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7 Posts authored by: Conner Hatfield Employee

*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 relate to the Bizible Person (Custom Object in CRM). 

 

BIZIBLE PERSONS with BIZIBLE TOUCHPOINTS

 

There’s a third custom Bizible object in Salesforce that can be very useful when reporting on people related metrics: the Bizible Person (BP). The BP solves the age-old problem of how to represent both Leads and Contacts information in the same report. It unites all BTs related to a “person” (a Bizible Person’s ID is their email address). Whether they exist as a Lead or a Contact, the BP acts as a bridge object, to help reports span across Lead and Contact, and is very useful in producing more sophisticated reports on people.

 

The Bizible Person relates to only one of the touchpoint objects, the Bizible Touchpoint (BT). This means that it can’t be leveraged for an Opportunity or revenue related metrics. A ‘Bizible Person and Bizible Touchpoints’ report type is great for understanding total engagement as it surfaces all BTs whether the BT relates to a Lead or Contact more specifically. For example - if you have a Salesforce Campaign being used to track an Event, you may have campaign members within the CRM Campaign that exist either as Leads OR Contacts. Bizible will create touchpoints for the campaign members regardless, but without the Bizible Person, standard Salesforce reporting would require two separate reports to understand how many total touchpoints you have from the Event: one that’s ‘Leads with Bizible Touchpoints’ and one that’s ‘Contacts with Bizible Touchpoints’. A few other Bizible Person based reporting use cases are listed below:

 

1. Bizible Persons who have Downloaded ‘ebooks’ or ‘whitepapers’ (total downloads)

 This report would be the same as a ‘Content’ based report at the Lead level. However, rather than looking to measure the number of attributable Leads to each piece of content, using a Bizible Persons report will be helpful in understanding the total number of downloads if the asset is gated (the total number of touchpoints would represent the total number of downloads/form submissions).

 

Question

How many people have downloaded a particular asset?

Report Type

Bizible Persons and Bizible Touchpoints (CRM)

Filters

Form URL’ CONTAINS (for example)

  • /ebook
  • /whitepaper

* The filter values above are examples only. The actual value will be based on each organizations’ URL structure.

Date Field / Date Type

Touchpoint Date (when was the asset downloaded)

Date Range

select desired date range 

Group / Dimension

Form URL

Optimal Models

* This report is less about measuring where the Leads or Contacts are coming from with an attribution model, but more about the total number of touchpoints (amount of engagement), inclusive of those after the Lead Creation Touch. With this report we’re looking to understand the amount of total engagement. The total record count of touchpoints would reflect which assets have been downloaded the most.

 

Pro Tip #1: For any ‘Leads with Bizible Persons’ report type, start by customizing the pre-built report titled ‘Bizible 101 | Leads/Contacts by Channel’. This report is available out-of-the box and is a great Bizible Persons based sandbox. It is pre-built and can be quickly customized for more specific reporting needs.

 

Pro Tip #2: You can use this report to gain insight into the total engagement of any marketing dimension from the Bizible Touchpoint object, not only content downloads as presented in the example. The report could instead be grouped or filtered on dimensions like ‘Marketing Channel’ or ‘Ad Campaign Name’ to best understand the total engagement from both Leads and Contacts in your database. Simply change the filters or groupings within the report to zero in on other dimensions represented by other fields from the touchpoint object. 

 

2. Bizible Persons who have Registered for an Event (CRM only)

 This report is only applicable if registration forms are hosted on your website(s) that Bizible is able to track digitally.

 

Question

What Marketing Channels are driving my event registrations?

Report Type

Bizible Persons and Bizible Touchpoints (CRM)

Filters

Form URL’ CONTAINS (for example)

  • /event

* The filter value above is an example only. The actual value will be based on each organizations’ URL structure.

