How to Effectively Measure Customer Upsells, Renewals and Retention Rates

How to Effectively Measure Customer Upsells, Renewals and Retention Rates

Say your revenue team has just closed a deal. It’s an amazing feeling, right? Your sales team is ringing the gong and your marketing team is popping the champagne. Everyone’s excited to welcome another customer into the family.

But when the champagne bottle is empty, and it’s time to get back to business, many marketers will often only think about their marketing attribution in terms of what is bringing in net new business. After the deal closes, marketing typically has a set onboarding and customer cadence that treats their customers equally and provides them with the same set of content from marketing automation.

The reality is that marketing attribution shouldn’t stop at a closed deal won. How often though do your find yourselves running into customers at a trade show?  How many times have you noticed customers browsing your website and downloading content to become more educated? And how often are customers taking a reference call for you or writing a review on G2Crowd?!

It’d be such a shame to miss out on all those marketing interactions and touchpoints that take place after the deal has been won. Wouldn’t it be great to understand whether there was a pattern to marketing touches or customer advocacy that led to more upsells, renewals, retention and a better overall customer experience?

In the era of SAAS, renewal and retention rates are just as important, if not more important than net-new business to your investors! It’s time that marketers go beyond tracking what revenue they sourced, to analyzing and getting credit for customer retention revenue numbers.

Marketers should start becoming best friends with their client success team. With the help of multi-touch attribution insights, marketers can do a lot more than just help grow net-new revenue — they’ll finally be able to provide tremendous insights into what type of content resonates the best at each stage of a customer upsell or renewal cycle.

These types of metrics can also give your revenue team a deep understanding of how offline activities and customer advocacy campaigns impact retention and renewals. With a couple clicks of a button, a multi-touch attribution tool like BrightFunnel can easily help marketers understand which marketing tactics are most impactful at each stage within the renewal and upsell cycle.  This reporting would allow you to proactively design and target programs to actively engage your customers vs. just pumping them with the same content.

While marketing automation might work to send customers down different paths based on their engagement, what would you do if you found out that those email campaigns actually had no impact on renewals and upsells?

You might be tempted to invest in opt-in preferences for your customers through a contact preference project, but what if you realized that customers that renew or upgrade do not even care about reading your marketing emails.

Wouldn’t it be better to know that getting customers to a particular dinner or user conference would increase the likelihood of them renewing by 50%?! Imagine communicating that to your CS Team! You better believe they would be ensuring that they were participating in your events and working hard to ensure attendance.

Or what if you found out that a particular ebook that had not sourced many deals had actually touched 70% of closed/won renewals last quarter, would you still have cut it?

These are all the type of immediate insights you can get from BrightFunnel!

We would love to help your marketing team increase renewal rates using BrightFunnel! Schedule time to speak with our Revenue Intelligence team to get 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!

[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!

[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 SevOne Found ABM Measurement Success

How SevOne Found ABM Measurement Success

Because it targets a very specific type of business, SevOne relies exclusively on ABM tactics when going after new customers. But — as with most Marketing organizations looking to find bulletproof success with their ABM strategy — they didn’t exactly know where to start.

“It can seem like a daunting task,” admitted Tommy Jenkins, SevOne’s former Director of Global Demand Generation, on-stage with BrightFunnel’s CEO and co-founder Nadim Hossain at last year’s #FlipMyFunnel in San Francisco.

According to Tommy, there are four critical components to any successful ABM strategy: Identifying your target accounts, understanding their buying cycle, executing your programs, and analyzing the results. And because SevOne goes after a very specific kind of customer, ABM isn’t a strategy, it’s the strategy — which means they need to make sure they’re doing it right.

18 months before #FMF — when Tommy had first joined the company — he asked the Marketing team to map out the demand cycle in order to learn how a SevOne deal got done.

He realized that when the team looked at a deal from a funnel perspective, it didn’t really add up. The SevOne buyer’s journey — which is complex and non-transactional — needed to be measured differently.


While certain leads or contacts were successfully converted into opportunities on the way to closed-won, others were left in Salesforce limbo and never straightforwardly associated with the deal. “When you look at those [second] two [leads] from [this] perspective, it’s like they didn’t have any impact,” Jenkins said. Because the team was analyzing deals in this linear, opportunity-centric fashion, they couldn’t see all of the touch points where multiple stakeholders within an account were interacting with various campaigns. And if they couldn’t recognize where exactly they were succeeding, they couldn’t make smarter decisions about where to allocate spend down the line.

As Jenkins stated, “Everything [SevOne does] has to be account-based marketing or it’s a waste.” But if you can’t measure ABM with a funnel, how can you measure it?

Jenkins realized that by putting the target customer at the center, he could learn how to accelerate opportunities and create new and larger opportunities with more accuracy. When they adopted a holistic view of their ABM efforts, looking at their target from all sides to see how each tactic made an impact, the team was better able to measure the effects of their work. Because he needed to sit in front of his CMO and CEO and defend his spend, it was imperative that Jenkins ask the right questions (such as which content is resonating most with our audience, and which channels are performing best) and then measure the effectiveness of the team’s ABM efforts.

Enter: Account-Based Attribution.

At Jenkins’ previous company, he and a team had developed their own attribution platform — but it took six months to build and three full-time engineers to maintain. So when he moved to SevOne, Jenkins chose BrightFunnel because it promised to deliver the ABM-specific metrics the team was looking for, and it was up and running in just 30 days. By implementing the platform, the Marketing team could finally understand the impact of their work by gaining full visibility into what exactly made a deal happen. BrightFunnel mapped orphan leads to accounts to illuminate the marketing touches that had before been invisible, and also offered multiple attribution models and robust filters that let the team gain different perspectives on an account.

“I want to know what works and what doesn’t, and what levers I can pull to actually drive bigger deals faster, or new logos that we’re not in,” said Jenkins. With BrightFunnel’s platform, he finally had the “ability to take [SevOne’s] complex sales cycle — long, expensive, with many decision makers — and bring order to it so that now I can actually understand.”

And once Marketing understood, they could explain those levers clearly to Sales as well. The two teams were able to join forces to drive even more success at the company. They could align themselves around achievable, actionable account-based goals based on historical data. They could look through the lens of their campaigns to see the complete view of any account.

Maybe best of all, Jenkins could use this data to defend his seat at the table: “I showed [the data around which marketing efforts had worked] to my boss and her jaw hit the floor when she saw [it]. This is the stuff Sales wants to know, because they’re thinking [about] accounts and titles within those accounts, and tactics that work.” Because of BrightFunnel, SevOne now has “a better view of how [to] win the deals in…target accounts.” That account-centric view is what allows the SevOne team to confidently plan campaigns to help drive more deals, win more logos, and gain more revenue for the business.


Get a more in-depth look at SevOne’s ABM measurement success story by watching Tommy Jenkin’s full #FlipMyFunnel presentation with our founder and CEO Nadim Hossain.