How to Create An Insightful Year-End Marketing Report

How to Create An Insightful Year-End Marketing Report

Ah, wintertime. ‘Tis the season to bring out your best cold-weather boots, jackets, scarves, and dust off the ole’ annual marketing report, right? As marketers, you probably spent a good chunk of your time throughout the course of the year running weekly, monthly and quarterly marketing attribution reports to get a sense of which campaigns and channels are or aren’t working for your business.

Depending on what model or method of marketing attribution you and your team uses, running and analyzing marketing reports can take quite a bit of time, so it’s no wonder it can seem like a daunting task to put together an annual report that clearly and concisely summarizes an entire year’s worth of marketing. Not only that, but the success or failure of your past year’s marketing campaigns can also have a big impact on next year’s budget.

So what’s a marketer to do to keep from getting on their CMO’s naughty list for skipping out on reporting? In this article, we’ll share 4 key KPIs you should include in your annual marketing report.

Website Traffic

At year’s end, it’s important to understand where your traffic is coming from in order to have clear visibility into how buyers are finding and interacting with your business. By using a free web tool like Google Analytics, you can easily see what’s driving traffic to your website.

First, look at the high-level overview of which channels are driving the most traffic. Is it, organic search, direct traffic, emails or social media? The Google Analytics acquisition report will provide these answers, as well as let you dive into each top-performing channel to see the specific pages visitors are landing on from that channel. Be sure to run a comparative report to last year when including website traffic in your annual marketing report. This will give you a better sense of which channels and pages work better for your business over time.

Take it to the Next Level: If you’re using a multi-touch attribution tool like BrightFunnel, you can add a layer of visibility to the website traffic report by looking at the Velocity of Campaign Groups. This handy report provides you with the time it takes for a lead to become an opportunity and for that opportunity to become a deal. Combining the two will give you the Lead-to-Deal velocity: lead-to-opportunity in # of days + opportunity-to-deal in # of days.  

For instance, if you see from Google Analytics that emails are a high traffic driver, and they have a low lead-to-deal velocity like 50 days, this would signal to your marketing team that it’s time to increase the number of emails you send that refer back to your website since they’re a high impact, low-cost channel.

Revenue Report

Essential to any end-of-year reporting for marketing is a revenue report that ties back your campaign ROI to the amount of pipeline and revenue that your marketing has both sourced and influenced. While there are several different models of marketing attribution reporting you can use at year’s end, we suggest taking a look at your data from a multi-touch attribution perspective to better understand which exact touchpoints took a lead from acquisition to close.

end of year marketing reporting

Take it to the Next Level: To gain an added layer of clarity into the effectiveness of your marketing, run a campaign report that looks at ROI from an evenly-weighted attribution model and position-based attribution model. So, what’s the difference? In an evenly-weighted attribution model, each touchpoint along the buyer’s journey has the same weight to create a balanced, even model. In comparison, in position-based attribution, or a 40-20-40 model, 40% of the credit goes to the first and last touches while the remaining 20% is distributed evenly amongst the middle touches.

It’s important to look at both models when you’re running a campaign report on an annual basis so that you can understand not only how your marketing is impacting the sales funnel, but also which channels specifically have a higher impact on lead generation and conversion. Be prepared to use these numbers heavily when it comes to budget planning and determining which programs to repeat next year.

Campaign Specific Analysis

Dive into your year-end reporting by having each of your marketers report back on the ROI of their individual marketing campaigns. Let’s take content marketing for example. Tracking down the ROI of your content can historically be elusive, but as any good marketer knows, content is an important channel for fueling the rest of your marketing programs!

annual marketing report

Start by running a campaign-specific analysis to see which content collaterals performed best. In this case, it’s best to look at your content from multi-lenses — use first-touch attribution to see which content brings people into your funnel, last-touch attribution to see what buyers read before converting and multi-touch attribution to see what’s influencing deals.

Take it to the Next Level: Up your campaign game at the end of the year by segmenting your data. With a tool like BrightFunnel, you can easily apply Global Filters such as target account tier or company size to get even more granular with the data. In this case, your content marketer could utilize these filters to see which content pieces work best with specific audiences so that they can better plan out their 2018 content marketing calendar.

Account-Based Marketing Metrics

Last but not least, if your company is running a hybrid mix of traditional demand gen and account-based marketing campaigns, you’ll want to show your off the effectiveness of your ABM efforts. To get a sense of how your ABM efforts worked against your various target accounts, start by looking at your marketing activity within those accounts to see how much engagement was generated.

