Diligent Corporation is the leading provider of secure corporate governance and collaboration solutions for boards and senior executives. They are a SaaS platform with clients in more than 70 countries around the globe. Like many B2B organizations, the marketing team, historically, had been tasked with demand for the sales team to follow up on.
However, things were changing at Diligent.
“The more that the buyer’s journey is happening online, Marketing needs to take the lead,” says Jeremy Barlow, Director of Global Demand at Diligent. “With that complexity there’s a ton of potential for Marketing to take control of the journey and provide more insights to the business and drive the way it’s going to innovate. That’s something, that at Diligent is becoming more and more of the case.”
Over the last few years, Marketing has increasingly being tasked with and held responsible for driving bookings.
The problem for the marketing team was that they had simplistic attribution. They could see lead source or primary campaign source attribution, and they knew that it did not tell the full story of how marketing was driving bottom-of-the-funnel bookings.
From an ops perspective, they were limited in how they could tie various actions to multiple CRM objects, like leads, contacts, opportunities, and accounts. Cross-tagging is difficult and complex, and results in missing data, fewer touchpoints, and ultimately, less marketing credit.
They were also frustrated that because their attribution was based on campaigns, they had to create multiple landing pages for the same offer in order to understand attribution across more than one dimension. “There are a lot of different flaws there. For one, it’s an unscalable model. It becomes really complex and easy to make mistakes...plus there is some lost SEO value, lost testing value, and things like that,” says Jeremy. It was a headache for everyone involved.
In 2016, Diligent bought Bizible to begin to truly understand what marketing activities drive bookings. Going through a crawl-walk-run adoption model, they are now using advanced attribution models and pushing granular Bizible data to DOMO to visualize and operationalize their attribution insights, creating specific reports for different functions and regions.
They are now using reports like Bookings by Source & Velocity, ROI by Search Campaign, and more to optimize for the business metrics that matter. “Our executive team loves this and showing them these reports have generated a lot of amazing questions and visibility from them in trying to understand where they can invest more dollars.”
“It’s really changed our dynamic internally in how Marketing is viewed,” says Jeremy. Previously, the marketing department was an order taker—Sales requested things and Marketing went and did them. Now, Marketing is driving revenue conversations and answering questions like, “How much can we grow next year?” and “Where should we be investing?”
Jeremy says that the change from being seen as a cost center to a revenue center “has happened pretty significantly and pretty quickly, and a ton of it is driven by the Bizible data in conjunction with our BI tool.”
Diligent’s marketing team is also able to make the case for different budgeting possibilities, thanks to greater alignment with the C-suite and Finance. With a greater understanding of Marketing’s impact on LTV, payback periods, CAC, and ROI (the language of the CEO and CFO), they can think about alternative ways of approaching budgeting.
Jeremy is excited about all the possibilities for insight and innovation using Bizible data. “This wealth of data has helped us tremendously drive the business forward, and the marketing department specifically, and is starting to bring up some more complex but fun challenges ahead.”
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