Marketing Attribution from Multiple Tech Tools

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Helena Parsonage
Helena Parsonage Posts: 1 ✭✭
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Looking for suggestions on how to create a full funnel and marketing attribution view of our marketing efforts.

We're struggling to see what tactics truly work and what marketing initiatives are truly impacting the business because our opportunities are solely measured on a last touch basis (via Salesforce campaigns.) We currently use 6sense, Salesforce, Marketo and Metadata to measure success, but pulling data from these four sources into a single view is really difficult.

We want to be able to see our marketing reach (how many accounts are we touching at any given time) as well as our engagement (which accounts are responding to our efforts across email, events, ads, direct mail, etc).

Any suggestions here? Are there any tools that you've worked with that do a great job of pulling in data from multiple sources and show a complete view of your marketing funnel?

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  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    @julzjames I'm sure you have thoughts on this :)

  • Taylor Matysik
    Taylor Matysik Posts: 46 ✭✭✭✭✭✭

    @Helena Parsonage Great question. Attribution in the modern marketing landscape is one of the trickiest topics to get stakeholder groups to agree on. Based on your question, is sounds like there isn't a clearly defined attribution model already in place? If not, I'd recommend you and your team step back, gather key internal leaders (usually marketing, sales, and a proxy for the executive leadership team — maybe your CRO) and determine how you want to attribute value back to various components of your tech stack. HubSpot has a really great article on attribution models that can provide you a blueprint for options you can consider. The big questions are:

    1. How do you want to value first touch, last touch, and everything in between?
    2. What % of the value from an opportunity/closed won Opp do you want to attribute to each "touch" or "influence" in the buyer journey leading up to opp creation?

    We largely use an influence model where we attach value to source (first touch) and every touch leading up to the opportunity. This does require aggregating data into a single "source of truth" (we use SFDC) so that you can get as clear of a picture of the buyer journey as possible. From there, you can define criteria that counts as an influence touch point along the way.

    Building out your attribution model is a HUGE project and should involve all the key stakeholders in the org that manage prospect and customer marketing/sales. It takes a lot of coordination and back-end set-up to do well. That being said, it is well worth the time and will enable you and your team to report on the value being driven by all elements of your tech stack and your marketing/sales outreach efforts.

    I hope you find the above helpful and good luck as you look to move the ball on this!

  • uconnjon
    uconnjon Posts: 3 ✭✭
    edited February 2024

    Helena,

    You are def not alone - it's a common issue when you start mixing technology and its islands of reporting. So while there is an option to add more reporting technology, that can become even more expensive time wise training someone and investment wise to buy more martech. Plus it may be worth showing you what 6s can natively do reporting wise as that would begin to answer some of your question. We typically suggest unifying all the different macro sources - lead if used, intent generated, engaged accounts, inbound, outbound, partner into one funnel once requirements are defined (if you use lead, account stages, etc.). This helps understand what accounts are engaged, what stages they are engaged in, and which campaign drove that engagement. We also suggest unifying this information in Salesforce, in the workflow of the Sales function (could also be repurposed to a visual overlay like Looker but that may not be real time nor in the workflow of Sales). Lastly, buying all this martech only works if sales follows up on the business process you outline, so beyond the reporting you are asking for, you may want to make sure you build in the robust SLA follow up (define first before building) - I like to say 6qas like milk are perishable if not properly followed up on. Happy to show you more offline if of value jon.russo@b2bfusiongroup.com or dm here - if you are looking to outsource any of the reporting efforts to focus on other strategic initiatives, 6s/Latane shared more here about reporting resources we've helped with in the first minute of this video.

    Jon

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