[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 7

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 7

Season seven of Game of Thrones may have ended last week, but fret not — we’ve got one last episode of Between Two Dragons for you!

Think Westeros has nothing to do with analytics or marketing? Then you know nothing, Jon Snow.

Our next video has some serious spoilers for Game of Thrones Season 7, Episode 7, “The Dragon and the Wolf” so if you haven’t seen it yet, now’s the time to ride away.

game of thrones recap

In the season finale of Between Two Dragons, the Grand Maesters of House EverString and House BrightFunnel analyze last week’s finale to breakdown that cryptic meeting between Cersei and the Army of the Living, what it means now that Littlefinger has finally met his end and that boat scene that everyone’s talking about.

Watch the season finale of Between Two Dragons now to see our analysis of the season ender and our predictions for what will happen in season eight.

Thanks for watching! See you next season.

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 6

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 6

Flaming swords, zombie polar bears and ice dragons — oh my! So much happened during last week’s episode of Game of Thrones titled “Beyond the Wall”! And if you’re looking for a breakdown of everything going on in Westeros right now, then you’re in luck because each week, we’ve been unveiling a new marketing themed recap video that analyzes the ROI of each main character’s latest campaign.

Think Westeros has nothing to do with analytics or marketing? Then you know nothing, Jon Snow.

Our next video has some serious spoilers for Game of Thrones Season 7, Episode 6, so if you haven’t seen it yet, now’s the time to ride away.

game of thrones recap

In the sixth episode of Between Two Dragons, the Grand Maesters of House EverString and House BrightFunnel analyze last week’s episode to explain the improved ROI for the army of the dead, now that the Night King has raised the dragon Viserion (RIP) from the dead to turn him into a full fledged ice dragon. 😱

With a lot going on leading into the season finale, we’ve sorted through the chaos of everything going on in Westeros right now, so you don’t have to. Watch episode six now to see our analysis of the battle beyond the wall and our predictions for what will happen next!

 

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 5

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 5

Last week episode of Game of Thrones, “Eastwatch” was jam packed with campaigns! And if you’re looking for a breakdown of everything going on in Westeros right now, then you’re in luck because we’ve been unveiling a new marketing themed recap video that analyzes the ROI of each main character’s latest campaign.

Think Westeros has nothing to do with analytics or marketing? Then you know nothing, Jon Snow.

Our next video has some serious spoilers for Game of Thrones Season 7, Episode 5, so if you haven’t seen it yet, now’s the time to ride away.

game of thrones recap

In our fifth episode of Between Two Dragons, the Grand Maesters of BrightFunnel analyze last week’s episode to uncover Daenerys’ campaign ROI, share who got dissed in Shade of Thrones, and chat about their predictions for what will happen in Westeros next.

Watch the new episode and be sure to subscribe now to “Between Two Dragons” to have a video delivered to your inbox each week!

 

The Top 5 Must Have Metrics for Demand Generation Marketers

The Top 5 Must Have Metrics for Demand Generation Marketers

Let’s say for a minute that your marketing org is a football team. Your VP of Marketing is the coach, mapping out the best campaigns and strategizing the next moves for your team before the competition even knows what hits them. That’s easy to imagine, right? Now say you had to pick a marketer on your team to be the quarterback, who might that be?

Your demand gen manager is likely the one filling this role — orchestrating lead generation programs and overseeing your pipeline to make sure that you always have new leads and distributing them to the right players, at the right time. As you might imagine, the life of a marketing quarterback can be tough! When it comes to navigating the gridiron and ensuring your team wins more deals, demand gen marketers are often being asked to do more with less.

In fact, the 2017 Demand Generation Benchmark Survey found that 13% of marketers would have a decreased demand gen budget, while expectations for proving marketing’s impact on revenue growth was at an astounding 75%! That’s a lot of pressure on your quarterback to make absolutely sure that each campaign they run has a direct, positive impact on pipeline.

How Marketing Reporting Can Help Demand Marketers

Given the uneven playing field of high expectations and low budgets, more and more demand gen marketers are increasing their focus on measurement and reporting. The unprecedented ability to analyze, predict and forecast which channels and offers are leading to the best conversion of new and accelerated leads is essential for today’s demand gen marketers. This is where a multi-touch attribution tool can give your quarterback a leg-up on the playing field.

Think about it — demand gen marketers run a variety of campaigns like internal email blasts, content syndication, vendor emails and lead nurture plays. Needless to say, a lot of what your quarterback is throwing down is being picked up by leads throughout the funnel, and they’ll need an easy way to put together marketing reports that capture the full picture of how each marketing touch has contributed to a closed-won deal.

What Demand Gen Marketers Should Be Tracking

Metric #1: Overall Marketing Impact

multi touch attribution

Why You Should Track This:  Knowing how much revenue and pipeline marketing sourced or influenced in relation to how much overall pipeline and revenue was generated by your organization will help you, your CMO and CEO holistically understand the impact that marketing has had on the business. Your revenue team should set quarter-over-quarter goals for marketing sourced/ influenced revenue that come close to 100% as time progresses. This analysis and report should help your org address how to best move a lead through the sales funnel on an ongoing basis.

Metric #2: What Campaign Groups Work Best For Lead, Opp and Deal Generation? multi touch attribution

Why You Should Track This: On a weekly basis, a demand gen marketer should keep their eye on which campaigns groups are working best for sourcing the most leads, opportunities or deals. This report matters because it gives you the exact insights you need to determine if you need invest more into paid programs or double down on emails that source leads that have progressed to different stages of the funnel. Additionally, filtering this report by segments like company size, territory, or target audience will give you visibility into which campaign groups work best for each segment — so that you can set up targeted funnels for each pathway.

Metric #3: Campaign Specific Reporting

multi touch attribution
Why You Should Track This: Determining which channel and assets specifically work to drive the highest ROI for your business is essential for any demand gen marketer. Whether you look into your email, content syndication or webinar ROI — drilling down into campaign specifics will help you determine which programs source / influence the most pipeline and revenue, as well as which asset (or offer) work best for a channel. For example, using this report to look at which ebook performed best across content syndication, can help you hone in on the best asset and vendor to use when running paid programs. You can also use this report to look for programs with the lowest CPL, CPO and CPD to evaluate if changing your audience targeting or asset will help lower and high costs and raise ROI.

