In today’s complex marketing landscape measuring your marketing performance is table stakes. How do you take those analytics and actually turn them into insights that inform what message you should send to what person at what time? By layering in key analytics at every point in your sales funnel you can leverage insight to deliver more engaging customer journeys.

1. #B2BMX
What to Say Next: How B2B Marketers
Can Turn Analytics Into Actionable
Buyer Insights
Dayna Rothman, VP of Marketing and Sales
Development, BrightFunnel

2. #B2BMX
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

3. #B2BMX
Today’s buyer journey is complex. Interactions take place
on multiple channels, in multiple different ways.

4. #B2BMX

5. #B2BMX
Marketers Do a Lot!
Lead Generation:
 Paid programs and
ads
 Events
 Webinars/Virtual
Events
 Website/content
 Social
 SEO
Funnel Acceleration:
 Database blasts
 Email nurturing
 Account-Based
Marketing
 Accelerator
programs
 Retargeting ads
Brand Awareness:
 Social
 Content
 Events
 Blog
 Influencer
marketing

6. #B2BMX
The holy grail of marketing is turning the buyer journey into a science.
But…A Lot of Programs Are Based on Guesswork

7. #B2BMX

8. #B2BMX
But, this seems hard. How do we,
as marketers, get to the bottom
of the customer journey??

9. #B2BMX
Leveraging data to determine what marketing and sales
touches work throughout your funnel enables you to better
orchestrate your customer journey.

10. #B2BMX
What Should You Track to Orchestrate the Buyer Journey?
 First touch attribution—what brings people into your funnel
 Multi touch attribution—look at every marketing touch to see what
accelerates people through your funnel
 Last touch attribution—what converts people to become customers
 Velocity—how fast a piece of content, a channel, or a campaign moves
people through your funnel
 Full account analysis—how everything adds up in order to determine the
best path to sale

11. #B2BMX
What Should You Say?

12. #B2BMX
Content marketing is the fuel for all
of your demand generation
campaigns.
So before you figure out when and
where to communicate to your
customers, you need to figure what
you should communicate.

13. #B2BMX

14. #B2BMX
But how do you know for sure
that you are sending the right
content and message? You
need to test and measure.

15. #B2BMX
What Content Brings People In?
 First-touch attribution for
content downloads on
multiple channels
 Website landing pages
 Unique page views
 Referral sources

16. #B2BMX
What Content Accelerates People?
 Multi-touch attribution for
content that moves leads
through your funnel on
multiple channels
 Content that converts leads
from MQL, SQL, and Opps

17. #B2BMX
What Content Converts People to Customers?
 Last-touch attribution for content
that moves leads to the bottom of
your funnel
 Content that converts opps to
closed

18. #B2BMX
Is Your Content Still Relevant?
 Always keep track of
content trends
 Are people still
downloading your content?
 Are the right people still
downloading your content?
 Is your content still relevant
month over month and
quarter over quarter

19. #B2BMX
Where Should You Say It?

20. #B2BMX

21. #B2BMX
What Channels Bring People In?
 What channels are best for driving
first-touch pipeline and revenue?
 Is there a difference?
 What channels are sourcing the
most leads, MQLs, and opps?
 Do leads that originate from
different channels move through
the funnel at a different velocity?

22. #B2BMX
What Specific Campaigns Bring People In?
 What programs--across all
channels-- are the best for
sourcing pipeline and revenue?
 What programs should you
double down on for next quarter
and what programs should you
dump?
 What is the ROI of each program
vs. what it is bringing in?

23. #B2BMX
What Channels Accelerate People?
 What channels perform best in the
later stages of the funnel?
 What channels accelerate leads
through the funnel to become opps
and deals
 What channels influence the most
pipeline and revenue?
 Is there a difference between what
works for mid-funnel and what
works for top-of-funnel?
 What channels move people
through your funnel the fastest?

24. #B2BMX
What Specific Campaigns Accelerate People?
 What are the specific programs
that work for accelerating and
engaging people in the middle
and bottom of your funnel?
 What programs are influencing
the most pipeline and revenue?
 Is it different by segment? Target
account type? Company size, etc?
 What programs move people
through the funnel the fastest?

25. #B2BMX
When Should You Say It?

26. #B2BMX
Now it’s time to put
it all together to
determine timing—
what is the optimal
order for your
content and
campaigns.

27. #B2BMX
Remember, everything should be mapped to your sales funnel

28. #B2BMX
 Make sure that you connect all leads and contacts to an account
 Look at full journey—including all influencers in decision cycle
 Look at trends in:
 The order of what content is downloaded
 What channels and campaigns were effective in what areas of the
funnel (first-touch vs. multi-touch)
 How fast certain campaigns move leads down the funnel
 How sales activity integrates into the overall buyer journey
Opportunity and Account Analysis

29. #B2BMX
Opportunity Example: Marketing Activity
Examine full deal engagement by looking at all of the
marketing touches for each key contact:
Findings
 11 total contacts
 First touch:
 LinkedIn Ad
 Middle touches:
 Email nurture
 Dreamforce booth
 Infographic
 ABM Guide
 Last touches:
 Analyst Report: Attribution guide
 ABM Theory and Measurement
 Virtual Event

30. #B2BMX
Opportunity Example: Sales Activity
Examine all sales activity in a deal to see
how it fits in with marketing activity:
Key Insights:
 Email-centric focus for sales
 Sales follow-up for each key marketing
activity
 Email asks for meetings
 Email asks for meetings at tradeshows
 Emails re: what prospect is missing out
on
 Emails with case studies
 Closing emails

31. #B2BMX
Opportunity Analysis: Channel Engagement
What channels are engaging the
most contacts within an opportunities
Key Insights:
 30% of engagements with
external vendor emails
 26% of engagements with
webinars
 22% of engagements with internal
emails

32. #B2BMX
Opportunity Analysis: Decision Team
What are the titles of the people in an
account that engage the most:
Key Insights
 64% of engagement with
marketing was with manager level
employees
 29% of engagement with
marketing was with VPs or
Directors
 No engagement with CXO roles

33. #B2BMX
Look At Channel Velocity

34. #B2BMX
 Track engagement per account and segment
 Know what works for bringing people in and accelerating them through
your funnel
 Know what works for different roles and titles, and know which roles and
titles typically engage with what content, channels, and programs
 Know the velocity of different channel types and campaigns
 Orchestrate the ideal buyer journey based on results
 Constantly keep testing and optimizing!
Putting it All Together

35. #B2BMX
Buyer Journey Example
Based on 6 month cohort:
 First-Touch (TOFU):
1. Content Syndication: ABM
Ebook
 Multi-Touch (MOFU):
1. ADR Outreach
2. Website Visit: Definitive Guide
to Multi-Touch Attribution
3. Email Nurture
4. Internal Webinar
5. Email Call for Demo: $50
Amazon GC
 Multi-Touch (BOFU):
1. Tradeshow: Sirius Decisions
2. Direct Mail: Cookie Campaign
3. Field Event: Dinner
4. Content: Invoca Case Study
 Last Touch (BOFU)
1. ADR Outreach
2. Content: Buyer Guide

36. #B2BMX
Thank You!
Q&A