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How to Tie Marketing to Revenue and ROI

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Jay Baer, marketing influencer, and New York Times best-selling author teams up with BrightFunnel to show you how you can tie each and every marketing campaign back to ROI and Revenue!

Jay Baer, marketing influencer, and New York Times best-selling author teams up with BrightFunnel to show you how you can tie each and every marketing campaign back to ROI and Revenue!

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How to Tie Marketing to Revenue and ROI

  1. 1. 1 How to Tie Marketing to Revenue and ROI….in 9 minutes! Webinine
  2. 2. 2 • founder of Convince & Convert • NY Times best-selling author • Digital business celebrity & keynote speaker • Host of Social Pros podcast • Angel investor Section #: Section Title Jay Baer
  3. 3. Housekeeping 3How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Yes, it’s only 9 minutes! • Yes, it’s recorded • No, there are no live questions • Questions on Twitter via #ROIWebinine
  4. 4. 4 Today, business relationships are created by information first, and people second
  5. 5. 5 Source: Forrester of the B2B sales cycle is owned by marketing
  6. 6. 6 Marketing is more competitive than ever, and more $ is being spent on marketing than ever
  7. 7. 7
  8. 8. 8 Marketers that measure are marketers that matter
  9. 9. 9 Source: Forrester of B2B marketers agree that tracking ROI gives marketing more respect
  10. 10. The Big Questions 10How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • What is driving results? • What should we do more? • What should we do less? • Is this effort actually profitable? • Will I have a job next year?
  11. 11. “The identification of a set of user actions that contribute in some manner to a desired outcome, and then the assignment of a value to each of these events.” - IAB
  12. 12. Primary Attribution Methods 12How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • First touch: whatever the prospect interacted with first gets full credit
  13. 13. Primary Attribution Methods 13How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Last touch: whatever the prospect interacted with last gets full credit
  14. 14. Primary Attribution Methods 14How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Linear: every interaction gets equal credit
  15. 15. Primary Attribution Methods 15How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Time decay: later interactions gets more credit
  16. 16. Primary Attribution Methods 16How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Position-based: first and last interactions get extra credit, mid-funnel get some
  17. 17. Primary Attribution Methods 17How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Interaction-based: more thorough engagements gets more credit
  18. 18. 18 You need multiple models!
  19. 19. 19 There is no “marketing report”
  20. 20. 20 Multiple reports, with different insights, for different people, and different purposes
  21. 21. The Four Big Reports B2B Marketers Need 21How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Marketing Impact Report • Shows: All marketing activity and results • Attribution: Position-based or interaction-based • Give to: CMO, VP • Frequency: Quarterly
  22. 22. The Four Big Reports B2B Marketers Need 22How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Revenue Funnel Analysis • Shows: How leads are moving through sales funnel • Attribution: n/a • Give to: B2B marketers + Sales leaders • Frequency: Monthly
  23. 23. The Four Big Reports B2B Marketers Need 23How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Channel Performance • Shows: Which marketing channels are performing best • Attribution: First-touch and either position, time decay, or interaction-based • Give to: B2B marketers + CMO • Frequency: Weekly for you, quarterly for CMO
  24. 24. The Four Big Reports B2B Marketers Need 24How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer • Campaign Performance Within Channels • Shows: Which specific programs, offers, content are performing best • Attribution: First-touch and either position, time decay, or interaction-based • Give to: B2B marketers + CMO • Frequency: Weekly for you, quarterly for CMO
  25. 25. 25 Can you do this in a CRM? Kinda. (but you’re using a sales tool for marketing insight)
  26. 26. 26 To do it well, use a dedicated MAP (marketing attribution platform)
  27. 27. 27How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer Marketing Attribution Tracking ABM Analytics Web Tracking and Ad Network Integration Independent Platform Solution Revenue Funnel Analysis Forecasting and Prediction Data Validation and Process Optimization Sales Activity Analysis • http://www.brightfunnel.com/request-demo/ • http://resources.brightfunnel.com/
  28. 28. 28 How to Tie Marketing to Revenue and ROI….in 9 minutes! thank you

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