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S TR ATE G Y | TAC TI C S | C O N TE N T & C R E ATI V E | D E V E L O P ME N T | TR AI N I N G
Marketing AttributionOh you fancy, huh?
7+
MEET JAMIET H E O P T I M I S T
Years in digital marketing
Marketo Certified Solutions Architect
4 cuddly mutts, 1 is my husband
Midwesterner at heart
CUSTOMER SUCCESS DIRECTOR
Alright, so what IS it?
Attribution is the science of assigning credit or allocating dollars from a sale to the marketing touchpoints that a customer was exposed to prior to being added to an opportunity.
Helps you measure program success so you can
- Show marketing ROI
- Make educated decisions on what programs and channels to invest in
First Touch
Answers: “Which programs are good at acquiring profitable new names?”
Multi-Touch
Answers: “Which programs are most influential in moving people forward in the sales cycle over time?”
First vs. Multi-touch Attribution
3 Rules
1. Credit is split evenly 2. You can’t give more credit than
you earned3. You can’t give credit for
something that happened in the past
Things Needed for it to Work
1. Opportunity Information2. Acquisition Program 3. Program Success
4. Extras: Costs
A Recipe for Attribution Success
First Touch: The Scenario
Andrea – Influencer• Researching our
company• Downloads our eBook• Continues to successfully
engage with our marketing efforts
Donald – Decision Maker• Hears about our company
from Andrea• Takes our survey• Continues to successfully
engage with our marketing efforts
$100K Opportunity
First Touch: Marketo
Downloaded eBook
Registered for Webinar A
Attended Webinar B
Engaged at Tradeshow
ConnectedWith Sales
Downloaded Survey Results
3 months
Acquisition Program
$100K
First Touch: Marketo
Downloaded eBook
Registered for Webinar A
Attended Webinar B
Engaged at Tradeshow
ConnectedWith Sales
Downloaded Survey Results
$100K
3 months
Acquisition Program
First Touch: Marketo
Downloaded eBook
Registered for Webinar A
Attended Webinar B
Engaged at Tradeshow
ConnectedWith Sales
Downloaded Survey Results
$100K
$50K
3 months
Acquisition Program
$50K
Acquisition Program
Pop Quiz! April 11 | Fred is acquired by (Tradeshow)
April 15 | Margo attends Webinar (Success)
April 22 | Fred is associated (role) to the opportunity
April 22 | Opportunity is created for $3,000
Program Name (Tradeshow) (Webinar )
(FT) Opty Created
(FT) Pipeline Created
(FT) Opty Won
(FT) Revenue Won
Pop Quiz Answers April 11 | Fred is acquired by (Tradeshow)
April 15 | Margo attends Webinar (Success)
April 22 | Fred is associated (role to the opportunity)
April 22 | Opportunity is created for $3,000
Program Name (Tradeshow) (Webinar )
(FT) Opty Created 1 0
(FT) Pipeline Created $3,000 $0
(FT) Opty Won 0 0
(FT) Revenue Won 0 0
Pop Quiz...You’re Not Getting Off that Easy! April 11 | Bill is acquired by (Tradeshow)
April 15 | Joan is acquired by (Webinar)
April 22 | Opty 1 is created for $6,000
April 24 | Opty 2 is created for $10,000
April 25 | Bill and Joan are associated with roles to BOTH Optys
April 29 | Opportunity 1 is Closed-Won
Program Name (Tradeshow) (Webinar )
(FT) Opty Created
(FT) Pipeline Created
(FT) Opty Won
(FT) Revenue Won
Pop Quiz Answers April 11 | Bill is acquired by (Tradeshow)
April 15 | Joan is acquired by (Webinar)
April 22 | Opty 1 is created for $6,000
April 24 | Opty 2 is created for $10,000
April 25 | Bill and Joan are associated with roles to BOTH Optys
April 29 | Opportunity 1 is Closed-Won
Program Name (Tradeshow) (Webinar )
(FT) Opty Created 1 1
(FT) Pipeline Created $8,000 $8,000
(FT) Opty Won .5 .5
(FT) Revenue Won $3,000 $3,000
Which programs are most influential in moving people forward in the sales cycle over time?
Multi-touch (MT)
Multi Touch: The Scenario
Andrea – Influencer• Researching our
company• Downloads our eBook• Continues to successfully
engage with our Marketing efforts
Donald – Decision Maker• Hears about our company
from Andrea• Takes our survey• Continues to successfully
engage with our Marketing efforts
$100K Opportunity
Multi Touch: Marketo
Downloaded eBook
Registered for Webinar A
Attended Webinar B
Engaged at Tradeshow
ConnectedWith Sales
Downloaded Survey Results
$100K
3 months
Success in a Program
Multi Touch: Marketo
Attended Webinar B
Engaged at Tradeshow
ConnectedWith Sales
Downloaded Survey Results
$100K
3 months
Success in a Program
Multi Touch: Marketo
Downloaded eBook
Registered for Webinar A
Attended Webinar B
Engaged at Tradeshow
ConnectedWith Sales
Downloaded Survey Results
$100K
3 months
$14K $14K
$0
$14K
$14K
Success in a Program
Multi Touch: Marketo
Member of e-Book Program
Attended Webinar B
Engaged at Tradeshow
ConnectedWith Sales
Downloaded Survey Results
$100K
3 months
$0 $14K
$0
$14K
$14K
Success in a Program
Member of Webinar A Program
Multi-Touch Attribution: MarketoContent/Asset MT Attribution
Downloaded eBook $14,000 (Andrea)
Registered Webinar $0
Downloaded Survey Results $28,000$14,000 (Andrea)$14,000 (Donald)
Attended Webinar $28,000$14,000 (Andrea)$14,000 (Donald)
Engaged at Tradeshow $28,000$14,000 (Andrea)$14,000 (Donald)
$100K
Pop Quiz! April 11 | Steve Downloads (Content) – Success
April 22 | Opportunity is created for $3,000 (Both Steve and Jason have roles)
April 25 | Jason attends (Webinar) – Success
April 30 | Opportunity is Closed-Won
Attribution Metric (Content) (Webinar )
(MT) Opty Created
(MT) Pipeline Created
(MT) Opty Won
(MT) Revenue Won
Pop Quiz Answers April 11 | Steve Downloads (Content) – Success
April 22 | Opportunity is created for $3,000 (Both Steve and Jason have roles)
April 25 | Jason attends (Webinar) – Success
April 30 | Opportunity is Closed-Won
Attribution Metric (Content) (Webinar )
(MT) Opty Created 1 0
(MT) Pipeline Created $3,000 0
(MT) Opty Won .5 .5
(MT) Revenue Won $1,500 $1,500
Limitations of Marketo’s Attribution Models
Flat Models
- A success in a program one year ago will get the same amount of credit as a more recent success.
Scalability
- To get any sort of attribution credit, there must be a program assigning acquisition or success in Marketo. This becomes unrealistic for tracking engagement with channels like social media, SEO or online advertising.
URL parameters
- Not reliable
Data
When it comes to good marketing, your entire system has to be built on a solid data foundation. If there is one seemingly minor error in the “basics,” the ground gives way to a degree where trust is also eroded. Once trust is gone, nothing else matters. Certainly not a nuanced report with multi-touch attribution models.
Be Careful on Your Positioning
It’s not about credit – it’s about creating a model whereby marketing can understand what investments are leading to the most sales
Sales works really hard to close deals. Don’t take their credit.