Slide deck for the live events presented by Perkuto and Marketo held in Montreal on October 11, 2018 and Toronto on October 18, 2018.

1. PRESENTED BY |

2. @ success@perkuto.com w perkuto.com fb.com/perkuto twitter.com/perkuto
For additional attribution resources, visit:
learn.perkuto.com/attribution
bizible.com/blog

3. Agenda
● 2:30: State of Marketing Analytics - Why Attribution?
● 2:45: Applying Attribution for Measurably Better Outcomes
○ Fern Hernandez, Marketing Operations Manager, Uberflip
● 3:15: Creating a Balanced Marketing Machine
○ Andy Turman, Co-Founder, Bizible
● 3:45: The ROI of Attribution
○ Kathy Leeman, GVP of Global Engagement, Marketo
● 4:00: Panel Discussion - Open Questions
● 4:30: Roundtable Discussions
● 5:00: Happy Hour / Networking

4. 30+
900+

5. Marketing Measurement - Self Ratings
58% of marketers cite current
measurement abilities as
“needs improvement or
worse.”
* 2018 Marketing Measurement
and Attribution Survey

6. Demonstrating Value
1 out of 4 marketers earn top rankings by
CEOs on proving the impact of marketing
*2017 Marketing Performance Management
Benchmark Survey

7. Top Challenges Marketers Face
* 2018 Marketing Measurement
and Attribution Survey

8. Reporting on Marketing Results
* 2018 Marketing Measurement
and Attribution Survey

9. Top motivators:
● Understand ROI of marketing investments
● Insight into buyer interests
● Improve marketing and sales alignment
● Demonstrate contribution to revenue
The Future of Analytics
of marketers are prioritizing
attribution in the next 12-18 months
* 2018 Marketing Measurement
and Attribution Survey

10. Fern Hernandez
Marketing Operations Manager,
Uberflip

11. Who is this guy?
● Fern Hernandez
● Marketing Operations Manager
● Works at Uberflip
● Based in Toronto, Canada
● 7+ years in SaaS
● Previously worked at Eloqua, Oracle
Marketing Cloud, MarketOne, GoNimbly
● Fascinated with data, technology, coding,
memes, caffeine

12. Marketing @ Uberflip
Marketing team is segmented into:
Revenue Marketing
Content Marketing
Product Marketing
Customer Marketing
Brand & Events

13. Before Attribution
Why begin tracking deeper metrics?

14. Before Attribution
COMPANY ABC
Marketing
Net-New Leads
MQLs
Sales
Opportunities
Closed Won
contribution
to
revenue

15. Before Attribution
HOW MUCH IMPACT HAS MARKETING & SALES HAD?
WHO IS PULLING THEIR WEIGHT? WHO ISN’T?
HOW MUCH DID OUR CAMPAIGN CONTRIBUTE TO REVENUE?
WE NEED MORE LEADS
MQL MQL MQL MQL MQL!!

16. Before Attribution
COMPANY ABC
Marketing + Sales
ROI

17. Working with Attribution
What challenges did we face along the way?
How did we overcome them?

18. Working with Attribution

19. Working with Attribution
REVENUE
Sales
- Nurture Campaign
- Tradeshow
- Webinars
- Ads
- Demo
- Prospecting
- Emails
- Phone calls
$ / Contribution
Marketing

20. Working with Attribution

21. Working with Attribution
What marketing questions was I able to answer?
Did we experience any unexpected outcomes?

22. Working with Attribution
What channel is giving
us the highest ROI?
Where are we slacking?
Where should we invest
more money into?

23. Working with Attribution
VENDOR 1 VENDOR 2 VENDOR 3
ASSET
$
COMPANY ABC
LEADS

24. Working with Attribution
$
REVENUE
LOST MONEY
LEADS OPP
MARKETING MARKETING
SALES
WHY?
WHY?

25. Working with Attribution
How is attribution helping me today?
What impact has it had on my department, organization and for
myself professionally?

