Today let’s break down WHAT touchpoints are and HOW they are created. Bizible reporting hinges off Touchpoint records so it’s crucial to have a solid understanding.
I’m often asked by customers for a “list of all Touchpoints” or “documentation on what counts as a Touchpoint” so I wanted to write this post because based on the definition above, you can see how the answer to those questions is, it depends! It depends on what you as a Bizible user want to track with Bizible and of course, what you’ve set up in your Bizible Account. Naturally, this is going to look different customer to customer – and that makes sense because each company has its own set of tactics and channels in use.
I think it’s more important to understand HOW Touchpoints can be created and then you can use that framework to create a data dictionary of what your company is currently tracking as Touchpoints. Let’s go!
If the Bizble JS is deployed to your site(s), it will track the following:
These Touchpoints are created from the Task and/or Event records so most customers use them to include Sales touches as Bizible Touchpoints. For example, you could include BDR emails that customers respond to or BDR calls where there was a conversation. The important piece is ensuring a significant level of interaction has occurred. In other words, you don’t want a Touchpoint for every single email that was instantly deleted or every call that wasn’t answered – you want the actual engagement.
Note that Sales touches are the most common, but you can of course get creative if there’s something else you are tracking in the CRM as a Task/Event!
As the label implies, this allows you to create Touchpoints from Marketo Programs. This is most helpful for customers who do not push Program data from Marketo to Salesforce but if you just prefer to create a Program Sync rule instead of a CRM Campaign Sync Rule, that’s fine! Just be sure you don’t do both – we want one or the other per effort.
Documentation on creating Marketo Program Sync Rules & Channel Mapping
Similar to the above, this allows you to create Touchpoints from Marketo Activities. The same principle applies here – only use this if you have a valid reason to, don’t feel like you have to use it! This is just another option to input data to Bizible.
You’d want to use this option if you have something in the form of Activities in Marketo that you want a Touchpoint for and you can’t (or don’t want to) create that Touchpoint in a different way.
I’ve seen this used commonly to create a Touchpoint when a video is watched on your website.
In the past customers frequently used CRM Activities or Marketo Activities to track these forms but this feature makes it even easier on you!
Now that you know the 6 different ways Touchpoints can be created, your goal is to figure out exactly what you want Bizible to track as a Touchpoint for your organization and which option from above you’re going to use for each.
As you can imagine, that’s a lot to keep track of! That’s why creating a data dictionary is going to be the best thing you ever did. This document can be structured however you’d like but the recommended columns are:
Going through this exercise helps you mentally map out your Bizible Touchpoint data. This should prevent you from forgetting anything that you want to track and also from accidentally tracking the same effort in multiple ways (which would leave you with “duplicate” touchpoints in your data).
Here’s a quick example:
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