Date Field / Date Type

Touchpoint Date (when the registration form was submitted)

Date Range

select desired date range 

Group / Dimension

Form URL

Marketing Channel

Optimal Models

* This report is less about measuring where the Leads or Contacts are coming from with an attribution model, but more about the total number of touchpoints (number of registrations), inclusive of those after the Lead Creation Touch. With this report we’re looking to gain insight into what’s driving event registrations. The total record count of touchpoints per ‘Marketing Channel’ would reflect which channels drove the most registrations.

 

The key takeaway from this report is that the Bizible Touchpoint data will also provide Marketing Channel data. While you may already have insight around the number of people who have registered for your events, this report will also provide insight into what digital Marketing Channels, Sources, and/or Campaigns are bringing people to your website to then register for the event. 

 

Pro Tip: This same approach can be taken when looking to gain insight into webinar registrations or perhaps on-demand webinar downloads (if they are a gated asset). The only difference would be the filter value in the ‘Form URL’ if those forms are hosted on unique pages of your website. The goal is the same however. It answers the questions, “which of my Marketing Channels are driving the most registrations/on-demand webinar downloads. 

 

3. Bizible Persons with Bizible Touchpoints (Touchpoint Validation)

 

Considering the Bizible Person allows us to report on all touchpoints in a single report, it is the ideal report type to use when looking to validate your data. We want to ensure we’re not overlooking any touchpoints that may reveal where, for example, there is an issue in the configuration of your ‘Marketing Channels’ (see the support articles linked below for more information about configuring your ‘Marketing Channels’).

 

Essentially, the touchpoint data will reflect what’s been tracked by Bizible and can be audited to ensure your configuration matches inputs based on things like: UTM parameter values, Referring Pages, or Campaign Types. If the touchpoint data doesn’t match your configuration, something most likely needs to be adjusted. Beyond the ‘Marketing Channel’ setup, you can look at touchpoint data to determine what touchpoints may need to be suppressed or segmented. It is recommended to audit your touchpoint data within a ‘Bizible Persons and Bizible Touchpoints’ report at the end of each month or quarter if possible. This will ensure your attribution is as accurate as possible. The ‘Bizible 101 | Leads/Contacts by Channel’ report available out-of-the-box is a great place to start. Include the following fields if they’re not already included to review some of the most crucial pieces of configuration:

 

  • Marketing Channel - Path = Marketing Channel.Sub Channel (values set in Bizible)
  • Touchpoint Source = utm_source
  • Medium = utm_medium (online touchpoints) OR CRM Campaign Type (offline touchpoints)
  • Referrer Page (used the ‘Online Channels’ configuration)
  • Landing Page - Raw (used the ‘Online Channels’ configuration) also a common input for touchpoint suppression in the ‘Touchpoint Settings’ tab of your Settings)
  • Form URL (a common input for touchpoint suppression in the ‘Touchpoint Settings’ tab of your Settings)

 

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: Marketing Qualified Leads with Bizible Touchpoints

*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

*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 relate to leads.

 

LEADS with BIZIBLE TOUCHPOINTS 

 

1. New Leads By Marketing Channel

 

Summarizing your Lead’s Bizible Touchpoint data by the field ‘Marketing Channel’ is the highest level view that represents what channels/tactics are influencing new Leads into creation. Structuring this report around a ‘Date Type’ = “Created Date” ensures a cohort of ‘net new Leads’ (when the Lead was created in your CRM) is established in the report. 

 

Question

What marketing channels are influencing Leads into creation?

Report Type

Leads and Bizible Touchpoints (CRM)

Metric: Leads (Bizible Discover)

Date Field / Date Type

Lead Created Date (CRM) / Created Date (Discover)

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)

 

Pro Tip: For any ‘Leads with Bizible Touchpoints’ report type, start by customizing the pre-built report titled ‘Bizible 101 | Leads by Channel’. This report is available out-of-the box and is a great sandbox pre-built as described in the table above and can quickly be customized for more specific reporting needs.



2. New Leads by Campaign (or more granular insights)

 

For more granular insight into the data summarized in the ‘New Leads by Marketing Channel’ report, add an additional summary at the campaign level. This will allow you to not only understand what ‘Marketing Channels’ are driving new Leads into creation, but more specifically, what campaigns within those channels are performing the best:

 

Question

What campaigns are influencing Leads into creation?