Metric #4: Stage Progression

multi touch attribution

Why You Should Track This: This report has to be our favorite out of the bunch because it immediately helps you see how you’re tracking towards your quarterly marketing team goals for lead and opportunity generation. On a daily basis, this report will allow any demand gen marketer to asses how many leads, MQLs, SALs, SQLs, Opps, and Deals have been created to date for the quarter. And, if you’re not tracking positively to your goals for each stage, you can use these insights to identify areas of the funnel that need more movement. For example, you might see that you need to run an accelerator campaign if your leads are stuck in MQL. This is where that campaign specific reporting you ran in the section above can help you get your leads moving from stage to stage.

Metric #5: Opportunity Analysis

multi touch attribution

Why You Should Track This: We recently wrote how your revenue team should perform a full-funnel deal analysis after each closed-won deal. By surfacing which marketing programs and campaigns are influencing leads throughout the sales funnel, your entire business can develop a deeper understanding of how to work better together. At BrightFunnel, we pay close attention to not just first and last converting touches, but every single marketing touch in order to identify value and effectiveness of all programs. Wouldn’t you want to see if your champion in a deal sent around a specific testimonial across his or her team before they became a customer? This report helps you understand what matters most to buyers as they make their purchase decisions.

Getting Started With Multi-Touch Attribution

If you’re a demand gen marketer who would like to run these reports to show your organization and understand your complete buyer’s journey, please don’t hesitate to reach out. We would love to provide you with a closer look into our demand gen reports by means of the BrightFunnel platform!

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 4

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 4

If you’re enjoying the seventh season of Game of Thrones, then you should definitely be watching this season of Between Two Dragons! Each week we film a new marketing themed recap video that analyzes the ROI of each main character’s latest campaign.

Think Westeros has nothing to do with analytics or marketing? Then you know nothing, Jon Snow.

Our next video has some serious spoilers for Game of Thrones Season 7, Episode 4, titled “Spoils of War,”  so if you haven’t seen it yet, now’s the time to ride away.

game of thrones recap

In our fourth episode of Between Two Dragons, the Grand Maesters of BrightFunnel analyze last week’s episode to uncover Daenerys’ campaign ROI, share who got dissed in Shade of Thrones, and chat about their predictions for what will happen in Westeros next.

Watch the fourth episode and be sure to subscribe now to “Between Two Dragons” to have a new video delivered to your inbox each week!

 

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 3

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 3

If you haven’t been watching the second season of Between Two Dragons, you’re totally missing out on our epic marketing meets Game of Thrones recap videos! Each week we’ve been analyzing the latest episode of Thrones but with a marketing twist.

Think Westeros has nothing to do with analytics or campaign ROI? Then you know nothing, Jon Snow.

Our next video has some serious spoilers for Game of Thrones Season 7, Episode 3, titled “The Queen’s Justice,”  so if you haven’t seen it yet, now’s the time to ride away.

game of thrones recap

In our third episode of Between Two Dragons, the Grand Maesters of BrightFunnel and House EverString analyze last week’s episode to uncover Cersei’s campaign ROI, share who got dissed in Shade of Thrones, and chat about their predictions for what will happen in Westeros next.

Watch the third episode and be sure to subscribe now to “Between Two Dragons” to have a new video delivered to your inbox each week!

Want to hear about the best marketing campaigns in this realm? Join our ice cream social, “Funnel Fab or Flop: Real Stories From Real Marketers” in San Francisco on August 17th!

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 2

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 2

Last week, Between Two Dragons proudly made its Season Two debut as we teamed up with House EverString to recap the season 7 premiere of Game of Thrones.  If you’re just tuning into the show, in each recap we’ll be breaking down the latest Game of Thrones episode but with a marketing twist. And if you think Westeros has nothing to do with marketing, then you know nothing, Jon Snow.

Our next video has some serious spoilers for Game of Thrones Season 7, Episode 2, titled “Stormborn,”  so if you haven’t seen it yet, now’s the time to ride away.

game of thrones recap

In our second episode of Between Two Dragons, the Grand Maesters of BrightFunnel and EverString analyze last week’s episode to uncover Daenerys’ campaign ROI, share who got dissed in Shade of Thrones, and chat about their predictions for what will happen in Westeros next.

Watch the second episode and be sure to subscribe now to “Between Two Dragons” to have a new video delivered to your inbox each week!

Want to hear about the best marketing campaigns in this realm? Join our ice cream social, “Funnel Fab or Flop: Real Stories From Real Marketers” in San Francisco on August 17th!

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 1

[Video] Between 2 Dragons: A Game of Thrones Marketing Recap Of Season 7, Episode 1

Winter officially came to Westeros with last week’s season 7 premiere of Game of Thrones.  We’re so excited for the new season that we’ve teamed up with House EverString to present a weekly marketing recap called Between Two Dragons!

This post has some serious spoilers for Game of Thrones Season 7, Episode 1, titled “Dragonstone,”  so if you haven’t seen it yet, now’s the time to ride away.

In our debut episode of Between Two Dragons, the Grand Maesters of BrightFunnel and EverString analyze last week’s premiere to uncover Arya’s campaign ROI, share who got dissed in Shade of Thrones, and chat about their predictions for what will happen in Westeros next.

Watch the first episode and be sure to subscribe now to “Between Two Dragons” to have a new video delivered to your inbox each week!

brightfunnel between two dragons

And don’t forget to share our first episode on social media using the hashtag #betweentwodragons to be entered to win our weekly giveaway! Stay tuned for future episodes of the best unofficial marketing recap in all the realm.

How Emerging Technologies Help Marketers Unearth Buyer Insights

How Emerging Technologies Help Marketers Unearth Buyer Insights

When it comes to measuring your marketing attribution, do you sometimes feel like you’re stuck looking in the rearview mirror? While many businesses are holding their marketing org responsible for future planning and forecasting spend — they’re often stuck relying on backward-looking marketing measurement techniques and antiquated data.

