Attribution

Your Hosts

Kevin WordonHead of Customer Strategy

Adobe

Maria TaCommercial Marketing Manager

Marketo

Only 15.2% of B2B Marketers rate their

ability to measure marketing

performance as “effective”

[2018 State of Pipeline Marketing Report]

Chief Marketing Officer

Chief Growth Officer

Chief Experience Officer

Chief Commercial Officer

Chief Brand Officer

President Of Brands

“Building brands was not only creating

strong preference and equity but also

translating that equity into revenue and

margin growth” Francisco Crespo Benítez

Senior Vice President, Chief Growth Officer

– Coca-Cola

Marketing Data: Siloed in Channels

Optimize Optimize OptimizeOptimize Optimize

WEB PAID MEDIA

EVENTS EMAIL SALES DEV

Badge scans /

registrations

Open rate,

click rate

CPM/CPC,

CPL, ClicksPageviews,

bounce rateCalls, emails

sent

Marketing Data: Align to Revenue

Optimize Optimize OptimizeOptimize Optimize

WEB PAID MEDIA

EVENTS EMAIL SALES DEV

REVENUE

“Legacy Attribution”

CLUNKY, RIGID & INACCURATE

● Built to measure offline activities and list

uploads, not digital

● Form fills with hidden fields

● Requires specific CRM campaign architecture

● Limited granularity, even when executed

perfectly

CRM CAMPAIGNS

CAMPAIGN ATTRIBUTION

FOR

M

Legacy Attribution Data

Contact Name Thomas Cane

CRM Campaign Name 2020 Conference Season Guide

Member Status Updated Date July 17, 2019

Type Email Batch

Responded ✓

Status Clicked

Data Volume Difference

22

167 Average # of engagements in a Marketo journey

Tracked by CRM campaigns

Tracked by single-touch attribution1

Components of Good Attribution

ATTRIBUTIONDATA COLLECTION

Activity Tracking

Auto track outbound calls & emails

Custom configuration

SALES DEVDIGITAL MARKETING

On-Site JavaScript

Track all anonymous & known sessions

Track organic (SEO), direct, web referral

Landing page &form URL data

Auto capture UTMs and referral data

Ad API

Integrations

Auto capture cost & ROI data

No UTMs necessary

Marketing

Automation

Track all email campaigns &

programs

Chat

Integ.View-

Through

Track pre-anonymous

activity

A/B Testing

Integ.

FIELD AND OFFLINE

CRM Campaigns

Track campaigns & responses

Direct mail, events, syndication

Can pivot on multiple outcomes

Call Tracking

Integ.

Track inbound calls

Data Granularity Difference ID thomas@acme.com

Contact Name Thomas Cane

Marketing Channel Paid Social

Marketing Channel-Path Paid Social.LinkedIn

Touchpoint Source LinkedIn

Medium CPC

Ad Campaign Name Category Compete

Ad Group Name Demand Generation

Ad Content How Company compares with [Competitor]

Landing Page www.company.com/compare

Form URL whitepaper.company.com/download-compare

Date July 17, 2019 2:34 PM

Type Web Form

Touchpoint Position FT

Count - First Touch 1.0

Count - U-Shaped 0.4

Cost Per Lead $114.32

Cost Per Opp $1,255.00

GEO City San Francisco

GEO Region CA

GEO Country USA

Platform Windows (10)

Browser Chrome (56.0.22924.87)

Contact Name Thomas Cane

CRM Campaign Name 2020 Conference Season Guide

Member Status Updated Date July 17, 2019

Type Email Batch

Responded ✓

Status Clicked

The holistic picture

One last look – Acquisition Reporting

Lead Creation

Whitepaper

Contact Name Thomas Cane

CRM Campaign Name 2020 Conference Season Guide

Member Status Updated Date July 17, 2019

Type Whitepaper

Responded ✓

Status Converted

Won Opportunity Amount $50,000

One last look – Last Touch Reporting

Opp Creation

Live Event

Contact Name Rebecca Josephine

CRM Campaign Name Event – 07-19 - Three Dots and a Dash Happy Hour

Member Status Updated Date July 30, 2019

Type Live Event

Responded ✓

Status Attended

Won Opportunity Amount $50,000

See the Complete Buyer Journey

Anonymous First Touch

Lead Creation

MQL Opportunity Creation

Demo Deal / Revenue

(SEO) (SEO)