Report Type

Leads and Bizible Touchpoints (CRM)

Metric: Leads (Bizible Discover)

Date Field / Date Type

Lead Created Date / Created Date (Discover)

Date Range

select desired date range

Group / Dimension

Ad Campaign Name (CRM) / Campaign (Discover)

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)

 

Pro Tip: Get even more granular insight by summarizing the report with other available fields from the Bizible Touchpoint object. Do this by setting additional groupings (CRM) or dimensions (Discover). Depending on the channel (which may be representative of your role), there may be additional details beyond the campaign level in which you’re looking to gain insight. Let’s drill into ‘Paid Search’ for example:

 

Question

Which keywords from my Paid Search ads are influencing Leads into creation?

Report Type

Leads and Bizible Touchpoints (CRM)

Metric: Leads (Bizible Discover)

Filters

Marketing Channel = Paid Search

Date Field / Date Type

Lead Created Date (CRM) / Created Date (Discover)

Date Range

select desired date range

Group / Dimension

Keyword Text (CRM) / Keyword (Discover)

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)

 

The level of granularity may vary by channel. The recommended approach would be to ask yourself, “what about ‘channel X’ am I looking to understand in more detail?”. Paid Search Managers may also be interested in additional dimensions such as:

  • Ad Campaign Name
  • Ad Content 
  • Ad Group

 

Events Managers however may be more interested in which specific Events or which types of Events influenced the most Leads into creation:

  • Ad Campaign Name / Salesforce Campaign = specific Event
  • Medium = Campaign ‘Type’

 

REMINDER: additional filters may need to be added to any of the report variations outlined above or below. These filters would be specific to your organization and would be something that your Marketing Ops or Sales Ops teams could help advise. It’s not uncommon for an organization to run the same filters across all reports to ensure the report is as clean and accurate as possible. Common examples could be:

 

  • Filtering out any internal records from tests, usually by email address
  • Filtering based on certain ‘Record Types’ that may be specific to your business unit

 

3. New Leads by Content (CRM only)

 

Question

What content is influencing my Leads into creation?

Report Type

Leads and Bizible Touchpoints (CRM)

Date Field

Lead Created Date

Date Range

select desired date range

Group / Dimension

Landing Page

Form URL

Optimal Models

First Touch, Lead Creation, U-Shaped



REMINDER: The two primary fields for reporting on digital content/assets are ‘Landing Page’ and ‘Form URL’. These two values may be the same if the Lead converts (submits a form) on the same page in which they “landed” (Landing Page), however, sometimes these values are different. For example, the Lead may click a link on Facebook that takes them to a page of your website (this would be the ‘Landing Page’ value). The Lead may then navigate away from that page, continue their session on the site, and end up submitting a form on another page (Form URL). This would be summarized in a single touchpoint that represents where the Lead came from (Marketing Channel), what content brought them to the site (Landing Page), and what content they ended up downloading (Form URL). ‘Form URL’ is also the go-to field for reporting on other forms not associated with downloadable content such as ‘Contact Us’ or ‘Demo Request’ forms. 

 

Pro Tip #1: get insight into specific ‘content’ with additional filters

 

  • Filter by: ‘Landing Page’ CONTAINS (for example):
  • /blog
  • /ebook
  • /webinar

 

  • OR: ‘Form URL’ CONTAINS (for example)
  • /contact
  • /demo

 

‘Content’ based reports provide great value when reporting on any part of the funnel, however they are most commonly used at the top of the funnel to provide additional insight into a Leads initial engagement. Considering “Organic Search” tends to be the strongest channel at driving initial engagement (FT), there isn’t as much ‘Campaign’ level data. ‘Content’ based reports are great for gaining insight into what’s driving Leads more specifically within the higher level Marketing Channel. 

 

4. Total Lead Engagement in a given Date Range

 

Question

What marketing channels have had the most total Lead engagement in the past (week/month/quarter)?

