What is Driving Your Leads? 10 Steps to Attribution Analysis

@BrightFunnel #FunnelFest

What is Driving Your Leads? 10 Steps to Attribution AnalysisJeff Coveney, President, September 28, 2017

@BrightFunnel #FunnelFest

• RevEngine Marketing helps clients make the most of their marketing technology investments.• Repeatable and measurable marketing

system.

• Streamlined business processes.

• Focus on Marketo & other supporting technologies.

A Little Background

@BrightFunnel #FunnelFest

• The pretty picture we can share with our team.

What We All Want – Insights that Matter

@BrightFunnel #FunnelFest

• What we hear often……• “Our reports don’t make sense.”

• “Insights are blurry due to data issues.”

• “We aren’t collecting the data we need.”

• “Why is reporting so hard?”

The Reality – There is No Easy Button

The Strategy You Put In =The Vision You Get Out

What’s Wrong with this Picture?

@BrightFunnel #FunnelFest

• Your Marketing Technology Maturity Journey

• Key concepts

• 10 ingredients for developing an attribution strategy• From web insights to closed loop

analysis• 18 fields essential to tracking• And more

• The Good Stuff – Some reporting examples

Today’s Agenda

@BrightFunnel #FunnelFest

You Can’t Fast Track to Go

@BrightFunnel #FunnelFestOngoing refinement and iteration is required throughout the journey.

Long Term Benefits

A repeatable and measurable marketing system.• Vision into business success• Marketing efficiencies• Sales intelligence• Enhanced business processes

1. InitialGoal: Get the shiny toy working and get early wins.• Domain setup• Website tracking• Basic scoring• Email.

2. FoundationGoal: Establish Marketing business processes for long term scale. • Marketing initiatives mapped to

Programs• Landing page and forms strategy• Set attribution strategy• Data and Sync infrastructure• Naming conventions

3. Execution & AdoptionGoal: Begin driving programs in a repeatable fashion. • Program management• Lead management• Basic nurturing

4. Awareness (V)Goal: Drive intelligence to Sales and exec teams to show value and drive cross functional adoption.• Data enrichment• Lead scoring• Alerts• Basic reporting

5. Attribution & Insights (V)Goal: Leverage results to make better business decisions.• Reporting strategy • Deploy attribution system

6. Predictable Funnel (V)Goal: Leverage success to drive a predictable business model.• SLAs• Stages defined and enforced• Sales and Marketing alignment

Attaining success a long-term initiative with several key phases.

(V) = Where Value is Realized

Marketing Technology Maturity Journey

The IssueMany companies try to skip steps BEFORE key

initiatives are set.

@BrightFunnel #FunnelFest

Drive for show

Attribution: How is Your Drive?

And putt for dough

@BrightFunnel #FunnelFest

• There are rarely holes in one in business.• Multi-touch

• Leads come from many different sources and request various assets.

• Gain insight into marketing investment.• How to did the lead get to us?

• What did the lead want?

• What’s the original touch? The last touch?

The Importance of First and Last Touch

@BrightFunnel #FunnelFest

• Provides insights from web to closed loop analysis.

• Have these work TOGETHER.

Three Attribution Intelligence Points

Intelligence Point Data Lives in Intelligence Ideal for

Campaign Campaign Campaign membership Multi-touch

Lead source/asset Lead All known records including web conversions & offline activity (e.g. list imports)

1st and last touch

Google UTM Lead Anonymous & web conversions 1st and last touch

1

2

3

45

Campaign Lead source/asset Google UTM

@BrightFunnel #FunnelFest

• Determine how you want to track your sources and assets.

• Lead Source should closely parallel Campaigns.

• How did leads get to you? What did they want?

1. Choose Your Buckets

Lead Source Content Asset Google UTMRecommend keeping separate from

lead source and asset values (maybe).

Different set of metrics.

@BrightFunnel #FunnelFest

• Keep Lead Source and Lead Source Details SEPARATE.

• Consistency is vital.• Lead Source: Website• Lead Source Detail: WS_Organic• Content Asset: Case_Study• Content Asset Detail: CS_2017_10_24_Best_Practices

• Maintain Defaults Grid so you can keep track of values.

2. Determine Naming Convention

Bad Good

Case_Study

@BrightFunnel #FunnelFest

• Collect up to 18 data points on each marketing interaction.• Web clicks• Form fills• Data imports

• Recommend keeping Google and Source/Content different.• Different data points and

goals

3. Decide on Fields to Collect Intelligence

Fields Example Lead 1 Example Lead 2

Lead Source PPC Website

Lead Source Details PPC_Google WS_Organic

Asset Whitepaper Demo

Asset Details WP_Top_10_Tips DM_3_Minute Video

Last Lead Source Website Online Advertiser

Last Lead Source Details WS_Organic OA_SC_Magazine

Last Asset Evaluation Case Study

Last Asset Details EV_Product_ABC CS_Finance

utm_source google

utm_medium cpc

utm_term Password best practices

utm_content banner_ad_white

utm_campaign 2017_google_campaign

Also include 5 last touch equivalents of UTMs

First Touch

Last Touch

Sourc

e &

Co

nte

nt

Le

ad

-leve

l in

telli

ge

nce

UT

M T

rackin

g

Google

Web A

na

lytics

The Attribution18

@BrightFunnel #FunnelFest

• Make sure the field updates are set appropriately.• Original fields always stay the same

• Last fields are overwriteable

4. Maintain Intelligence for First Touch Data

2016 Patriots Team2001 Patriots Team

1st Superbowl Win – Never Changes Last Superbowl Win – Always Changes

@BrightFunnel #FunnelFest

• Add Attribution18 as hidden fields and/or Java Script.

