THECMO’sGUIDETOB2BMarketingAttribution2017EDITIONWhat’sInside:1.TheProblem(p.3)2.UnderstandingB2BMarketingAttributionForCMOs(p.3)3.HowIsAttributionDifferentThanWebAnalytics,MarketingAutomation,BusinessIntelligence,AndOtherMarketingTools?(p.5)4.Let’sTalkSpecifics(p.9)5.HowDoesItFitInTheMarketingStack?(p.13)6.SellingAttributionToTheC-Suite(p.14)7.HearFromYourPeers(p.17)TheroleoftheCMOisincreasinglyabouttheintersectionoftechnologyandhumanmanagement.Becauseweareinanerawheredatarules,thosewhocancapturethebestdataandturnthatintosmartinsightswillwin.Expertiseinthisspace--thosewhocanidentifygapsindata,makesenseofanabundanceofdata,andusethedataandinsightstoleadteams--willdeterminewhichcompaniesthrivegoingforward.InthisguideforB2Bmarketingleaders,wewillfocusonmarketingattributionandmarketingattributiondata,thefoundationforeffectivemarketingmeasurement,optimization,andplanning.1.TheProblemForthelastfewmonths,themarketingteamhasexceededtheirwebsitevisitandleadgenerationgoalsthroughacombinationofwebinarsandconferences,blogpostsandebooks,considerablePPCspend,automatedemailcampaigns,andstrongorganicsearchnumbers.Butthecompanykeepsmissingrevenuegoals.Marketingblamessalesfornotconvertingleads;salesblamesmarketingforbringinginlowqualityleads;andinthemeantimelotsofmoneyisbeingwastedandgrowthissacrificed.Whatdoyoudo?2.UnderstandingB2BMarketingAttributionForCMOsTheabovesituationisacommonproblemforCMOsandtheirrespectiveheadofsalesintoday’sB2Bcompanies.Thegreatnewsisthatit’ssomethingthatcanbeavoided,butonlybysophisticatedattribution.B2Bmarketingattribution,atitssimplest,isaboutconnectingmarketingandsalesdata.Byconnectingmarketingtosalesdata—wheredealscloseandrevenuemetricsareheld—themarketingteamnolongerhastoguesstheirrevenueimpact.Everydealcanbetiedbacktospecificmarketingactions.Withoutproperattribution,marketersareforcedtousemarketingmetricsthatserveasproxiesfororleadingindicatorsofrevenue(visitors,leads,conversions,etc.).Theycanthenguessthatsomepercentageofvisitorsturnintolea...
