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The B2B Challenge
Value and Attribution
Rob Cataford
Business Online
VP Analytics and Customer Intelligence




San Francisco| August 13–17
San Francisco | August 13–17, 2012 | #sessf




B2B Digital Marketers are asking, “How do I…”
1. Demonstrate the value of marketing and content
   development?
2. Focus budget and effort to the most effective
   channels and content?
3. Become a partner with sales and go beyond simply
   providing leads?
San Francisco | August 13–17, 2012 | #sessf



Solutions to These Questions
1. Demonstrate the value of marketing
• Apply the correct attribution
• Look at company-level „opportunities‟

2. Focus budget and effort
• Measure and optimize based on full sales funnel
• Measure and optimize based on marketing objectives

3. Become a partner with sales
• Inform sales on prospect behavior
• Alert sales on new potential and hot prospects
San Francisco | August 13–17, 2012 | #sessf



Solutions to These Questions
1. Demonstrate the value of marketing
• Apply the correct attribution
• Look at company-level „opportunities‟

2. Focus budget and effort
• Measure and optimize based on full sales funnel
• Measure and optimize based on marketing objectives

3. Become a partner with sales
• Inform sales on prospect behavior
• Alert sales on new potential and hot prospects
San Francisco | August 13–17, 2012 | #sessf




Demonstrate the value of marketing

• Apply the correct attribution

• Look at company-level
  „opportunities‟
San Francisco | August 13–17, 2012 | #sessf




Let’s start with a story…




           No,

     A “True Story”

 what’s really happening

    behind the scenes
San Francisco | August 13–17, 2012 | #sessf




 I really need to find
that solution that will
   solve everything!
San Francisco | August 13–17, 2012 | #sessf




                  We Rule!




YOU happen to develop and
market an enterprise software
solution that solves everything
San Francisco | August 13–17, 2012 | #sessf


(but you have competitors)
San Francisco | August 13–17, 2012 | #sessf




So…
what happens at XYZ
Company?
San Francisco | August 13–17, 2012 | #sessf



“XYZ” assigns Jim and Susan to lead the
investigation and vendor selection process.

                   Conducts some non branded searches like “Software
                   solutions that solve everything”

                     Clicks an organic link to your site

                      Ignores the PPC links – expects he would be presented with
                      a landing page and some kind of call to action – he’s just
                      researching


                  Reads some analyst reviews and learns that your company
                  is a leader in the space.

                 Reviews your products and value proposition on your web
                 site.


      Jim – Marketing manager: early research
San Francisco | August 13–17, 2012 | #sessf



“XYZ” assigns Jim and Susan to lead the
investigation and vendor selection process.
                Conducts some searches which lead to some blogs and
                other social networking sites for you and your competitors.


                     Starts following you and your competitor’s twitter handle.


                     Sees your company sprinkled across the blogs and reviews
                     and the sentiment appears positive.




                    Clicks on a link from a blog to your site and starts browsing.



   Susan – part of investigation and vendor selection process
San Francisco | August 13–17, 2012 | #sessf



Jim and Susan call a meeting with key stakeholders to start
discussing things – you are in their list of possibilities.

                       Has concerns on the security and maintenance behind
                       some of the solutions.


                               Wants to make sure the solution will fulfill the long term
                               needs to solve everything forever.
        IT Manager




                     CFO


                           My people will be using the system – need to ensure
                           training and support are available and the system is easy to
                           use.


        Operations
        Manager            They all take actions to research further…
San Francisco | August 13–17, 2012 | #sessf



A group of IT, Operations and Financial staff go to your site
(via mostly branded search – PPC and Organic)

                      Reports that he has been getting emails from your
                      company each month with various topics, whitepapers etc.
                      He saw you at an event last year and left his card.

                  Reports that she has seen some display advertising for your
                  company and that you must be a big player in the space.



                      Fills out a form on your site to get to a whitepaper.




                      Also fills out a form after a PPC search.
San Francisco | August 13–17, 2012 | #sessf



Your sales people reach out to the people who filled out the
forms and start the direct sales process.
In the mean time…
                      IT personnel download some white papers on the technical
                      solution.


