Date post: | 11-Apr-2017 |
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Marketing |
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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 [email protected]
LinkedIn: www.linkedin.com/in/brianhansford/
Twitter: @RemarkMarketing
www.HeinzMarketing.com/blog
Marketing Kranks Podcast on SoundCloud and iTunes