what's the deal with lead attribution - new york hubspot user group
TRANSCRIPT
What’s the Deal with Lead Attribution
Dave Snyder VP, Account Services
@dbspeed
linkedin.com/in/davidbsnyder
HubSpot Gold Agency Partner
Been using marketing & sales tech for 10 years
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What is lead attribution?
#nychug
‘An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is
assigned to touchpoints in conversion paths.’
—
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Translation
#nychug
Lead attribution provides the ability to relate marketing campaigns and channels to specific
business results.
Inbound Methodology from HubSpot
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Awareness
PR/Outreach
Content Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Online Ads
Remarketing
Blog
Lead Nurturing
Case Studies
CRO
Website
Workflow
Purchase
Sales Enablement
Usage DataKnowledgebase
In-Product Messaging
Community
Onboarding
Retention
Social
Nurtures
Blog
Promos
Advocacy
Customer Journey Marketing
Why is lead attribution important?
#nychug
Lead attribution provides the ability to relate marketing campaigns and channels to specific
business results.
The primary goal of lead attribution is to KNOW what campaigns and channels are working so that you can
maximize your marketing investment.
50% of B2B marketing executives find it difficult to attribute marketing
activity directly to revenue results as a means to justify budgets.
#nychughttp://www.cmo.com/features/articles/2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc
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Without Lead Attribution
Quotes from some of our clients
“The data was all different and disconnected”
“Sometimes we couldn’t tell what it truly meant”
“No true source, analytics were everywhere, Twitter vs Facebook vs Linkedin vs Salesforce vs Google Analytics vs HubSpot”
“There was engagement but we had no idea what that means or why it mattered”
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With Lead Attribution After Lead Attribution
New reporting will show effective channels that also tie to messaging and topics
May be topical information useful to research team, like experiments
Can support market research team’s market assessments, segment analysis
Can support marketing team’s audience selection and messaging
Provides insight to marketing team as well as other teams and senior leadership to show what is working and what is not
81% of marketers would increase spending on digital, mobile, and
social channels if they could better track ROI.
#nychughttp://www.cmo.com/features/articles/2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc
1. Visitor Arrives on Your Site and a Cookie is Set on His/Her Referral Source
2.Visitor Browses Your Website & Cookie Tracks the Visitor's Actions
3.Visitor Converts Into a Lead by Completing & Submitting a Lead-Capture Form
4.Lead Becomes a Customer & Original Source is Credited
How it works
https://blog.hubspot.com/blog/tabid/6307/bid/32341/How-Closed-Loop-Marketing-Works.aspx#sm.00000ym3ujcqe5ffrq3591hbyz05a
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Marketing Automation (MA) Activities
getsmartacre.com
ActivitiesForm SubmissionsEmail Opens / ClicksWeb pages Viewed
Notify Owner / Assign Task
New Lead Assignment Notification
Workflow Email alert to lead
owner
Workflow Email alert to contact
owner
Qualify
Convert Lead
Create Opportunity
MA to Salesforce Sync
Check Existing Contacts
Check Existing Leads
No match
Update Lead
No match
Update Contact
Create Lead
Match Found
Match
Found
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getsmartacre.com
HubSpot Activity History in Salesforce
ProTip: Click the ‘View in HubSpot’ button to go directly to the contact in HubSpot
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getsmartacre.com
HubSpot Lead Attribution
Original Source Type = Medium
Original Source Drill-down 1 = Source
Original Source Drill-down 2 = Campaign
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Health Check
#nychug
Just 21% of B2B companies are successful at tracking ROI of their
content marketing.
#nychughttp://www.cmo.com/features/articles/2015/1/6/15_stats_marketing_ROI.html#gs.Km2Ryvc
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8 Tips to improve your attribution All of these you can do with or without HubSpot
1. Set goals, or a benchmark to start
2.Create a tracking URL or UTMs yourwebsite.com/?utm_medium=social&utm_source=twitter
3. Check Google Analytics a lot more
4. Look at what content is performing the best and start doing more what is working
5. Start naming your campaigns consistently
6. Make sure all lead data is in your CRM and syncing
7. Report monthly but check mid-month to see if you are on track with your goals
8. Create attribution reports
How to create an attribution report
1. Choose Reports
2. Select a list
3. Choose a conversion type
4. Select a time period
5. Choose an interaction scoring type
6. Choose an analytics property
7. Choose an attribution model
https://blog.hubspot.com/customers/how-to-figure-out-which-content-is-driving-the-most-leads
nychug.com nyc.hubspotusergroups.com
Thank you good night!
#nychug
Tweet me questions @dbspeed