measure. The next slide will then be a deep dive into how marketing isn't measuring the things we promise.Le't also take the references to Dr Oz out of the rest of the presentation,
“The art of simplicity is a puzzle of complexity”
- Douglas Horton
Channel bias
Pipeline Marketing
Top of mind metrics
You need to know:
• Average time from first click to closed deal
• Lead to opportunity rate and opportunity to customer rate
• Number of opportunities needed to hit revenue goal
How Google Thinks About Conversion Data
B2B attribution modeling today
•Our research found big differences in first and last touch attribution...
2.5XSocial
1.6XDirect
1.4XSearch
Problem with single touch
Key transitions
Channel
Action
First Touch
• Social • Organic
Search
Visit
• Retargeting• Content
LeadCreated
• PPC• Email
OpportunityCreated
Last Touch
W-Shaped Attribution
30%30%30%
1 2 31. First touch that created the first (anonymous) visit
2. The touch that converted the visitor into a lead
3. The touch that converted the lead into a sales opportunity, and sales teams become engaged
One Account
Action
First Touch
VisitLead
CreatedOpportunityCreated
Last Touch
The Researcher The Users The Budget Authority
Recap
• Track first click data
• Get agreement on the key touchpoints
• Measure post-lead marketing touches
• Use account-based attribution
QUESTIONS?
Just started measuring revenue. Time for some Scotch.
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