Si vous examinez les trois phases fondamentales du marketing - Planifier, Engager, Mesurer, il existe un fossé énorme en termes d’effort et de ressources consacrés à la phase d’engagement et le ROI obtenu. Le manque de suivi et de mesure lors de cette phase d’engagement déséquilibre la machine marketing et empêche les équipes d’avoir un impact plus important sur l’entreprise. Que peuvent faire les spécialistes du marketing ? Découvrez lors de ce webinaire : - Comment la mise en œuvre de l'attribution aide les équipes à créer une réelle synergie entre les ventes et le marketing - Comment Bizible vous aide à mesurer l'impact du marketing et le suivi des ventes dans l'entreprise

1. 1Proprietary and Confidential | © Marketo, Inc.
D e n i s L i s c i a B é r a n g è r e G l o a g u e n
20 Décembre 2018
Mesurez votre efficacité commerciale et marketing
tout au long de votre parcours client.

2. Q & A

3. Agenda
1
Flexible and Low Maintenance Reporting from Spend to Revenue
2
3
Attribution for all Channels
Attribution Modeling + Customization for your funnel

4. 4Proprietary and Confidential | © Marketo, Inc.
*Confidential – Do Not Distribute
1
2
3
Category Creator over 60% market share
Customers First, Always hundreds of perfect reviews
Built by world-class experts, with complex process in mind
About Marketo et Bizible

5. 6Proprietary and Confidential | © Marketo, Inc.
Marketing Data: Siloed in Channels
EVERY CHANNEL HAS DIFFERENT SUCCESS METRICS
*Confidential – Do Not Distribute
EVENTS
Optimize
EMAIL
Optimize
PAID MEDIA
Optimize
WEB
Optimize
SALES DEV
Optimize
Badge scans/
registrations
Open rate, click
rate
CPM, CPC, CPLPageviews,
bounce rate
Calls, emails
sent
MEASURE PLAN

6. 7Proprietary and Confidential | © Marketo, Inc.
1
4
Inability to measure all-up marketing performance based on ROI
Challenges
*Confidential – Do Not Distribute
2
3
Important marketing interactions/channels are not being credited
Reporting is not granular; one dimensional
Time consuming processes to measure marketing performance

7. Comment ça marche?

8. 9Proprietary and Confidential | © Marketo, Inc.
A/B TestingChat
How Bizible Works
Bizible Javascript Sales Activity
Tracking
API Connections CRM Campaigns
- Tradeshows
- Conferences
- Dinners
- Direct Mailers
(any list upload)
Coming soon…
(UTM parameters)
Digital Marketing Offline Sales Dev
Automation
Bizible

9. 10Proprietary and Confidential | © Marketo, Inc.
Traditional/Legacy Allocation of Marketing Spend
Demo
Opportunity
CreationSQL
Lead
Creation
Deal/
Revenue
Anonymous First
Touch
100% 100%
OR

10. 11Proprietary and Confidential | © Marketo, Inc.
Allocation Based on New Insights in Buyer Journey
20% 20% 15% 5% 5%3.3% 3.3% 3.3%
Demo
Opportunity
Creation
MQL
Lead
Creation
Closed
Won
Anonymous
First Touch
SEO
25%

11. 12Proprietary and Confidential | © Marketo, Inc.
Understanding Marketing’s True Impact on Revenue
Anonymous First
Touch
Lead Creation
SQL
Opportunity
Creation
Demo
Deal/Revenue
100%
100%
40%
40%
30%
30%
30%
22.5%
22.5%
22.5%
22.5% 5%
5%
10%
20%
22%
26%
Buyer Journey Stage
100% First
Anonymous
Touch
100% Lead
Creation U-Shaped Model W-Shaped Model Full-Path Model Custom Model

12. 13Proprietary and Confidential | © Marketo, Inc.
*Confidential – Do Not Distribute
"Having access to the raw Bizible data increases the flexibility we
have to answer challenging business questions.
Our ability to optimize marketing spend to drive revenue gave us
more credibility in the eyes of leadership within sales and finance”
— Mervyn Alamgir, Sr. Director of Digital Marketing
Data Warehouse
gave TIBCO the level
of buyer journey
visibility that they
needed to discover
powerful buyer journey insights,
align teams, and increase
marketing’s
impact in the org.

13. 14Proprietary and Confidential | © Marketo, Inc.
*Confidential – Do Not Distribute
“The problem with Marketing today is that marketers still pay
attention to, or focus on, the wrong metrics.”
— Peter Isaacson, CMO
“Now we can actually see, using Bizible, the buyer’s journey and how
a given marketing program is impacting that.”
— John Dering, Director of ABM Technology & Strategy
With Bizible,
Demandbase’s
marketing team
has the insight to
grow their strategy
around target accounts
and can report on the
“metrics that the CRO, the CFO, and
the CEO care about.”

14. 15Proprietary and Confidential | © Marketo, Inc.
*Confidential – Do Not Distribute
"With Bizible, I can measure performance (pipeline
and revenue generated) and optimize on the fly.”
— Joey Ta, Sr. Digital Marketing Manager
With Bizible,
Cisco’s marketing
team saves hours
on reporting every quarter
and can spend more time
making impactful
optimizations.

15. Q & A

16. Feedback survey

17. 18Proprietary and Confidential | © Marketo, Inc.
*Confidential – Do Not Distribute
Additional resources
Demo https://info.bizible.com/demo
The Definitive Guide to Pipeline Marketing
Best practices for BtoB marketing attribution
https://www.bizible.com/b2b-marketing-resources-bizible