This makes it hard for marketers to get a gauge on what’s working and what’s not, which makes reporting campaign performance and allocating budget even harder. In fact, a recent Forrester report found that the single biggest challenge for B2B marketers is attributing program spend to revenue results.

So what’s a marketer to do?

Enter marketing attribution technology —or Marketing Performance Management (MPM) as Forrester has named the category. This group of emerging technologies can help govern goal setting, monitor campaign performance and optimize marketing’s contribution to revenue.

How MPM Can Improve Your Attribution

In the past, marketers have had to rely on clunky spreadsheets or data platforms that weren’t specifically built with a marketer’s needs in mind. However, with the new wave of marketing performance management tools, marketers start proving their value to the organization.

According to Forrester, “B2B marketers that deploy MPM report many benefits, including visibility into cross-channel marketing performance, visual indicators of progress against key performance indicators (KPIs) through customizable real-time dashboards, insight-loaded lead-to-revenue metrics and powerful attribution models.”

These type of deep-dive reports are finally enabling marketers to do what so many struggle to — calculate and demonstrate return on marketing investments. Additionally, MPM helps B2B marketers tell the story of marketing performance in term of bottom-line business impact.

The Future of Reporting

To better understand how marketing can better serve the business, it’s time for marketers to adopt MPM. One of the benefits of a MPM tool is that it can provide comprehensive marketing and sales lead-to-revenue management metrics and powerful multi touch attribution to enable long-term structural program changes. Not only that, but it finally lets marketers go into future-state planning instead of being stuck looking at metrics in a rear view mirror.

Want to learn more about marketing performance management? Download this Forrester report to learn a third party perspective on the power of marketing attribution.

How Marketing Leaders Can Create a Culture of Measurement

How Marketing Leaders Can Create a Culture of Measurement

“Shut the door. Have a seat.” – Don Draper

Picture this scenario, your CEO comes up to you and says these words before asking you to prove the impact of your marketing campaigns. Since modern-day marketers are way past the Don Draper, Mad Men days, proving success no longer means getting a creative advertisement in the newspaper or a top ad spot on TV.

Marketing leaders are being asked now, more than ever before, to show the true impact of your marketing investments on revenue.  And in this scenario, you’ll want to make sure that, as a marketing leader, you can tell your CEO, beyond a shadow of a doubt that your marketing programs brought in that $4 million deal.

While many marketers have started leveraging data to tie every single marketing activity their team executed to cold hard cash, the 2017 Demand Generation Benchmark Study found that only 46% of all the marketers surveyed were actively measuring any type of influence on revenue. So, there is a lot of work to be done before marketing leaders are finally able to take an ever-coveted seat at the revenue table.

In our new ebook, the Marketing Leader’s Playbook for Creating a Culture of Measurement, we go over how you and your team can start embracing marketing attribution and lay the foundation for measurement success. Our goal at the end of reading this ebook is that you’ll have the power to walk into the next meeting with your CEO knowing exactly what your marketing brings to the business and finally earn that coveted a seat beside your sales teams at the revenue table.

Check out a few of the highlights of our ebook below.

Embrace Revenue Intelligence

Marketing leaders know this best — today’s buyer has access to more information and technology than ever before, so the needs and wants of the B2B buyer is constantly changing. This means marketing leaders have to push their teams to get creative when it comes to reaching their target accounts. Since there are so many different tactics across different channels used to create a “surround sound” motion amongst your buyers, marketing owns more of the buying journey than ever before. And more interactions means more data.

In order to understand how your customers make a purchase, you need to understand and track the full buyer journey—across all touch-points, channels, and individuals. You will need to know what message, channel, and touch works at any given time, for each decision influencer. And, you’ll need to know how both marketing and sales touches work together to accelerate buyers through your sales funnel.

How can accomplish all that as a marketing leader? You need revenue intelligence.

At BrightFunnel, we define revenue intelligence as, “accelerating revenue and orchestrating the right sales and marketing touches across the customer journey by analyzing attribution metrics throughout your sales funnel”.

By understanding what to say, when to say it and who to say it to in the buyer journey, you’re empowered to be much more targeted with your marketing team’s outreach.

Set the Right Goals By Function

At BrightFunnel, we think it’s incredibly important for each team member to pull their own reports, instead of relying solely on a marketing operations manager to pull reports for them. By insisting that they go through the process of understanding measurement and pulling their own metrics, your team will be much more connected to the numbers and the results.

An important first step to take with each member of your team will be to clearly define and outline a set of goals and a shared understanding of which metrics are important. While your content marketing manager may want to measure which content is bringing in net-new leads into the funnel, your social media manager will care more about which social media ads are impacting pipeline and revenue.

While the Don Draper old way may have been to measure marketing’s success on the pure number of net-new leads generated, when you shift to creating a culture of measurement that embraces revenue attribution, you metrics should go way beyond that! Just like your sales team, you should goal your marketing team on pipeline and revenue.

To learn more, download our new ebook on the Marketing Leader’s Playbook for Creating a Culture of Measurement.

[Cheatsheet] How to Implement and Measure the New Demand Waterfall

[Cheatsheet] How to Implement and Measure the New Demand Waterfall

Imagine for a moment that you’re back in 2006. The first iPhone won’t even come out for another year–so if you’re a marketer, you’re probably rockin’ a Blackberry or flip phone and dreading the internet charges you’ll incur if you check your email outside of work. Newspaper ads, television spots, and faxes are still the go-to marketing channels, and it’s in this marketing landscape that SiriusDecisions debuted the first Demand Waterfall to help B2B marketers define the sales process.  

Needless to say, things were a lot different for marketers in 2006 than they are in 2017. The B2B buyer’s journey has continued to grow and evolve in the last decade to keep up with emerging technologies, so in response SiriusDecisions recently revealed a brand new Demand Unit Waterfall.

What does this mean for sales and marketing teams? The new waterfall features an updated sales funnel with refined stages and, more importantly, it redefines how revenue teams should identify “buyers.” This update actually makes it easier for sales and marketing teams to better track the buyer’s journey, improve their campaign processes, and drive increased revenue in today’s martech landscape.

