B2B Marketing Blog

How to Advance Your Usage and Understanding of Marketing Attribution

A few weeks ago, I had the pleasure of presenting at Marketing Loves Sales in Portland, hosted by Obility. It was truly one of the best B2B marketing conferences in the Pacific Northwest. This is the write-up for my presentation for those who couldn’t make it.

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Topics: marketing attribution, B2B Marketing

How to Implement An Advanced Marketing Attribution Model Across Your Entire Company

Implementing marketing attribution is not an overnight process. It's a journey that doesn't need to turn into a change management nightmare. 

In this post we discuss the nuts and bolts of implementing an organization-wide attribution model. It's all based on Sameer Khan's presentation at the 2018 MarTech Conference. 

Sameer Khan is Founder of Marketing Ops Pros. His presentation outlines the internal process for rolling out a company-wide attribution model at cloud security company, Alert Logic. 

Here are the takeaways. 

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Topics: marketing attribution

The Truth About Marketing Revenue Reporting

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.

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Topics: marketing attribution

How Bizible’s New Activity Attribution Helps B2B Marketers Uncover the Customer Journey

We’re excited to announce the immediate availability of Activity Attribution in Bizible! With Activity Attribution, you can now track and measure the performance of your sales and CRM activity right alongside your marketing efforts.

Why are we excited for this? Because a company’s measurement process should be custom tailored to their unique go-to-market, sales cycle, and reporting preferences. We are seeing customers create touchpoints for everything from view-throughs to engagement with sales-enablement content. It comes down to what’s important in your sales cycle, and what do you want to measure and improve?

At Bizible we have an amazing BDR team and they should get the credit they deserve when we look at overall revenue performance at Bizible. Sales Activity Attribution helps us do this.

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Topics: activity attribution, marketing attribution

Introducing The B2B Marketing Attribution Maturity Framework

At Bizible we often get asked, “What are the levels or phases of marketing attribution?”

Because we’re the #1 B2B marketing attribution provider, we’ve been able to look across our customer base and a number of reports from SiriusDecisions. The result is the creation of the following maturity model.

Measuring revenue at any organization is incredibly important. You’ll make better decisions about your marketing, secure a seat at the revenue table with sales and the CEO, and grow the company faster.

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Topics: marketing attribution

The Complete Guide To Multi-Channel Attribution Models

In this post we review multi-channel attribution, reviewing the attribution capabilities and methods available through different technologies. We’ll also discuss how to evaluate which multi-channel attribution model is best for your organization.

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Topics: marketing attribution

4 Marketing Attribution Trends For 2018

If you haven’t listened yet, Analytics Today is a marketing podcast focused on technology, big data, and digital marketing. It's hosted by Jeremy Roberts, Senior Director of Marketing at Claimatic, and Sameer Khan, Director of Marketing Operations & Analytics at Alert Logic. Combined they bring a diverse set of skills and experiences that make their podcast relevant to digital marketers who want to stay up to date on the latest trends.

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Topics: marketing attribution

6 Reasons CMOs Are Paying Closer Attention To Marketing Attribution In 2017

Michelle Huff, CMO at Act-On Software, started her tenure nearly a year ago and shortly thereafter reviewed the entire marketing technology stack to ensure that Act-On was realizing the value of each technology. 

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Topics: marketing attribution

5 Reasons Mastering Marketing Attribution Helps You Become A Better Business Leader

What was a bestseller, reaching 10,000 copies sold per year, in colonial America? Answer: Ben Franklin’s “Poor Richard’s Almanac.” This publication was essentially a variety show filled with poetry, weather forecasts, household hints, and historical tidbits.

The readers enjoyed proverbs Benjamin Franklin created from Native American tradition and common legends of his day. These proverbs rock, but none of them have an explicit marketing connection.

And we’ve yet to read a business maxim that includes mention of marketing attribution. So let’s change that.

Business maxims and proverbs are memorable because they are short and, sometimes, profound. So we found five “Harvard Business Review” worthy business maxims about becoming a better leader.

Beware, we made some modifications to add some marketing attribution flavor.

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Topics: marketing attribution

How To Increase Enrollment: Marketing Attribution For Higher Education

Educational institutions compete like all other businesses. The only difference is what they compete for.

From revenue to prestige, educational institutions have a variety of goals to reach. What you may not know is how important marketing attribution metrics matter to recruitment and enrollment success. Marketing attribution data helps enrollment managers understand how to grow by recruiting the best students.

In this post, we’ll discuss how marketing attribution helps marketers and enrollment managers understand how to increase their admit-to-enrollment numbers. In other words, understand the levers that influence students to make the final hurdle in the recruitment process: deciding to enroll.

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Topics: marketing attribution, higher education

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