B2B Marketing Blog

B2B Content Marketing "Molecule" [Using the Periodic Table of Marketing Attribution]

By Lauren Frye
May 10, 2016
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Remember the Periodic Table for B2B Marketing Attribution? We’ve taken things a step further. Using the elements represented in the periodic table, we’ve developed molecular structures that represent how assemblages of those elements can be used in marketing campaigns. Stay tuned for more structures -- but for now, take a look at this Content Marketing Campaign molecule built with attribution.

Content-Marketing-Campaign-Molecule-544.jpg

(click to view larger)

SECTION #1: ATTRIBUTION DATA

Attribution data creates new, accurate, granular data generated by tracking each individual touchpoint created by your prospects, leads, opportunities, and customers. Ad clicks, form fills, emails, and the like generate a mass of touchpoints that all comprise your attribution data.

For content marketing purposes, a lot of the touchpoints are tracked through landing pages. And when it comes to B2B marketing attribution, these landing pages can be offer downloads, blog articles, or other website pages that host a form. When the form is filled out, that particular touchpoint is linked to that particular landing page inside your attribution data.

Attribution-Data-Program.jpg

Landing pages that offer a content download, such as an eBook are viewed via a CTA, which you see in two places in this structure. The second location is a CTA that leads to a landing page where users can register for a webinar. CTAs generally segway from blog articles or emails, which is also represented.

SECTION #2: ATTRIBUTION PROGRAM

An attribution program organizes attribution data. The data generated through javascript code, UTM parameters, cookies, and other tracking methods is presented to the user inside the attribution program. Inside sophisticated attribution programs, marketing operations specialists can set up specific attribution types and models based on the number of channels they use and the types of goals they’ve set.

For a content marketing heavy campaign, we would recommend that companies use a multi-touch attribution model that splits revenue credit across multiple touchpoints. Especially for B2B purposes, where sales cycles are long and touchpoints are numerous, a multi-touch attribution model is the most accurate method to accurately represent the performance of your campaigns.

SECTION #3: MULTI-TOUCH MODEL, W-SHAPED

Attribution-Program.jpg

There are several types of multi-touch attribution models, and it’s important to select the correct one. This particular campaign would benefit from a w-shaped model, which is an advanced and highly accurate attribution model. Why? This campaign targets every stage of the funnel.

Assume each of the blog articles represented in the molecular structure target a different stage of the funnel (top, middle, and bottom). The eBook is a MOFU (middle-of-funnel) offer, and the webinar is targeted at the BOFU (bottom-of-funnel) stage. A w-shaped attribution model spreads 90% of the revenue credit for a customer’s acquisition across the three touchpoints that were responsible for key funnel-stage conversions. Here’s what this looks like…

w-shaped-attribution-multi-touch.jpg

Assume a customer signed a deal for $100,000 ARR --

  • The channel and touchpoint responsible for an anonymous user’s very first exposure to the company’s website receives 30% of the revenue credit for the closed deal ($30,000).
  • The touchpoint that converted a visitor to a lead will receive 30% of the credit ($30,000).
  • The touchpoint that converted a lead to an opportunity will receive 30% of the revenue credit ($30,000).
  • The remaining 10% of the credit is evenly distributed to all touchpoints in between, such as blog article views, ad clicks, social referrals, etc ($10,000).

SECTION #4: API INTEGRATION & CRM

The attribution program connects directly to a company’s CRM through a programming-level API connection, where data from one program flows seamlessly into the other.

The attribution program populates a contact’s data fields with the pertinent touchpoints relevant to that customer’s journey. Based on that touchpoint information, as well as the chosen attribution model, content marketers and demand directors are able to gauge the success of their campaigns based on accurate and powerful bottom-of-the-funnel metrics.

SECTION #5: POWERFUL GRANULAR METRICS

The metrics provided by an attribution program are highly granular. Because these marketers have so much relevant, accurate data to work with, they’re able to pivot their metrics any way that they’d like.

Opportunity by channel, revenue by touchpoint, and leads by blog post are only a few of the possible metrics that can be generated by an attribution program. Any of the elements in column one below can be pivoted against any of the elements in column two.

b2b-Attribution-metrics.jpg

This molecular structure is a prime example of how attribution integrates and connects all of marketing’s touchpoints with the sales team’s activities and the company’s revenue goals. Without it, it’s easy to veer off in the wrong direction and optimize using soft metrics, rather than metrics that matter. B2B marketing attribution can be the $1 difference that saves $100 in wasted marketing budget.

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

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