Presentation by Bizible CEO Aaron Bird (@birdstweets) on driving revenue over leads. Why it matters, what it enables, overcoming challenges like attribution, and a few ways to make the magic happen.
3. B2B is Different – Much Harder Than B2C
B2B Marketing Measurement
• It’s a complex, multi-touch decisions with
multiple stakeholders
• Key to B2B performance is understand
the attribution of marketing activity to
sales and revenue
4. “…companies are seeing an average
15-18% lift in revenue
as result of implementing
closed-loop & optimizing”
- Tina Moffett, Attribution Analysts Forrester Research
28. Need To Account For
1.Anonymous touches (pre lead)
2.Marketing touches (post lead)
3.Key transitions (handoffs)
4.Account based (vs person based)
@birdstweets #pipelinemarketing