Dan Ahmadi

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Dan Ahmadi is the Director of Demand Generation at Outreach.io. He strongly believes that modern marketers should be leveraging technology to build revenue-efficient marketing engines, and using data and insights to drive strategy.

Touchpoints

How do you track where a deal originates? It’s a perennial challenge for marketers, and one that is not easily solved. Relying on one field, or even a set of fields, to associate where a deal came from does not capture the whole story. What about all the interactions that weren’t first or last touch? Often times those are the ones that lead the prospect to the moment of accepting a meeting or signing a contract.

We knew we had a problem understanding where our deals were coming from, so in February of 2017 we chose Bizible as our attribution platform to help us solve this issue. We implemented it way before we ran any major paid spend, so that we didn’t have to deal with partial data. Most of our actions at that time were offline, so enabling the Salesforce campaign sync to Bizible allowed us to report retroactively as well to get a complete picture.