Generate B2B Success through PPC with Accurate Marketing Attribution

# #PPCAttribution

Your Hosts:!Peter Starr Northrop  

Webinar producer; SEMrush  Host

Aaron Bird  Bizible.com PPC Wizard  

#PPCAttribution

Poll:!

#PPCAttribution

Takeaways:!Today you will learn:

-How to approach B2B Attribution Marketing for your

clients and business

-How you can address the current challenges that get in the way of using multi-touch marketing

-An excellent strategy for boosting your PPC clients in the

B2B landscape

#PPCAttribution

B2B Paid Search Success with Attribution Modeling

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. Since then he’s had a crash course in many areas including marketing, hiring, training and growing a sales team, fundraising, the lean startup process and selling a dream.

Agenda •  What is attribution modeling? •  Why does it matter so much in B2B? •  The most important info you need to get from B2B

clients for attribution success •  The requirements for accurate attribution models •  Major challenges you’ll encounter •  Choosing the right model

“Attribution modeling? I can only sell dreams, Pete.”

“The art of simplicity is a puzzle of complexity” - Douglas Horton

“BUSINESS HAS ONLY TWO FUNCTIONS –

MARKETING AND INNOVATION.” Milan Kundera

How to Provide Value to B2B Clients

You need to know:

•  Sales cycle: Average time from first click to sales closed

•  Lead to opportunity rate •  Opportunity to close rate •  How many leads do you need to generate to

see real value?

Connect Sales and Marketing Data

Focus on Metrics Across The Entire Funnel

Channel Bias

Here’s how Google thinks about conversion data

B2B attribution modeling today

W-Shaped Attribution

Channel  

Ac*on  

First Touch Attribution

•  Search  •  Social    •  Blog  

Visit  

•  Retarge1ng  •  Content  

Lead  Created  

•  Email  nurturing  

Opportunity  Created  

Last Touch Attribution

W-Shaped Attribution

30%  30%  30%  

1   2   3  1.  First  touch  that  created  the  contact.  

 2.  The  touch  that  

converted  the  contact  into  a  lead.  

 3.  The  touch  that  

converted  the  lead  into  an  opportunity.  

Multi-Touch Attribution Techniques

•  Track first click data •  Get agreement on the key touchpoints •  Measure post-lead marketing touches •  Use account-based attribution

THANKS! QUESTIONS?

ARE YOU A PPC AGENCY? ARE YOU AN IN-HOUSE PPC MANAGER?

Offers: All attendees will have access to:

Discounted Bizible Services

 A Free 30-Day Trial of SEMrush Guru:

http://bit.ly/SEMrushFree30-BIRD

#PPCAttribution

Poll:!

Questions?

#PPCAttribution

Thank You!:!

Peter Starr Northrop  Webinar producer; SEMrush  

@SEMstarr

Aaron Bird  Bizible.com

#PPCAttribution