Introduction To B2B Marketing Attribution

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.

“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.