Marketing attribution: see when you succeed (or don’t)

April 30, 2018 Andrew Hsieh

Marketing attribution isn’t just for marketing’s benefit.

In today’s sales and marketing landscape, attribution tends to be an isolated marketing exercise, with KPIs, processes and results confined to and developed in the marketing organization.

Consequently, that means sales often distrusts marketing-generated leads, and has to do some digging of its own for the full picture … which isn’t a one-day job, and certainly isn’t preferable compared to making more calls.

Meanwhile, the wider organization relies on suboptimal marketing campaigns which aren’t fully optimized for revenue, because the pipeline data in their CRM isn’t accurately connected to lead gen.

Enter LeanData Attribution

With high-accuracy lead-to-account matching, LeanData helps your marketing-generated leads get linked to Salesforce accounts, and then to pipeline and revenue.

And with LeanData Routing, you can segment leads from your high-yield marketing channels, directing them to your best reps to optimize your funnel end to end.

And when routing, matching and attribution all come together, LeanData can provide campaign attribution reporting that’s more accurate than any other solution.

Today, we’ll show you three things attribution should be doing for you that LeanData can lend a hand with.

Attribution should do work for you, not the other way around

Normally, if you want to have a complete perspective of marketing influence against opportunities, you can only rely on the data already within your Salesforce instance.

Specifically, you rely on sales reps actively identifying and attaching every campaign member to corresponding opportunities.

And if that sounds like a massive undertaking, well … your sales team agrees.

But not all attribution tech is equal

That massive undertaking is why you purchase attribution tech, right?

But while attribution seems like a one-size-fits-all process as long as you end up with accurate results, that’s not exactly the case.

For instance, other vendors give you a more complete picture of your marketing influence only by converting all your leads to contacts. Specifically, they convert your leads within their scheme—a system they force you into, which may not match your existing business practices.

But LeanData lets you maintain existing business practices around lead and contact life cycles, while still getting a complete picture of your marketing influence.

That’s because of LeanData’s lead-to-account matching, which lets you match leads to accounts without converting your leads. We’re talking a 95% accuracy rate where a match exists—the highest in the industry.

In other words, you can skip the conversion and you can skip the vendor-forced scheme. You can get right to attribution, using a customizable attribution model, based on leads, contacts and accounts, what opportunities are available based on campaign member interactions, and more.

Attribution should be up to you

We’re serious about giving you as many choices in your attribution as possible.

Where other vendors might force system-wide processes that don’t align with your practices and best sales reps’ behavior, LeanData understands that the conversion process is complicated and should be personalized to each organization.

So, LeanData Attribution is all about freedom. If your sales reps don’t want to use contacts, that’s fine. If you want to use exclusively contacts, that’s fine, too.

LeanData Attribution gives you marketing influence without having to massively redo your existing Salesforce structure and processes.

See your influence faster

That helps you roll out LeanData Attribution faster than any other attribution product. On average, customers can fully leverage LeanData Attribution in two to three weeks—and that includes implementing lead-to-account matching.

Meanwhile, other vendors’ implementation timeframe is closer to 4-6 months, due to the mandatory process changes that need to be applied.

In that time, you could roll out several campaigns without knowing which one performs the best. It’s a long time to wait.

Enable your teams faster

Our belief in choice goes beyond choosing your processes. (Though as you can see, that’s a big deal for us.)

LeanData Attribution also gives you all the tools you need to make it simpler to adopt it, from field mappings to object filtering to custom modules in the campaign influence wizard.

Moreover, you don’t have to use LeanData’s own custom fields. Attribution reads actual Salesforce data, and operates natively in Salesforce through custom objects.

In other words, not only does LeanData Attribution give you attribution. It also segments and slices your attribution model using standard or custom fields on your accounts, opportunities, campaigns, leads and contacts.

And if you’ve built revenue reports, pipeline reports or any other standard sales and marketing ops reports, you can pull a report with the exact same fields and report types with LeanData Attribution.

That’s speed to value.

Attribution should be easy to understand

This is the big one, right?

Because while marketing obviously needs marketing attribution, sales needs to know which campaigns are performing too—especially when sales and marketing alignment are so clearly emphasized.

Fortunately, LeanData Attribution gives you out-of-the-box visuals that help you quickly understand and get buy-in for your attribution model. It lays out each relevant sales activity and marketing touch, as defined by your attribution model, against each opportunity.

That appears in two simple views: Opportunity View and Campaign View.

Opportunity View

In the Opportunity View, LeanData Attribution immediately shows where and when marketing and sales interactions happen. It also shows how accounts move through different opportunity stages.

That helps marketing and sales collaborate in driving business to creation and close … and see it happen, too.

Campaign View

In the Campaign view, you can take the individual touches from your Buyer’s Journey timeline, and aggregate channel marketing touches across multiple opportunities at the campaign or channel level.

With this perspective, marketing can see how its efforts touch the business as a whole under campaign influence.

By combining these two views with Salesforce reports, organizations can understand what the key points are along the buyer’s journey. Plus, they can see how marketing efforts help improve KPIs such as sales cycle length, win percentage, close rate, stage of velocity and lift.

What’s next?

Let’s put all our cards on the table.

There’s no real scientific way to tie a specific interaction to a specific dollar value.

It’s the truth. But what you can do is create a qualified, quantified story that you can buy into and build confidence around.

To do that, you need a high-confidence data set that you can customize. One you know is reliable, with tiebreaking, filtering and matching.

And from there, you need multiple ways to present it, so that it caters to your different audiences, from a fancy Tableau dashboard for marketing ops to a PowerPoint for that morning executive meeting.

LeanData Attribution helps you do exactly that. Gather accurate data with lead-to-account matching. Then, present it with out-of-the-box reporting and dashboards.

Either way, you can attribute marketing influence with speed and confidence. And you can start today.

Get a demo for LeanData Attribution now

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