Inventions, Obsessions, and B2B Marketing Attribution

Presented by

INVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

Dave RigottiHead of Marketing,

Bizible

Justin NorrisSolutions Architect & Marketo Champion,

Perkuto

Anna-Maria KrönerMarketing Manager,

Perkuto

Presented byINVENTIONS, OBSESSION, AND B2B MARKETING ATTRIBUTION

MarTech Best of Breed

Helping you cut through the chaos!

Agenda

1. Interesting History of Rubber

2. Challenges of Attribution

3. What Good B2B Attribution Looks Like

4. Rolling Out A Marketing Attribution Program



B2B Buying Journey

Presented by

Awareness Consideration Purchase

Source: Forrester



Challenge #1: B2B = More Marketing Data

long sales cycle = more marketing touches

multiple people involved in deal = more marketing touches


Presented by

Challenge #2: Connecting Platforms

2012 (350) 2015 (1,678)


Challenge #3: Eliminating Channel Bias

Presented by

SocialContent marketingOrganic searchPaid searchRetargetingEmail


Marketing = Revenue Obsession + Tools

Presented by

PipelineMarketing



Focus on Key Transitions

Presented by

Visit(Anonymous)

OpportunityCreated

LeadCreated

Social

Organic

Search

Retargeting

Email

EventsChannel

Action

First Touch Last Touch


W-Shaped Attribution

Presented by

30%30% 30%


Account Based Reporting

Presented by

Visit Opp.Lead

Researcher Users Decision Maker

One Account / Company


How Technology Can Help


Rolling Out A Marketing Attribution ProgramHow to Bring Your Organization into a Multi-Touch World

You’ve Got The Technology – Now What?


Strategy Process Change Management

Strategy

Create A Shared Vision

• Get clarity on your reporting goals• What decisions will you make based on

this information? • Create common definitions

• What is a lead? • What is a customer?

• How will you measure performance?


Create The Data You Want to See


IN = OUT

Taxonomy Is Your Foundation


Channel Sub-Channels Tracking MethodDirect n/a Native

Web Referral [referring domain] Native

Organic Search Google, Bing, Yahoo Native

Paid Search Google Adwords, Bing Ads Native

Social Twitter, Facebook, LinkedIn, Google Plus UTM Parameters

Display Ad Google Display Network, Yahoo, AdRoll UTM ParametersEmail Newsletter, E-Blast, Event, Webinar, Nurturing UTM ParametersEvent Tradeshow, User Group, Roadshow SFDC CampaignSales Prospecting Email, Cold-Call, LinkedIn UTM / SFDC Campaign

List Purchase Vendor 1, Vendor 2, Vendor 3… SFDC Campaign

Content Syndication Vendor 1, Vendor 2, Vendor 3… SFDC Campaign

Process

Leave Nothing To Chance...



Roles And Responsibilities

• Who adds UTMs to all campaign links? • Who does list uploads and into what system? • Who runs event programs? • Who maintains sales email templates?• Who ensures all social links are tagged correctly? • etc.


Map it Out; Write it Down


Pre-Flight Checklist

• All links tagged?• SFDC Campaigns created?• Marketing automation programs active?• QA review by peer?


Change Management

Better Attribution! No Big Deal, Right? Wrong.

• Can be highly political • Some people prefer the status quo • Fear, inadequacy, imposter syndrome


Kubler-Ross Change Curve


Time

Mor

ale/

Com

pete

nce

Shock

Denial

Anger

Depression

Openness

Acceptance

Top Down - Build Alignment

• Communicate early and often• Understand what each stakeholder is really looking for

• Not all information needs are the same • Get strategic partners invested in the success of the project• Have an answer to “What’s in it for me?”

• Marketing• Sales• Finance• CEO


Bottom Up - Attract Support

• Partner with those who can encourage/enforce compliance • Need both carrot and stick

• Ease anxieties by cultivating a “fail fast” culture of experimentation• Shift focus from “success/failure” to “what did we learn?”

• Get quick wins – eye candy, actionable insights• Show that the grass is greener


Questions & Answers

Dave RigottiHead of Marketing

[email protected]

@DRigotti

Justin NorrisSolutions Architect & Marketo Champion

[email protected]

@JustinNorris

Anna-Maria KrönerMarketing Manager

[email protected]

@Annariak

Upcoming Webinars>> hello.perkuto.com/martech-bob


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