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What is Driving Your Leads? 10 Steps to Attribution Analysis

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What is Driving Your Leads? 10 Steps to Attribution Analysis

  1. 1. @BrightFunnel #FunnelFest What is Driving Your Leads? 10 Steps to Attribution Analysis Jeff Coveney, President, September 28, 2017
  2. 2. @BrightFunnel #FunnelFest • RevEngine Marketing helps clients make the most of their marketing technology investments. • Repeatable and measurable marketing system. • Streamlined business processes. • Focus on Marketo & other supporting technologies. A Little Background
  3. 3. @BrightFunnel #FunnelFest • The pretty picture we can share with our team. What We All Want – Insights that Matter
  4. 4. @BrightFunnel #FunnelFest • What we hear often…… • “Our reports don’t make sense.” • “Insights are blurry due to data issues.” • “We aren’t collecting the data we need.” • “Why is reporting so hard?” The Reality – There is No Easy Button The Strategy You Put In = The Vision You Get Out What’s Wrong with this Picture?
  5. 5. @BrightFunnel #FunnelFest • Your Marketing Technology Maturity Journey • Key concepts • 10 ingredients for developing an attribution strategy • From web insights to closed loop analysis • 18 fields essential to tracking • And more • The Good Stuff – Some reporting examples Today’s Agenda
  6. 6. @BrightFunnel #FunnelFest You Can’t Fast Track to Go
  7. 7. @BrightFunnel #FunnelFest Ongoing refinement and iteration is required throughout the journey. Long Term Benefits A repeatable and measurable marketing system. • Vision into business success • Marketing efficiencies • Sales intelligence • Enhanced business processes 1. Initial Goal: Get the shiny toy working and get early wins. • Domain setup • Website tracking • Basic scoring • Email . 2. Foundation Goal: Establish Marketing business processes for long term scale. • Marketing initiatives mapped to Programs • Landing page and forms strategy • Set attribution strategy • Data and Sync infrastructure • Naming conventions 3. Execution & Adoption Goal: Begin driving programs in a repeatable fashion. • Program management • Lead management • Basic nurturing 4. Awareness (V) Goal: Drive intelligence to Sales and exec teams to show value and drive cross functional adoption. • Data enrichment • Lead scoring • Alerts • Basic reporting 5. Attribution & Insights (V) Goal: Leverage results to make better business decisions. • Reporting strategy • Deploy attribution system 6. Predictable Funnel (V) Goal: Leverage success to drive a predictable business model. • SLAs • Stages defined and enforced • Sales and Marketing alignment Attaining success a long-term initiative with several key phases. (V) = Where Value is Realized Marketing Technology Maturity Journey The Issue Many companies try to skip steps BEFORE key initiatives are set.
  8. 8. @BrightFunnel #FunnelFest Drive for show Attribution: How is Your Drive? And putt for dough
  9. 9. @BrightFunnel #FunnelFest • There are rarely holes in one in business. • Multi-touch • Leads come from many different sources and request various assets. • Gain insight into marketing investment. • How to did the lead get to us? • What did the lead want? • What’s the original touch? The last touch? The Importance of First and Last Touch
  10. 10. @BrightFunnel #FunnelFest • Provides insights from web to closed loop analysis. • Have these work TOGETHER. Three Attribution Intelligence Points Intelligence Point Data Lives in Intelligence Ideal for Campaign Campaign Campaign membership Multi-touch Lead source/asset Lead All known records including web conversions & offline activity (e.g. list imports) 1st and last touch Google UTM Lead Anonymous & web conversions 1st and last touch 1 2 3 45 Campaign Lead source/asset Google UTM
  11. 11. @BrightFunnel #FunnelFest • Determine how you want to track your sources and assets. • Lead Source should closely parallel Campaigns. • How did leads get to you? What did they want? 1. Choose Your Buckets Lead Source Content Asset Google UTM Recommend keeping separate from lead source and asset values (maybe). Different set of metrics.
  12. 12. @BrightFunnel #FunnelFest • Keep Lead Source and Lead Source Details SEPARATE. • Consistency is vital. • Lead Source: Website • Lead Source Detail: WS_Organic • Content Asset: Case_Study • Content Asset Detail: CS_2017_10_24_Best_Practices • Maintain Defaults Grid so you can keep track of values. 2. Determine Naming Convention Bad Good Case_Study
  13. 13. @BrightFunnel #FunnelFest • Collect up to 18 data points on each marketing interaction. • Web clicks • Form fills • Data imports • Recommend keeping Google and Source/Content different. • Different data points and goals 3. Decide on Fields to Collect Intelligence Fields Example Lead 1 Example Lead 2 Lead Source PPC Website Lead Source Details PPC_Google WS_Organic Asset Whitepaper Demo Asset Details WP_Top_10_Tips DM_3_Minute Video Last Lead Source Website Online Advertiser Last Lead Source Details WS_Organic OA_SC_Magazine Last Asset Evaluation Case Study Last Asset Details EV_Product_ABC CS_Finance utm_source google utm_medium cpc utm_term Password best practices utm_content banner_ad_white utm_campaign 2017_google_campaign Also include 5 last touch equivalents of UTMs FirstTouchLastTouch Source&Content Lead-levelintelligence UTMTracking Google WebAnalytics The Attribution18
  14. 14. @BrightFunnel #FunnelFest • Make sure the field updates are set appropriately. • Original fields always stay the same • Last fields are overwriteable 4. Maintain Intelligence for First Touch Data 2016 Patriots Team2001 Patriots Team 1st Superbowl Win – Never Changes Last Superbowl Win – Always Changes