Take it to the Next Level: One of the benefits of using BrightFunnel’s ABM report is that it quickly tells you which % of contacts at the company are engaged. We even have handy Action Lists that either sales or marketing can use to see the number of engagements from both teams. You can then sort by which accounts “need marketing” or “need sales” to determine if it’s time to send a marketing email or if a salesperson should reach out to a hot target account.

Ready to save time when it comes to pulling these reports? Let us show you how BrightFunnel can run these reports in minutes and make your marketing attribution easier than ever before!

Beware! Three Risks of Choosing A First-Generation Marketing Attribution Platform

Beware! Three Risks of Choosing A First-Generation Marketing Attribution Platform

I’m sorry the old attribution can’t come to the phone right now … Why? Cause it’s dead.

Ooh, look what the modern buyer’s journey has made us do. Long gone are the days when the C-Suite cared solely about vanity metrics like clicks, social media likes or even leads generated — what they really want to know is how much revenue was generated from your last marketing campaign and they want those numbers yesterday. 

Since the B2B sales cycle is so complex, with multiple members of an organization making up your audience of prospective buyers, it’s become increasingly difficult to track how prospects are interacting and engaging with your brand on different channels. In a much similar fashion to how Taylor Swift doesn’t want to build out her new reputation with old cliches and adages, you shouldn’t want to build out your marketing reporting with traditional CRM or marketing automation platforms that only show where leads are sourced.

To move yourself and your business to the forefront of your category to become the progressive marketers of tomorrow, you’ll need to bring on a marketing attribution platform that gives you clear visibility into your marketing team’s impact and surface those results to your C-suite, stat. Because, no matter your company size or industry, progressive marketers understand that knowing how to use their data to drive results is now table stakes. Think about it — with a marketing attribution platform, you can budget plan for next quarter a whole lot better when you can see the ROI of your past campaigns and know where to double down and where to cut back.

But marketing attribution is a new software category, and to effectively use your marketing data to gain a seat at the revenue table, you’ll need a multi-touch attribution platform to help you crunch the numbers. That’s why our new ebook, Beware! The Risks of Choosing a First Generation Marketing Attribution Platform goes through what you should look for in a marketing attribution platform and what platform limitations you need to be aware of so you don’t put your marketing performance or business, at risk!

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

Beware of Attribution Platforms That Offer A One-Size-Fits-All Attribution Model

When it comes to measuring your marketing, one attribution model certainly won’t fit all. In fact, your business may actually need to use multiple models to look at a variety of scenarios and slice the data differently based on what you’re looking to analyze. By utilizing a platform that only offers very limited or one type of multi-touch attribution model out-of-the-box, you may be putting your business at risk. Additionally, you can quickly become handcuffed to a fixed set of data points if you choose a platform that doesn’t allow you to customize the weights of your marketing activities.

The best fix is to work with a cutting-edge, revenue intelligence platform that allows the use of multiple attribution models for different scenarios and use cases. Be on the lookout for both out-of-the-box and custom modeling options based on what’s  important to your unique business. A great marketing attribution vendor should be able to provide models that can grow alongside your business needs. When evaluating marketing attribution platforms, look for the following types of attribution models:

  • Single Touch Model: Gives credit to the marketing touch that sourced the lead and/or the last marketing touch before an account turns to an opportunity.
  • Evenly Weighted Model: Gives an even amount of credit to every marketing touch— from first, to last, to everything in the middle. This is the easiest multi-touch model to start with, as it gives all marketing activities an equal playing field— which is especially important for benchmarking as you grow.
  • 40-20-40 Model: Gives 40% of the credit to the first touch, 40% of the credit to the last touch, and 20% of the credit is distributed evenly across all the remaining middle touches. This model works for businesses who want to weight the first and last touch higher than all the influencing touches in the middle.
  • Custom Weighted Model: Many businesses inherently know what activities should be given more credit than others. A custom model gives the marketer the ability to tell an attribution platform exactly how to weight each activity.
  • Machine Learning Model: Looks at historical data on campaign performance to determine intelligent custom weights using advanced data science. This takes the guesswork out of determining your own weights through a custom weighted model and is more accurate due to advanced data algorithms.

Take a look at the example below to see how your reporting outcome changes when using different attribution models to analyze your data.

Beware of Attribution Platforms That Only Live Inside Your CRM

The primary issue with using an attribution platform that solely lives in your CRM is that your marketing team won’t have full ownership over its own data. In many businesses, sales, sales ops or business ops are the owners of your CRM, which means your marketing team may not even have direct access to their own data. You might as well consider it locked away in a CRM tower. 

Let’s say your sales and marketing ops team is in complete lockstep with one another, it will still be incredibly challenging to implement a software solution that lives solely inside your CRM since you’ll likely have to go through lengthy approval processes and multiple RFP’s just to make it to the implementation phase. Then what? If you don’t have access to your CRM, you’ll still be stranded without a way to control the implementation phase, which will greatly delay your time to getting your platform up and running.