Email EmailPhone Phone Event Event

Blog

Post

Whitepaper Webinar

Registration

Blog

Post

Infographic Whitepaper Conference Case

Study

Sales

Dinner

Model Revenue Impact Across the Buyer Journey

Anonymous First Touch

Lead Creation

MQL Opportunity Creation

Demo Deal / Revenue

22.5%22.5% 22.5%Total 10%

22.5%

See the Complete Buyer Journey

Attribution @ Marketo

Page 20Proprietary and Confidential | © Marketo, Inc.

Prove Impact

How much pipeline and revenue did

marketing drive?

What channels/campaigns/ content is

driving pipeline and revenue?

Page 21Proprietary and Confidential | © Marketo, Inc.

Improve Impact

We need to hit $X revenue next

year—how are we going to do it?

If we had $50,000 more, how much

revenue could we generate and

where would we spend it?

Single Touch → Multi-Touch AttributionORGANIC SEARCH

Single Touch → Multi-Touch AttributionORGANIC SEARCH

Insight

Organic Search has

a 3x greater impact

on opps & revenue

compared to leads

Action

Double-down on

middle of the funnel

content

Single Touch → Multi-Touch AttributionSOCIAL

Single Touch → Multi-Touch AttributionSOCIAL

Insight

Social’s impact was

overvalued by as

much as 25%, BUT

was scalable

Action

Shift LinkedIn

strategy to impact

ALL stages of the

funnel

See the Complete Buyer Journey

Partner Name Registrations

Partner A 150

Partner B 100

Partner C 110

Partner D 300

Partner E 200

Best

Registration

Driver!

See the Complete Buyer Journey

Partner Name Registrations Leads

Partner A 150 65

Partner B 100 23

Partner C 110 30

Partner D 300 55

Partner E 200 100

Best Matches Our ICP!

Bad Match!

See the Complete Buyer Journey

Partner Name Registrations Leads Opps

Partner A 150 65 2.5

Partner B 100 23 4.5

Partner C 110 30 2.1

Partner D 300 55 4.6

Partner E 200 100 12.2 High Quality Leads, Too!

Low Lead-to-

Opp

Conversion

See the Complete Buyer Journey

Partner Name Registrations Leads Opps Revenue

Partner A 150 65 8.2 $106,530

Partner B 100 23 4.5 $250,500

Partner C 110 30 2.1 $62,250

Partner D 300 55 4.6 $102,00

Partner E 200 100 12.2 $500,590

Big Deal Size!

Best Partner

5 Takeaways

1. Audit your data

Checklist:

❑ Paid Digital

❑ Organic Digital

❑ Offline Marketing

❑ On-Site Behavior

❑ Sales Activities

❑ Content

Score Ability 1-5:

Paid Digital

Organic Digital

Offline Marketing

On-Site Behavior

Sales Activities

Content

2. Measure consistently

• Naming convention consistency

• FB vs. Facebook, 2019 or 19, etc.

• URL parameter consistency

• Including channel mapping

• Cost data consistency

• Process consistency

• What’s the definition of an MQL or SQL or opp or closed lost?

3. Identify & align on key stages

Anonymous First Touch

Lead Creation

MQL Opportunity Creation

Demo Deal / Revenue

4. Educate & sell internally

Do the work

Talk about it.

All.

The.

Time.

Make data part

of the culture

5. Have the right mindset

Attribution and

performance data isn’t

the gold itself; it is the

map you need to get to

the gold

Thank You