                       Jim starts to build a competitive matrix with information
                       from your web site..


                      The CFO attends a sales pitch and goes back to the web site
                      to check out the management team – he also goes to
                      LinkedIn.

                         Operations staff download some product demos and watch
                         some videos to understand how the product is going to
                         work for them.
San Francisco | August 13–17, 2012 | #sessf


You become shortlisted and are asked to conduct a small pilot.
The audience for the summary presentation is around 20 people.

Before the presentation most of the audience researches you on the web site.

A couple of key people read a whitepaper that clearly differentiates your solution.
San Francisco | August 13–17, 2012 | #sessf



They select you! … its due diligence time and contracting time.
They research the web looking for negative sentiment.

They read your customer use cases online and ask to speak to those customers.




    The contract is signed!
San Francisco | August 13–17, 2012 | #sessf



Back to the question…

“How do I show the organization the value of my digital
marketing and content development?”
San Francisco | August 13–17, 2012 | #sessf



Did your reporting and analysis say…
• Search drove one lead and one lead came from a bookmark or typed url.


Or did your reporting and analysis say…
• This $1M sales was assisted by…
     •   Non branded organic search driving initial awareness
     •   Social marketing driving awareness and nurturing the prospects
     •   Events, display and email driving brand recognition
     •   Web site general content educating the prospect
     •   Branded SEO and PPC making leading to engagement and prospect nurturing
     •   Technical web content dealing with specific objections
     •   Product demos and videos helping late in the sales cycle
     •   Leadership bio’s and case studies acting as references
     •   Over 20 people, all influencers, engaging with multiple marketing channels and web site
         assets

Were you able to inform sales that this company was a “hot” lead
and where there may have been issues during the sales cycle?
San Francisco | August 13–17, 2012 | #sessf




 Use Case – Demonstration of the Key Principles


Get the attribution right.
   • Use the data to understand the attribution
   • Apply the correct model
   • Model may be different depending on intent
   • Pay attention to cross channel
San Francisco | August 13–17, 2012 | #sessf



Attribution Models
         In Visit – Participatory Model           In Visit – Last Touch Model




       One Week– Participatory Model              One Week– Last Touch Model




      Investigate different models to determine which is best
      suited. In this case “One Week - Last Touch Model”
San Francisco | August 13–17, 2012 | #sessf



Channel Crossover Analysis




                     Majority of traffic is
                     single channel



Use cross
                                   When there is
channel analysis                   crossover, patterns
to determine if it                 of channel flow
                                   emerge
should built into
attribution model
San Francisco | August 13–17, 2012 | #sessf




Use Case – Demonstration of the Key Principles

Measure at the Individual and Opportunity level

    • Aggregate individuals into opportunities

        • By IP Address (unknown visitors)

        • By eMail domain (known visitors)

        • By company (known visitors)

        • By direct connection to an opportunity (known visitors connected
          to CRM)

    • Measure marketing based on connection to an opportunity rather than
      an individual conversion
San Francisco | August 13–17, 2012 | #sessf


                                   Example Opportunity “Lookback”
Opportunity Reporting              report




  Campaigns and         Website
  Assets touched        Pages
  by Opportunity        touched by
  Visitors              Opportunity
                        Visitors
San Francisco | August 13–17, 2012 | #sessf



Opportunity Based Metrics




      “Pct Opportunity Visitors” identifies people associated with a CRM opportunity
      – even if they are unknown.
      Channels that drive leads do not necessarily align with channels that
      nurture the pipeline




Evaluate
campaigns and
Marketing Assets
based on
Opportunity
nurturing.
San Francisco | August 13–17, 2012 | #sessf




#2 - Focus budget and effort
                 Measure & Optimize on:

                               > full sales funnel

                      > marketing objectives
San Francisco | August 13–17, 2012 | #sessf




Use Case – Demonstration of the Key Principles

Measure based on the full sales funnel
 • Connect the web to lead nurturing
   and CRM systems
 • Create conversion metrics
   based on the funnel stages
San Francisco | August 13–17, 2012 | #sessf



Funnel Based Metrics
Channel
                    Web site based   Lead Nurturing and CRM
                    metrics          based metrics




