![]() ![]() ![]() Regardless of source, it follows the money of each touch, allocates revenue and costs, and determines true ROI. Unlike single-touch / channel attribution, multi-touch attribution is touch-neutral. And unless there’s a silver bullet awaiting, marketers must prioritize (continuously) which ones to invest in, which ones to watch, and which ones to stop. How should I allocate my budget by channel, content, and/or campaign? Do I plan a frontal assault with LinkedIn ABM campaigns and retreat with Google retargeting? How much should I invest (or not) in BrightTALK, G2 Crowd, trade shows, field seminars, TechTarget content promotion, social media, direct mail, SEO, webinars and/or e-books?įor B2B marketers, the data analysis can be dizzying. There are hundreds of ways B2B marketers can spend their budgets and resources.ĭo I spend it on thought leadership webinars or blogs to drive top-of-funnel metrics like traffic, social followers, and site time, or do I increase mid-funnel tactics like e-books, retargeting ads, webinars or conferences to grow click-throughs and MQLs? Or maybe I go all in on down-funnel things like nurture campaigns, direct mail, review sites, or field marketing events to drive new opportunities or accelerate pipeline stages? Turbocharge Full-Funnel Demand Generation and Account-Based Marketing Built-in auditing engine that reconciles revenue credits, preempting giving credit to channels/campaigns that had no role in the conversion to revenue.Pre-integration with all major B2B adtech and martech platforms including LinkedIn, HubSpot, Facebook and Google, as well as any tracking parameter.A patent pending cohort method to precisely allocate credit for revenue, conversions, and cost for any touch, channel, and/or account-based effort. ![]()
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