real roi: full visibility into past, present & future

@brightfunnel | www.brightfunnel.com/blog/

Campaign ROI: Visibility Into Past, Present

Hosted ByNirav Bisarya

Head of Customer Success

https://twitter.com/brightfunnel

http://www.brightfunnel.com/blog/

@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 2

How To Ask Questions During Webinar

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About BrightFunnel

What our customers are saying…

“BrightFunnel has helped us become a more data-driven organization. By measuring the revenue impact of our marketing investments, we have increased our focus on marketing activities that drive results, and have brought sales and marketing closer together”

Julian Hannabuss, Dir of Revenue Operations, HootSuite




The BrightFunnel PlatformAP

PLIC

ATIO

NS

PLAT

FOR

M

AttributionMulti-Touch Attribution

(Account or Contact-Based)

Campaign ROILead & Campaign Trends

Buyer Journey (Opportunity to Campaign History)

Revenue WaterfallAnd Velocity

Prediction

Attribution Modeling Machine Learning

Automated Insights One-Click Image Export Email Alerts

Seamless Integrations: Salesforce.com | All Marketing Automation

Attribution Modeling Machine LearningInfluence Rules

Predicted Revenue

Scenario Analysis

Recommended Actions

Unified Mktg & Sales Funnel

Automated Cohort Analysis

Path To Sale




Campaign ROI: Visibility Into Past & Present

Understand Current challenges for B2B Marketers

How BrightFunnel can help

● The Past: Identify which campaigns and channels have historically performed best.

● The Present: Accurately measure current activity’s impact on pipeline and revenue.

Today’s Webinar Overview




#1 Poor handoff:Marketing works with Marketing Automation & Sales works with CRM

B2B Marketing: ROI Challenges

#3 Lead & Campaign & Oppty Info is fragmentedCRM can’t measure campaign attribution correctly

#2 Incomplete cost data for campaignsfragmented across systems/spreadsheets

#4 Determining Pipeline/Revenue Credit




PRODUCT WALK-THROUGH




Re-Cap: Campaign ROI VisibilityChallengesPoor handoff: Marketing works with Marketing Automation & Sales works with CRM

Lead /Campaign & Oppty Info is fragmentedCRM can’t measure campaign attribution correctly

BF provides a single comprehensive view and ability to track variable costs (CPL, event costs, CPO, etc)

1 -Out of box attribution models - single touch (first & last) + multi-touch (evenly weighted & 40-20-40)

2 - Easily configured account based vs contact roleattribution; 3 - Validity rules to determine what types of leads, campaigns, opptys4 - Trending insights by marketing channel and over time5 - Time shifting - what impact will marketing make 2 qtr from now

BF SolutionsBrightFunnel seamlessly integrates b/t MAS & CRM

BrightFunnel enables Marketers to accurately measure attribution - we connect the dots b/t leads, campaigns, accounts, opportunities!

Incomplete Cost data for campaigns is fragmented across systems/spreadsheets

Determining Pipeline/Revenue Credit




QUESTIONS?




Find out now with a free attribution health check!

• Easy sign up• Results in < 60

seconds

brightfunnel.com/healthcheck

How much pipeline credit are you missing?




Appendix




Single Touch / Contact to Oppty

OPPTY ACCOUNT

CONTACT 1

CONTACT 2

CONTACT 3

CONTACT 4

CONTACT ROLE 1

With single touch attribution, marketers are missing 75%+ of campaign touches

Avg of 1 Contact per Oppty

Avg of 4 Contacts per Account




How Account Based Attribution Works

OPPTY ACCOUNT

CONTACT 1

CONTACT 2

CONTACT 3

CONTACT 4

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4

CAMPAIGN 5

CAMPAIGN 6

CAMPAIGN 7

CAMPAIGN 8

CAMPAIGN 9

CAMPAIGN 10

CAMPAIGN 11

CAMPAIGN 12

CAMPAIGN 13

CAMPAIGN 14

CAMPAIGN 15

With account-based attribution, we count every relevant campaign touch

On average, 15+

campaign touches per

OpptyCONTACT ROLE 1