The Old Vs. The New

With a new waterfall comes new responsibilities for marketers. While previous demand waterfall iterations have always focused on the individual, today’s marketers know that measuring their funnel means taking the full account into consideration–not just the individual.

In fact, BrightFunnel’s own studies show that most B2B buying teams can be made up of 5+ unique influencers. So, if we are living in an account-based world, why have marketers been measuring movement through the funnel in terms of leads? Shouldn’t we be taking into consideration each and every marketing touch point on the account that influences a closed deal?

The new waterfall helps marketers do just that by placing the importance on the entire group of buyers (including influencers) within an account, which they refer to as  “Demand Units.” Just as newspaper ads and sending faxes have taken a back seat, marketers should think of lead-based metrics as being just as antiquated as these outdated marketing tactics from 2006.  

How Can Marketers Measure The New Demand Waterfall?

In order to effectively measure the new Demand Units, you will need to take several steps to ensure a smooth transition from lead-based to account-based measurement.

From an implementation perspective, you’ll first need to create new stages and rules in your CRM and marketing automation platform to look at groups of buyers within an account–think Marketing Qualified Accounts (MQA) vs. Marketing Qualified Leads (MQL). It will also mean tracking new metrics like Contact Generation and Coverage, Account Engagement, and Account Trends and Conversions.

Want to make the switch to account-based measuring and track your Demand Units? Download our new cheat sheet on How to Measure and Implement the New Demand Waterfall for expert tips on what this all means for marketers and tips for getting started.

[Case Study] BrightFunnel Success Story: Lionbridge Leverages Multi-Touch to Become Agile ABM Marketers

[Case Study] BrightFunnel Success Story: Lionbridge Leverages Multi-Touch to Become Agile ABM Marketers

We’re thrilled to be sharing a new video in our Funnelside Success Stories series, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

The next video in the series features Thomas Zimmerman, Senior Manager, Global Demand Center at Lionbridge Technologies. As the world’s #1 globalization company, Lionbridge delivers industry-leading translation and localization, digital marketing, global content management and application testing service to some of the world’s top brands. With an all-star client roster across a multitude of industries and cities, Lionbridge needed to ensure that their marketing reports were as top-notch as their translation services when they brought on BrightFunnel.

Here are a few of our the highlights from the Lionbridge journey with BrightFunnel so far.

Personalize the buyer journey in real-time with Campaign Attribution.

When he kicks off the Lionbridge story, Thomas shares that BrightFunnel is not just an attribution platform to him and his team, but a central hub where their marketing team can consolidate and centralize their reporting. With this one-stop shop, Thomas can finally bring together all of Lionbridge’s different marketing touch points into one holistic, singular view. This was an eye-opening moment for Thomas’ demand gen efforts. He shared in the video that, “we can for the first time see, across different channels how effectively we’re personalizing the buyer journey.”

Understand How Account-Based Marketing is Impacting Your Funnel

As marketers, we know that account-based marketing should be a top priority. Thomas and the Lionbridge team had been executing ABM but struggled to get a sense of how it was impacting their funnel and business bottom line. In the video, Thomas shares that, “what BrightFunnel allows us to do is actually track the engagement for each of our target accounts and measure that against our database. Say we’re only engaged with 50% of this target account but we’re engaged at 75% with another, it allows us to make decisions on where to put resources.” These kinds of insights have been crucial for Lionbridge’s account-based marketing strategies since this reporting allows them to make timely decisions that impact both their deal cycles and revenue.

Multi-touch Attribution Dashboards Helps Lionbridge Be Agile

One of the features of BrightFunnel is a customizable dashboard that allows each member of your marketing team to see how their campaigns are tracking towards their marketing goals. Although it had historically been a struggle for Thomas to empower the rest of his demand gen team with real-time marketing KPI’s, they’re now able to keep a pulse on their ROI in real-time using personalized dashboards. “Day-to-day, week-to-week, we can check the dashboards and make quick decisions,” Thomas said. “We can understand where we’re being successful, where we’re failing, so we can fail fast and make the adjustments that we need.”

Want to hear more of Thomas’ BrightFunnel journey at Lionbridge? Watch his Funnelside Success Story!

[Ebook] The Problems with DIY Marketing Reporting

[Ebook] The Problems with DIY Marketing Reporting

Being a data-driven marketer is tough. Time and time again, we’re asked to show how our marketing programs are providing value to our organizations and because many marketers don’t know that there are options out there for fast and easy reporting, they often end up relying on do-it-yourself methodology.

But that takes time, effort and simply isn’t always accurate.

We’ve all been there, right? Say your boss walks in and wants you to pull the current quarter’s top-performing channels and campaigns at the drop of a hat. What do you do? Scramble to Frankenstein your own Monster-of-Desperate-Data by hacking together Salesforce, Marketo and Google Analytics?

There’s no way your data monster isn’t scaring you and your CMO with its hacked together spreadsheets and graphs.

The tough reality for marketers is that DIY reporting solutions almost always end up costing marketing teams more time and money than purchasing a multi-touch attribution platform and often end up delivering you less than you wanted. Not only that, but these DIY methods require specialized configurations, manual calculations, and impeccable data hygiene.

In our new ebook, the 4 Big Reasons Not to DIY Your Marketing Reporting, we go over the reasons to say “no” to DIY, and instead, simplify your reporting-and your job-by switching to a multi-touch attribution reporting platform.  

Check out a few of the highlights of our ebook below.

Stop Struggling With Spreadsheets

“Working with spreadsheets is the best,” – said no marketer ever. Reporting in spreadsheets requires manual tracking of each marketing program’s impact, and after awhile, they can get big, messy, and hard to decipher. Not only that, but since spreadsheets are static entities, they reply on manual processes so they’re prone to human error, have version control problems, and the take so long to build that they often become irrelevant almost instantly.

The Pitfalls of Using BI Software

BI software often includes data mining, analytical processes, querying, and reporting. So, where does the marketer fit into that definition? While BI might be able to help a business with its more overarching questions and needs — it’s expensive, overly-complex, and is often configured and owned by a different team, which means marketing’s requests aren’t a high priority.

