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Pipeline Marketing Blog

CMO's Organizational Readiness Indicators for Multi-Touch Attribution

According to the State of Pipeline Marketing Report 2015, less than half of CMOs believe that their team is using the correct attribution model. This means that less than half of these marketing leaders are actually confident that their team is accurately attributing marketing activities to revenue.

Usually, this is due to the fact that their marketing org continues to use single-touch attribution models. These are models that give 100% of the credit for customer revenue to a single marketing touchpoint along a 3-6 month buying journey. Understandably, this isn’t the ideal way to assess marketing’s contribution to the bottom line -- far too many touchpoints go unnoticed.

Keep reading CMO's Organizational Readiness Indicators for Multi-Touch Attribution

What We Learned By Filming Our First B2B Case Study Video

At Bizible, we realize that customers are our best salespeople. After all, they know better than anyone the value Bizible provides and how helpful our customer success team is when there are bumps on the road to making every marketing dollar profitable.

We’ve dedicated an entire page to highlight our customer’s stories and how they’ve overcome marketing challenges by using Bizible. The page features logos, testimonials, and case studies from some of our happiest customers.

We’ve recently redesigned the page and put video at the top of our to-do list.

Keep reading What We Learned By Filming Our First B2B Case Study Video

How To Measure Paid Media ROI (ROAS)

Paid Media - whether it’s search, social, display, etc. - is a critical component of every B2B marketing plan. It ensures that your brand and your content is seen by a targeted audience and, compared to many other marketing channels, it’s scalable.

But as any paid media practitioner knows, getting the right people to click on your ads is no easy task, especially at a cost effective rate. Moreover, creating ads and getting clicks is one thing; effectively measuring it is a completely different beast.

Measuring your performance is critical because it allows you to prove the value of your work, as well as improve your performance going forward.

Keep reading How To Measure Paid Media ROI (ROAS)

Topics: paid media

Rallying Around Revenue: Aligning Sales and Marketing at PagerDuty

On Oct. 18, hundreds of marketers will flock to Hiller Aviation Museum just outside of San Francisco for the Marketing Loves Sales conference. The conference revolves around aligning Marketing with Sales to focus on one common goal: revenue.

Chris Souza, Senior Marketing Manager at PagerDuty, will be a featured speaker along with other big names like Stacey Levy (Google), Jon Miller (Engagio), Heidi Bullock (Marketo) and Kevin Bobowski (Act-On Software).

Souza will provide attendees with first-hand experience on the challenges and opportunities facing marketing and sales teams as they both strive to focus on revenue in every endeavor.  

He’ll provide insight on using Bizible to open cross functional conversations.

As a preview to his Rallying Around Revenue presentation at Marketing Loves Sales, we interviewed Souza about his experience. Read what he had to say below, and register for the conference with code “biziblelovessales” for 50% off your ticket.

Keep reading Rallying Around Revenue: Aligning Sales and Marketing at PagerDuty

[INFOGRAPHIC] The Periodic Table of ABM Elements

Charts, frameworks, and other organized forms of visualizations are a great way to learn and better understand marketing. That’s why we’ve been working hard to create more of them -- like this B2B marketing sophistication framework and this ABM orchestration template.

ABM, as a marketing concept, is relatively new and complicated. There are tons of elements, from lists and demand channels to content and measurement. It can be hard to sort them all out in your head.

That’s why we built the Periodic Table of ABM Elements. It’s a way to visualize and organize each part of ABM that's fun and memorable. Using the individual elements, you can start to build your ABM campaigns and see exactly what each campaign requires.

Keep reading [INFOGRAPHIC] The Periodic Table of ABM Elements

Topics: abm

5 Reasons Mastering Marketing Attribution Helps You Become A Better Business Leader

What was a bestseller, reaching 10,000 copies sold per year, in colonial America? Answer: Ben Franklin’s “Poor Richard’s Almanac.” This publication was essentially a variety show filled with poetry, weather forecasts, household hints, and historical tidbits.

The readers enjoyed proverbs Benjamin Franklin created from Native American tradition and common legends of his day. These proverbs rock, but none of them have an explicit marketing connection.

And we’ve yet to read a business maxim that includes mention of marketing attribution. So let’s change that.

Business maxims and proverbs are memorable because they are short and, sometimes, profound. So we found five “Harvard Business Review” worthy business maxims about becoming a better leader.

Beware, we made some modifications to add some marketing attribution flavor.

Keep reading 5 Reasons Mastering Marketing Attribution Helps You Become A Better Business Leader

Topics: marketing attribution

How To Adopt ABM Predictive Analytics at Your B2B Organization

B2B marketing orgs that are launching their companies into account-based marketing are forward-thinking marketing enthusiasts who care a lot about targeting. Predictive ABM analytics take a typical ABM strategy a step further. These insights allow marketers to use real-time data to inform current campaigns, based on forecasts for the future of those strategies.

Organizations across the globe are counting the cost and realizing the high ROI of predictive analytics, and account-based marketers are no exception.

What are the steps to adopting a predictive ABM strategy? How do predictive technologies fit within ABM? As there are stages to most every strategy adoption process, there are steps to adopting ABM predictive analytics as well.

Keep reading How To Adopt ABM Predictive Analytics at Your B2B Organization

An Inside Look at how Multi-Touch Attribution Data Moves from First Touch to Closed Won

Multi-touch attribution data tracks prospect behavior from the beginning to the end of the marketing funnel. From the moment a potential buyer first encounters a B2B brand, a multi-touch attribution solution is tracking, modeling, organizing, and reporting that data inside the organization’s CRM.

But how does this actually work? -- here’s an inside look at how attribution data moves through our Bizible marketing org.

Keep reading An Inside Look at how Multi-Touch Attribution Data Moves from First Touch to Closed Won

How To Get Budget Approval For Martech (Or, How To Not Lose Your Marketing Budget)

As marketing technology continues to explode (see ChiefMartec’s supergraphic), the expectations of the marketing department continue to rise. Coupled with increasing competition, and increasing expectations from public and private funding, getting the budget you need is a challenge. Companies are tightening their belts and marketing is often one of the first places the finance department looks to make cuts.

So in this era, how do you get budget approval for the martech that you need? Or even more pressing, how do you not lose your current marketing budget?

Keep reading How To Get Budget Approval For Martech (Or, How To Not Lose Your Marketing Budget)

Bizible’s Ultimate List of Paid Media Resources

Paid media plays a role in almost every business. Whether it’s Google Adwords, sponsored updates on social platforms, or hiring an agency to manage campaigns for your company, paid media is a great way for B2B marketers to find and close customers.

We’ve written a great deal of articles on the topic. Below, you’ll find 11 of our top posts for a one-stop resource of all things B2B paid media. The articles are broken into three categories: Paid Search, LinkedIn Advertising and Google Adwords specifically. 

Keep reading Bizible’s Ultimate List of Paid Media Resources
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