Jay Baer, marketing influencer, and New York Times best-selling author teams up with BrightFunnel to show you how you can tie each and every marketing campaign back to ROI and Revenue!

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How to Tie Marketing to
Revenue and ROI….in 9
minutes!
Webinine

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• founder of Convince & Convert
• NY Times best-selling author
• Digital business celebrity & keynote speaker
• Host of Social Pros podcast
• Angel investor
Section #: Section Title
Jay Baer

3. Housekeeping
3How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Yes, it’s only 9 minutes!
• Yes, it’s recorded
• No, there are no live questions
• Questions on Twitter via #ROIWebinine

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Today, business relationships
are created by information
first, and people second

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Source: Forrester
of the B2B sales
cycle is owned by marketing

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Marketing is more competitive
than ever, and more $ is
being spent on marketing than
ever

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Marketers that measure are
marketers that matter

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Source: Forrester
of B2B marketers
agree that tracking ROI gives
marketing more respect

10. The Big Questions
10How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• What is driving results?
• What should we do more?
• What should we do less?
• Is this effort actually profitable?
• Will I have a job next year?

11. “The identification of a set of user actions that contribute in
some manner to a desired outcome, and then the
assignment of a value to each of these events.”
- IAB

12. Primary Attribution Methods
12How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• First touch: whatever the prospect interacted with first gets full credit

13. Primary Attribution Methods
13How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Last touch: whatever the prospect interacted with last gets full credit

14. Primary Attribution Methods
14How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Linear: every interaction gets equal credit

15. Primary Attribution Methods
15How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Time decay: later interactions gets more credit

16. Primary Attribution Methods
16How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Position-based: first and last interactions get extra credit, mid-funnel get some

17. Primary Attribution Methods
17How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Interaction-based: more thorough engagements gets more credit

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You need multiple models!

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There is no “marketing report”

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Multiple reports, with different
insights, for different people,
and different purposes

21. The Four Big Reports B2B Marketers Need
21How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Marketing Impact Report
• Shows: All marketing activity and results
• Attribution: Position-based or interaction-based
• Give to: CMO, VP
• Frequency: Quarterly

22. The Four Big Reports B2B Marketers Need
22How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Revenue Funnel Analysis
• Shows: How leads are moving through sales funnel
• Attribution: n/a
• Give to: B2B marketers + Sales leaders
• Frequency: Monthly

23. The Four Big Reports B2B Marketers Need
23How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Channel Performance
• Shows: Which marketing channels are performing best
• Attribution: First-touch and either position, time decay, or interaction-based
• Give to: B2B marketers + CMO
• Frequency: Weekly for you, quarterly for CMO

24. The Four Big Reports B2B Marketers Need
24How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
• Campaign Performance Within Channels
• Shows: Which specific programs, offers, content are performing best
• Attribution: First-touch and either position, time decay, or interaction-based
• Give to: B2B marketers + CMO
• Frequency: Weekly for you, quarterly for CMO

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Can you do this in a CRM?
Kinda. (but you’re using a
sales tool for marketing
insight)

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To do it well, use a dedicated
MAP
(marketing attribution platform)

27. 27How to Tie Marketing to Revenue and ROI….in 9 minutes! @JayBaer
Marketing Attribution Tracking
ABM Analytics
Web Tracking and Ad Network Integration
Independent Platform Solution
Revenue Funnel Analysis
Forecasting and Prediction
Data Validation and Process Optimization
Sales Activity Analysis
• http://www.brightfunnel.com/request-demo/
• http://resources.brightfunnel.com/

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How to Tie Marketing to
Revenue and ROI….in 9
minutes!
thank you