SPEAKER: Dayna Rothman of BrightFunnel http://b2bmarketing.exchange

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

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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

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

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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

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

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

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

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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

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What Should You Say?

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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.

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

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

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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

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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

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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

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Where Should You Say It?

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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?

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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?

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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?

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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?

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When Should You Say It?

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

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Remember, everything should be mapped to your sales funnel

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 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

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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

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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

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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

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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

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Look At Channel Velocity

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 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

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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

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Thank You!
Q&A

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