With the increase in the business competition, marketers are exploring opportunities in B2B marketing attribution to become more result-oriented.
Presales teams have multiple choices, channels, or customer types to select from, making it challenging for them to understand where to start. Enterprises need to have a strategic plan to target the right target audience through the best channel to make the most impact. Moreover, the message must be delivered at the right time to increase conversions. B2B marketing attribution simplifies the complexity of the intricate marketing landscape.
Enterprises need to have effective marketing attribution in the presales workflow. It is a perfect way for businesses to design and execute various marketing campaigns through different channels and customer bases. Here are a few strategies to enhance the B2B marketing attribution
Build robust data warehouses
A few businesses are still stuck with traditional marketing attributions processes and storing the entire marketing data on a CRM. Organizations that seamlessly integrate the entire marketing tech stack will have efficient marketing operations. There should be a real-time synchronization between marketing automation platforms, social channels, and other SaaS marketing apps to evaluate the data in real-time.
CMOs should consider adopting a multi-touch attribution model through a centralized data warehouse. A robust data lakehouse will assist in unifying data from CRM and other cloud services on a central server. It is an efficient way to get an in-depth analysis of the entire data to embrace the B2B marketing attribution framework.
Reduce the cost per acquisition
Organizations need to evaluate data in real-time to identify attributions that provide the most value. Marketing teams should make strategic changes in their landing pages and forms or empower the sales teams based on the data gathered to have a higher conversion with lower acquisition costs.
Design and implement an account-based approach
B2B marketing teams that depend on automation techniques are limited to the contact view. The B2B buying journeys are more complex and just having the contact view of the lead will not suffice the requirement. B2B purchase cycle is intricate and long right just from being a lead to conversion as a customer and marketers tend to forget they are talking to humans at the other end and not the entire business. Account-based marketing approach will assist businesses in making a personalized relationship with the decision-makers. Moreover, organizations might have implementation panels to thoroughly evaluate the tools and make a final decision. A perfect business use case study will assist in luring the decision-makers to engage with the content. CMOs should consider viewing attribution in terms of accounts instead of a contact card in their data warehouse to enhance the B2B attribution approaches.
Implement an advanced analytics software
Businesses with a complex attribution model should consider implementing advanced analytics software that grows with the needs. It is an efficient way to structure a large amount of unstructured data to get valuable insights. Making accurate predictions based on data will help make strategic changes using the B2B attribution approach.
Determine the KPIs
CMOs should consider designing and implementing attribution models that suffice the organization’s needs. They can make a decision based on the length of the sales cycle, campaign types, and level of details needed. Once the teams decide on the attribution approach, they need to set up relevant key performance indicators to evaluate the success or failure of the campaign.