Pipeline Marketing Blog

[White Paper] Best Practices for B2B Marketing Attribution in 2017 and Beyond

Several recent reports have found that a significant amount of B2B marketers are currently taking a hard look at attribution. Whether they’re looking to implement attribution for the first time or looking to upgrade their attribution solution, it’s a critical area of research.

According to the State of Pipeline Marketing Report 2016 which was published in November, 30.2% of B2B marketers reported that they were planning on changing their attribution model in the next 6 months and a further 42.4% said that they were unsure. AdRoll’s State of Performance Marketing 2017 confirms this sentiment, finding that 57% of marketers are changing their attribution model this year. They are even declaring 2017 “the REAL year of attribution.”

Keep reading [White Paper] Best Practices for B2B Marketing Attribution in 2017 and Beyond

Topics: attribution

Hear What Matt Heinz Has To Say About Attribution [VIDEO]

Matt Heinz, President and founder of Heinz Marketing, gave a presentation on how to achieve measurable results through attribution. We've cut the video to just the meat, which at under fifteen minutes long is concise and powerful.

Keep reading Hear What Matt Heinz Has To Say About Attribution [VIDEO]

Topics: attribution

AdWords Conversion Import for Salesforce: Unpacking what it means for B2B marketers

Google AdWords recently launched an integration with Salesforce that connects AdWords data with Salesforce. Because of their messaging and the fact that it integrates with Salesforce, it can sound pretty similar to Bizible attribution if you don’t pay close attention to the details.


We will sort through those details and unpack the impact of this product for B2B marketing measurement.

Keep reading AdWords Conversion Import for Salesforce: Unpacking what it means for B2B marketers

Topics: attribution

6 Questions About Marketing Attribution That You Were Too Embarrassed To Ask

It seems like more and more people are talking about marketing attribution these days. That’s a good thing. Marketers are now being held accountable to more than just leads and need attribution to connect their efforts to revenue. According to a survey of B2B marketers, about three-quarters of organizations have some sort of attribution in place.

Maybe you’ve read some articles or heard coworkers talking about attribution, and feel like you’re missing part of the picture. Here are some answers that you’ve been looking for.

Keep reading 6 Questions About Marketing Attribution That You Were Too Embarrassed To Ask

Topics: attribution

Get Exceptionally Valuable Results From A/B Testing With Advanced Measurement

A/B testing has become a staple in the data-driven marketer’s diet. After all, decisions based on A/B experiments are objective and data-centric, rather than based on feelings, which can vary from day-to-day and person-to-person.

Here at Bizible, we love running A/B experiments, from testing landing page copy to button colors to blog design and more. In this post, we’ll discuss how we use A/B tests and measure them using down-funnel metrics to make sure that we’re optimizing for the right goals.

Keep reading Get Exceptionally Valuable Results From A/B Testing With Advanced Measurement

Topics: attribution

Drive More Revenue With Content Marketing With Form URL Analysis

Tracking the URL of form downloads within your attribution solution seems like a particularly nerdy thing to get excited about. I’ll admit that when I first heard about it, the implications didn’t immediately jump right out at me. But when I learned what types of reports I was now capable of making and the amount of insights that I could draw from tracking form URLs, I got excited.

In this post, I will walk through three reports that I’m a huge fan of and that I think you will like, too. The insights that they have provided have greatly informed our content marketing strategy and have driven change.

Keep reading Drive More Revenue With Content Marketing With Form URL Analysis

Topics: attribution

How To Perform Actionable Win Rate Analysis With Marketing Attribution

Win rate is an essential bottom-of-the-funnel marketing metric. Measuring win rates gives B2B marketers a constant gauge of how well marketing efforts are converting prospects, especially at the bottom-of-the-funnel. And on the Sales side, it gives insight into how the sales team can more efficiently make use of their resources as they try to close customers.

It’s a measurement that helps with marketing and sales alignment, making win rate a particularly important measurement in account-based marketing.

Measuring and analyzing win rates is critical. So how do you do it? This post will cover how to use marketing attribution data to perform accurate and comprehensive win rate analysis that you can take action on.

Keep reading How To Perform Actionable Win Rate Analysis With Marketing Attribution

Topics: attribution

Why You Need A Single Source Of Truth For Marketing Data

Data overload is a real problem.

Origami Logic’s 2016 Marketing Signals Report found that the number one measurement struggle for marketers was having multiple systems that capture and measure the signals. In other words, marketers don’t have a single source of truth and have a hard time reconciling their different sources of data.

Keep reading Why You Need A Single Source Of Truth For Marketing Data

Topics: attribution

How To Conquer B2B Marketing Attribution Without Losing Your Mind

Snake oil salesmen, your guard goes up when you recognize them.

But only if you recognize them.

A snake oil salesman makes promises that are just within the realm of possibility.

He knows you wish for it be true. So much so that you’re willing to ignore the idea that it could be too good to be true.

Revenue, new customers, unit sales, customer retention, and lower customer acquisition costs are all promises marketers make.

And yet, when we go to judge performance, compensate and decide budget, we do so based on metrics that are irrelevant to what marketers promise.

Keep reading How To Conquer B2B Marketing Attribution Without Losing Your Mind

Topics: attribution

Multi-touch Attribution for Companies with Sales Teams

This is a preview of our latest guide: Multi-touch Attribution for Companies with Sales Teams, which details an overview of multi-touch attribution and incldues primary research. 

Keep reading Multi-touch Attribution for Companies with Sales Teams

Topics: guide, marketing, sem, attribution, multi-touch, multitouch, search

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