Why Multi-Touch Attribution is a Marketer’s Dream Come True

An independent multi-touch attribution solution that’s built for marketers is the way to go! From customizable dashboards, easy-to-read reports, and a full-funnel view of your customer, a marketing reporting platform can easily show how your marketing programs are delivering pipeline and revenue for the business.

To learn more, download our new ebook on the 4 Big Reasons Not to DIY Your Marketing Reporting.

[Video] Funnelside Success Story: Blackbaud

[Video] Funnelside Success Story: Blackbaud

We’re so excited to be launching a new video in our Funnelside Success Stories series, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

The next video in the series features Amy Bills, Director of Marketing at Blackbaud (NASDAQ: BLKB). For more than three decades, Blackbaud has helped nonprofits, foundations, corporations, education institutions, and individual change agents by connecting and empowering these organizations with software, services, expertise, and data intelligence. As a global company powering social good, Blackbaud decided to bring BrightFunnel into their stack so that they could spend less time aggregating their data and ROI, and focus more time empowering their clients.

Here are a few of our the highlights from Blackbaud’s journey with BrightFunnel so far.

Multi-touch Marketing Attribution enables you to view at the entire customer journey.

As she shares the Blackbaud story, Amy mentions that granular, campaign-specific reporting in BrightFunnel has helped her and her team make data-driven decisions by allowing them to have a 360-view of all their efforts, all at once. The ability for Amy as a Director of Marketing to have wide-scope into what the ROI each of her marketing campaigns is and lets her easily see what her team’s accomplishing in real-time. Amy also said that she loves “not being locked into a single-touch attribution or someone else’s formula of what should be validating my campaigns.”

Reporting on specific marketing campaigns has been a “game-changer” for Blackbaud.

One big hurdle that BrightFunnel is helping Blackbaud overcome is the ability to dive-in to campaign-specific reports to determine the best mix of channels and offers for their buyers. As a company that wants to spend more time on social good and less time on number-crunching, it’s no wonder Blackbaud chose BrightFunnel for their marketing attribution. “The campaign-specific reports have been game-changers for our organization, and particularly for our demand marketers. ” Amy shared. She added that “They are really giving us an unprecedented ability to get a read on what’s working, what’s not working — what the impact is of our various efforts, and allows us to make some really smart decisions about what to keep and what to kill.”

Marketing attribution can be a confidence booster for your entire marketing team.

During the video, Amy shares that she leans on BrightFunnel reports when presenting to leadership to help her make the case for additional investments in marketing, and that it’s been empowering to easily demonstrate her team’s ROI to executives. In terms of how BrightFunnel has changed the day-to-day for her marketing team, Amy says that they’re able to put more resources into programs that they can see have been effective. “We feel really confident with the BrightFunnel reporting,” Amy said. “When we make an ask or demonstrate the impact of something — it’s real, it’s valid. We have a lot of confidence and that confidence enables us to do more, be more and get more for Blackbaud.”

Want to hear more of Amy’s BrightFunnel journey at Blackbaud? Watch her Funnelside Success Story!

3 Ways to Update Your Buyer’s Journey from MarTech 2017

3 Ways to Update Your Buyer’s Journey from MarTech 2017

Each MarTech conference kicks off with Scott Brinker sharing the state of the marketing-technology landscape and this year’s conference was no different. As the mar tech landscape continues to grow at astounding rates, there are now almost 5,000 companies in the industry. That’s a huge jump from the 150 companies that made up the mar tech landscape back in 2011 when this analysis was first put together.

Not surprising, this revelation created a lot of buzz and chatter over the past week about the ever-changing buyer’s journey. With this many companies occupying the same space, many of the MarTech speakers discussed the increased competition over a buyer’s attention.

Below, we’ll share our top takeaways from the conference, as well as some tips for keeping your buyers engaged.

Takeaway #1: Know Thy Customer

We are living in the age of the customer. These days modern marketers live and die by the success or failure of a lead through the funnel. In his session on “identity resolution”, Joe Stanhope, the VP Principal Analyst at Forrester said that, “consumers expect to get what they want in their immediate context and moment of need.” With a fierce competition for attention, Joe said that 2017 will be the year in which smart marketers realize that to know and reach their customer, they will first have to identify ideal customer personas.

To be successful, Joe recommends that you, “understand the customer journey and the tipping points to engage with the right customer, at the right time.” He added that marketers need to realize that we are working in a competitive battleground. All the strategies and tactics that marketers use–landing pages, emails, and more–are not exclusive to any one company or industry. So when it comes to breaking through the noise to win more customers, we need to know thy customer first.

Expect this tactic to gain momentum just like account-based marketing has. According to Joe, “identity resolution” will become the key enabler for marketers to add more qualified leads to their pipeline by connecting what your customers want to the needs your platform, and serving up relevant content to the buyer on the right channel, at the right time.

Takeaway #2: Personalize Each Step of the Way

Think about the last time you were on the phone as a customer–you probably expected great customer service. You had an initial conversation with someone on the other end of the line and you want each person you speak to after that to have all the details of your issue or concern, right? Well Michel Feaster of Usermind, reminded us in her session that B2B marketers are committing a marketing sin by not passing along personalized details down the buyer’s journey.

Building on the theme of customers first, they stressed that marketers need to deliver a powerful end-to-end customer experience. Michel added that it’s important for sales and marketing to come together on this matter so that from the very first discovery call to each check-in call you have with a customer, the information about what they need to succeed is right there for everyone to use. To do so, she recommends adopting a “CRM 3.0” strategy, which combines real-time interactions, omni-channel delivery, and data and customer journey information to deliver contextual marketing. In other words, anything you discuss with your customer should be in the context of their previously expressed needs and wants.

The 5 steps that Michel recommends for adopting a CRM 3.0 are:

  1. Identify your core audience
  2. Develop your customer narrative
  3. Sequence and take note of key milestones along the way
  4. Build your in-house stack to support real-time customer personalization
  5. Orchestrate, scale, optimize and repeat.

