For C-level executives such as the CMO, generating a positive ROI is often part of the job description.
Topics: marketing measurement
Marketing attribution is more than a reporting methodology, it’s a step forward for marketers trying to make sense of big data sets. We’ve worked with hundreds of B2B marketing teams who had previously treated attribution as a “small data” problem—niche, nice to have, and not comprehensive—and it didn’t work. Key data was missing, the numbers didn’t add up, and as a result, the data was inactionable.
Once marketers understand the sheer amount of data involved, it clicks. The light bulb goes off. Marketers need to know what’s working, and what isn’t, at both a comprehensive and a granular level—and that adds up to a lot of data.
That’s why we’re excited to introduce Data Warehouse, the option to have the full firehose of data that Bizible can collect about how your prospects interact with you. Because of the sheer volume, there are innumerable benefits, use cases, and things to know, so we’ve put together the top five. Here is what you should know about Bizible Data Warehouse:
Every year marketers go through the ritual of annual planning. It typically involves working with team members to update a highly complex Excel workbook and an attempt to forecast leads, opportunities, and deals into the future.
Annual planning also involves working across departments to understand what marketing needs to do in order to contribute to the closing deals, generation of pipeline and the improvement in brand awareness.
You’d think there were only a handful of metrics that serve as the primary indicator of success for marketing teams. There are dozens of leading indicators but only a few primary indicators such as revenue and pipeline generated, right?
Not necessarily. According to Bizible’s survey of over 300 B2B marketers There were roughly 12 different metrics submitted by survey takers when asked, “What’ do you use as the primary metric to judge success?”
To better understand how marketers do marketing measurement we first review the variety of metrics reported and then dive deeper to explore why marketers choose these metrics.
Lead reports and web traffic metrics both lack accuracy when it comes to measuring the effectiveness of content marketing.
A leads report tells us whether our content is compelling enough for readers to submit their contact information. And looking at web traffic reports tell us whether it resonates with a wide audience.
But neither report can tell us whether it resonates with the right audience.
We invest heavily in content marketing and we want to know that it not only drives web traffic and leads, but that it drives engagement with the right leads, i.e. graded MQL’s.
To do this we measure content engagement to better understand which kinds of content resonates with our ideal audience.
Lead Source data is a particularly important set of information. It tells marketers which channels their best leads come from. It tells marketers how much influence a channel is having on an opportunity. And it’s required for measuring channel velocity.
And yet, it’s a set of data that is very often inaccurately calculated inside the CRM.
The problem is that for B2B companies, opportunities are made of multiple leads and each lead may have a different Lead Source. When the opportunity is assigned a Lead Source, a salesperson or CRM assigns it based on any number of criteria -- criteria which may not reflect the most important or influential lead channel.
This problem is compounded by inconsistent methods used to measure Lead Source.
In this post we'll explain why Lead Source and First Touch data is so important. And how to measure it correctly.
Topics: marketing measurement