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Attribution
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Your Hosts
Kevin WordonHead of Customer Strategy
Adobe
Maria TaCommercial Marketing Manager
Marketo
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Only 15.2% of B2B Marketers rate their
ability to measure marketing
performance as “effective”
[2018 State of Pipeline Marketing Report]
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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
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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
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Marketing Data: Align to Revenue
Optimize Optimize OptimizeOptimize Optimize
WEB PAID MEDIA
EVENTS EMAIL SALES DEV
REVENUE
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“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
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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
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Data Volume Difference
22
167 Average # of engagements in a Marketo journey
Tracked by CRM campaigns
Tracked by single-touch attribution1
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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
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Data Granularity Difference ID [email protected]
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
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The holistic picture
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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
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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
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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
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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%
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See the Complete Buyer Journey
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Attribution @ Marketo
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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?
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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?
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Single Touch → Multi-Touch AttributionORGANIC SEARCH
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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
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Single Touch → Multi-Touch AttributionSOCIAL
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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
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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!
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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!
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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
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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
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5 Takeaways
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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
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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?
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3. Identify & align on key stages
Anonymous First Touch
Lead Creation
MQL Opportunity Creation
Demo Deal / Revenue
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4. Educate & sell internally
Do the work
Talk about it.
All.
The.
Time.
Make data part
of the culture
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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
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Thank You