Access the full webcast here: https://dg-r.co/2Jn9QXl Successful attribution models start on a foundation of accurate data. Having the right data is crucial to making sure you’re tying the right campaigns back to revenue. So where do you start?  During this webinar, experts will discuss the need and the payoffs for lead-to-account matching and the importance of having the right intelligence on contacts and key accounts to build successful attribution.   Key takeaways include:  Top challenges for B2B brands around attribution;   Best practices for assessing your data;   How to apply and align lead records to accounts;   How to ensure data accuracy; and   Use case examples of B2B companies’ attribution success stories. 

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Creating A Data Strategy For Marketing
Attribution Success
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3. February 25–27, 2019
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Speakers
Karen Steele
LeanData
Andrew Gaffney
Demand Gen Report

7. Creating a Data Strategy for
Marketing Attribution Success

8. Agenda
Why Attribution?
Top Challenges
Importance of Data Accuracy
Attribution Success

9. You know you need Attribution.
To measure the impact of your marketing spend
on driving sales.

10. Why do Companies Want Attribution?
Campaign
Performance/ ROI
Understand Buyers
Journey
Measure Marketing
Influenced Pipeline
Measure Multi-touch
Generated Pipeline
• Inbound vs Outbound
• New Business
• Upsell / Cross Sell
• ABM

11. The Challenge = Data
Majority of Salesforce
users say only 20%
of their data is
completely
actionable
and trustworthy.
The 2017 cloudlingo “Salesforce Users Benchmark Report”

12. The Challenge = Data
Investments not optimized
for revenue so you repeat
the cycle
Impact of campaigns on
pipeline/revenue is misreported
Your CRM is not delivering full value
and likely adoption is suffering
Sales departments lose approximately 550
hours or 27.3% of seller time per rep from
using bad prospect data.
(Source LeadJen Inc)
25% reduction in potential revenue. (Gartner)
Lead generation programs waste
approximately $20,000 per inside sales rep.
(LeadJen Inc)
25-30% of contact data becomes inaccurate
resulting in a drastic decrease in marketing
effectiveness and sales conversions.
(Marketing Sherpa)
ANNUAL COST OF BAD CRM DATA

13. Attribution Challenge: Account For Every Dollar
A PERFECT WORLD
All leads have been converted to
contacts. Every opportunity has
updated, accurate contact roles.
You can track every dollar from
campaign through to revenue and
use that data to optimize your
Marketing spend to drive high-
quality leads.
ATTRIBUTION
YOUR WORLD
Some leads have been converted to
contacts, but not all, and/or some
opportunities have updated, accurate
contact roles.
Your data is not actionable or
trustworthy and you have little
insight into which campaigns are
driving revenue. Your Marketing
spend is an educated guess.
ATTRIBUTION
Salesforce Reporting
Other Attribution Tools

14. With LeanData Matching & Attribution
MATCH CUSTOMIZE ANALYZE
• Fuzzy matching
• Highest accuracy L2A
• Tag account data to lead
• Customizable tie-breakers
• Wizard for easy setup
• Marketing touch object
• Identify relevant touches
• Custom attribution models
• Out of box reports
• Standard dashboard
• Opportunity timeline view
• Campaign view
Your Data is Always Actionable & Trustworthy

15. 15
Customer Value
“Dynatrace’s use of LeanData is
driving a major foundational
shift in how we prove
marketing’s revenue
contributions, fine-tune our
spend, and make a case for an
increased marketing budget. It
helps us prove that marketing
works and enables us to work
even more effectively.”
Dave Anderson, Vice
President of Global Marketing
“LeanData multi-touch attribution
models allowed us to attribute
55% more pipeline to a channel
that would of been overlooked
using traditional lead source only
analysis. This led to an increase
of 13% of closed won
business.”
Albert Li, Senior Marketing
Operations Manager
“LeanData’s technology is the foundational
piece in FireEye’s MarTech stack. It
enables us to be effective marketers. The
attribution model has made data-driven
decision making a reality for our team. We
use LeanData’s Marketing Attribution
solution, along with its reporting capability,
extensively, to make decisions on what
programs to expand or eliminate. As a result,
FireEye’s marketing team can achieve
consistent pipeline growth goals despite
budget cuts and reduced headcount.”
Anne Wang, Director of Marketing
Operations

16. Now measure Sales & Marketing
on the same metrics

17. LeanData can live in your world.
Matching | Routing | Attribution

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Q&A / Speakers
Karen Steele
LeanData
Andrew Gaffney
Demand Gen Report

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