B2B Marketing Attribution: The Search for the Holy Grail - S202

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  • Bob Conklin

    Bob Conklin

    Head of Product Marketing, Marketo Measure, Adobe

  • Li Gao

    Li Gao

    Principal Product Manager, Adobe

  • Jon Chen

    Jon Chen

    Director, Advanced Analytics, Workday


B2B marketing and ops teams have used automation to scale up buyer engagement and drive growth. Now they’re ditching DIY reporting and automating measurement to optimize all that engagement (and investment) in search for answers to one of the holy grail questions: marketing attribution. Join Adobe and Jonathan Chen from Workday to hear how they’ve built up revenue operations analytics processes using Marketo Measure and new AI advancements. See the latest innovations that make measuring the pipeline, revenue, and ROI impact of every campaign, channel, and asset easier.

Learn about:

  • Why 95% of B2B marketers want to improve attribution
  • The three “trials” in preparing an organization for marketing attribution and Workday’s journey in using AI/ML for B2B marketing attribution capabilities
  • Adobe Marketo Measure Ultimate – our new enterprise offering built on Adobe Experience Platform

Public Track: Analytics for Customer Journeys, B2B Marketing, Personalized Omnichannel Engagement

Type: Session

Technical Level: General Audience

Presentation Style: Thought Leadership

Audience Type: Business Analyst, Database Marketing Manager, Digital Analyst, Digital Marketer, Email Marketer, Marketing Executive, Mobile Marketer, Channel Marketer, Content Marketer, Social Marketer, Web Marketer, Web Analyst, Marketing Practitioner, Marketing Analyst, Marketing Operations Manager

Industry Focus: High Tech

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