  15. 15. @BrightFunnel #FunnelFest • Add Attribution18 as hidden fields and/or Java Script. 5. Capture the Data Consistently Method 1: Forms Method 2: File Imports Link Example http://go.xyzcompany.com/land.html?LSD=OA_SCMagazine_2018 • Add Attribution18 fields with values to data file BEFORE import. • Part of an import template.
  16. 16. @BrightFunnel #FunnelFest • Create links using a URL builder OR Google sheets builder. • Use Free Google sheet template from RevEngine Marketing. • Every link should be trackable. • Emails • Social • Partner • And more 6. Build New Links Link Example http://go.xyzcompany.com/landingpage.html?LSD=OA_SCMagazine_2018
  17. 17. @BrightFunnel #FunnelFest • Make Your Leads Sticky with the Sticky Tape System • The original tracking info is maintained until a conversion occurs. Step 6 BONUS. Common Link Problem Lose tracking over multiple pages https://www.example.com/?utm_source=social&utm_campaign=my_awesomecampaign • The Teflon “Non-Sticky” Lead – Intelligence is Lost • Situation: Person visits site with trackable link but doesn’t convert right away.
  18. 18. @BrightFunnel #FunnelFest • Provides multi-touch analysis based on the value. • Easy to maintain for your marketing team. 7. Associate People to Campaigns IF a person fills out a form AND Last Lead Source Detail = a specific value. http://go.xyzcompany.com/landingpage.html?LSD=OA_SCMagazine_2018 THEN Add to your CRM or Marketing Automaton Program/Campaign. OA_SCMagazine_2018
  19. 19. @BrightFunnel #FunnelFest Develop a strategy to populate existing data. 8. Gain Vision on Historical Initiatives (Or Not) Simplest • Do Nothing Moderate • Normalize: Adjust data like Wbsite to Website • Populate blank with something like “Legacy.” Advanced • Create Programs to backfill legacy data • Example: If Attend XYZ webinar and lead was new, back fill original source info with XYZ.
  20. 20. @BrightFunnel #FunnelFest 9. Create Reports to Gain Insight (Basic) Reporting and Analytics
  21. 21. @BrightFunnel #FunnelFest 9. Create Reports to Gain Insight (Salesforce)
  22. 22. @BrightFunnel #FunnelFest • Placeholder for some BT reports 9. Create Reports to Gain Insight (Advanced) • Multi-touch attribution on a campaign level • Multi-touch attribution report for channels
  23. 23. @BrightFunnel #FunnelFest • Update Lead and Contact records • Integrate into various Queue views • Build into alerts 10. Give Sales Better Intelligence Sales Intelligence Alert Example SF.com
  24. 24. @BrightFunnel #FunnelFest • Trigger campaigns based on most recent touch. • Provides more marketing flexibility. BONUS: Streamline Marketing Triggered Marketing Send alert for select asset types (Evals) Create a list of partner generated leads Track last touch before an Oppty creation
  25. 25. @BrightFunnel #FunnelFest • The Strategy You Put In =The Vision You Get Out • Follow the 10 steps • Develop your buckets and naming conventions • Decide on a backfill strategy • And more • Need assistance creating your attribution system? Reach out to me. • jcoveney@revenginemarketing.com • Download our eBook • Preorder at www.revenginemarketing.com • Available Mid Oct Wrap-up
  26. 26. @BrightFunnel #FunnelFest
  27. 27. @BrightFunnel #FunnelFest
  28. 28. @BrightFunnel #FunnelFest • Are you (or plan to) use Google Analytics for link tracking? • utm_source, etc • Adds a level of complexity IF you want to complement the lead source strategy • Why? Slightly different • Recommend (maybe): • Keep separate from LSM unless can map 1-to-1. Other Considerations – Google Tracking
  29. 29. @BrightFunnel #FunnelFest • utm_campaign - identify a strategic campaign • example: utm_campaign=book-launch-2017-may • utm_medium - identify the medium the link was used on such as: email, CPC, or other method of sharing. • example: utm_medium=email • utm_source - identify the source of your traffic such as: search engine, newsletter, or other referral. • example: utm_source=newsletter • utm_term - suggested for paid search to identify keywords for your ad. • example: utm_term=wordpress-theme UTM Details
  30. 30. @BrightFunnel #FunnelFest
  31. 31. @BrightFunnel #FunnelFest
  32. 32. @BrightFunnel #FunnelFest • Go to Admin and select your LS8 fields 4. Block Updates in Marketo Four Original Fields – Block Updates Four Last Touch Fields – Overwrite
  33. 33. @BrightFunnel #FunnelFest • Fill out forms • Ensure data is passing through properly 9. Test Test Test.
  34. 34. @BrightFunnel #FunnelFest • It’s not just about reporting and analytics Better Visibility to Streamline Marketing Sales IntelligenceTriggered MarketingReporting and Analytics
  35. 35. @BrightFunnel #FunnelFest • The Teflon “Non-Sticky” Lead • Applies to companies using UTM/URL parameters. • Situation: Person visits site with trackable link but doesn’t convert right away. • That trackable link is LOST by default. • Lose attribution to the spend. • Usually happens with Google and other SEM vehicles. The Problem – Loss of Tracking Intelligence https://www.example.com/?utm_source=google&utm_medium=cpc Lose tracking over multiple pages
  36. 36. @BrightFunnel #FunnelFest • Benefit: Boost tracking accuracy. • The original tracking info is maintained as person visits the site until a conversion occurs. • Intelligence is sticky. • How? Combination of: • Overall Strategy (First touch/Last touch, Naming) • Adjustment of forms to include hidden fields. • Customized java-script on your site. • Cookie collection. Tip: The Sticky Tape System

Notas

  • There are essential strategic and executional steps to set your business up for success.
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