MEASURING B2B REVENUE PIPELINE

MULTI-TOUCH & CHANNEL ATTRIBUTION

Brian HansfordHeinz Marketing

WHO IS BH?CONNECT WITH ME ON LINKEDIN

Heinz Marketing for 5 years - VP of Client Services & Marketing Tech Practice

Modern Marketing learner and enthusiast

Originally from Colorado & a proud CU alum #ShoulderToShoulder

PacNW is home since 1991. Beautiful wife, two awesome sons, gregarious chocolate lab

My first real job was an inside sale rep for a Windows software developer (pre-Web)

Career spans across enterprise tech, mid-market, start-upsLove how Seattle is a big city and a small town

CONTENT AGENDA

• Measuring what Matters in Modern Marketing – Beer and Opps• CMO Challenges• Your CEO doesn’t give a crap about vanity metrics• Revenue – where it comes from• Full Funnel Marketing• Multi-Touch Attribution Model• Channel Attribution Model• Recommendations

YOU CAN’T BUY BEER WITH MARKETING QUALIFIED LEADS

YOU’RE DOING (AND PERCEIVING) B2B MARKETING WRONG IF….

STARTING POINT: ANSWER THE RIGHT QUESTIONS

• How much revenue did this campaign generate?• How many opportunities were sourced by marketing?• What revenue influence did campaigns have? • What are the top performing campaigns?• What is your campaign ROI?• How many new customers did this campaign create?• If we adjust budget, how will that impact revenue?

CMO’S MUST SHOW BUSINESS IMPACT

Via the CMO Council• 2016 saw record CMO job

loss• #1 Reason: CMO’s unable to

show business impact• Critical: Financial impact

analytics

“…there’s nothing more necessary to CMO success and longevity than having the proof of how marketing is driving the business forward in a multiplicity of unique and powerful ways…”-Donovan Neale-May, CMO Council

PRO TIP: YOU WANT (AND NEED) C-LEVEL CREDIBILITY

Use vanity metrics in the right context and audienceImpact

Remember: Marketing is the most strategic function in any company

Leadership

Rise up – think strategically with financial regimenCredibility

TRIGGER WARNING

Single campaigns rarely source NEW LEADS that convert to OPPORTUNITIES

and SALES WON without additional

campaigns

Suspects

Inquiries

MQL

SAL

Opportunity

$

Customer

LEGACY B2B DEMAND GEN

Where B2BMarketers often end their metrics – at MQL.

SALE

S

MAR

KETI

NG

Suspects

Inquiries

MQL

SAL

Opportunity

$

Customer

MISSING ATTRIBUTES FOR REVENUE INFLUENCE

Single Source Problems:1. Single event 2. Miss multi-touch3. Budget/Cost4. Campaign5. Timeframes

Suspects

Inquiries

MQL

SAL

Opportunity

$

Customer

THINK FULL FUNNEL MARKETING

REALITYPeople engage multiple times through mixed channels with mixed contentover their entire selectionjourney.

AND…!

Multiple people within companies engage!

AND…!Full Funnel Marketing includes Marketing and Sales aligned with shared goals!

IMPORTANT ATTRIBUTION DATA

• Lead Source – Original• Lead Source – Most Recent• Online and Offline Channels• Conversion Stages• Campaigns• Content

• Budget• Costs• Opportunities and

Stages• Revenue • Timeframe – Inquiry to

Close

ATTRIBUTION CREDIT WEIGHING EXAMPLE

Stage Name

First Touch

Lead Creation

Lead Nurture

Driving Opps

Driving Revenue

Machine Learning

Custom

First Touch

100% 0% 40% 30% 22.5% 27.54% 20%

Lead Creation

0% 100% 40% 30% 22.5% 27.54% 20%

Opportunity Creation

0% 0% 0% 30% 22.5% 19.48% 20%

Closed (Lost,Won)

0% 0% 0% 0% 22.5% 15.45% 20%

Middle Touches

0% 0% 20% 10% 10% 10% 20%

ATTRIBUTION CREDIT WEIGHING EXAMPLE WITH $100,000 SALE AND 10

TOUCHPOINTSStage Name

First Touch

Lead Creation

Lead Nurture

Driving Opps

Driving Revenue

Machine Learning*

Custom

First Touch

100% 0% 40% 30% 22.5% 27.54% 20%$100,000 $40,000 $30,000 $22,500 $27,540 $20,000

Lead Conversion

0% 100% 40% 30% 22.5% 27.54% 20%$100,000 $40,000 $30,000 $22,500 $27,540 $20,000

Opportunity Creation

0% 0% 0% 30% 22.5% 19.48% 20%$30,000 $22,500 $19,480 $20,000

Closed (Lost,Won)

0% 0% 0% 0% 22.5% 15.45% 20%$22,500 $15,450 $20,000

Middle Touches

0% 0% 20% 10% 10% 10.01% 20%$20,000 $10,000 $10,000 $10,010 $20,000

WHAT ARE CAMPAIGNS MADE OF?

CONTENT&

CHANNELS!

CHANNELPROJECTED ROI

CLOSED ROI

LEAD COUNT

COST PER OPPORTU

NITYCOST PER

LEADCOST PER

DEALOPPORTUNITY COUNT

DEAL COUNT

PROJECTED REVENUE REVENUE

PIPELINE REVENU

E COST

Direct 0 0 297 0 0 0 2.88 0.45 $ 7,507

$

132.75

$ 12,98

7

$ -

Organic Search 0 0.00 205 0 0 0 0.95 0.50

$

147.50

$

147.50

$

-

$ -

Social 0 0.00 256 0 0 0 0.25 0

$

-

$

-

$

-

$ -

(Other) Content

1037.32 x

83.87 X 12,914 3.00 0.01 8.11 28.46 10.52

$ 88,515

$ 7,157

$ 111,8

70

$

85.33

Email 0 0 18 0 0 0 0.00 0

$

-

$

-

$

-

$ -

Events 8.44 X 3.61 X 343

$

263.61

$

14.58

$

398.94 18.97 12.53 $ 42,224

$ 18,052

$ 27,39

2 $

5,000

Referral 0 0 1 0 0 0 1.50 1.00 $ 12,908

$ 7,500

$ 6,250

$ -

RECOMMENDATIONS

• Strategic thinking and engagement• Be accountable to revenue• Financial regimen – partner with your finance exec• Revenue metrics matter the most• Identify the right attributes for your business• Use the right technology – Marketing Performance

Management• Continual learning

THANK YOU

Brian Hansford – Heinz MarketingVP Client Servicesbrian@heinzmarketing.com

LinkedIn: www.linkedin.com/in/brianhansford/

Twitter: @RemarkMarketing

www.HeinzMarketing.com/blog

Marketing Kranks Podcast on SoundCloud and iTunes