Report Type

Leads and Bizible Touchpoints (CRM)

Metric: Leads (Bizible Discover)

Date Field / Date Type

Touchpoint Date

Date Range

select desired date range

Group / Dimension

Marketing Channel (or more granular)

Optimal Models *

* This report is less about measuring where Leads are coming from with an attribution model but more about the total number of Touchpoints (amount of engagement), inclusive of those after the Lead Creation Touch. The total record count of Touchpoints would reflect which channels have seen the most Lead engagement. 

 

REMINDER: Basing your reports around ‘Touchpoint Date’ is the most reflective way of understanding marketing performance during a certain date range. ‘Touchpoint Date’ structures the report in a way where the attribution isn’t only related to the channel, campaign, or content, but also shows when the touchpoint occurred. This is the most effective way at understanding what marketing engagement was happening at a certain point in time and also the recommended way of measuring marketing’s impact as it compares to marketing spend invested during the same time. It is recommended when doing any marketing spend or ROI analysis. 

 

Related Resources: 

Champion Tips & Tricks: Bizible Edition with Justin Norris

Bizible - The ABCs of Marketing Attribution

Reporting on Bizible Touchpoints: Marketing Qualified Leads with Bizible Touchpoints

Reporting on Bizible Touchpoints: Bizible Persons with Bizible Touchpoints

***Posted on behalf of Kimberly Galitz, Marketing Automation and Attribution Specialist at Bandwidth.***

 

Getting Started with Bizible Reports 

When I first started using Bizible, the reports that I used most frequently were 'Bizible Persons with Bizible Touchpoints', 'Bizible Attribution Touchpoints with Opportunities', and 'Leads with Bizible Touchpoints'. The 'Bizible 101' reports were a great place to start. 

 

Pro Tip: I always advise people to focus on building out their top 3 basic reports. Having those basic reports ready to go is critical, it allows you to answer questions quickly to stakeholders. It is very common for people to come up to your desk and ask a very specific question such as “how’d this one campaign do?” It is extremely valuable to be able to quickly pull up those reports, instead of having to go back and rebuild them. 

 

Interpret the Data

When it comes to interpreting the data, take the question being asked and then use the data to answer the question. We use different data sets to answer different questions. We do not use different data sets to make us look the best, but to answer the question in the best way possible. For example, if you’re focused on what drives opportunity creation, we would use the W-Shaped model. If you’re looking at what drives closed/won deals or revenue, look at a Full Path or Custom Model. It is critical to know when to use different models and for what questions. 

 

When my team first started using Bizible, we first looked at all the opportunity reports. Initially, it was hard to interpret the data because it is difficult to analyze data in an attribution model if you have not done so before. 

 

Pro Tip:  If you are not familiar with looking at a weighted attribution model, look at the data that you are used to seeing next to the Bizible model you are using. 

 

For example, we always put the opportunity amount into a column, and then the W shape and full path model data next to it. This enabled us to see what the opportunity percentage looked like with our previous method and the Bizible method. Once you get used to viewing it the Bizible way, it all starts to make sense. 

 

What To Do Next

Use the data to optimize your marketing efforts and make informed decisions.  

 

Example 1: Using the data to optimize email strategy.

Certain channels are meant to be middle touch. If you are just measuring first touch or last touch, you are not going to see those middle touches receive credit. For us, email is one of those middle touch channels. Since the purpose of email is typically to nurture along the journey, not to create leads, it is very important to understand how it is performing further down the funnel. Before Bizible, we did not see how email was influencing revenue. Adding Bizible data into our mix allowed us to understand how certain email tracks were performing and their importance at certain points in the journey. 

 

Example 2: Using the data for events. 

Before implementing Bizible, we were making decisions for events based on how we felt about the event. For example, if reps didn’t think they had meaningful conversations at an event then we would not attend that event the following year. Once we started using Bizible to report on events, we started seeing that a lot of those events were actually very meaningful. Events have a very long tail. For example, there could be a touchpoint for a deal that would close 2 years later. 

