Creating A Data Strategy For Marketing Attribution Success

Creating A Data Strategy For Marketing Attribution Success

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  #bii18 Creating A DataStrategy For Marketing Attribution Success SPONSORED BY:
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  How are wedoing? #bii18 Questions, Tweets, Resources, Survey
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  #bii18 Speakers Karen Steele LeanData Andrew Gaffney DemandGen Report
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  Creating a DataStrategy for Marketing Attribution Success
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  Agenda Why Attribution? Top Challenges Importanceof Data Accuracy Attribution Success
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  You know youneed Attribution. To measure the impact of your marketing spend on driving sales.
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  Why do CompaniesWant 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
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  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”
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  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
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  Attribution Challenge: AccountFor 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
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  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
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  15 Customer Value “Dynatrace’s useof 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
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  Now measure Sales& Marketing on the same metrics
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  LeanData can livein your world. Matching | Routing | Attribution
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  #bii18 Q&A / Speakers KarenSteele LeanData Andrew Gaffney Demand Gen Report
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