26. Working with Attribution
REVENUE
LOST MONEY
WHY?
WHY?

27. Working with Attribution
First Touch
Cookie on Browser
Lead Creation
MAP / CRM
Opportunity
CRM
Closed Won
Money in the Bank
How long before they
become a lead?
What made them become a
lead?
Which channel / campaign
drove most lead creations?
How long until lead
became an opportunity?
Were they nurtured?
Were they ready to talk
to sales?
How long did sales cycle take?
Did they need more specialized
content from marketing?
Are they the right person to talk to?

28. Closing Tips & Advice

29. THANK YOU!

30. PUTTING THE “PLAN” AND “MEASURE” IN “PLAN, ENGAGE, MEASURE”
Andy Turman
Co-Founder
Bizible

31. About Bizible
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

32. B2B Marketing Is Imbalanced
MEASURE
PLAN
ENGAGE
EVENTS
Optimize
EMAIL
Optimize
PAID MEDIA
Optimize
WEB
Optimize
SALES DEV
Optimize

33. ...Which Causes Problems
*Confidential – Do Not Distribute
1.
Siloed Data
2.
Inaccurate ROI
Reporting
3.
Bad Marketing
Decisions

34. Attribution Aligns Marketing to Revenue
MEASURE PLAN
Optimize
ENGAGE
REVENUE
...and brings
balance to your
marketing machine

35. Lots of Decentralized Data
Behavioral
Data
Ad Network
API Connections
Marketing
Automation
Sales Activity CRM
Campaigns
UTMs
Web Metrics
(Bounce rates,
pageviews)
Ad
Metrics
(Impressions,
CTR, CPC, CPL)
Email
Metrics
(Open rate,
click rate)
Sales
Metrics
(Dials, emails
sent)
Campaign
Metrics
(Responses,
members)

36. Aligning Data Around Revenue
Behavioral
Data
Ad Network
API Connections
Marketing
Automation
Sales Activity CRM
Campaigns
UTMs
REVENUE

37. How do you know if you’re
ready for attribution?

38. You Are Ready When:
*Confidential – Do Not Distribute
1
You have something
to measure
2
You have reporting
bandwidth
3
You can act on the
insights
CRM & Marketing
Automation*
*typically
A marketing operations
function
Multiple channels and
budget to (re)allocate

39. Characteristics of an Effective Attribution Tool
1 Comprehensive — collects data across all channels
2
3
Full funnel — ties marketing efforts at every stage to revenue
Actionable — enables marketers to take valuable action
4 Critical to a successful marketing strategy

40. Comprehensive
Collects data across all channels

41. Comprehensive, Centralized Data
26% 22% 20% 10% 7% 5%
Demo
Opportunity
CreationMQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch
SEO
With account-based attribution, you can see the complete, unified account journey

42. Comprehensive, Centralized Data
Salesforce
Bizible Discover
Normalized Attribution Data
Data Warehouse
Tableau, Power BI, DOMO,
TIBCO Spotfire, etc.

43. Full Funnel
Tie marketing efforts at every stage to revenue

44. Attribution Models
Attribution models frame how you understand
your marketing data.
So it’s critical that you choose the right one. What question are
you trying to answer?

45. 100% First Anonymous Touch
100%
Lead
Creation
Anonymous
First Touch
Demo
Opportunity
CreationSQL
Deal/
Revenue

46. Lead Creation
100%
Lead
Creation
Anonymous
First Touch
Demo
Opportunity
CreationSQL
Deal/
Revenue

47. 100%
Opportunity
Creation
Lead Creation
Anonymous
First Touch
DemoSQL
Deal/
Revenue
Lead
Creation

48. U-Shaped Model
40% 40%
Lead
Creation
Anonymous
First Touch
Demo
Opportunity
CreationSQL
Deal/
Revenue
GREAT FOR MID-FUNNEL OPTIMIZATION

49. W-Shaped Model
GREAT FOR MID-FUNNEL OPTIMIZATION
30% 30% 30%
Opportunity
Creation
Lead
Creation SQL
Anonymous
First Touch
Demo
Deal/
Revenue

50. Full Path Model
22.5% 22.5% 22.5% 22.5%
Demo
Opportunity
CreationSQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch

51. Custom Model
26% 22% 20% 10% 7% 5%
Demo
Opportunity
CreationSQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch

52. Actionable
Don’t measure for measuring’s sake

53. Justify Budgets
The CFO is the biggest barrier to CMOs
getting more budget
CMO Spend Survey 2017-2018, Gartner
Revenue attribution allows marketers to speak in the
same language as the CEO & CFO

54. Prove Business Value so You Can Do More of What Works
BEFORE
“With a budget of $250,000, we
launched 20 new LinkedIn
campaigns, and generated 23,000
clicks and 1,300 leads.”
AFTER
“With a budget of $250,000, we
generated $500,000 revenue.
If you give me $500,000, we can
generate $1MM+.”

