BetterCloud’s digital marketers examine the top of the funnel, looking at first touches and lead creation touches across marketing channels, campaigns, landing pages, and updated content. Further down the funnel, demand gen managers can focus on turning marketing qualified leads into sales qualified leads (SQLs) to increase the possibility that the lead will convert into a sale. The company even built “Top 10” dashboards with Bizible touchpoint data, including a Top 10 Content dashboard, which helps the director of content identify the most valuable content by pipeline and revenue impact, rather than pageviews and clicks.
“What’s great about using W-shaped attribution in Bizible is that we can get insights even if a prospective customer doesn’t provide their information, gives us bogus information, or strips out UTM codes,” says Ries. “The first touch might be an ungated piece of content, but then the person comes around and fills out a form or requests a demo. Our content team can understand what the first touch was, what piqued their interest, and make sure we have enough of that content.”
Ries adds: “We use Marketo Engage to do A/B testing and look at the performance of email campaigns, and then leverage Bizible data points to make sure we’re hitting the mark and serving relevant ads and emails through the channels each person prefers.”