Introduction: Traditionally the B2B sales cycle is complicated in that it often involves many people in the buying decision coming in from various channels and takes 12 – 18 months for an opportunity to close. This recipe will help you better understand on how you can track marketing's paid & organic search influence through to pipeline value to help justify digital marketing's value.
Analysis Overview: To justify the influence of paid & organic search efforts to the pipeline, there is a series of marketing technology configurations and application of business logic which attributes channel influence to opportunities based on leads or contacts touch points. You will learn the business process for each of the steps and what KPIs around marketing influence you can achieve from this analysis initiative.
Analysis Benefits:
- Learn about the technology implementation needed to connect the dots to close the loop.
- Apply a holistic Business Logic to attribute leads and contacts to opportunities through engaging with the Sales & Marketing team.
- Identify Key Marketing Influence metrics and why they are valuable.
DAA members, go here to view full recipe. ------------------------------
Eric Ramos
Director Analytics
BusinessOnline
San Diego CA
eric.ramos@businessol.com------------------------------