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Navigating the Complex Landscape of B2B
Attribution
Aaron BirdCEO and Night Janitor, Bizible
About Aaron
• 15 years building software
• 4 years at Microsoft on Bing Ads
• Started Bizible 4 years ago
• Graduated Techstars; raised $10M
• Also night janitor at Bizible; love bourbon a little too much
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“The art of simplicity is a puzzle of complexity”
- Douglas Horton
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Eliminating channel bias
Social
Content Marketing
Organic Search
Retargeting
Paid Search
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Pipeline Marketing
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Top of mind metrics
You need to know:
• Average time from first click to closed deal
• Lead to opportunity rate and opportunity to customer rate by marketing source
• Opportunities needed to hit revenue goal
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Ad networks and conversion
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Attribution modeling today
B2C B2B
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•Our research found big differences in first and last touch attribution...
2.5XSocial
1.6XDirect
1.4XSearch
Problem with single touch
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Key transitions in buying journey
Channel
Action
First Touch
• Social • Organic
Search
Visit
• Retargeting• Content
LeadCreated
• PPC• Email
OpportunityCreated
Last Touch
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W-shaped attribution
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Visit Opp.Lead
30%30% 30%
Account based attribution
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Visit Opp.Lead
Researcher Users Decision Maker
One Account / Company
Problem Measure
Not all marketing touches are equal
Events &Conference
s
Display Ad Impression
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Recap
• Track first click data
• Get agreement on the key touchpoints
• Measure post-lead marketing touches
• Use account-based attribution
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QUESTIONS?
Just started measuring revenue. Time for some bourbon.
First
Key transitions in buying journey
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Last
VisitOpportunit
yLead
Action
First Touch
Lead Opportunity
Last Touch
The Researcher The Users The Budget Authority
One Account
Visit
Account based attribution
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W-shaped attribution
30%30%30%
1 2 31. First touch that created the first (anonymous) visit
2. The touch that converted the visitor into a lead
3. The touch that converted the lead into a sales opportunity, and sales teams become engaged
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