Takeaway #3: Attention is a Gift

Social media influencer and guru Gary Vaynerchuk talks about this all the time, so I wasn’t surprised when a few speakers nodded to his theory that we’re living in the attention economy. If you’re unfamiliar with Gary V, he essentially believes that businesses, brands, and influencers alike need to go where people’s attention already is in order to make a good impression. In other words, focusing more on mobile and social apps rather than lengthy TV commercials that just get fast-forwarded.

Melissa Nazar of SnapApp applied this theory to B2B when she asked the audience, “when have you ever read a white paper and had a life-changing epiphany on the way you’re marketing or running your business?” The room responded with a chuckle, and let’s face it, you have maybe downloaded 10-15 ebooks as a B2B marketer but only once or twice have you actually used those insights to improve the way you market to customers.

Bharath Srinivasan of Nimble Storage also added to this concept in his session by stating that, “it’s difficult these days to catch a buyer’s attention with just one email or call to action.” With nearly 5,000 companies in Scott Brinker’s B2B landscape, Bharath is definitely hitting it right on the mark. He added, “our executive team (at Nimble Storage) doesn’t want to put in more dollars to marketing if we’re not showing the impact.”

So how do both Melissa and Bharath recommend capturing your target audience’s attention? The advice is two-fold. First, take a new approach to your content delivery. If no one’s going to have a life-changing epiphany from reading a lengthy white paper, why not send them a targeted, customized one-sheet on how your business meets their needs instead? Second, measure everything. And we mean, everything. Both speakers mentioned that the single most metric you should be tracking right now is marketing influenced revenue. How will you know what’s working and resonating with your buyers if you aren’t tracking how each and every marketing touch point is impacting their journey?

By getting started on the path of multi-touch attribution, you are able to see where your buyers’ attention is now within your funnel and where you need to focus in order to get that attention. This allows your marking team to easily map out where they should focus their time and effort. If you want to learn more about how multi-touch attribution can work, check out this customer cast study we did with Nimble Storage!

See you all in October for MarTech Boston! 

[Podcast] Funnelside Chats Presents: Scott Brinker, Co-Founder & CTO of ion Interactive and Editor of ChiefMartec

[Podcast] Funnelside Chats Presents: Scott Brinker, Co-Founder & CTO of ion Interactive and Editor of ChiefMartec

We think that this week’s Funnelside Chats podcast episode is kind of a big deal.

It features Scott Brinker—the editor of chiefmartec.com, co-founder and CTO of ion interactive, and program chair of MarTech—and just happens to coincide with this week’s MarTech conference in San Francisco. (Be sure to come chat with our revenue intelligence team at Booth 1422 if you’ll be in attendance!)

From the state of the martech landscape today to the importance of holding on to the human element of marketing, Scott’s conversation with Nadim includes tons of great insights and advice across a range of interesting topics.
Below, we offer up our favorite highlights from our latest episode:

On the Evolution of Marketing Ops.

When Scott first started working with marketing teams, the role of marketing operations was not a very glorious one. But these days (over the past 5 or so years, that is), that’s all changed. Now that a solid marketing technology infrastructure is pretty much essential to the overall team’s success, marketing ops is a critical hire for most organizations. The role has grown in scope, too, as it now has the opportunity to partner with sales operations, using technology to bridge the gap and improve alignment between the two teams.

Being a Marketer is Hard Work.

According to Scott, marketing is one of the most difficult jobs out there. There’s so much going on and it’s changing all the time, so we have to be learning and relearning constantly in order to keep up with it all. It’s the only function in the corporation with such a wide-ranging extreme of responsibilities, from the more organic creative side to the more hardcore technology and data analytics side. You really need to become a jack of all trades to succeed as a marketer in the digital age.

The times are always a’changin’ (and that’s okay).

One of the big themes that permeates Scott’s interview is that of change—primarily, how to deal with it. As marketers, we need to get used to constant change because change is our only constant. In fact, bigger and bigger changes only seem to be coming at us faster and faster. Scott recently wrote and published a book called Hacking Marketing that’s partially about agile marketing and keeping up with change. He also recommends that listeners pick up a copy of Nassim Nicholas Taleb’s Anti-Fragile, a book that explores how organizations can get stronger by embracing change.

So what’s up next?

The possibilities for what the future of martech could look like are endless—and that’s what Scott finds so exciting about the industry. He says that the landscape has grown a lot in ways that surprise him, and it’s very hard to have a simple explanation for that because there are so many different forces at work and they’re all happening at the same time. He loves watching people essentially remake marketing and sales—and even business as a whole—with all of these emerging capabilities.

To hear even more of Scott’s marketing wisdom, tune into the full episode. And make sure you don’t miss any Funnelside Chats episodes by following our channel on iTunes or SoundCloud.

[Video] Funnelside Success Story: EverString

[Video] Funnelside Success Story: EverString

We recently launched our new video series, Funnelside Success Stories, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

We’re super excited about these videos since we strive to be each and every customer’s BFF—BrightFunnel Friend. We love being able to capture and share how we’ve made other marketers’ lives easier through revenue attribution.

The next video in the series features Linda Fitzek, Director of Business Ops at EverString. Backed by Sequoia Capital and Lightspeed Venture Partners, EverString is a sales and marketing predictive platform whose algorithm curates more than 20+ million data signals from 11 million B2B accounts to find patterns and identify your next best fit customers. Since EverString is an innovative, data-driven company, BrightFunnel was brought in a little over a year ago to help align its sales and marketing teams and reveal marketing’s impact on pipeline and revenue.  

Here are a few of our the highlights from EverString’s journey with BrightFunnel:

Say goodbye to tedious spreadsheets, complicated table joins, and manually pulling together massive table sets.

When someone confesses that putting together her marketing reporting before BrightFunnel was a “labor”—we totally get that feeling! Making marketing reporting easy was one of the driving forces behind starting BrightFunnel in the first place. Prior to EverString, Linda worked for a large, multi-national organization in the Bay Area and she said that “pulling all of her data together into something cohesive to determine ROI was quite intense.”

“BrightFunnel actually took all that pain away for me when I joined EverString.” Linda added. With BrightFunnel’s multi-touch revenue intelligence platform, Linda is now able to track down her marketing ROI very quickly, and she can also deliver custom reports to the EverString executive team and the board in just minutes.

