Pipeline Marketing Blog

7 Benefits of Attribution Realized by B2B Marketers

By Lauren Frye
Oct 5, 2016
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B2B marketers tend to rely on social proof and peer recommendations when it comes to martech adoption. They find a trusted company the same size and dealing with the same limitations, and they chat with them about their experience with various technologies.

This article is intended to help you have 10+ similar meetings without you having to schedule time, beat traffic, or pick up the phone. Demystify the benefits of attribution for yourself and see what your colleagues have to say.

For instance, Justin remarked, “Like many marketers, I've long been searching for the holy grail -- that system that could let you model marketing interactions in a way that makes sense. [Attribution] is that system.”

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Below are seven benefits of attribution that other marketers have recognized after using an attribution solution themselves.

[1] Clear view of the entire purchasing process

Marketers who use attribution consistently attest to a greater level of visibility into their marketing strategy, which means that they’re able to see the entire purchasing process of a lead/contact from beginning to end.

“It's also encouraging to see large and growing brands use [attribution],” said Kris. “It's gives us marketers clear visibility into not only what channels are effective in influencing the pipeline, but also tracking all the way thru to closed won.”

Russell corroborated this point, saying, “It provides data and analysis for how marketing and outbound efforts are affecting the whole purchasing process (either until the opportunity is created or even until the deal is closed).”

[2] Channel and campaign performance measurement

Because of the increased visibility into the pipeline journey that prospects take, marketers are also able to see which channels, programs, and campaigns were most effective within those buying journeys.

Kris explained, “We have learned some campaigns or channels were effective in influencing pipeline at first touch and how it was different from what was effective in influencing touch-points downstream like opportunity creation.”

A case study created with attribution-related insights from the team at LiquidPlanner explains further.

“The marketing team [at LiquidPlanner] has used Bizible to plug blind spots in its data. Campaigns that were previously thought to be successful were discovered to not actually be driving opportunities or revenue.”

At the same time that teams are able to cut underperforming campaigns, the flipside of that reality is that teams can scale up campaigns that are working well. Erin noted that, “We are able to see what channels and programs are driving the most revenue and are able to optimize programs based on those insights.”

[3] Visibility into down-funnel results

Better performance measurement of campaigns is also made possibly by another benefit of attribution data. Because of the comprehensive nature of an attribution solution’s tracking methods, the task of connecting top-of-funnel initiatives to down-funnel results is made easy.

Andy explained, “I'm tracking things that I never could have tracked before, I can see ROI down to the KEYWORD level on AdWords campaigns, how cool is that?”

A strategist at a paid search agency, Bill said, “[An attribution solution] is not only able to track what happens pre-conversion, but also shows what happens post-conversion. This information is the missing link that shows the most accurate Return on Ad Spend for clients spending in PPC.”

[4] Accurate attribution of revenue

Marketers also observe greater visibility into their marketing strategy, from campaigns and keywords to down-funnel impacts and ultimately revenue contribution.

“It's also encouraging to see large and growing brands use [attribution],” says Kris. “It's gives us marketers clear visibility into not only what channels are effective in influencing the pipeline, but also tracking all the way thru to closed won.”

This helps marketers evaluate the success of their efforts, so that their decisions are based on data as opposed to a series of educated guesses. But we’ll hear more on that later.  

And Kevin explained, “We are finally able to connect the dots between all the money we spend on marketing campaigns and closed won revenue.”

[5] Multi-touch modeling

Other martech programs, such as marketing automation, are unable to model attribution data using more complex methods. In most cases, they’re only able to perform single-touch attribution, which assigns 100% of the revenue credit for a sale to a single touchpoint along a customer’s entire buying journey.

Dedicated attribution solutions are able to model using more advanced methods, known as multi-touch attribution modeling. Two of these models are the U-shaped model and the W-shaped model.

David explained his experience with these modeling systems, saying, “We use U-shaped and W-shaped modeling to fairly credit individual tactics for the leads/opps/revenue they’re driving.”

[6] Offline channel tracking

Digital channel tracking is one thing, but can marketers use attribution to also track offline channels? Indeed they can, and other users of attribution can attest to their success in tracking non-digital channels alongside digital ones.

David notes that, “We now are able to measure the impact of all online and offline marketing touchpoints.” This creates a comprehensive array of data that can inform an entire marketing strategy that includes both online and offline channel mixes.

[7] Confident decision-making paradigms

Xamarin worked with our team to prepare a case study of their success using attribution. One of their main takeaways related to their ability to make educated marketing decisions.

“We were kind of just picking and choosing what we wanted to spend money on…” Cori Hemmah explained. “But now we can see that it was definitely worth it, and we were doing the right thing, and we’re able to make future decisions based on that information.”

Grant also called attribution a “game changer,” and he noted that, “Thanks to [attribution], we're able to make real marketing decisions with confidence.”

Other marketers have benefited greatly from the advantages provided by attribution. Better decision-making, better visibility, better tracking, and better modeling are at a marketer’s fingertips. 

For more information and testimonials about attribution, check out our customer stories, or more reviews on G2 Crowd.

B2B Marketing Attribution 101  An intro guide to attribution for revenue-driven B2B marketers  Download Now

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