Reporting on the actual value of marketing efforts can often be so time consuming that it doesn’t leave resources for analysis and, most importantly, the time to act on findings. Teams can spend days or weeks gathering data and building reports with heavy implications, such as determining next quarter’s MQL or pipeline goals. This effort can take time away from other high value reporting tasks—modeling multiple goal scenarios or forecasting the production of a marketing team’s current efforts. Any team spending a lot of time on reports will eventually realize that their bandwidth is restricting them from not only reaching the conclusions that matter most, but actually acting on these insights to improve marketing.
We know that reporting—particularly for B2B—can be a long and arduous task… but it doesn’t need to be. BrightFunnel was built with the goal of improving the availability of B2B marketing insights through the automation of valuable reports that may either be taking too much time to build, or may not have been built at all.
But compiling data into relevant reports is only half of the battle. Actually distilling reports into insights that marketers can understand takes more time and utilizes additional expertise (i.e. data analysts) that often isn’t readily available as a part of in-house marketing teams. BrightFunnel helps solve this problem by automatically building the reports that help marketers connect their efforts to revenue, making it easy for teams to visualize their data, derive valuable insights, and get the answers they need to improve marketing. Simply put: BrightFunnel speaks to marketers.
The following are just a few of examples the fundamental questions that BrightFunnel answers for B2B marketers:
How active were my campaigns last quarter?
Marketing efforts can span across dozens of channels, from one-off events and promotions to ongoing ad campaigns and webinars that may run for years. But for many marketers, simply knowing their activity during a specific time period isn’t an easy report to build, as SFDC has a really tough time filtering campaigns across activity dates.
For marketers, knowing when campaigns are sourcing and touching leads shouldn’t be as large of an ask as it often is. BrightFunnel reports can be easily filtered by the attributes that matter to marketers, without using pivot tables of time-consuming manual processes.
How quickly are my leads converting to opportunities?
Understanding how quickly leads convert is crucial. When your sales team realizes how much pipeline they need to work with next quarter, knowing your historic velocity can give you insight into how much lead time you realistically need to create the pipeline necessary to meet company growth and revenue goals.
BrightFunnel allows marketers to easily view, sort, and drill into historic velocity on their own terms. Viewing how fast your leads have converted is now as simple as clicking a button.
How do my marketing channels attribute to revenue?
Gathering accurate campaign attribution data from Salesforce is tough. SFDC provides a “Primary Campaign Source” field to help alleviate some of its own attribution issues, though this field is often limited to a single-touch attribution model, which doesn’t give credit to most of the marketing efforts a team is executing on. As a result, most B2B marketers are blind for up to 80% of the buyers’ journey because single-touch attribution models are limiting them from obtaining true insight into the effectiveness of their efforts across the entire funnel.
Through BrightFunnel, marketers can compare various attribution models (including complex, multi-touch scenarios), and understand how their campaign ROI has changed over time. In the example above, a user can clearly see their team’s quarter-over-quarter contribution to revenue, broken down by channel.
B2B Marketing Insights: Past, Present, Future
B2B marketing efforts naturally bring up questions that, while seemingly simple to answer, often require complex algorithms to derive any real insights. Building, visualizing, exploring, and distilling insights from reports doesn’t have to be a daunting task, however, and at BrightFunnel, we aim to help marketers answer these fundamental questions through reports that are easy to build and understand, but allow the opportunity for further exploration into the who, what, why, when, and how of marketing.
In this series, we’ll continue to explore some of the fundamental questions that BrightFunnel helps marketers answers, and offer tips to help you make the most of your marketing reports and analytics. In turn, we’ll show you how having a strong grasp on historical performance can not only help you improve marketing ROI in the present, but predict future outcomes and, once and for all, accurately forecast marketing-generated revenue.
What are some of the “simple” marketing questions that you struggle with answering?