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• Understanding Marketing Attribution

  Understanding Marketing Attribution Marketing attribution, at its simplest, is about connecting historical customer data: from marketing, sales and in some degree, customer succes. By connecting all the dots — where also deals close and revenue metrics are held — the marketing team no longer has to guess their revenue impact. Nor have the sales team have to guess what the quality of the leads are. Every deal can be tied back to specific marketing, sales and even customer success actions. WitPopular

• Multi-Touch Attribution Modelling

  Multi-Touch Attribution Modelling Marketing attribution, especially in the B2B space where the customer journey is long, complex, and requires both the marketing and sales team to work in tandem, tells the most complete and accurate story of the customer journey. Specifically, this means understanding the importance of multi-touch attribution models, such as W-shaped, for B2B marketers. Most marketing automation platforms handle attribution using a lead-creation touch model and most CRMs hanSome readers

• Omni-Channel Attribution

  Omni-Channel Attribution Omni-channel (online and offline) attribution is another B2B specific challenge because there’s a multitude of channels and the typical customer journey spans a wide range of them, including online and offline. Omni-channel attribution allows marketers to see the impact of every customer interaction from search keywords to conference booth demos. Web analytics, naturally, only tracks online interactions. Same goes for marketing automation measurement. For B2B marketeSome readers

• Channel Mix Allocation

  Channel Mix Allocation There are hundreds of different ways marketers can spend their budget and resources. Since they must pick and choose which of those to invest in, attribution informs marketers where to place their bets, as well as when and where to double-down. Channel efficiency metrics allow the marketing team to reallocate budget to grow faster and cheaper with the optimal mix. The old saying in marketing is “half of our money is being wasted, we just don’t know which half.” MarketiSome readers

• How Does Attribution Fit In The Marketing Stack?

  How Does Attribution Fit In The Marketing Stack? One of the biggest challenges in choosing to adopt new marketing technology is figuring out how it will integrate into the marketing stack. Will it make existing processes easier or harder? Is the value-add greater than the time and resources it takes to onboard? These are important questions that every new tool must be vetted for. If it doesn’t fit into the workflow or play nicely with existing tools, marketers won’t use it and the value willPopular

• How Is Attribution Different Than Web Analytics, Marketing Automation, And Other Marketing Tools?

  How Is Attribution Different Than Web Analytics, Marketing Automation, And Other Marketing Tools? Many marketing tools, ones that most organizations already use, claim to do attribution or at least some version of it. It’s natural to want to use these tools for attribution as well since you’ve already committed to the rest of the tool. But unfortunately, when you take a closer look, they don’t really do what you need and you end up with the same problems. Web and Other Channel-Specific ASome readers

• Selling Attribution to the C-level

  Selling Attribution to the C-level When it comes to the C-suite, attribution gives marketers more credibility at the proverbial table. By allowing marketers to report on results, rather than just activity, you’re able to have revenue accountability and prove that marketing is in fact a revenue center, and not a cost center. More than just proving the value of marketing, attribution data enables marketers (and, as a result, the whole company) to see if they are on track to hit their goals. ItPopular