Limiting yourself to marketing reporting that’s only accessible via CRM will inhibit you and your team’s ability to the pull the reports you need to run your business. It’s critical that your data be accessible whenever you need it, on a platform that everyone on your team can easily use, which is why it’s critical for your marketing team to own their own data. In order to be successful with your reporting, you’ll need a marketing attribution platform that has a data transition layer — a stand-alone, best-of-breed platform that can bring data in from multiple places and live outside your CRM.

A revenue intelligence platform, like BrightFunnel, provides the whole marketing organization direct access to their data. Not only will it empower each marketer on your team to own their campaign ROI, from your social media manager to your demand gen programs manager, but it will also eliminate a lengthy time-to-value and give you true ownership over your reporting destiny.

Beware of Attribution Platforms That Don’t Enable Your Account-Based Marketing Efforts

As progressive marketers know, account-based marketing (ABM) is all the rage since your sales team speaks in the language of accounts. This strategy has caught fire since it gives sales and marketing teams a viable way to align on the full account journey. However, if you use a lead-only attribution platform to measure your ABM efforts, this could be a major setback to your alignment and account-based initiatives.

Unfortunately, many attribution platforms were born from lead-based methodologies and have been unable to keep up with the changing buyer journey. As a result, picking an attribution without account-based marketing capabilities could mean having to integrate with other vendors or piecing together a variety of custom reports in your CRM to tie together contacts, leads, and accounts in the same view, which anyone who reports in their CRM knows is an incredible challenge!

The first step to understanding marketing’s impact on target accounts is to make sure you have a lead-to-account (L2A) matching solution that ties all orphan leads and contacts to the account in question— regardless of whether or not a sales rep attaches those leads and contacts to an account in your actual CRM. You need to understand the full buyer journey of an account, and only by looking at each and every successful engagement across all contacts can you begin to understand it.

You can see how powerful lead-to-account matching is in this screenshot above. Take a look at the difference between the “Opportunity Contact Count” and the “Account Contact Count”. As you can see, the Account Contact Count is much higher since it includes all the orphan leads that were matched by BrightFunnel.

We know that deciding to purchase a marketing attribution is a huge step, but choosing the right vendor is critical for success.  To learn more, download our new ebook, Beware! The Risks of Choosing A First-Generation Marketing Attribution Platform.

BrightFunnel at Dreamforce: Revworld, Happy Hour, and More!

BrightFunnel at Dreamforce: Revworld, Happy Hour, and More!

It’s that time of year again — time for sweaters, comfy shoes, crazy sock designs and free gifts. No, we don’t mean the holiday season is upon us, but it is beginning to look a lot like Dreamforce.

dreamforce meme

OK, so you may only share Buddy the elf’s sentiments towards Dreamforce if you’re a seasoned trailblazer attending for the fifth or maybe tenth time, but for the rest of us those fateful four days in November are typically a wild tradeshow experience unlike any other. Since Dreamforce does come but once a year, we here at BrightFunnel want to help you make the most of your experience, and more importantly, meet with all the awesome marketers who will are kicking butt and taking names!

Read on to see where we’ll be at #DF17!

Enter Revworld. Experience Attribution Without Limits.

Allow us to host you at BrightFunnel’s Revworld — an unparalleled and immersive world where marketers can experience marketing attribution without limits. Taking place exclusively during Dreamforce, we invite you to witness firsthand how Revworld empowers marketers to leverage metrics and orchestrate the entire customer journey.

It begins with BrightFunnel Booth #1811 in the Customer Success Expo, where we’ll be showing off our Revenue Intelligence Suite and giving away some serious swag during our spin-to-win giveaways. Be sure to follow @brightfunnel on Twitter to be notified of our spin times.

Want to meet with a host for an exclusive 1:1 demo to learn how BrightFunnel can connect your marketing campaigns to ROI? Book a meeting today to reserve your spot.

Happy Hour at Gaspar Brasserie

A true Revworld experience isn’t complete without a chance to mix and mingle with fellow marketers at our exclusive happy hour hosted at Gaspar Brasserie. Escape the busy Dreamforce campus and become immersed in our one-of-a-kind Revworld experience where you can re-calibrate, drink award-winning cocktails, experience a selection of thrilling appetizers, listen to swank live music, and swap revenue adventure stories with other guests.

Feeling lucky? Come take a chance with Blackjack or Roulette with our Revworld games during our happy hour. It all begins at 6 PM on Wednesday, November 8th! Space is limited so remember act quickly to reserve your spot.

