Jordan Con

Jordan is a content marketer at Bizible

comparing reports for marketing driven revenue b2b
As a marketer, you know you must generate revenue to keep your team and budget off the chopping block. But how you report on revenue makes a significant difference in proving your worth. To report on revenue, marketers turn to more advanced performance reporting, including multi-touch attribution. But even then, not all multi-touch revenue attribution reports show the same value. In this post we’ll clarify the differences between marketing-originated revenue versus marketing-influenced revenue versus true marketing-driven revenue.
Data warehouse bizible b2b marketing
Marketing attribution is more than a reporting methodology, it’s a step forward for marketers trying to make sense of big data sets. We’ve worked with hundreds of B2B marketing teams who had previously treated attribution as a “small data” problem—niche, nice to have, and not comprehensive—and it didn’t work. Key data was missing, the numbers didn’t add up, and as a result, the data was inactionable. Once marketers understand the sheer amount of data involved, it clicks. The light bulb goes off. Marketers need to know what’s working, and what isn’t, at both a comprehensive and a granular level—and that adds up to a lot of data. That’s why we’re excited to introduce Data Warehouse, the option to have the full firehose of data that Bizible can collect about how your prospects interact with you. Because of the sheer volume, there are innumerable benefits, use cases, and things to know, so we’ve put together the top five. Here is what you should know about Bizible Data Warehouse:
Throughout the month of October, we’ve been asking marketers to nominate rockstar revenue-driven B2B marketers for the first annual Pipeline Marketing Awards. We received tons of nominations with inspiring rationales. Marketers are creating alignment between sales and marketing teams, championing pipeline and revenue as key metrics, and innovating with cutting-edge technology and processes.
In order to meet prospects where they are, marketers are relying more and more on a multitude of channels. Of course, more channels also means more channels to measure and more sources of data. For that data to be useful, every channel needs to be measured comprehensively and granularly—that’s how marketers best piece together and understand the complete buyer journey. Whether for B2B industries or many B2C industries, buyer journeys are complicated and marketers are increasingly turning to marketing technology and integrations between marketing technologies to better understand them. Often, marketing teams are able to effectively measure some channels, but not all. Gaps in measurement, while better than no measurement at all, can be dangerous because it means you’re overvaluing some channels while undervaluing others.
Down-funnel metrics are more important than ever before. In the third annual State of Pipeline Marketing Report, we surveyed about 350 B2B and B2C marketers with sales teams to learn how they drive growth at their organizations. What are they prioritizing? How are they creating their plans and measuring success? The trend is clear: more marketers are using down-funnel metrics, like sales opportunities, pipeline, and revenue as their focal point.

In July, we released our third annual AdWords Industry Benchmark Report and had Lucia Rodas-Estrada, SEM Team Manager at DWA, a media agency with a predominant focus in B2B technology, join us for a webinar to discuss them. Lucia has spent more than five years on the agency side and has experience designing and implementing PPC, SEO, and social media strategies.

Having worked with a variety of clients from a number of different industries, she was able to provide great insight into AdWords’ performance.

Old TV
Watching television in the 90s, people rarely complained about the low fidelity of their television screen. It’s what people were used to, so they didn’t have expectations of anything better. Just to put this in context, in the late 90s, a high-tech Philips plasma television had a screen resolution of 852 x 480 and cost $15,000. But not until higher definition televisions were introduced did anyone really notice just how bad that was. Today, many would consider that resolution unwatchable on a big screen, compared to 4k screens with a resolution of 3840 x 2160. Not until you’ve seen just how much better it can be do you realize the state of your current status quo.
Move the dial

Conventional B2B marketing is all about lead generation—filling the top of the funnel and allowing the numbers game to play out. On average, 1% of leads eventually become customers (according to Forrester), so the math, simply, looks like this: 1,000 leads → 10 customers; 2,000 leads → 20 customers. Lead-centric organizations primarily grow their business by expanding the top of the funnel—the amount of leads generated. The math checks out, but increasing lead volume alone tends to be a costly way of driving growth.

As B2B marketing strategy has matured (including the growth of ABM programs), high performing organizations have realized that marketers can more efficiently drive growth by optimizing every stage of the funnel, not just the top. Of equal importance, marketers are now able to more accurately measure the effectiveness of their down-funnel efforts, which allows them to justify additional spend and time spent.