Campaign or Asset
San Francisco | August 13–17, 2012 | #sessf




Use Case – Demonstration of the Key Principles

Measure based on marketing objective
  • Awareness, Interest, Action and Value
  • Create metrics and rollup metrics
    that evaluate objective vs. intent
San Francisco | August 13–17, 2012 | #sessf



Metrics by Intent
                Acquisition/Awareness
                Metrics



    Interest/Engagement
    Metrics




    Action/Conversion
    Metrics




Value Metrics
San Francisco | August 13–17, 2012 | #sessf



Intent Scoring
Metrics Weighted and
Aggregated into
General Scores
San Francisco | August 13–17, 2012 | #sessf




# 3 - Become a partner with sales

> Inform sales on
  prospect behavior

> Alert sales on
  new potential
  and hot prospects
San Francisco | August 13–17, 2012 | #sessf




• If you are applying these principles, you
  have the ability to inform sales…

   • Which opportunities are engaged and
     active.

   • Which individuals are active.

   • What different roles are interested in
     within the opportunity

• Predict which companies are in the
  pre-opportunity stage
San Francisco | August 13–17, 2012 | #sessf



Engagement as a Sales Predictor
                      Measure of      Change in
Recent Web Activity   engagement      engagement for         Factor
                      (predictor to   previous period        representing
                      sales)                                 engagement and
                                                             change
San Francisco | August 13–17, 2012 | #sessf



Activity Report


       eMail
       addresses




       Campaigns and       Web Site Pages
       Assets touched by   touched by
       Company Visitors    Company Visitors
San Francisco | August 13–17, 2012 | #sessf



Re-Cap
1. Demonstrate the value of marketing
  •   Apply the correct attribution
  •   Look at company-level ‘opportunities’

2. Focus budget and effort
  •   Measure and optimize based on full sales funnel
  •   Measure and optimize based on marketing objectives

3. Become a partner with sales
  •   Inform sales on prospect behavior
  •   Alert sales on new potential and hot prospects
San Francisco | August 13–17, 2012 | #sessf




Discussion / Questions


              I’m Rob Cataford, VP Customer
              Intelligence BusinessOnline
              Based in Ottowa, Canada
              Rob.Cataford@businessol.com
              http://ca.linkedin.com/in/robcataford


              You can find this deck on
              the SES website or at
              Slideshare.net/BusinessOnline

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The B2B Challenge - Marketing Value and Attribution

