Optimizing the B2B Attribution Model


    Marketing leaders today are exploring opportunities for multi-touch attribution models to overcome the majority of their challenges. An efficient B2B multi-touch attribution model helps the organization determine every touch point’s contribution in converting a new customer.

    B2B Revenue Operations (RevOps) teams need a single source of truth that helps them measure the marketing operations efficiency and reduce the expenditure on the Ads. Most organizations find it challenging to allocate budgets effectively and analyze if the budget was spent efficiently or not. It is crucial for CMOs to understand which marketing operations contribute to the bottom line and which deliver the desired results.

    Every channel that enterprises have leveraged in their operations to penetrate through their total addressable market has a substantial amount that costs the businesses. Moreover, it can be a challenging task to get a holistic understanding of the entire marketing performance. CMOs should consider getting a holistic view of all the touch points that the customer would interact with during their entire life cycle that will help organizations make necessary changes in their attribution model to increase the conversion rate. It is one of the most efficient ways to accelerate their operations and achieve their desired results.

    Here are a few ways that CMOs can leverage their operations to optimize the B2B attribution model:

    Determine an approach and set KPIs

    CMOs should consider evaluating the entire business model and understanding the long-term goals to select an attribution model that fits the needs of the organization.

    B2B marketing teams need to consider the purchase cycle lengths, marketing campaign types, and the level of detail required while designing a B2B attribution model. Once the marketing teams have a model ready, they need to identify and set relevant Key Performance Indicators to measure the success or failure of the attribution model.

    Keep the entire workforce in the loop

    The internal marketing operations team might not have the capabilities or skill sets required to accomplish the business goals and might need help from external partners, analysts, and strategists to accomplish the business goals. It is crucial to make the internal finance and creative teams aware of how the data will be used to execute the marketing operations.

    Also Read: Why Marketing Attribution Is Still Crucial

    Explore, evaluate and implement a single source of truth

    One of the most efficient strategies to implement a B2B attribution model is to select and implement a single source of truth for their enterprise to centralize the entire Revenue Operations and all the channels on one platform. CMOs should consider integrating a CRM tool or database that fits their needs as a single source of truth to streamline the entire operation.

    Gather relevant data about leads

    Another crucial step that marketing leaders need to ensure is that they should be monitoring the leads that visit the website and transfer the data to the organization’s data repository. Moreover, it is essential to track every event and user behavior at every touch point to make strategic changes to their business attribution models.

    Also Read: How Improving Ad Attribution Can Benefit eCommerce Businesses

    Define the organizations’ attribution model

    Based on the goals of the organization, businesses need to focus on gathering valuable information like first click, last click, time decay, position-based, or linear attribution model to define a strategy accordingly. Every attribution model has a different impact that it offers to the channel based on which stage of the customer interaction has occurred at what touch point. Organizations should be able to develop growth-centric attribution models that help their marketing teams to deliver the right message to the right user at the right time through the right channel.

    Aesthetic dashboard for the attribution model

    Organizations should have effective business intelligence tools that get data from a single source of truth and convert them into an aesthetically pleasing dashboard to have an aesthetic view of all the data gathered. Effective visualization of the entire B2B attribution model will enable organizations to spot all the opportunities that the marketing teams can seize to improve overall performance.

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