55. Optimize for Business Value
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
Event Leads Opps Rev
A 300 20 $350k
B 400 30 $200k
C 500 25 $250k
“We should do more events
like Event A.”
“We should do more events
like Event B.”
OK BestBetter

56. Critical
Great measurement leads to great planning & execution

57. Align Marketing to Revenue
MEASURE PLAN
Optimize
ENGAGE

58. Why Measure First?
1. MEASURE 2. PLAN
Optimize
3. ENGAGE
Need great measurement first
in order to do marketing right:
● Planning and predictive
technology relies on high quality
data and signals
● Can’t justify tech and media
budgets if you can’t measure
performance to pipeline and
revenue

59. Answer Complex Questions
*Confidential – Do Not Distribute
● Which channels/content/campaigns are generating the most revenue by
segment?
● What content is resonating with X persona at X stage in the buyer journey?
● How do we accelerate ACME Corp through the bottom of the funnel?
● If we had 10% more budget, where should we invest it?

60. Kathy Leeman
GVP of Global Engagement
Marketo

61. Attribution is a hot topic
...but why?

62. High growth companies rely on analytics
for decision making
86% of high-growth companies
use data and analytics to IMPROVE
marketing impact
Source: The 2014 CMO Insights

63. "B2B companies are seeing an average of
15-18% lift in REVENUE as a result of
implementing a closed-loop attribution system
and then optimizing marketing programs based
on more sophisticated analysis."
— Tina Moffett, Forrester

64. Breaking Down the ROI of Attribution
1
4
More leads
2
3
Higher quality leads
Less expensive leads
Better use of employee time
[Money Gained- Money Spent]
Money Spent
X 100

65. 1. More Leads
Bizible customers were able to increase the
number of monthly marketing leads it
received by 30% year-over-year.
© Forrester Research, Inc.

66. 2. Better Lead-to-MQL Conversion
Bizible customers improved the percentage of
marketing leads that became marketing qualified
leads from 35% of all marketing leads to 50% of
all marketing leads, which is an improvement
of nearly 43%.
© Forrester Research, Inc.

67. 3. Reducing CPL
“By acting on the real-time marketing performance data
and insights delivered through the Bizible multi-touch
marketing attribution solution, marketers reduced cost
per marketing qualified lead by 36%.”
© Forrester Research, Inc.

68. 4. More Productive Employees
“By the third year of our analysis, [organizations
are able] to fully repurpose two full-time
equivalent (FTE) employees to other value-add
activities within the marketing department due to
the time and labor saving features of Bizible.”
© Forrester Research, Inc.

69. The ROI of Attribution
More
Leads
Better
Conversion
Lower
Costs
More
Productive
Teams

70. Questions?

71. Alexandre Pelletier
CEO
Perkuto

74. Service Offerings
Bizible Accelerator Package
● Bizible implementation
● Create reports to answer complex questions
● Insight into interpreting data
● Staff training
Maximize your investment!

75. Service Offerings
Bizible Impact Concierge
● Audit of current Bizible configuration
● Custom roadmap to identify your priorities
● Report & dashboard customization
● Attribution model upgrade
Realize greater ROI.
Deliver maximum value.

76. Alexandre Pelletier
Perkuto
Panel Discussion
Moderator: Kathy Leeman
Andy Turman
Bizible
Fern Hernandez
Uberflip

77. @ success@perkuto.com w perkuto.com fb.com/perkuto twitter.com/perkuto
Thank you!
For additional attribution resources, visit:
learn.perkuto.com/attribution
Watch for announcements about our
Spring Marketing Impact Talk!