It also helps us make additional strategic decisions for events. For example, if most of our touchpoints were from a meeting room instead of a badge scan, that helps inform us that maybe we don’t need a booth next year, just a meeting room. With Bizible data, we are able to make more informed decisions about events.

 

Scaling Your Attribution Initiatives

The number one piece of advice I can give is to start small. For example, I started by introducing Bizible reporting to the events team. I built reports for them and then set up a few meetings to talk to them about the data so they could get comfortable with it.  Now they are running with the Bizible reports on their own. They know how to interpret the data and speak to it, which is the key to being able to scale your attribution initiatives. Once you have that first team up and running with Bizible, you can move onto the next team. Giving everyone the power to run with the reporting and analysis themselves is super helpful. If the team adopts Bizible as a team instead of just one person running it, it will really help with your ability to scale your attribution initiatives.

*** Posted on behalf of Marketo Champion Ajay Sarpal, Consultant - Martech and Sales Operations.***

 

In my 20+ years of professional experience with big brands, mid-tier and start-ups, just like each marketer I was also asked by my previous CMOs on:
• How to find out our best performing campaigns or channels?
• Which channels or programs are influencing top of the funnel, bottom of the funnel and middle of the funnel?
• What channels are driving the most leads?
• What channels are driving the most opportunities?
• What channels are ultimately driving the most revenue?
• Sales team keeps complaining that Marketing is not influencing the opportunities. Lead quality is questionable and lead volume is low. How to generate qualified leads? Which channel or marketing source is best in winning the opportunities? How to addresses the misalignment between sales and marketing teams?
• How much revenue is being generated from our offline channels/online channels/landing pages/content?
• Allocate marketing funds to top-performing channels
• How to forecast marketing goals in relation to revenue?

 

Bizible helps us in getting all the above stated questions answered. Although there are many Marketing Attribution tools available in the market but with my experience Bizible is one of the best attribution platform because you can automate many tasks by efficiently using UTM parameters and it helps in streamlining the process by avoiding creation of multiple campaigns for each and every channels for the same program. Bizible has an edge over competitors as not many attribution providers share the details of “First Touch” which is before lead creation touchpoint. It is scalable and builds meaningful and insightful reports for better aligning sales and marketing teams. Bizible helps in bringing transparency, finding out top or low performing channels or programs and in the end provides insights in generating more qualified leads for your organization. Bizible automatically tracks and reports on channel performance, providing visibility into which channels are driving the most customer engagement and allowing you to optimize your marketing spend accordingly.


Touchpoint Details: The structure of Bizible’s attribution models reflects the four major touchpoints that occur in the customer journey:
• First Touch (FT)
• Lead Creation (LC)
• Opportunity Creation (OC)
• Closed-Won deal (CW)

 

Single-touch Attribution Models which attributes 100% of the attribution Credit:

The First Touch model only focuses on the very first interaction a lead has with your organization. This model attributes 100% of the attribution credit to the first time the lead became aware of your company, the First Touch (FT).

 

The Lead Creation model attributes 100% of the attribution credit to the LC touchpoint, when a prospect provides their contact information and becomes a lead.

 

Multi-Touch Attribution Models – Position Based models are explained below:

U-Shaped Model: The U-Shaped model focuses on both the FT and LC touchpoints.

W-Shaped Model: Three of the milestone touchpoints are included in the W-Shaped model. In this model, the FT, LC, and OC touchpoints are each attributed 30% of the attribution credit. The remaining 10% is attributed proportionally to any intermediary touchpoints that occur between the three milestone touchpoints.

Full Path Model:  The full path model includes all four milestone touchpoints. FT, LC, OC and CW are each given 22.5% of the revenue credit, and the remaining 10% is distributed equally among the intermediary touches.

Marketing Attribution Insights after implementing Bizible:

The above picture shows the complete Sales Cycle starting with FT, LC, OC and CW marketing touches. The picture explains:
Anonymous First Touch is from Google Adwords.
Lead Creation Touch is from LinkedIn Blog Post.
Opportunity Creation Touch is from Pricing Page
Closed-Won Deal Touch is from Sales Dinner.

