Cheatsheet: Getting Ready for Marketing Attribution

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CHECKLIST: Getting Ready for Marketing Attribution In today's complex B2B buying journey, not only does it take mul ple marke ng engagements to move a lead from acquisi on to close, but most B2B sales transac ons involve mul ple decision makers and influencers within an account. This is where mul -touch a ribu on can be really helpful to understand and measure each and every touch point in the sales cycle. Here is our easy checklist to ensure accurate and ac onable data as you get ready to make marke ng a ribu on part of your marke ng strategy. Before implemen ng marke ng a ribu on, you need to first establish your funnel stages—how a lead moves through your sales and marke ng funnel to become a customer. Define each stage and make the defini on clear to your whole team. Typical stages might be lead, marke ng qualified lead (MQL), sales accepted lead (SAL), sales qualified lead (SQL), opportunity, and closed customer. Your funnel stages are the backbone of any good marke ng a ribu on strategy, because without them, you can't track how leads move from one stage to the next. Once you select your funnel stages, it is impera ve that you align your sales and marke ng teams. Sales and marke ng have always been intertwined, but for your a ribu on model to be successful, they need to be on the same page. Establish universal processes and defini ons for your teams to use with your CRM and marke ng automa on so ware. If your teams don't know how your company defines each sales stage, your revenue will likely be a ributed incorrectly. Get Your Sales Funnel Stages Straight Goals should always be set for your marke ng channels. Otherwise, how will you measure their performance? You might have goals for some channels that align to the early stages in your sales funnel, and you might have goals for other channels that focus on the later stages. Think lead genera on versus lead accelera on. Take the me to list each of your channels and create goals for each one. Look back at your past channel performance and use the data to influence your a ribu on benchmarks and objec ves. Set Your Goals for Each Marketing Channel Sync campaigns from your marke ng automa on pla orm to your CRM. No one likes a silo. In order for you to accurately track marke ng a ribu on, all your data needs to be connected. In other words, what you put into your marke ng automa on pla orm should sync directly with your CRM, and then that informa on should translate directly to your a ribu on pla orm. To achieve this type of data fluidity, we recommend a 1-to-1 sync between your CRM and marke ng automa on. Addi onally, to be successful with your marke ng repor ng, you need to understand the limits of repor ng out of your CRM. Simply put—your CRM was built for sales in mind, not marke ng. However, se ng up your campaigns properly in your CRM will pave the way for marke ng a ribu on success when you onboard a repor ng pla orm. Make Sure Your CRM and Marketing Automation Platforms Are Set up Properly There's a reason the first stage in the buyer's journey is known as the anonymous touch. Prior to making themselves known with a form-fill, we don't know much about our website visitors. This is where web tracking comes in, enabling you to see the channels and the content that a racts leads. Track your web traffic by leveraging an a ribu on pla orm to integrate AdWords, UTM parameters, or referral URL mapping to figure out how your leads find you and what, specifically, a racts them in each channel. With tracking, you can also connect all of your leads back at the account level. Track Your Web Traffic

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