  • 1. The B2B Challenge Value and Attribution Rob Cataford Business Online VP Analytics and Customer Intelligence San Francisco| August 13–17
  • 2. San Francisco | August 13–17, 2012 | #sessf B2B Digital Marketers are asking, “How do I…” 1. Demonstrate the value of marketing and content development? 2. Focus budget and effort to the most effective channels and content? 3. Become a partner with sales and go beyond simply providing leads?
  • 3. San Francisco | August 13–17, 2012 | #sessf Solutions to These Questions 1. Demonstrate the value of marketing • Apply the correct attribution • Look at company-level „opportunities‟ 2. Focus budget and effort • Measure and optimize based on full sales funnel • Measure and optimize based on marketing objectives 3. Become a partner with sales • Inform sales on prospect behavior • Alert sales on new potential and hot prospects
  • 4. San Francisco | August 13–17, 2012 | #sessf Solutions to These Questions 1. Demonstrate the value of marketing • Apply the correct attribution • Look at company-level „opportunities‟ 2. Focus budget and effort • Measure and optimize based on full sales funnel • Measure and optimize based on marketing objectives 3. Become a partner with sales • Inform sales on prospect behavior • Alert sales on new potential and hot prospects
  • 5. San Francisco | August 13–17, 2012 | #sessf Demonstrate the value of marketing • Apply the correct attribution • Look at company-level „opportunities‟
  • 6. San Francisco | August 13–17, 2012 | #sessf Let’s start with a story… No, A “True Story” what’s really happening behind the scenes
  • 7. San Francisco | August 13–17, 2012 | #sessf I really need to find that solution that will solve everything!
  • 8. San Francisco | August 13–17, 2012 | #sessf We Rule! YOU happen to develop and market an enterprise software solution that solves everything
  • 9. San Francisco | August 13–17, 2012 | #sessf (but you have competitors)
  • 10. San Francisco | August 13–17, 2012 | #sessf So… what happens at XYZ Company?
  • 11. San Francisco | August 13–17, 2012 | #sessf “XYZ” assigns Jim and Susan to lead the investigation and vendor selection process. Conducts some non branded searches like “Software solutions that solve everything” Clicks an organic link to your site Ignores the PPC links – expects he would be presented with a landing page and some kind of call to action – he’s just researching Reads some analyst reviews and learns that your company is a leader in the space. Reviews your products and value proposition on your web site. Jim – Marketing manager: early research
  • 12. San Francisco | August 13–17, 2012 | #sessf “XYZ” assigns Jim and Susan to lead the investigation and vendor selection process. Conducts some searches which lead to some blogs and other social networking sites for you and your competitors. Starts following you and your competitor’s twitter handle. Sees your company sprinkled across the blogs and reviews and the sentiment appears positive. Clicks on a link from a blog to your site and starts browsing. Susan – part of investigation and vendor selection process
  • 13. San Francisco | August 13–17, 2012 | #sessf Jim and Susan call a meeting with key stakeholders to start discussing things – you are in their list of possibilities. Has concerns on the security and maintenance behind some of the solutions. Wants to make sure the solution will fulfill the long term needs to solve everything forever. IT Manager CFO My people will be using the system – need to ensure training and support are available and the system is easy to use. Operations Manager They all take actions to research further…
  • 14. San Francisco | August 13–17, 2012 | #sessf A group of IT, Operations and Financial staff go to your site (via mostly branded search – PPC and Organic) Reports that he has been getting emails from your company each month with various topics, whitepapers etc. He saw you at an event last year and left his card. Reports that she has seen some display advertising for your company and that you must be a big player in the space. Fills out a form on your site to get to a whitepaper. Also fills out a form after a PPC search.
  • 15. San Francisco | August 13–17, 2012 | #sessf Your sales people reach out to the people who filled out the forms and start the direct sales process. In the mean time… IT personnel download some white papers on the technical solution. Jim starts to build a competitive matrix with information from your web site.. The CFO attends a sales pitch and goes back to the web site to check out the management team – he also goes to LinkedIn. Operations staff download some product demos and watch some videos to understand how the product is going to work for them.
  • 16. San Francisco | August 13–17, 2012 | #sessf You become shortlisted and are asked to conduct a small pilot. The audience for the summary presentation is around 20 people. Before the presentation most of the audience researches you on the web site. A couple of key people read a whitepaper that clearly differentiates your solution.
  • 17. San Francisco | August 13–17, 2012 | #sessf They select you! … its due diligence time and contracting time. They research the web looking for negative sentiment. They read your customer use cases online and ask to speak to those customers. The contract is signed!
  • 18. San Francisco | August 13–17, 2012 | #sessf Back to the question… “How do I show the organization the value of my digital marketing and content development?”
