b2b attribution 101

Breaking The Traditional Marketing Attribution ModelAn introduction to managing attribution data for B2B marketers

Host: Andrew NguyenContent Marketing

Presenter: Dave RigottiHead of Marketing

What is Marketing Attribution?

Measurement, reporting, and optimization of

marketing

Popular Attribution Models

Why Care?I’m not lost,I’m exploring.

Challenges With Attribution

It’s Easy To Miss The Destination

Channel Bias Is Hard To Avoid

SocialContent marketingOrganic searchPaid searchRetargetingEmail

Succeeding With Attribution

Think Vertically

PipelineMarketing

Define Key Touchpoints / Transitions

Visit(Anonymous)

OpportunityCreated

LeadCreated

SocialOrganic

SearchRetargeting

EmailEvents

Channel

Action

First Touch Last Touch

Introducing W-Shaped Attribution

Visit Opp.Lead

30%

30%

30%

Account-Based Measurement

Visit Opp.Lead

Researcher Users Decision Maker

One Account / Company

Marketing Attribution Solutions

The Technology

Attribution in Salesforce.com

Revenue Reporting

Any Questions?