Campaign Attribution Revealed, Jay Jennison – Full Circle Insights

Get the Campaign Performance Insights You Need to Drive

Revenue

AGENDAAbout Full Circle

The Next-Generation of Campaign Influence

Campaign Influence and Attribution Best Practices

How to Track Influence in Salesforce

Questions

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“Campaign influence tracks pipeline and revenue for multiple campaigns and ties all campaigns of a contact role to that opportunity for pipeline and ROI reporting.”

According to the Salesforce Success Community

How Should You Weight Your Models?

The shorter the sales cycle, the

more critical the first touch campaign

Campaigns that touch decision

makers should be weighted more

heavily

For longer sales cycles the tipping point campaign is more important

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The Next-Generation of Campaign Attribution

SALES REPORT:

$1.5M Opportunity

Inbound call: $300KWebinar: $200KTV ad: $100KTwitter: $150KEmail: $400KEvent: $350K

Weighted Campaign Influence

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Or Across a Single Opportunity

Shorter Sales Cycles

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Longer Sales Cycles

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Get More Granular With Weighting

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What this can show you

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Measuring vs. Benchmarks

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Across Company Size

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Across Industry Type

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Across Geographical Location

How does Full Circle Campaign Influence get you there?

Let’s take a look at the application

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Customer Story – High Tech Mid Market Company

VP Sales asks Marketing to sponsor more conferences this year

VP Marketing wants to end conference sponsorship because: No idea if it helps generate revenue or

pipeline No visibility into campaign performance “Gut feeling” that it isn’t working

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Before using campaign influence . . .

Conferences do not seem to have an impact on pipeline or revenue. So why should we keep doing them?

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After using campaign influence . . .

Surprising the marketing team, conferences are one of the top revenue and pipeline draws

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Moving Towards Weighted Influence:

Socialize the idea of weighted campaign

influence across sales and marketing

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Familiarize yourself with our free 30 day Campaign Influence

trial on the AppExchange

Understand your current attribution

methodologies and limitations

Connect with us for a complimentary

consultation on which influence models work

best for you

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Questions?

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