THE CURRENT STATE OF MARKETING MEASUREMENT AND ATTRIBUTION · And marketing attribution best...
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Modern Marketers Need to Prioritize Attribution and Align Goals to Business Metrics that Matter—Like Pipeline and Revenue THE CURRENT STATE OF MARKETING MEASUREMENT AND ATTRIBUTION The availability of data around key buyer interactions has catapulted marketing to the forefront of a company’s revenue strategy, and marketers are being asked more and more to measure the impact that their programs have on pipeline and revenue. Are marketers adopting measurement best-practices? How does your company stack up? Learn more about the current state of marketing measurement and where to focus your efforts. O F M A R K E T E R S agree that measurement is a top priority O F M A R K E T E R S say their measurement needs improvement O F M A R K E T E R S rank their measurement as excellent MARKETING MEASUREMENT IS A TOP PRIORITY FOR MARKETING ORGANIZATIONS IN 2017 & 2018 It’s clear that marketers believe measuring their impact on pipeline and revenue is a critical priority in the next twelve months. SHOWING IMPACT ON PIPELINE AND REVENUE IS THE TOP REASON FOR CREATING AN ATTRIBUTION AND MEASUREMENT STRATEGY Today’s marketers want to become strategic business partners, and in order to take their seat at the revenue table, they need to speak in a language the business understands—pipeline and revenue. And marketing attribution best practices will help them get there. Show impact on pipeline and revenue Show ROI on investments Track investments by channel Improve sales and marketing alignment Track velocity between funnel stages Marketers purchase an attribution platform to: MAKE IT A BUSINESS IMPERATIVE! To prioritize measurement you need buy-in from every member on your team. Set aside time with each team member so they know what and how to implement measurement across their programs. DATA, DATA, EVERYWHERE WAY TOO MANY MARKETERS ARE STILL USING INEFFICIENT MEASUREMENT TOOLS So, how are marketers measuring their efforts today? A lot of the old-school ways will surprise you! are only using Excel spreadsheets only use their CRM use web analytics use marketing automation use a dedicated attribution platform Measuring marketing impact using only Excel, CRM, and marketing automation won’t give you the multi-touch attribution data that you need to show how each marketing touch-point influences a closed deal. Implementing a marketing attribution platform can get you to your strategic goals. MARKETERS NEED TO MOVE AWAY FROM ACTIVITY METRICS Despite the fact that more strategic attribution tracking is on so many marketers’ minds, many are still just getting started. There are a lot of marketers still focusing on vanity metrics vs. business metrics. Web Traffic Email Click-Through Rates Form Conversions Social Engagement Number of MQLs Number of SQLs Marketing Sourced Opps Mid-Funnel Multi-Touch Attribution Last Touch Attribution Closed/Won Deals Here are the metrics that marketers track today: MORE AND MORE MARKETERS HAVE QUOTAS TIED TO REVENUE The good news is that more and more marketers have goals that are tied directly to pipeline and revenue! We love this! How are marketers measured? The data clearly shows that marketers are moving towards a more revenue-based goal structure that aligns with sales and the overall business. Ready to get started leveraging marketing attribution? BrightFunnel can help! Contact us today for a demo. Sources: 2017 Demand Generation Benchmark Survey Report from DemandGen Report 2017 Marketing Measurement and Attribution Survey Report from DemandGen Report
Transcript of THE CURRENT STATE OF MARKETING MEASUREMENT AND ATTRIBUTION · And marketing attribution best...
Modern Marketers Need to Prioritize Attribution andAlign Goals to Business Metrics that Matter—Like Pipelineand Revenue
THE CURRENT STATE OF MARKETINGMEASUREMENT AND ATTRIBUTION
The availability of data around key buyer interactions has catapulted marketing to the forefront of a company’s revenue strategy, and marketers are being asked more and more to measure the impact that their programs have on pipeline and revenue.
Are marketers adopting measurement best-practices? How does your company stack up? Learn more about the current state of marketing measurement and where to focus your efforts.
OF
MARKETERS
agree thatmeasurementis a top priority
OF
MARKETERS
say theirmeasurement
needs improvement
OF
MARKETERS
rank theirmeasurementas excellent
MARKETING MEASUREMENT IS A TOP PRIORITYFOR MARKETING ORGANIZATIONS IN 2017 & 2018It’s clear that marketers believe measuring their impact on pipelineand revenue is a critical priority in the next twelve months.
SHOWING IMPACT ON PIPELINE AND REVENUEIS THE TOP REASON FOR CREATING ANATTRIBUTION AND MEASUREMENT STRATEGYToday’s marketers want to become strategic business partners, andin order to take their seat at the revenue table, they need to speakin a language the business understands—pipeline and revenue.And marketing attribution best practices will help them get there.
Show impact on pipeline and revenue
Show ROI on investments
Track investments by channel
Improve sales and marketing alignment
Track velocity between funnel stages
Marketers purchase an attribution platform to:
MAKE IT A BUSINESS IMPERATIVE!To prioritize measurement you need buy-in from everymember on your team. Set aside time with each teammember so they know what and how to implementmeasurement across their programs.
DATA, DATA, EVERYWHERE
WAY TOO MANY MARKETERS ARE STILL USINGINEFFICIENT MEASUREMENT TOOLSSo, how are marketers measuring their efforts today? A lot of theold-school ways will surprise you!
are onlyusing Excel
spreadsheets
only usetheir CRM
use webanalytics
usemarketing
automation
use adedicatedattributionplatform
Measuring marketing impact using only Excel, CRM, andmarketing automation won’t give you the multi-touchattribution data that you need to show how eachmarketing touch-point influences a closed deal.Implementing a marketing attribution platform canget you to your strategic goals.
MARKETERS NEED TO MOVE AWAY FROMACTIVITY METRICS Despite the fact that more strategic attribution tracking is on somany marketers’ minds, many are still just getting started. Thereare a lot of marketers still focusing on vanity metrics vs. businessmetrics.
Web Traffic
Email Click-Through Rates
Form Conversions
Social Engagement
Number of MQLs
Number of SQLs
Marketing Sourced Opps
Mid-Funnel Multi-Touch Attribution
Last Touch Attribution
Closed/Won Deals
Here are the metrics that marketers track today:
MORE AND MORE MARKETERS HAVE QUOTASTIED TO REVENUE The good news is that more and more marketers have goals thatare tied directly to pipeline and revenue! We love this!
How are marketers measured?
The data clearly shows that marketers are moving towards a morerevenue-based goal structure that aligns with sales and the overallbusiness.
Ready to get started leveraging marketing attribution?BrightFunnel can help! Contact us today for a demo.
Sources: 2017 Demand Generation Benchmark Survey Report from DemandGen Report2017 Marketing Measurement and Attribution Survey Report from DemandGen Report
![[Infographics] Making Sense Of Marketing Attribution](https://static.fdocuments.in/doc/165x107/58ef56041a28aba7058b4585/infographics-making-sense-of-marketing-attribution.jpg)
