Tie marketing to revenue with Bizible by Marketo
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The document discusses the challenges that marketers face in connecting marketing activities to revenue. It notes that many marketing decision makers lack the capabilities and metrics to measure marketing success. The document then outlines elements that are important for effective attribution, including understanding the customer journey, tracking multi-touch interactions across channels, and using attribution data to optimize campaigns and prove the impact of marketing on revenue. It provides examples of how attribution can help answer questions to improve performance and achieve marketing goals.
![© 2019 Adobe. All Rights Reserved. Adobe Confidential.
We also did some of our own research...
“The biggest amount of time I’m
spending in one day is gathering
data from all these different
platforms.”
“We’re asked to grow at a really fast pace and we literally
have big question marks on what generates money. ”
“One of the biggest obstacles...is
the data quality, missing data,
and things that are not tracked.”
“I’ll present some data and he’ll
[SDR leader] be like ‘that’s not
what my numbers show’.”
1. Long, nonlinear journeys 2. Siloed and diverse data 3. Accounts, not individuals](https://image.slidesharecdn.com/tiemarketingtorevenuewithbiziblebymarketo-webinarversion-190502161759/85/Tie-marketing-to-revenue-with-Bizible-by-Marketo-5-320.jpg)
Tie marketing to revenue with Bizible by Marketo
- 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” — John Wanamaker
- 4. © 2019 Adobe. All Rights Reserved. Adobe Confidential. of marketing decision makers “lack the capability to measure results” — Forrester’s Global Business Technographics Marketing Survey (2017) of marketing decision makers “lack defined metrics to measure success” 47% 48%
- 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. We also did some of our own research... “The biggest amount of time I’m spending in one day is gathering data from all these different platforms.” “We’re asked to grow at a really fast pace and we literally have big question marks on what generates money. ” “One of the biggest obstacles...is the data quality, missing data, and things that are not tracked.” “I’ll present some data and he’ll [SDR leader] be like ‘that’s not what my numbers show’.” 1. Long, nonlinear journeys 2. Siloed and diverse data 3. Accounts, not individuals
- 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Connecting marketing to revenue is hard If you can’t do it, it hurts Start by understanding the journey Supercharge your revenue
- 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. “What happens if I can’t do it?”
- 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What Happens If I Can’t Do It? “What gets measured gets managed.”
- 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What Happens If I Can’t Do It? Single Touch Attribution Undervalues Critical Channels 29% 60% 37% 27% -20% -36% -356% -133% -26% "Other" W eb Referral OrganicSearch Direct Trade Shows Inbound/Content DirectM ail Nurture Campaigns Outbound Calling
- 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What Happens If I Can’t Do It? 1 22 167 Average # of touchpoints in our buyer journey Tracked by campaigns (i.e., include form fills) Tracked by single-touch attribution
- 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What Happens If I Can’t Do It? “When B2B marketing execs can't definitively quantify what their company gets in exchange for the money it spends… • CFOs see marketing as a cost center • Sales execs see it as a resource diversion • CEOs don't consider it a strategic part of the management team.” — Allison Snow, Forrester
- 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Connecting marketing to revenue is hard If you can’t do it, it hurts Start by understanding the journey Supercharge your revenue
- 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential. “OK - How do you do it? What are the elements of effective attribution?”
- 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Paid Media Events Email Organic Search Web Direct Facebook Google LinkedIn Account
- 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. First Touch Lead Creation Demo Request Opp Created Closed Won Upsell Opp Created Upsell Closed Won Paid Media Organic Search Event Web Direct Event Web Direct Email Event Direct Paid Media Web Direct Email Email Web Direct Paid Media Email Account Journey
- 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. § Account: Acme Corp § Person: Mark Evans § Stage: Lead Creation Touch § Channel: Organic Search § Subchannel: Google § Keyword: “Digital Transformation” § Landing Page: Company.com/blog/ digital § Form Fill: Resource.company.com/ digital-transformation-2019-ebook § Seattle, WA § Firefox § January 10, 2019 10:09am Touchpoint Lead Creation Organic Search
- 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 19. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 20. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Connecting marketing to revenue is hard If you can’t do it, it hurts Start by understanding the journey Supercharge your revenue
- 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. “What can I do with attribution data?”
- 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Powerful Questions to Ask & Answer PROVE Where did my Q1 revenue come from? What percentage was marketing originated? What campaigns drove the most revenue? Prove Prescribe & Predict Perform
- 24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Bizible Demo
- 25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Powerful Questions to Ask & Answer PRESCRIBE & PREDICT Where is the bottleneck in my funnel? Which conferences should I invest in next year? Should I invest in EMEA or APAC? Product A or B? Where should I spend my next marketing dollar? How much budget to I need to hit this year’s revenue goal? Prove Prescribe & Predict Perform
- 26. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Bizible Demo
- 27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Powerful Questions to Ask & Answer (OVER) PERFORM How do I activate my data and turn insights into action? Prove Perform Prescribe & Predict
- 28. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketo Sky Demo
- 29. © 2019 Adobe. All Rights Reserved. Adobe Confidential. “Can you give me some practical guidance?”
- 30. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Crawl, Walk, Run Your Way to Attribution Success Revenue mindset Digital & offline attribution Multi-touch tracking and attribution Custom & ML attribution Act programmatically Share insights across the organization
- 31. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Ascend with attribution: § Easy, accessible data to prove impact on revenue § Flexible reporting to prescribe and predict § Actionable insights that enable you to over-perform Nirvana
- 32. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Connecting marketing to revenue is hard If you can’t do it, it hurts Start by understanding the journey Supercharge your revenue
- 33. © 2019 Adobe. All Rights Reserved. Adobe Confidential.