2. Agenda
● 5:30-5:45: State of Marketing Analytics - Why Attribution?
○ Catherine Champoux, Perkuto
● 5:45-6:05: The ROI of Attribution
○ Andy Turman, Director of Sales Enablement and CoFounder of Bizible
● 6:05-6:15: Applying Attribution for Measurably Better Outcomes
○ Practical Examples presented by Cat and Andy
● 6:15-6:25: Closing/Wrap-up
● 6:25-6:30 Q&A
● 6:30-7:00: Happy Hour / Networking
2
3. 3
Perkuto helps marketing leaders who feel frustrated with not having a bigger impact on revenue. As a Marketo Platinum
Partner, Bizible Platinum Partner and Adobe Community Partner, our team of experienced consultants create impactful
strategies, optimize marketing operations, simplify MarTech and execute on day-to-day campaigns. We assist marketing
leaders in exceeding their goals and rising to the top.
40+
1000+
4. Marketing Measurement - Self Ratings
4
58% of marketers cite current
measurement abilities as
“needs improvement or
worse.”
* 2018 Marketing Performance Measurement
and Attribution Survey
5. Demonstrating Value
1 out of 4 marketers earn top rankings by
CEOs on proving the impact of marketing
5
*2017 Marketing Performance Management
Benchmark Survey
8. Top motivators:
● Understand ROI of marketing investments
● Insight into buyer interests
● Improve marketing and sales alignment
● Demonstrate contribution to revenue
The Future of Analytics
8
of marketers are prioritizing
attribution in the next 12-18 months
* 2018 Marketing Measurement
and Attribution Survey
11. High growth companies rely on analytics
for decision making
11
86% of high-growth companies
use data and analytics to IMPROVE
marketing impact
Source: The 2014 CMO Insights
12. 12
"B2B companies are seeing an average of
15-18% lift in REVENUE as a result of
implementing a closed-loop attribution system
and then optimizing marketing programs based
on more sophisticated analysis."
— Tina Moffett, Forrester
15. Breaking Down the ROI of Attribution
15
1
4
More leads
2
3
Higher quality Opps
Less expensive Revenue
Better use of employee time
[Money Gained- Money Spent]
Money Spent
X 100
26. Optimize for Business Value
26
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
OK - Lead based
27. Optimize for Business Value
27
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
“We should do more events
like Event B.”
OK - Lead based Better - Opp Based
28. Optimize for Business Value
28
“We should do more events
like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
Event Leads Opps Rev
A 300 20 $350k
B 400 30 $200k
C 500 25 $250k
“We should do more events
like Event A.”
“We should do more events
like Event B.”
OK - Lead based Best - Revenue BasedBetter - Opp Based
✅
29. How do you know if you’re
ready for attribution?
29
30. You Are Ready When:
*Confidential – Do Not Distribute
30
1
You have something
to measure
2
You have reporting
bandwidth
3
You can act on the
insights
CRM & Marketing
Automation*
*typically
A marketing operations
function
Multiple channels and
budget to (re)allocate
31. You Want Answers to Complex Questions
*Confidential – Do Not Distribute
● Which channels/content/campaigns are generating the most revenue by
segment?
● What content is resonating with X persona at X stage in the buyer journey?
● How do we accelerate ACME Corp through the bottom of the funnel?
● If we had 10% more budget, where should we invest it?
31
32. Prove Business Value - Do More of What Works
32
BEFORE
“With a budget of $250,000, we
launched 20 new LinkedIn
campaigns, and generated 23,000
clicks and 1,300 leads.”
AFTER
“With a budget of $250,000, we
generated $500,000 revenue.
If you give me $500,000, we can
generate $1MM+.”