  • 19. San Francisco | August 13–17, 2012 | #sessf Did your reporting and analysis say… • Search drove one lead and one lead came from a bookmark or typed url. Or did your reporting and analysis say… • This $1M sales was assisted by… • Non branded organic search driving initial awareness • Social marketing driving awareness and nurturing the prospects • Events, display and email driving brand recognition • Web site general content educating the prospect • Branded SEO and PPC making leading to engagement and prospect nurturing • Technical web content dealing with specific objections • Product demos and videos helping late in the sales cycle • Leadership bio’s and case studies acting as references • Over 20 people, all influencers, engaging with multiple marketing channels and web site assets Were you able to inform sales that this company was a “hot” lead and where there may have been issues during the sales cycle?
  • 20. San Francisco | August 13–17, 2012 | #sessf Use Case – Demonstration of the Key Principles Get the attribution right. • Use the data to understand the attribution • Apply the correct model • Model may be different depending on intent • Pay attention to cross channel
  • 21. San Francisco | August 13–17, 2012 | #sessf Attribution Models In Visit – Participatory Model In Visit – Last Touch Model One Week– Participatory Model One Week– Last Touch Model Investigate different models to determine which is best suited. In this case “One Week - Last Touch Model”
  • 22. San Francisco | August 13–17, 2012 | #sessf Channel Crossover Analysis Majority of traffic is single channel Use cross When there is channel analysis crossover, patterns to determine if it of channel flow emerge should built into attribution model
  • 23. San Francisco | August 13–17, 2012 | #sessf Use Case – Demonstration of the Key Principles Measure at the Individual and Opportunity level • Aggregate individuals into opportunities • By IP Address (unknown visitors) • By eMail domain (known visitors) • By company (known visitors) • By direct connection to an opportunity (known visitors connected to CRM) • Measure marketing based on connection to an opportunity rather than an individual conversion
  • 24. San Francisco | August 13–17, 2012 | #sessf Example Opportunity “Lookback” Opportunity Reporting report Campaigns and Website Assets touched Pages by Opportunity touched by Visitors Opportunity Visitors
  • 25. San Francisco | August 13–17, 2012 | #sessf Opportunity Based Metrics “Pct Opportunity Visitors” identifies people associated with a CRM opportunity – even if they are unknown. Channels that drive leads do not necessarily align with channels that nurture the pipeline Evaluate campaigns and Marketing Assets based on Opportunity nurturing.
  • 26. San Francisco | August 13–17, 2012 | #sessf #2 - Focus budget and effort Measure & Optimize on: > full sales funnel > marketing objectives
  • 27. San Francisco | August 13–17, 2012 | #sessf Use Case – Demonstration of the Key Principles Measure based on the full sales funnel • Connect the web to lead nurturing and CRM systems • Create conversion metrics based on the funnel stages
  • 28. San Francisco | August 13–17, 2012 | #sessf Funnel Based Metrics Channel Web site based Lead Nurturing and CRM metrics based metrics Campaign or Asset
  • 29. San Francisco | August 13–17, 2012 | #sessf Use Case – Demonstration of the Key Principles Measure based on marketing objective • Awareness, Interest, Action and Value • Create metrics and rollup metrics that evaluate objective vs. intent
  • 30. San Francisco | August 13–17, 2012 | #sessf Metrics by Intent Acquisition/Awareness Metrics Interest/Engagement Metrics Action/Conversion Metrics Value Metrics
  • 31. San Francisco | August 13–17, 2012 | #sessf Intent Scoring Metrics Weighted and Aggregated into General Scores
  • 32. San Francisco | August 13–17, 2012 | #sessf # 3 - Become a partner with sales > Inform sales on prospect behavior > Alert sales on new potential and hot prospects
  • 33. San Francisco | August 13–17, 2012 | #sessf • If you are applying these principles, you have the ability to inform sales… • Which opportunities are engaged and active. • Which individuals are active. • What different roles are interested in within the opportunity • Predict which companies are in the pre-opportunity stage
  • 34. San Francisco | August 13–17, 2012 | #sessf Engagement as a Sales Predictor Measure of Change in Recent Web Activity engagement engagement for Factor (predictor to previous period representing sales) engagement and change
  • 35. San Francisco | August 13–17, 2012 | #sessf Activity Report eMail addresses Campaigns and Web Site Pages Assets touched by touched by Company Visitors Company Visitors
  • 36. San Francisco | August 13–17, 2012 | #sessf Re-Cap 1. Demonstrate the value of marketing • Apply the correct attribution • Look at company-level ‘opportunities’ 2. Focus budget and effort • Measure and optimize based on full sales funnel • Measure and optimize based on marketing objectives 3. Become a partner with sales • Inform sales on prospect behavior • Alert sales on new potential and hot prospects
  • 37. San Francisco | August 13–17, 2012 | #sessf Discussion / Questions I’m Rob Cataford, VP Customer Intelligence BusinessOnline Based in Ottowa, Canada Rob.Cataford@businessol.com http://ca.linkedin.com/in/robcataford You can find this deck on the SES website or at Slideshare.net/BusinessOnline

Editor's Notes

  1. Let’s start with a story… not that kind of story <click>A True Story – what’s really happening behind the scenes at your business.
  2. I want to find what are the most powerful combination channels
  3. Can we use this for Thad’s Efficiency for Sales?