Revenue Intelligence lets marketers check on the pulse of their impact on the business.

During our chat with Linda, she shared that there were two major changes in her day-to-day when she was onboarded to BrightFunnel. The first was how much time she saved and the second was how intuitive the platform became for the entire EverString marketing team.

“They can really own their own programs and their own program results.” Linda said. “So not only do I not have to crunch all of the numbers for the entire business, but the marketers themselves actually know the answers to their own questions. I can be more of a value-add to bring insights and help them tell the story.”

We’d say this culture of reporting has been working pretty well for Linda, as EverString’s marketing team influenced an astounding 90% of pipeline in Q4 of 2016!

See what’s working and what’s not by getting in-depth marketing reports in minutes.

“My favorite thing about BrightFunnel is the ability to layer custom data on top of our existing reports,” shared Linda. The flexibility of adding custom fields and filters such as lead-to-opportunity conversion rate or opportunity-to-close conversion rate has made it a breeze to see which campaigns are having the highest velocity and moving leads the quickest through the funnel.

Last but not least, the ability for Linda and her team to deep-dive into their metrics with BrightFunnel has made it easy to track which items within a specific campaign are having the most success. For example, Linda shared how EverString wanted to measure their ROI from a field event such as DreamForce. “We run email and paid media leading up to DreamForce as an event. Being able to layer the platform metrics on top of our existing data was really powerful, and the BrightFunnel team enabled us to get that really, really easily.”

Want to hear more of Linda’s BrightFunnel journey at EverString? Watch the second episode of our Funnelside Success Stories!

Funnelside Success Story: Ellie Mae

Funnelside Success Story: Ellie Mae

Earlier this week, we launched our new video series, Funnelside Success Stories, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

We’re super excited about these videos since we strive to be each and every customer’s BFF—BrightFunnel Friend. We love being able to capture and share how we’ve made other marketers’ lives easier through revenue attribution.

The first video in the series features Doug Ricketts, Director of Marketing Operations at Ellie Mae. Since Ellie Mae began automating the mortgage business in 1997, a lot has changed within the industry and business. Even though Ellie Mae is a large, enterprise company, prior to BrightFunnel, Doug had to piece together his marketing metrics from various sources and platforms. This left much to be desired in his attribution processes and leaving Ellie Mae without a single source of truth.

Here are a few of our the highlights from Ellie Mae’s journey with BrightFunnel so far.

We should empower marketers to show outcome and impact on the business’ bottom line.

As he shares the Ellie Mae story, Doug mentions that BrightFunnel has helped not only him but his entire team get excited about reporting and attribution. With the ability of empowering each marketer on his team to have a seat at the revenue table, Doug has taken a subject that was historically a pain point for his team and turned it into a source of excitement that shows off the outcome of Ellie Mae’s marketing campaigns to the entire organization.

Speed to market increases when you can measure your marketing impact in minutes.

Another big problem that BrightFunnel is helping Ellie Mae solve is their speed to market. As a company that’s been revolutionary in the mortgage space, it’s no wonder they were looking for a solution that could increase their marketing efficiencies when they found BrightFunnel. “The flexibility to do transformation of (Salesforce) data is actually faster with BrightFunnel,” Doug shared. He added that, “marketing used to be known for doing great parties and great events. We wanted to be able to describe and measure all the actions that we do so that people could see their contribution to the company, and the company could see that contribution.”

Multi-touch attribution creates a culture of data-driven marketers.

During the video, Doug shares how using BrightFunnel’s revenue intelligence empowers his team to be “fast to succeed or fast to fail.” When it came time for 2017 budget planning, Doug and his team went back and forth on where to divert spend—should it be banner ads, events, or something else? To make the most informed decision, Doug and the marketing team spent time in BrightFunnel analyzing the effectiveness of their 2016 marketing campaigns to see what each campaign’s impact was on pipeline and revenue. They were able to easily see and determine which campaigns to keep, where to increase spend, and where they should stop campaigns.

Want to hear more of Doug’s BrightFunnel journey at Ellie Mae? Watch the first episode of our Funnelside Success Stories!

How to Rock Your End-of-Quarter Reporting

How to Rock Your End-of-Quarter Reporting

It’s that time again—long weeknights, multiple cups of coffee, and various unpleasantries thrown at Excel as marketers scramble to pull together our end-of-quarter reporting, right?

Trying to pull together the marketing metrics that matter at the end of each quarter can be very frustrating and daunting. But what if you didn’t have to stay up late to track down your marketing ROI? What if you knew exactly which marketing campaigns did well and which ones missed the mark in just minutes? Multi-touch attribution can make this a reality.

If you want to become a revenue rockstar at the end of each quarter, here are some best practices to follow.


Measuring Marketing Impact by Quarter

Starting at the top—it’s important to know how much your marketing has sourced and influenced your overall pipeline and revenue. Historically, marketers have had to pull this data from Salesforce and their marketing automation platform, which can be tedious and often incomplete. The main problem with this method is that Salesforce is only able to capture and report on the first and last marketing touch points that occurred with a prospect. But since a buyer’s journey is complex and nonlinear, this style of reporting wouldn’t be able to accurately tell you how much of your marketing has actually impacted your quarterly pipeline and closed deals.

With multi-touch attribution, you can easily go into the BrightFunnel dashboard and see quarter-over-quarter, how much your marketing has impacted revenue and the number of marketing deals won. Not only that, but you can see historically how much marketing has influenced past quarters to see how this quarter compares.

multi touch attribution

But let’s say your marketing team rolled out Account-Based Marketing this quarter. How can we see which target accounts converted this quarter? How can we also measure the effectiveness of account-based vs. outbound marketing?

In this example, we can see that Company A had $2 mm in new pipeline from their ABM target accounts and that 100% of those target accounts were marketing influenced! That tells us that their Account-Based Marketing campaigns were effective this quarter.


