In this webinar, we are partnered with planning and attribution expert, Bizible, to discuss ways to tie your marketing strategy with the metric that really matters—your revenue.
3. Marketing Data: Siloed in Channels
EVERY CHANNEL HAS DIFFERENT SUCCESS METRICS
EVENTS
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EMAIL
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PAID MEDIA
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WEB
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SALES DEV
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Badge scans/
registrations
Open rate,
click rate
CPM, CPC,
CPL
Pageviews,
bounce rate
Calls, emails
sent
MEASURE PLAN
5. Marketing Data: Siloed in Channels
EVENTS
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EMAIL
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PAID MEDIA
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WEB
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SALES DEV
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MEASURE PLAN
REVENUE
ALIGN CHANNELS TO REVENUE
6. Plan, Engage, and Measure for Revenue
MEASURE PLAN
REVENUE
ENGAGE
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8. *Confidential – Do Not Distribute
Version A: Growth Version B: Revenue Growth
Clicks 2000 1700
CTA Clicks 110 120
Standard A/B Test Metrics
9. *Confidential – Do Not Distribute
Standard A/B Test Metrics
My test
generated 10%
more CTA clicks!
OK
10. *Confidential – Do Not Distribute
Version A: Growth Version B: Revenue Growth
Net New Contacts 75 90
Net New ABC Contacts 45 45
SMB/MID Contacts 20 30
COM/ENT Contacts 25 15
Demand Gen
11. *Confidential – Do Not Distribute
Demand Gen
My test
generated 66%
more ENT
contacts!
Nice!
12. *Confidential – Do Not Distribute
Version A: Growth Version B: Revenue Growth
Net New Opportunities 57 43
Revenue $825,000 $475,000
Full Funnel
13. *Confidential – Do Not Distribute
Full Funnel
My test
generated 75%
more revenue
Awesome! Here’s
more budget to
do it again!
16. Plan, Engage, and Measure
*Confidential – Do Not Distribute
MEASURE PLAN
ENGAGE
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17. ● What are your indicators of success?
○ In other words, what action do we want people to take?
● Who do we want to take the action?
● What’s the ultimate goal?
Step 1: Plan
18. 1. Create your hypothesis, your version B
a. I.e., If I use different headline copy on the homepage, will it
increase revenue from the homepage?
2. Design test — how will you achieve the goals you set out for Step 1?
3. Launch test!
Step 2: Engage
19. Good:
Lift
Do your indicators correlate
with aggregated revenue
lift? (i.e., Are you beating
your benchmarks?)
Step 3: Measure
Better:
Influence
At the opportunity level, are
opps that are exposed to
version A more or less likely
to become revenue than
version B?
Best:
Revenue Attribution
Bizible + VWO—connect
your experiment to revenue
attribution and directly draw
the line to revenue
20. Step 3: Measure
Digital Marketing Field & Offline Marketing
Data Collection
(Bizible Person)
JavaScript Ad API
Connections
Marketing
Automation
Chat View-
Through
Call
Tracking
CRM Campaigns Activity Tracking
• Auto capture cost
& ROI data
• No UTMs necessary
• Track all email
campaigns &
programs
• Track campaigns &
responses
• Direct mail, events,
syndication
• Can pivot on
multiple outcomes
Track pre-
anonymous
activity
• Auto track outbound
calls & emails
• Custom config.
• Track all anonymous
& known sessions
• Track organic (SEO),
direct, web referral
• Landing page &
form URL data
• Auto capture UTMs
and referral data
Bizible Person Record Creates
1st
Party Marketing Data
Touchpoint Credit
Sales Dev
• Track
inbound
calls
A/B
Testing
21. Step 3: Measure
26% 22% 20% 10% 7% 5%
Demo
Opportunity
CreationMQL
Lead
Creation
Deal/
Revenue
Anonymous First
Touch
SEO
Version B
22. Step 3: Measure
26% 22% 20% 10% 7% 5%
Demo
Opportunity
CreationMQL
Lead
Creation
Deal/
Revenue
Anonymous First
Touch
SEO
Version B
● This person clicked on a CTA when served
Version B
● Registered as a click
● Registered as a CTA click
● Will become an opportunity
● Becomes part of a deal with closed won
revenue
23. Step 3: Measure
20%
MQL
Version B
1. Version B of the experiment
generated 20% of that deal’s revenue
2. Aggregate all of Version A and Version
B revenue
3. Determine the winner based on
revenue
24. Think about all the tests and optimizations you made this year...
● What were you trying to achieve?
● Was your success metric tied to business impact?
● Could you prove the revenue impact?
Takeaways