Pipeline Marketing Blog

The 4 Stages of B2B Marketing Performance Management Maturity

Systematic improvements are the best way for a marketing organization to make consistent gains in performance. To have an impact over the long-run, changes should be made at the fundamental level to how the budget gets allocated, how content is created, how performance is measured, etc. That’s why marketing performance management (MPM) has increased as a focus for so many B2B marketing departments.

What marketing performance management means to B2B organizations varies quite a bit. For those who are just developing marketing performance management practices, it can be as simple as tracking channel performance and trying to base budget allocation decisions on demand generation goals. At the other end of the spectrum, the most advanced marketing organizations are able to automate optimization and make smart decisions using predictive insights.

There clearly is some distance between what marketing performance management can mean, so we built this framework to help you think about where you are on the MPM spectrum, as well as how to develop and mature your practices.

Keep reading The 4 Stages of B2B Marketing Performance Management Maturity

What Is Algorithmic Attribution? And Why Should B2B Marketers Care?

B2B marketers use attribution to understand how their marketing impacts down-funnel sales. It enables them to see which marketing efforts successfully engaged and moved prospects through the funnel. Attribution data -- the number of leads, opportunities, revenue, etc. that were generated by each channel, campaign, ad, etc. -- then, is the foundation for measuring, analyzing, and mapping the customer journey.

To make sense of attribution data, marketers apply attribution models. Most models are built around a set of rules -- in a first touch model, the first touch gets 100% of the credit; in a last touch, the last touch gets 100% of the credit; in a U-shaped model, the first and last touch split the majority of the credit; etc. (See all attribution models here.) This is where critics of attribution tend to jump in. Many believe attribution models built around a set of predetermined rules simplify the customer journey to the point where it is no longer valuable.

Of course, each model attempts to balance two factors: 1) accuracy and 2) ease of implementation and use. On one hand, single touch models are relatively easy to implement and understand, but they clearly don’t represent the full customer journey. On the other hand, it takes a sophisticated marketing organization and attribution solution to accurately track each touchpoint and make sense of a more-complicated, multi-touch attribution model. This brings us to algorithmic attribution - the most advanced and perhaps most complicated method for modeling attribution data of all.

Keep reading What Is Algorithmic Attribution? And Why Should B2B Marketers Care?

Bizible Introduces Facebook Ads Integration Making Media Optimization Easy for B2B Marketers

At Bizible, we believe in helping marketing teams make the best decisions and our leading automated multi-touch attribution solution is already being leveraged by over 250 brands such as Optimizely, Avalara, and OpenColleges to do just that.

To do their job well, B2B media managers need comprehensive attribution information and insights. Today I’m excited to announce Bizible now has a native integration with Facebook Ads.

Keep reading Bizible Introduces Facebook Ads Integration Making Media Optimization Easy for B2B Marketers

The Revenue Focused SEO Keyword Strategy For B2B Marketers

Keyword performance is difficult to predict. With limited keyword data available it’s often a guess as to which keywords will generate revenue.

Keep reading The Revenue Focused SEO Keyword Strategy For B2B Marketers

Topics: content marketing, SEO

Getting Started with Marketing Attribution Analysis

Marketing attribution offers rich, new data by connecting marketing efforts to metrics throughout the entire funnel, all the way down to revenue. Judging by the number of saved reports we have in Salesforce, there are seemingly limitless amounts of analysis that you can do with the data. If that sounds familiar to you, you don’t need my help with marketing attribution analysis. But if you’re struggling with where to start, here is a good place.

Keep reading Getting Started with Marketing Attribution Analysis

Tips for Testing and Measuring Marketing Campaigns to Improve Results

If you’re looking for ways to improve sales and profits in 2017 through marketing avenues, it’s important to always remember that top results aren’t all about increasing your budget and pumping out more and more strategies. Instead, you must find ways to ensure that your marketing campaigns are actually effective, and learn which tactics work best when targeting the specific businesses you’re trying to lure.

Keep reading Tips for Testing and Measuring Marketing Campaigns to Improve Results

How To Plan, Execute & Measure a Direct Mail Campaign

In the closing months of 2016, we wanted to run a campaign that would impact sales opportunities and help our sales team have a great Q4. We decided on a direct mail campaign.

Marketers are flooded with daily emails and it’s hard to rise above the noise. Direct mail can set your company apart. Although it’s easy to overlook offline campaigns because they’re notoriously hard to track, omnichannel attribution simplifies the process.

Below, learn how we planned, executed and measured our most recent direct mail campaign.

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Central Account-Based Marketing Problem Solved With Lead To Account Mapping

Roughly 17M results are returned from Google when searching for account-based marketing (ABM) technologies, which means there’s a wealth of content being generated around this topic.

Keep reading Central Account-Based Marketing Problem Solved With Lead To Account Mapping

Topics: account based marketing, account based reporting

How Attribution Enables True Meritocracy in the Workplace

All companies like to think that they operate based on a meritocracy. Not only do many believe that it is the most fair philosophy, but they also believe that it generates the best business results.

Fundamentally, it means that power should be determined based on talent, ability, and provable achievement. In the workplace, this philosophy takes shape through a number of concepts. Among them the belief that the better idea (backed by sound reasoning and data) should be listened to, no matter who came up with it, and the idea that those who generate more value for the company should be rewarded for it in advancement.

Keep reading How Attribution Enables True Meritocracy in the Workplace

B2B Companies Who Don’t Implement Multi-Touch Attribution Will Fall Behind in 2017

According to data from the State of Pipeline Marketing Survey 2016, 83.3% of marketers who are using single-touch attribution are doing so because it’s easy to implement or because it is the legacy system.

Essentially, they’re not using it because it gives them an accurate representation of marketing’s impact on revenue, but because it is the status quo.

Sticking with the status quo and delaying the implementation of a more advanced multi-touch attribution solution may seem like the low cost option. You’re not the one making the decision and it’s not like you’re making the data worse by doing nothing.

But in actuality, using single-touch attribution or no attribution at all is the much more costly option.

Keep reading B2B Companies Who Don’t Implement Multi-Touch Attribution Will Fall Behind in 2017
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