 

Various ways to get the insights from Bizible: 

Bizible Dashboards (Discover)

  • Bizible Boards:
  • Overview provides the most comprehensive view of your marketing performance, helping marketing teams make the right decisions when growing your team, budget, or revenue.
  • Growth displays a quick overview of all key marketing metrics in aggregate as well as a charted trend over time, allowing you to easily see the peaks and valleys in your performance.
  • ROI
  • Account-Based Marketing is made for marketers who focus their efforts on a list of targeted accounts. See how well you're hitting those persons, opportunities, and accounts.
  • Marketing Spend displays a thorough and aggregated view of your team's marketing spend across channels and campaigns, so you can use it to determine your upcoming budget.
  • Role- Based Views:
  • CMO targets the head of the Marketing team, displaying a comprehensive view of your team's marketing execution and can be used to determine which channels or teams are over or under performing.
  • Marketing Ops
  • Journey:
  • Velocity can help both Marketing and Sales determine how long the overall sales cycle is taking or visually see which stages or channels are slowing down your pipeline to optimize velocity for future opportunities.
  • Snapshot gives you a view that no other platform can provide. View the state of your CRM at any given point in time, with the distribution of records across Lead/Contact and Opportunity stages.
  • Passport presents a view of all your Leads/Contacts and Opportunities that have gone through each pipeline stage within a given time frame.
  • Engagement Path

 

CRM Reports:

The beauty of Bizible is that you can build custom reports within the CRM Systems. In Salesforce, we can build following reports and if needed, we can customize the reports by adding the fields from your CRM by creating or editing Custom Report types:

 

Salesforce Reports:
• Leads with Bizible Touchpoints (Custom)
• Bizible Person with Bizible Touchpoints (Custom)
• Opportunities with Bizible Attribution Touchpoint (Custom)

 

You can also create a few cool reports:
o Top 5 Keywords converting to Sales Opportunities
o Top 5 Channels for Closed Revenue
o Top 5 Landing pages by revenue won or opportunity created
o Top 5 Social campaigns

 

 

With Bizible set up, you can now unlock the power of Marketing Attribution!

***Posted on behalf of Kimberly Galitz, Marketing Automation and Attribution Specialist at Bandwidth.*** 

 

One of the (many) advantages to using Bizible is the ability to track your marketing efforts from both online AND offline channels, giving visibility into the performance of channels where it may not have been available before.

As cut and dry as online vs. offline may seem, it can be complicated to determine when things should be associated with an offline vs. online channel, and beyond that - which actual engagement should count as a touchpoint.

Most simply put, online channels are any channels that would be directly associated with your website or any integrated site – any display advertising, paid search, paid social, organic search, organic social, email, chatbots, etc.

Offline channels are associated with initiatives like direct mail, trade shows or hospitality events, marketing or sales research, and pretty much any other channel where a person’s engagement cannot be tracked digitally. The best way to begin is to write out all the marketing channels you have, and bucket them into online or offline.

 

Pro tip: It is important to understand that offline channel logic in Bizible is actually determined by the Campaign object, specifically (when using Salesforce), the Salesforce Campaign Type - that is how all the touchpoints are mapped into channels and subchannels. So be sure to have all of your “SFDC Campaign Type” ducks in a row before you implement!

 

Sounds pretty simple, right? There are always some curveballs in this game, so let’s look into just a few examples of challenges you might face.

 

Scenario 1:
We did a third party webinar, where all the leads registered for the webinar on the third party website—but this was a paid webinar where we received the list of leads after the webinar. How can we track the ROI here?

 

Tricky. Since it’s a website, you immediately think “online!” which is true - however, since the registrations were done on a third party website where the registrants were not tracked with the Bizible javascript code, the registration touchpoint won’t show up for you. For this instance, I suggest using a campaign in your CRM where you can enable touchpoints, adding all the leads you acquired for that third party webinar to this campaign. By adding all these leads to the campaign with touchpoints enabled, they will all get a touchpoint for that particular campaign/third party webinar.

