B2B Attribution Basics: The Pros and Cons
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Transcript of B2B Attribution Basics: The Pros and Cons
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Attribution Model Basics: Pros & Cons HOSTED BYJessica Cross and Nadim Hossain
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How To Ask Questions During Webinar
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Today’s Speakers
Nadim Hossain
@nadimhossain
Jessica Cross
@jfayesf
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Agenda
1. Common attribution models2. Pros, Cons, and Best uses of Each Model3. How Salesforce gets it wrong4. Q&A
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Multi-touch revenue attribution answers how much revenue or pipeline was generated for every dollar we spend on marketing programs.
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Common Attribution Models
•First-touch•Last-touch•Evenly weighted
•Position-Based•Machine learning•Time Decay
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Common Attribution Models
•First-touch•Last-touch•Evenly weighted
•Position-Based•Machine learning•Time Decay
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Consider Jane, Director of DevOps at AcmeTech
1. Meets you at a tradeshow2. Watches demo video3. Downloads eBook4. Watches product webinar5. Signs deal for $20k
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First-Touch Attribution
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Last-Touch Attribution
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Single-Touch: The Bottom Line
● Overstates the value of a single activity● Ignores all mid-funnel activity● Misleading, results in bad decision making● Salesforce only sees last touch prior to
conversion
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Evenly-Weighted Attribution
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Evenly-Weighted: The Bottom Line
● Vast improvement over First-Touch Attribution● Not all touches are created equal● Undervalues campaigns with higher engagement● Undervalues “source” or “tipping point” touches
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Position-Based Attribution
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Position Based: The Bottom Line
● Reflects Buyer’s Journey● Gives credit to acquisition and tipping point
touches● Fairly easy to understand and communicate● Most BrightFunnel customers use position based
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The New B2B Buyers’ Journey
• Marketing owns +70% of the Buyers’ Journey• 4-5 influencers• Not all influencers are known to the sales team• Each influencer follows a unique journey
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AcmeCorp Team
Director, DevOps
C.I.O. Systems Admin IT Analyst
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Susan’s Journey
1. Watches a webinar2. Reads a white paper3. Downloads a case study4. Signs up for a CIO dinner
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The Entire AcmeCorp Journey
= 4 TOUCHES
= 4 TOUCHES
= 2 TOUCHES
= 8 TOUCHES
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The Entire AcmeCorp Journey
= 18TOUCHES
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How Salesforce Reports ROI
● Single-Touch Only
● Reliant on Contact Roles
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Salesforce Misses 75% of the Team
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94% of touches not attributed to the AcmeTech sale.
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1. Multi-Touch Revenue Attribution is critical for B2B Marketers
2. Don’t over-complicate things; just get started3. Salesforce leaves you blind to 90%+ of your
funnel activity.4. Select a technology designed for B2B Marketers
Takeaways
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You’re ready for Multi Touch When
● You are using Salesforce and a Marketing Automation tool.
● You sync your campaigns to Salesforce● You have a diverse marketing mix● Your B2B Buyers’ Journey is complex● Your company is focused on acquiring new
customers
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Why BrightFunnel?
Get the total picture of Marketing’s impact on revenue.
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The Salesforce Method
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The BrightFunnel Method
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Trusted by Marketing Teams
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Questions?