Building Trust and Value Through Attribution By Dave Rigotti

#SocialPro #23B @drigotti

BUILDING TRUST AND VALUE THROUGH ATTRIBUTION


§ Head of marketing at Bizible

§ Obsessed with B2B marketing

§ Mission is to “make every marketing dollar profitable”

ABOUT


§ Multi-touch Consider the whole journey

§ Omni-channel Commonality of metrics

§ Centralized Sum is equal to the parts

SOCIAL ATTRIBUTION FRAMEWORK


§ Multi-touch Consider the whole journey

§ Omni-channel Commonality of metrics

§ Centralized Sum is equal to the parts

SOCIAL ATTRIBUTION FRAMEWORK

TRUST


SINGLE TOUCH ATTRIBUTION


MULTI-TOUCH ATTRIBUTION


§ Social § Organic search § Retargeting § Paid search § Email

CHANNEL BIAS


SINGLE VS MULTI-TOUCH

FIRST-TOUCH

34% of revenue



FIRST-TOUCH

34% of revenue

MULTI-TOUCH

27% of revenue



FIRST-TOUCH

34% of revenue

MULTI-TOUCH

27% of revenue

> 20% DIFFERENCE


§ Social

§ Social

§ Social

CHANNEL BIAS


§ Social Blog & ebooks

§ Social Case studies

§ Social Demo / trial

CHANNEL BIAS


EARLY RESULTS

BEFORE

42% leads 27% revenue


EARLY RESULTS

BEFORE


AFTER


MUCH MORE EFFICIENT


OMNI-CHANNEL


CENTRALIZED

1 + 1 != 3


ACCOUNT-BASED


Focus on outcomes, ie revenue

Less leads; more value

RECAP


THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!

Building Trust and Value Through Attribution By Dave Rigotti

Social Media

Transcript of Building Trust and Value Through Attribution By Dave Rigotti