Conner Hatfield

Reporting on Bizible Touchpoints: Marketing Qualified Leads with Bizible Touchpoints

Blog Post created by Conner Hatfield Employee on Dec 4, 2019

*Posted on behalf of internal Bizible expert Pierre Cirac*

 

In this post, we are focusing on reporting on Bizible Touchpoints (BTs). BTs are used for understanding all marketing interactions related to people, as they contain the complete touchpoint history for each person. As a reminder, these touchpoints are created in CRM for the anonymous First Touch, the Lead Creation Touch, and any subsequent form submission or touchpoint that you choose to sync from an offline campaign or activity. Below, we are going to dive deeper into how Bizible Touchpoints can measure MQLs. 

 

MARKETING QUALIFIED LEADS with BIZIBLE TOUCHPOINTS

One of the most common reports is focused not just on new Leads or Lead level engagement, but more specifically ‘marketing qualified leads’ (MQLs). There are a couple of different approaches when it comes to reporting on MQLs depending on what Bizible features and functionality you have access to. 

 

1. Marketing Qualified Leads by Channel (multi-touch)

 

This approach for measuring marketing’s impact on influencing MQLs is essentially a continuation of the ‘New Leads by Marketing Channel’ report, but with the additional criteria that the Leads being measured are more specifically MQLs. The U-Shaped attribution model is still recommended here to identify what marketing channels and content are generating Leads that are then likely to become an MQL:

 

Question

Which marketing channels are best at generating new Leads that become MQLs?

Report Type

Leads and Bizible Touchpoints (CRM)

Metric: Leads (Bizible Discover)

Filters

Lead Status = MQL*

*MQLs may be defined differently per organization. Ensure the Bizible report is filtered for MQLs using the same field(s) as other MQL based reports. A Segment filter would need to be created in the same way for reporting on MQLs in Bizible Discover.

Date Field / Date Type

MQL Date (or equivalent) / Created Date (Bizible Discover)

* Lead Created Date could also be used in CRM reporting if ‘MQL Date’ isn’t an option in your CRM. It’s important to keep in mind what Date Field you’re using at it defines the cohorted data set. 

Date Range

select desired date range

Group / Dimension

Marketing Channel

Optimal Models

First Touch, Lead Creation, U-Shaped

*SUM the ‘Count’ fields in your CRM reports (Count - First Touch, Count - Lead Creation, Count - U-Shaped)

 

2. Marketing Qualified Leads by Channel (single touch, CRM only)

 

This approach for measuring marketing’s impact on influencing MQLs is focused more on identifying which single touchpoint was the last touch before the Lead reached MQL. 

 

* In order to run this report, a ‘Lead Status’ value of ‘MQL’ is required to define the MQL stage for tracking purposes. If MQLs aren’t tracked via the ‘Lead Status’ field, the Custom Attribution Model with Custom Stages feature is necessary to build a custom ‘MQL’ Stage in the Bizible Account Settings *

 

Question

Which marketing channels are strongest at pushing Leads to reach the MQL status?

Report Type

Leads and Bizible Touchpoints (CRM)

*this report is only possible within CRM reporting. It is not possible to filter on certain ‘Touchpoint Position’ values in Bizible Discover*

Filters

Touchpoint Position CONTAINS “MQL”

Date Field / Date Type

MQL Date (or equivalent)

Date Range

select desired date range

Group / Dimension

Marketing Channel

Optimal Models

Because this report is filtered on a single touchpoint, the Lead level attribution models aren’t as relevant. Like the ‘Lead Engagement Report’ (1.4), the number of touchpoint records would be leveraged here to understand which channels are the strongest (each Lead would only have one MQL touchpoint).

 

Pro Tip: Explore other groupings or dimensions to gain additional insight into MQLs. As mentioned in the other ‘Leads with Bizible Touchpoints’ reports, the Bizible Touchpoint offers much more granularity than just Marketing Channel. A ‘Content’ based report could also be combined with either of the MQL reports above to better understand what content is best influencing MQLs. 

 

Related Resources: 

Champion Tips & Tricks: Bizible Edition with Justin Norris

Bizible - The ABCs of Marketing Attribution

Reporting on Bizible Touchpoints: Leads with Bizible Touchpoints

Reporting on Bizible Touchpoints: Bizible Persons with Bizible Touchpoints

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