In our work, we hear a common refrain from nearly every client: they need to justify their marketing spend to stakeholders. Inevitably, we also find our clients’ marketing teams aren’t equipped with the tools, strategies, and mindset to holistically…
Analytics dashboards are a critical resource for marketing teams that help support performance tracking, strategic planning, and data-driven decision-making. However, many B2B companies are failing to achieve their potential due to improper construction and application of their marketing dashboards.
These interactions, which marketers often call touch-points, can tell you valuable information about what elements of your marketing programs are working, which drives revenue impact through enabling data-driven optimization of your Demand Generation motions.
In the context of B2B marketing, attribution is the process of understanding what actions or engagements with your brand were responsible for driving leads through the sales funnel until closing a deal. Through designing attribution models, marketing and sales can determine what actions are generating business results and make data-driven decisions about where to invest for more effective nurture strategies.
But building an attribution model for today’s buyer journeys is no easy task. Long sales cycles mean it is hard to pinpoint which engagements with your brand are truly impactful. Leads interact with your brand on a variety of channels, and it can be difficult to identify the right dials to tune to drive multiple decision makers down one sales funnel.