Tips for Sales and Marketing Success During Dreamforce

If you have a booth presence or are hosting your own ancillary event during Dreamforce, you won’t want to miss our upcoming webinar on Tuesday, October 17th at 1 PM ET / 10 AM PT, as we host How to Prep Your Revenue Team for Dreamforce 2017!

To get your sales and marketing teams ready for this big event, we’ll be sharing:

  • Best practices for your booth, sales meetings, and networking during Dreamforce
  • Ways to make an impact with your brand
  • How to measure the effectiveness of your Dreamforce campaigns on your general marketing efforts

Register now to join us for this awesome session of Dreamforce tips & tricks.

See you all soon at Moscone Center!

 

3 Ways To Tie Marketing to Revenue and ROI

3 Ways To Tie Marketing to Revenue and ROI

While most B2B marketers know Jay Baer as a jedi of content and suit style, what you may not realize is that he’s also a total data nerd when it comes to attribution. Just take a look at one of his many posts about how to measure the ROI of your content marketing or social media, and you’ll know that when it comes to attribution, Jay means business.

In our recent 9-minute webinar, or ‘webinine,’ as Jay calls it, he laid down some fuego reasons as to why marketers should be tracking down their impact on pipeline and revenue. As Jay put it, “marketers that measure are marketers that matter” and we couldn’t agree more. Today’s buyers taking different paths to sale, which makes it unsurprising that Forrester credits 75% of the B2B buyer’s cycles as being owned by marketing. This means marketing is even more competitive than ever before and to beat out your competition or even climb the next level in the career ladder, you’re going to need to start putting your money where your mouth is and became a marketer that measure if you want to matter.

Sound a little daunting? Have no fear, we’ll outline some of the tactics Jay mentioned on our recent webinar that you can use to tie back marketing to ROI and revenue.

#1 Choose the Right Attribution Model

OK – so you’re ready to be a marketer that measures, so what do you do first? Well, before you begin down the path of attribution, you’ll need to pick the right model before you start your quest for ROI. Essentially, what you want to decide is how to connect the dots from a set of user actions (clicking an email, downloading an ebook) to the desired revenue outcome (pipeline and closed-won dollars).

Attributing specific values to each of these events is an important step in understanding what drives customers to make a purchase and where attrition occurs. There are three main attribution models take different angles to arriving at these insights:

  • First-touch attribution: This model assigns revenue credit for the deal to that initial point of contact. Whichever campaign brought your lead into the funnel gets 100% of the credit.
  • Last-touch attribution: This falls on the opposite end of the spectrum from first-touch attribution, crediting the final touch point with converting the lead to an opportunity.
  • Multi-touch attribution: Multi-touch attribution accounts for each step of the journey. This can be done through a linear model, in which each step is weighted equally, or through a more nuanced model that emphasizes touch points with higher influence.

But which attribution model is right for your business? As Jay pointed out in the webinar, the truth is that marketers need multiple models since any of these three attribution models can prove fitting in certain situations.

By using them in conjunction with metrics such as velocity, which measures how quickly a campaign moves prospects through the pipeline, and others that quantify resource allocation (Cost Per Order, Cost Per Deal) you can go further on your quest of understanding of ROI and how to optimize it.  

#2 Start with A Heavy Hitter: the Marketing Impact Report

There’s a reason you’ll want to run this report first if you’re tying your marketing to ROI and revenue and that’s because this is your money report. In a nutshell, marketing impact reporting measures how each marketing activity has sourced or influenced pipeline and revenue for your business.

Since marketing impact reporting looks at all channels and campaigns, it’ll help you keep an eye on everything you do. Be sure to look at how marketing impact is trending over time to make sure that the team is influencing an increasing amount of pipeline and revenue. To do this type of reporting in Excel, if you have a pivot table whiz on your team, or you can do attribution tracking in a marketing analytics tool, like BrightFunnel.

marketing impact report

#3 Get Granular: Track Your Channel Performance

Channel performance reports are my personal favorite since they help you understand which channels are performing the best across the board. This shows you how channels such as online ads, tradeshows, or email blasts are doing. And best of all, you can track this from multiple perspectives to see how these channels are performing throughout the funnel.

When measuring your channel performance, you’ll need to keep track of your full channel mix to see what channels bring leads in and what channels influence leads from opportunity-to-close. By understanding what channels work best for your business you can a) choose the corresponding offer that maps to where a lead is in his buying journey and b) you can better plan your marketing mix throughout the year.

marketing campaign reporting

Ready for more insights? Watch the recording of Jay Baer breaking down How to Tie Marketing to Revenue and ROI in 9 Minutes!

[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!