Before Bizible, Seismic only had a basic understanding of leads. It knew how many people clicked on each marketing campaign, how many people read content, and how many people became leads. But not all leads are equal or result in big sales. It was unclear exactly how effective marketing was at supporting sales.
Bizible added new insight into every opportunity, identifying the impact of each campaign and touchpoint on revenue. “Bizible allows us to demonstrate the importance of marketing to the organization,” says Andrasco. “We discovered that marketing influences over 90% of closed deals and results in nearly a 50% higher average selling price (ASP). We’re having much more productive conversations with sales and leadership about what channels and campaigns have the most impact on revenue.”
With Bizible attribution, marketers can look at specific campaigns to determine how they influence customers. Marketers can invest more in successful campaigns and adjust overall strategy to meet changing customer expectations.
“Our CMO encourages us to experiment with new channels and new messaging,” says Andrasco. “Bizible helps us understand whether those new channels and content are effective or if we need to adjust our strategy.”
LinkedIn is an important channel for Seismic’s B2B marketing. Seismic takes advantage of the platform to target audiences and highlight content relevant to specific personas and companies. Data privacy rules can create a black box that limits insights that marketers gain from LinkedIn. Bizible links all available information together to measure engagement with the LinkedIn ad campaigns and forms with greater accuracy.
“Looking at returns, cost, pipeline influence, and other campaign insights, we can see which campaigns really performed,” says Duff. “There was one retargeting campaign where we saw a 5x higher pipeline ROI compared to similar campaigns on LinkedIn. We immediately started expanding the campaign once we realized it was making such a difference.”