Pro tip: You can update the touchpoint date inside the SFDC campaign to be the date of the webinar, to be most accurate

 

Scenario 2:
We sent out a direct mail postcard, asking people to visit a webpage to sign up for a demo at a tradeshow. We’d like to track the ROI of that postcard, what’s the best way to do this?

 

For instances like this it may be a personal preference, and may also depend on the tools you have in place. If you sent the postcard out with a vanity URL such as “https://www.mywebsite.com/meetus” you can use data from something such as Google Analytics to track page visits, and since there is a form on this page, you may also be able to track the form fills on that particular page, or from that referrer if the vanity URL initiates a redirect to a page that exists. Personally, I want to be able to track the conversions in an SFDC campaign where I can also input the costs to send the postcard out. So I would enter all the people we sent the invite to as “invited” (or sent, or whatever status you have!) and then I would have a trigger campaign in Marketo (or any other tool you use) that would change their status in that campaign to “registered” if they fill out the form. This way, we can see the ROI in the campaign because we are only adding touchpoints to “responded” members, or “registrants”. Of course, you can put referrer parameter criteria in place so that you are only counting those that filled out the form that came from the postcard.

 

So there you have it. Online vs. Offline channels are not too terribly hard once you think it through, but it is certainly helpful to sit down and make sure you know which of your channels play in each space before you get started.

Conner Hatfield

ABM Account Scoring

Posted by Conner Hatfield Employee Jul 9, 2019

***Posted on behalf of Tallie Belitz, Senior Manager of Sales & Marketing Operations at Kollective Technology.***

 

Marketo’s Account Based Marketing module is a powerful tool, but it can be intimidating if you don’t have a strategic plan to drive value from  it.

The key ABM insights lie in the Account Score, but there are a few things you need to set up first to ensure your Account Score is truly including everyone in your database associated with that company. Follow these five easy steps below:

  1. Start with a solid lead scoring model. Begin with the Definitive Guide to Lead Scoring to implement best practices. 
  2. Develop your Ideal Customer Profile (ICP) and create a Target Account List. We kept it simple and started with just 3 key characteristics:
  • Number of Employees
  • Geography
  • Industry
  1. Create a Smart List for your Target Account List. This list may take some time and focus to create, but it can be referenced in nearly all your campaigns, so it’s important that it is accurate. Be sure to include as many variables as possible to capture variations on the company name, but excludes similar names.

4. Build out your Named Accounts in the Account Based Marketing Module. The companies in your Target Account List may already exist in your CRM, but some may not. To add them to the ABM module, look for them first in the Discover CRM Accounts section. If you don’t find them there, search for them in the Discover Marketo Companies section, and add them.

5. Make fuzzy logic crystal clear! Marketo Lead-to-Account matching uses key information on the lead record, such as email domain, inferred company name from IP address and company name (learn more about this process in the Marketo Product Docs). This feature associates most people from that company to that account, but does not always capture everyone. If the company has multiple domain names or the person uses their personal email address they may not be automatically associated with that account. It’s imperative to associate everyone to the appropriate account to get an accurate Account Score. There are two things you can do to make sure this happens:

 

Option 1: 

  • Under the Named Account tab, click on the specific named account and navigate to the Potential People tab. This is where you find weak matches associated with the account. After analyzing the potential people, click the person or people you would like to add to the named account and click Add People. 

Option 2: 

  • Look at your Target Account List to see if anyone is missing. 
  • First create a customized view that includes the Named Account field.
  • Sort by Company name and look for any blanks in the Named Account field.

  • Highlight the names, then under Person Actions, select Marketing, and choose Add to Named Account.


With everyone associated with a company in the Named Account, you will have an accurate and actionable Account Score. From here you can begin monitoring the scores at a regular cadence to look for increases in activity at the account level, not just the isolated lead score for each person.

With Account Scoring set up, you can now unlock the power of ABM!

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