B2B Marketing Blog

B2B Analytics: Accessing And Using Advanced B2B Marketing Metrics

By Andrew Nguyen
Feb 13, 2017
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One of major benefits of working at Bizible is  “dog-fooding” your own product. We get to test new product features each month and it’s like being the test driver for every new Ferrari model. Ok, maybe not exactly, but still rewarding if you love numbers and marketing.

One of the questions we get asked is how does spend get shifted to different campaigns and channels after implementing an advanced multi-touch attribution model? 

How do we gather, analyze and implement improvements based on B2B analytics in marketing?

In this post we describe ways we use our multi-touch attribution product to manage performance, gather B2B analytics, and improve the customer journey.

How Much Do You Undervalue Marketing? Building B2B Revenue Analytics With Attribution

Marketing attribution provides an effective way to understand what is happening and what is likely to happen.

Marketing attribution reports provide two important pieces of information:

1) The high level of view of how much influence marketing has on revenue.

In order for marketing to become a focal point among business units including product, finance, and customer success the unit must speak in terms of the bottom line. Whether asking for more budget or resources leaders must communicate the value, and revenue numbers prove that marketing is not only working, but becoming a revenue center that deserves focus and resources. 

2) The marketing level view of the channels and programs driving revenue.

An attribution report organizes channels based on revenue generated in a speific time frame. Additionally, it includes campaign drill downs within each channel.

It allows for apples to apples comparison of marketing programs along a standard unit of measure. It allows marketing managers to better manage themselves, manage their teams, and enable true meritocracy in the workplace.

Further analysis, e.g. forecasting marketing revenue by channel with full confidence knowing that the tracking data and revenue distribution is accurate across channels. 

b2b analytics with revenue attribution reporting example-01-01.jpg

In order to create change and drive impact in different areas of the company, marketers can use revenue information to bolster their reasoning. And it all starts with attribution reports.

Accessing Marketing B2B Analytics To See The Leading Indicators For Revenue

The units of B2B analytics is the touchpoint. It is used for marketing performance measurement and is the raw material for predictive marketing. It’s also the leading indicator for revenue.

The report we use get a high level view of marketing performance is Touchpoints Generated by Channel. This report helps us focus in on certain channels and generate answers.

Looking at touchpoints generated by each channel week-ove- week enables us to confirm our expectations.

We have expectations on who’s viewing and interacting with our sites based on how much we spend. Whether we are hosting more webinars than normal, spending more on paid channels, or sponsoring a big event we can see the resulting engagement in the touchpoints by channel report.

Demand By Landing Page: See The eBooks and Webinars Driving Demand

Within key channels like paid media and organic search are landing pages which offer a variety of content. Consider the following metrics when gathering marketing analytics around eBooks and webinars.

Volume: The number of webinar sign ups and ebook downloads

Conversion rate: There are several conversions rates to pay attention to including on landing page conversion rate, lead to MQL conversion rates, and of course MQL to opportunity.

Opportunities and revenue: Monthly or quarterly reporting of contribution to pipeline and revenue from demand campaigns like downloadable content and webinars gets simple with CRM tracking.

After publishing an ebook or hosting a webinar it’s a good idea to check in to see whether content production and well designed landing pages contributed to the bottom line.

To access these metrics marketers should use a Demand By Landing Page Report.

This report helps marketers understand whether certain types of content, or certain topics, generate more pipeline than others.

This report is useful for marketers who take the long view to content or have a well established inbound and partner/field marketing program in place and want to measure performance with long term metrics.

Getting these metrics starts with a landing page report generated with proper form URL tracking.

Conclusion

These are a just a few reports we use here at Bizible to manage our team, increase our influence on revenue, and grow the influence of marketing on various areas of the business.

Join our upcoming webinar to learn additional ways to utilize attribution and demand generation reporting.

In How Bizible Uses Bizible, we describe the best questions to pursue when it comes to improving marketing performance. These questions a variety of B2B marketing functions, including demand generation, inbound marketing, marketing operations, and field events and conferences.

Join us on March 2 by clicking the banner below to RSVP.

VP of Marketing, Dave Rigotti will walk us through each important report used to answer the big questions in B2B marketing.

Topics: Marketing Analytics

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