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What to Say Next: How B2B Marketers Can Turn Analytics Into Actionable

Buyer InsightsDayna Rothman, VP of Marketing and Sales

Development, BrightFunnel

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Marketing Attribution TrackingABM Analytics

Web Tracking and Ad Network IntegrationIndependent Platform Solution

Revenue Funnel AnalysisForecasting and Prediction

Data Validation and Process OptimizationSales Activity Analysis

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Today’s buyer journey is complex. Interactions take place on multiple channels, in multiple different ways.

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Marketers Do a Lot!Lead Generation: Paid programs

and ads Events Webinars/

Virtual Events Website/

content Social SEO

Funnel Acceleration: Database

blasts Email nurturing Account-Based

Marketing Accelerator

programs Retargeting

ads

Brand Awareness: Social Content Events Blog Influencer

marketing

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The holy grail of marketing is turning the buyer journey into a science.

But…A Lot of Programs Are Based on Guesswork

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But, this seems hard. How do we, as marketers, get to the bottom of the customer journey??

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Leveraging data to determine what marketing and sales touches work throughout your funnel enables you to better

orchestrate your customer journey.

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What Should You Track to Orchestrate the Buyer Journey? First touch attribution—what brings people into your

funnel Multi touch attribution—look at every marketing touch

to see what accelerates people through your funnel Last touch attribution—what converts people to become

customers Velocity—how fast a piece of content, a channel, or a

campaign moves people through your funnel Full account analysis—how everything adds up in order

to determine the best path to sale

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What Should You Say?

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Content marketing is the fuel for all of your demand generation campaigns.

So before you figure out when and where to communicate to your customers, you need to figure what you should communicate.

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But how do you know for sure that you are sending the right content and message? You need to test and measure.

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What Content Brings People In? First-touch attribution

for content downloads on multiple channels

Website landing pages Unique page views Referral sources

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What Content Accelerates People? Multi-touch attribution

for content that moves leads through your funnel on multiple channels

Content that converts leads from MQL, SQL, and Opps

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What Content Converts People to Customers? Last-touch attribution for

content that moves leads to the bottom of your funnel

Content that converts opps to closed

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Is Your Content Still Relevant? Always keep track of

content trends Are people still

downloading your content?

Are the right people still downloading your content?

Is your content still relevant month over month and quarter over quarter

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Where Should You Say It?

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What Channels Bring People In? What channels are best for

driving first-touch pipeline and revenue?

Is there a difference? What channels are

sourcing the most leads, MQLs, and opps?

Do leads that originate from different channels move through the funnel at a different velocity?

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What Specific Campaigns Bring People In? What programs--across all

channels-- are the best for sourcing pipeline and revenue?

What programs should you double down on for next quarter and what programs should you dump?

What is the ROI of each program vs. what it is bringing in?

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What Channels Accelerate People? What channels perform best in

the later stages of the funnel? What channels accelerate leads

through the funnel to become opps and deals

What channels influence the most pipeline and revenue?

Is there a difference between what works for mid-funnel and what works for top-of-funnel?

What channels move people through your funnel the fastest?

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What Specific Campaigns Accelerate People? What are the specific

programs that work for accelerating and engaging people in the middle and bottom of your funnel?

What programs are influencing the most pipeline and revenue?

Is it different by segment? Target account type? Company size, etc?

What programs move people through the funnel the fastest?

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When Should You Say It?

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Now it’s time to put it all together to determine timing—what is the optimal order for your content and campaigns.

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Remember, everything should be mapped to your sales funnel

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Make sure that you connect all leads and contacts to an account

Look at full journey—including all influencers in decision cycle

Look at trends in: The order of what content is downloaded What channels and campaigns were effective in what

areas of the funnel (first-touch vs. multi-touch) How fast certain campaigns move leads down the funnel How sales activity integrates into the overall buyer

journey

Opportunity and Account Analysis

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Opportunity Example: Marketing ActivityExamine full deal engagement by looking at all of the marketing touches for each key contact:

Findings 11 total contacts First touch:

LinkedIn Ad Middle touches:

Email nurture Dreamforce booth Infographic ABM Guide

Last touches: Analyst Report: Attribution guide ABM Theory and Measurement Virtual Event

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Opportunity Example: Sales Activity Examine all sales activity in a deal to see how it fits in with marketing activity:

Key Insights: Email-centric focus for sales Sales follow-up for each key

marketing activity Email asks for meetings Email asks for meetings at

tradeshows Emails re: what prospect is missing

out on Emails with case studies Closing emails

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Opportunity Analysis: Channel EngagementWhat channels are engaging the most contacts within an opportunities

Key Insights: 30% of engagements with

external vendor emails 26% of engagements with

webinars 22% of engagements with

internal emails

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Opportunity Analysis: Decision TeamWhat are the titles of the people in an account that engage the most:

Key Insights 64% of engagement with

marketing was with manager level employees

29% of engagement with marketing was with VPs or Directors

No engagement with CXO roles

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Look At Channel Velocity

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Track engagement per account and segment Know what works for bringing people in and accelerating

them through your funnel Know what works for different roles and titles, and know

which roles and titles typically engage with what content, channels, and programs

Know the velocity of different channel types and campaigns Orchestrate the ideal buyer journey based on results Constantly keep testing and optimizing!

Putting it All Together

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Buyer Journey ExampleBased on 6 month cohort:

First-Touch (TOFU):1. Content Syndication: ABM

Ebook Multi-Touch (MOFU):

1. ADR Outreach2. Website Visit: Definitive Guide

to Multi-Touch Attribution3. Email Nurture 4. Internal Webinar5. Email Call for Demo: $50

Amazon GC

Multi-Touch (BOFU):1. Tradeshow: Sirius

Decisions2. Direct Mail: Cookie

Campaign3. Field Event: Dinner4. Content: Invoca Case

Study

Last Touch (BOFU)1. ADR Outreach2. Content: Buyer Guide

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Thank You!

Q&A

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