Jay Baer, marketing influencer, and New York Times best-selling author teams up with BrightFunnel to show you how you can tie each and every marketing campaign back to ROI and Revenue!
Uncover Insightful User Journey Secrets Using GA4 Reports
How to Tie Marketing to Revenue and ROI
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How to Tie Marketing to
Revenue and ROI….in 9
minutes!
Webinine
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• founder of Convince & Convert
• NY Times best-selling author
• Digital business celebrity & keynote speaker
• Host of Social Pros podcast
• Angel investor
Section #: Section Title
Jay Baer
3. Housekeeping
3How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Yes, it’s only 9 minutes!
• Yes, it’s recorded
• No, there are no live questions
• Questions on Twitter via #ROIWebinine
10. The Big Questions
10How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• What is driving results?
• What should we do more?
• What should we do less?
• Is this effort actually profitable?
• Will I have a job next year?
11. “The identification of a set of user actions that contribute in
some manner to a desired outcome, and then the
assignment of a value to each of these events.”
- IAB
12. Primary Attribution Methods
12How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• First touch: whatever the prospect interacted with first gets full credit
13. Primary Attribution Methods
13How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Last touch: whatever the prospect interacted with last gets full credit
14. Primary Attribution Methods
14How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Linear: every interaction gets equal credit
15. Primary Attribution Methods
15How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Time decay: later interactions gets more credit
16. Primary Attribution Methods
16How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Position-based: first and last interactions get extra credit, mid-funnel get some
17. Primary Attribution Methods
17How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Interaction-based: more thorough engagements gets more credit
21. The Four Big Reports B2B Marketers Need
21How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Marketing Impact Report
• Shows: All marketing activity and results
• Attribution: Position-based or interaction-based
• Give to: CMO, VP
• Frequency: Quarterly
22. The Four Big Reports B2B Marketers Need
22How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Revenue Funnel Analysis
• Shows: How leads are moving through sales funnel
• Attribution: n/a
• Give to: B2B marketers + Sales leaders
• Frequency: Monthly
23. The Four Big Reports B2B Marketers Need
23How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Channel Performance
• Shows: Which marketing channels are performing best
• Attribution: First-touch and either position, time decay, or interaction-based
• Give to: B2B marketers + CMO
• Frequency: Weekly for you, quarterly for CMO
24. The Four Big Reports B2B Marketers Need
24How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Campaign Performance Within Channels
• Shows: Which specific programs, offers, content are performing best
• Attribution: First-touch and either position, time decay, or interaction-based
• Give to: B2B marketers + CMO
• Frequency: Weekly for you, quarterly for CMO
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Can you do this in a CRM?
Kinda. (but you’re using a
sales tool for marketing
insight)
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To do it well, use a dedicated
MAP
(marketing attribution platform)
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Marketing Attribution Tracking
ABM Analytics
Web Tracking and Ad Network Integration
Independent Platform Solution
Revenue Funnel Analysis
Forecasting and Prediction
Data Validation and Process Optimization
Sales Activity Analysis
• http://www.brightfunnel.com/request-demo/
• http://resources.brightfunnel.com/
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How to Tie Marketing to
Revenue and ROI….in 9
minutes!
thank you