B2B Attribution Basics: The Pros and Cons

@brightfunnel | www.brightfunnel.com/blog/

Attribution Model Basics: Pros & Cons HOSTED BYJessica Cross and Nadim Hossain

@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 2

How To Ask Questions During Webinar

Today’s Speakers

Nadim Hossain

@nadimhossain

Jessica Cross

@jfayesf

Agenda

1. Common attribution models2. Pros, Cons, and Best uses of Each Model3. How Salesforce gets it wrong4. Q&A

Multi-touch revenue attribution answers how much revenue or pipeline was generated for every dollar we spend on marketing programs.

Common Attribution Models

•First-touch•Last-touch•Evenly weighted

•Position-Based•Machine learning•Time Decay

Common Attribution Models

•First-touch•Last-touch•Evenly weighted

•Position-Based•Machine learning•Time Decay

Consider Jane, Director of DevOps at AcmeTech

1. Meets you at a tradeshow2. Watches demo video3. Downloads eBook4. Watches product webinar5. Signs deal for $20k

First-Touch Attribution

Last-Touch Attribution

Single-Touch: The Bottom Line

● Overstates the value of a single activity● Ignores all mid-funnel activity● Misleading, results in bad decision making● Salesforce only sees last touch prior to

conversion

Evenly-Weighted Attribution

Evenly-Weighted: The Bottom Line

● Vast improvement over First-Touch Attribution● Not all touches are created equal● Undervalues campaigns with higher engagement● Undervalues “source” or “tipping point” touches

Position-Based Attribution

Position Based: The Bottom Line

● Reflects Buyer’s Journey● Gives credit to acquisition and tipping point

touches● Fairly easy to understand and communicate● Most BrightFunnel customers use position based

The New B2B Buyers’ Journey

• Marketing owns +70% of the Buyers’ Journey• 4-5 influencers• Not all influencers are known to the sales team• Each influencer follows a unique journey

AcmeCorp Team

Director, DevOps

C.I.O. Systems Admin IT Analyst

Susan’s Journey

1. Watches a webinar2. Reads a white paper3. Downloads a case study4. Signs up for a CIO dinner

The Entire AcmeCorp Journey

= 4 TOUCHES

= 2 TOUCHES

= 8 TOUCHES

The Entire AcmeCorp Journey

= 18TOUCHES

How Salesforce Reports ROI

● Single-Touch Only

● Reliant on Contact Roles

Salesforce Misses 75% of the Team

94% of touches not attributed to the AcmeTech sale.

1. Multi-Touch Revenue Attribution is critical for B2B Marketers

2. Don’t over-complicate things; just get started3. Salesforce leaves you blind to 90%+ of your

funnel activity.4. Select a technology designed for B2B Marketers

Takeaways

You’re ready for Multi Touch When

● You are using Salesforce and a Marketing Automation tool.

● You sync your campaigns to Salesforce● You have a diverse marketing mix● Your B2B Buyers’ Journey is complex● Your company is focused on acquiring new

customers

Why BrightFunnel?

Get the total picture of Marketing’s impact on revenue.

The Salesforce Method

The BrightFunnel Method

Trusted by Marketing Teams

Questions?

B2B Attribution Basics: The Pros and Cons

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