B2B Attribution Basics: The Pros and Cons

@brightfunnel | www.brightfunnel.com/blog/

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

https://twitter.com/brightfunnel

http://www.brightfunnel.com/blog/

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

How To Ask Questions During Webinar

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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

= 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?

