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About Me
@birdstweets #pipelinemarketing
• CEO of Bizible
• Previously Lead
Program Manager at
Microsoft on Bing Ads
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
First Touch Attribution
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Last Touch Attribution
•We studied 500,000 leads first & last touch
and…
@birdstweets #pipelinemarketing
Problems with Single Touch Attribution
SocialFirst Touch =
2.5X Last Touch
DirectLast Touch =
1.6X First Touch
SearchFirst Touch =
1.4X Last Touch
Need To Account For
1.Anonymous touches (pre lead)
2.Marketing touches (post lead)
3.Key funnel transitions (handoffs)
4.Account based (vs person based)
@birdstweets #pipelinemarketing
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Customer Conversion Path
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
Account
Based
Problems with U-Shaped/Position Model
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
Created
Opportunity
Created
U-Shaped
First Touch Attribution Last Touch Attribution
Includes the full funnel
Not perfect
Everyone buys in
Best Models...
@birdstweets #pipelinemarketing
W-Shaped Account Based
Channel
Action
@birdstweets #pipelinemarketing
• Search
• Social
• Blog
• Retargeting
• Content
nurturing
VisitLead
CreatedOpportunity
Created
W-Shaped
Key Takeaways
• Single touch models are inaccurate
• Use multi-touch attribution to
smooth out biases of single touch
• Account for key transition points
• Start slow and build up overtime
@birdstweets #pipelinemarketing