Measuring Campaign Effectiveness by Quarter

End-of-quarter reporting at the campaign level is an essential tactic for any B2B business to make informative decisions on where to maintain, improve, or increase their spend and efforts. Without a multi-touch attribution platform, it can be time-consuming to compile reports from your marketing automation platform to see which programs were the most effective.

Speaking as a former customer (turned employee) of BrightFunnel myself, pulling my end-of-quarter marketing reports was always a nightmare. Not only did I have to set up complicated workarounds in Marketo to see how many leads had originated from social media, but I wasn’t able to easily see which of those leads belonged to accounts that had converted within the quarter.

end of quarter b2b reporting

However, with multi-touch attribution in BrightFunnel, that all changed. Attribution reporting by quarter is actually built into the platform and it takes just seconds to see how much my marketing campaigns have affected pipeline and revenue. Not only that, I can see based on our multi-touch attribution algorithm which of my marketing campaigns were the most effective. In the example of Company B’s marketing campaign, we can see that one of their most successful campaign groups for the quarter was their website.

We can even get granular within that campaign level to measure some key end-of-quarter metrics like how many leads, MQLs, opportunities, and deals were touched by our website and other marketing campaigns.

marketing campaign ROI

Taking another look at Company B’s funnel, we can see that webinars were the most effective campaign for the quarter. By drilling in, we’d be able to see which specific webinars lead to the most high-quality leads so that we can repeat that marketing program for continued success. With a tool like BrightFunnel that can easily measure the effectiveness of our marketing programs, we’re able to see where to optimize our spend, and which channels bring in the most high-quality leads.


Stage Analysis by Quarter

Last but not least, to rock your end-of-quarter reporting, it’s important to find out how many leads and opportunities landed in each stage of the funnel throughout the quarter. Stage Analysis within BrightFunnel is the easiest way to compile a lead-to-opportunity inventory report.

marketing stage analysis, brightfunnel

From this example of Company C, we can see how many leads/contacts entered the “known” stage over the course of the quarter and how leads progressed from stage to stage. We can see that this company has a strong progression from Engaged lead to MQL, with a 47% progression rate. And if needed, we can even get granular with these stages to see which source campaigns are pushing those leads from stage to stage.

By relying on this set of reports, which are easily accessed from within BrightFunnel, your end-of-quarter reporting will turn a daunting task into an informative exercise that helps marketers answer how effective their campaigns have been.

5 Things We’re Looking Forward to at B2BMX 2017

5 Things We’re Looking Forward to at B2BMX 2017

While we might be in the midst of a rainy season in San Francisco (and in most parts of the country), we can’t wait to escape the cold and heat up our marketing at the B2B Marketing Exchange event in Scottsdale!

Each year, this event gathers marketing practitioners in the sunny Sonoran Desert to address the latest marketing trends, such as account-based marketing, demand acceleration, sales enablement, and more. This year aims to be no different as thought leaders and marketing practitioners alike will get to mingle together for an inspiring 2 days. As the event approaches, we wanted to put together the top 5 things that we’re looking forward to at B2B Marketing Exchange.

#5 – The Sunny Scenery

When it rains and rains in a sunny state like California, we start to miss the sun. So as marketers from the Golden State, we can’t wait to soak up some sun during this event. In fact, to celebrate the (fingers crossed) great weather we should be having, we’re giving out limited-edition BrightFunnel Bundles that include everything you need to enjoy the sun, like t-shirts, water bottles, tote bags, and more! Be sure you sign up for a meeting with our team to receive one.

#4 – Learning About Emerging Technologies

Being a marketing team that thrives on measuring the metrics that matter, we love keeping up with the latest emerging marketing trends. We can’t wait to hear from other B2B SaaS companies like Vidyard, Uberflip, and Marketo during the event on what they are working on in 2017. Let’s just hope they also bring some super amazing swag.  

Speaking about swag (do you sense a theme here?!), BrightFunnel will have a fun spin-to-win for swag at Booth 202, so be sure to stop by and spin to win during the session breaks.

#3 – Hearing From Our Fave Thought Leaders

There are so many sessions taking place at B2B Exchange. We can’t wait to hear from great demand generation thought leaders.

  • Nadim Hossain, BrightFunnel CEO, takes the stage with Tegile Systems to share how Tegile is bringing its business through a culture of measurement on Feb. 20 @ 2:30PM
  • Innovative marketer Ardath Albee of Marketing Interactions will be sharing how buyer personas can help us turn prospects into customers on Feb. 21 @ 11:40
  • BrightFunnel will also be hosting a lunch & learn on Feb 21 at 12:40 on the Top 5 Social Media Metrics Your CMO Wants to See … and How to Measure Them!
  • Lee Odden of TopRank Marketing will be speaking on the top trends & best practices for B2B marketers on Feb. 21 @ 4:10PM

#2 – Hanging at the Resort

During our stay (and in between booth stints) at the Fairmont Scottsdale Princess, we plan on exploring everything the resort has to offer. We might cool off with a quick dip in the pool, enjoy a lovely dinner at La Hacienda by Richard Sandoval (Scottsdale’s top-rated Mexican restaurant experience!), or cap off the conference with an aromatherapy massage at the Well & Being Spa. The possibilities for fun and relaxation here are endless—and we intend on taking full advantage.

#1 –  Actionable Takeaways

Of course, the thing we’re most excited about during B2B Marketing Exchange is coming back to our revenue team with actionable insights that will help us meet our 2017 goals. Here are some additional can’t-miss sessions!

  • Thought-leader Matt Heinz will share 8 ways marketing can double the sales team’s productivity on Feb. 21 @ 11AM
  • BrightFunnel’s own VP of Marketing, Dayna Rothman, will be sharing how B2B marketers can turn analytics into actionable buyer insight on Feb. 22 @ 10:25 AM
  • Want to know the secret sauce for integrating ABM into your broader marketing plans? Don’t miss the session Heidi Bullock of Marketo is giving on Feb. 22 @ 11:05 AM
  • Social selling queen Jill Rowley will be speaking on how to transform sales and marketing around the modern buyer on Feb. 22 @ 1:20 PM

All and all, we’re sure it’s going to be a great event. Don’t forget to introduce yourself to the BrightFunnel team at Booth 202!