5. Capture the Data Consistently

Method 1: Forms Method 2: File Imports

Link Examplehttp://go.xyzcompany.com/land.html?LSD=OA_SCMagazine_2018

• Add Attribution18 fields with values to data file BEFORE import.

• Part of an import template.

@BrightFunnel #FunnelFest

• Create links using a URL builder OR Google sheets builder.

• Use Free Google sheet template from RevEngine Marketing.

• Every link should be trackable.• Emails

• Social

• Partner

• And more

6. Build New Links

Link Examplehttp://go.xyzcompany.com/landingpage.html?LSD=OA_SCMagazine_2018

@BrightFunnel #FunnelFest

• Make Your Leads Sticky with the Sticky Tape System• The original tracking info is maintained until a conversion

occurs.

Step 6 BONUS. Common Link Problem

Lose tracking over multiple pages

https://www.example.com/?utm_source=social&utm_campaign=my_awesomecampaign

• The Teflon “Non-Sticky” Lead – Intelligence is Lost• Situation: Person visits site with trackable link but doesn’t convert right away.

@BrightFunnel #FunnelFest

• Provides multi-touch analysis based on the value.

• Easy to maintain for your marketing team.

7. Associate People to Campaigns

IF a person fills out a form AND Last Lead Source Detail = a

specific value.http://go.xyzcompany.com/landingpage.html?LSD=OA_SCMagazine_2018

THEN Add to your CRM or Marketing Automaton

Program/Campaign.

OA_SCMagazine_2018

@BrightFunnel #FunnelFest

Develop a strategy to populate existing data.

8. Gain Vision on Historical Initiatives (Or Not)

Simplest

• Do Nothing

Moderate

• Normalize: Adjust data like Wbsite to Website

• Populate blank with something like “Legacy.”

Advanced

• Create Programs to backfill legacy data

• Example: If Attend XYZ webinar and lead was new, back fill original source info with XYZ.

@BrightFunnel #FunnelFest

9. Create Reports to Gain Insight (Basic)Reporting and Analytics

@BrightFunnel #FunnelFest

9. Create Reports to Gain Insight (Salesforce)

@BrightFunnel #FunnelFest

• Placeholder for some BT reports

9. Create Reports to Gain Insight (Advanced)

• Multi-touch attribution on a campaign level

• Multi-touch attribution report for channels

@BrightFunnel #FunnelFest

• Update Lead and Contact records

• Integrate into various Queue views

• Build into alerts

10. Give Sales Better Intelligence

Sales Intelligence

Alert Example SF.com

@BrightFunnel #FunnelFest

• Trigger campaigns based on most recent touch.

• Provides more marketing flexibility.

BONUS: Streamline MarketingTriggered Marketing

Send alert for select asset types (Evals)

Create a list of partner generated leads

Track last touch before an Oppty creation

@BrightFunnel #FunnelFest

• The Strategy You Put In =The Vision You Get Out

• Follow the 10 steps• Develop your buckets and naming conventions• Decide on a backfill strategy• And more

• Need assistance creating your attribution system? Reach out to me.• jcoveney@revenginemarketing.com

• Download our eBook• Preorder at www.revenginemarketing.com• Available Mid Oct

Wrap-up

@BrightFunnel #FunnelFest

@BrightFunnel #FunnelFest

@BrightFunnel #FunnelFest

• Are you (or plan to) use Google Analytics for link tracking? • utm_source, etc

• Adds a level of complexity IF you want to complement the lead source strategy• Why? Slightly different

• Recommend (maybe):• Keep separate from LSM unless can map 1-to-1.

Other Considerations – Google Tracking

@BrightFunnel #FunnelFest

• utm_campaign - identify a strategic campaign• example: utm_campaign=book-launch-2017-may

• utm_medium - identify the medium the link was used on such as: email, CPC, or other method of sharing.• example: utm_medium=email

• utm_source - identify the source of your traffic such as: search engine, newsletter, or other referral.• example: utm_source=newsletter

• utm_term - suggested for paid search to identify keywords for your ad. • example: utm_term=wordpress-theme

UTM Details

@BrightFunnel #FunnelFest

@BrightFunnel #FunnelFest

@BrightFunnel #FunnelFest

• Go to Admin and select your LS8 fields

4. Block Updates in Marketo

Four Original Fields – Block Updates Four Last Touch Fields – Overwrite

@BrightFunnel #FunnelFest

• Fill out forms

• Ensure data is passing through properly

9. Test Test Test.

@BrightFunnel #FunnelFest

• It’s not just about reporting and analytics

Better Visibility to Streamline Marketing

Sales IntelligenceTriggered MarketingReporting and Analytics

@BrightFunnel #FunnelFest

• The Teflon “Non-Sticky” Lead• Applies to companies using UTM/URL parameters.

• Situation: Person visits site with trackable link but doesn’t convert right away.• That trackable link is LOST by default.

• Lose attribution to the spend.

• Usually happens with Google and other SEM vehicles.

The Problem – Loss of Tracking Intelligence

https://www.example.com/?utm_source=google&utm_medium=cpc

Lose tracking over multiple pages

@BrightFunnel #FunnelFest

• Benefit: Boost tracking accuracy.• The original tracking info is maintained as person visits the site until a conversion

occurs.• Intelligence is sticky.

• How? Combination of:• Overall Strategy (First touch/Last touch, Naming)

• Adjustment of forms to include hidden fields.

• Customized java-script on your site.

• Cookie collection.

Tip: The Sticky Tape System