[Music] [Drew Smith] Thanks, everybody, for joining. My name is Drew Smith. I'm the founder and CEO of Attributa. We're a consulting firm that specializes in marketing attribution, and we're an Adobe partner. And I'm joined today by my friend, Matthew. [Matthew Peterschmidt] Hi. I'm Matthew Peterschmidt. I'm a Senior Analyst at Infoblox.

And I've been working with Matthew now for about a year and a half. And I asked Matthew to join me up here today because he and Infoblox are doing some really, really cool work with attribution. So what we're going to share with you today is some concepts around attribution, as well as some of the practical application that Infoblox and Matthew are using that is part of the reason why they're doing so well with attribution.

Probably should have gotten to this slide when I was talking about that. So before we get into some of the concepts and how to be successful with attribution, it's important to define attribution. And one of the things that I think is that Infoblox is doing really well is the way that they've defined attribution. So Matthew, you want to share that? Yeah. Attribution at a very simple level is just how do we count? There's a lot of things in marketing that are extremely important to count, but at a little bit more of a complex level, it's defining what the major connection points are between, like, marketing channels and certain events that are running as signing those events to pipeline or bookings and starting to get a dollar value associated to them. And that's really what Infoblox is really looking to accomplish when we were reaching out to Drew and talking about getting some serious attribution going on. Yeah, and there's this old saying in marketing, some of you have probably heard this, that every marketer knows that 50% of their budget is wasted. We just don't know which 50%. Attribution is supposed to help you figure out what of your budget is being wasted and what of your budget is actually working. Now, as important as it is to understand what attribution is, it's also really important to understand what it's not. So attribution is not a way to start taking credit for deals. It's not a way to create competition or friction between marketing and sales.

A lot of times we see organizations that start doing attribution, and they're trying to take credit for deals. Marketing wants to say, hey, this is my deal. We did this. And then that immediately gets sales to go, we sold it. So you don't want to get into that competition. So don't think of attribution as a way for marketing to say, this is our deal, because you will immediately put other departments in your organization on the defensive, and they'll start picking you apart. Also attribution, if you notice, we're not calling this marketing attribution, we're calling it attribution. Because attribution doesn't just focus on marketing activities, it also incorporates activities from your BDR team, your SDR team, your sales team. If you're tracking upgrades, upsells, cross sells, it also includes activities from your customer success team and customer marketing. So we can't just focus on the marketing activities.

Now you guys also have a really cool framework for how you use attribution and what it does with Infoblox. Share a little bit about that, please. Yeah, of course. So attribution, it's creating a relationship, right, between different data objects, right? And there's, we all have leads, contacts, accounts, opportunities. Attribution really strives to make connections between those points and then starting to put dollar values behind a lead, right, or behind the idea of a lead. It's like, how do you assign value to a lead? How much money are you putting into that, right? Same thing goes for an MQL, cost per MQL, cost per opportunity, cost per deal, and ROI. These are like some of the fundamental questions we're trying to ask within our organization of, like, how efficient are we being with our money? Is it going to the right places? Are we getting the right value out of this kind of things? So that's what we're really able to get out of this. Yeah. And it's really cool because Matthew and team, they can tell you at a campaign level, at a category level, what was the cost per lead, and then compare that to the cost per opportunity and compare that against different campaigns and different tactics, which means that you might have a tactic that's really, really cheap at creating leads, super low cost per lead, but it has a really high cost per opportunity. Is that a good channel? Is that a good tactic? Well, probably not because we want to focus on the leads that are turning into opportunities and deals. So these metrics are super important when it comes to optimizing marketing and just doing better marketing.

So we like to look at attribution as a journey. Attribution is never done. You never check a box and say we have attribution because it's a constant journey. It's a constant process to get better at it. Most organizations and I would wager to guess that everybody in this room is doing some level of attribution, and most organizations start with single-touch attribution. That's the type of attribution that most organizations are familiar with and doing already. And this is understanding how one single action or one single data point is then influencing opportunities and deals. Most single-touch attribution looks at either first-touch, last-touch, or self-reported. So show of hands, who is doing either first-touch, last-touch, or self-reported in the audience? Yeah, most everybody is. Yeah, absolutely. Now Matthew and team, when we started working together, they were doing last-touch. And then, but they weren't really doing much with first-touch. No. So let's talk a little bit about first-touch and what first-touch is. So first-touch attribution looks at where a person very first came from and then how that turned into an opportunity. And with first-touch, you give the full opportunity value to that first-touch engagement. Now you can use many different data points to understand that first-touch methodology and where somebody came from. Lead source. Everybody's familiar with lead source. Now typically, the best way to approach this is that your lead source should be a category level. So for example, somebody came from a trade show or a webinar. That's your lead source.

Now, if you're using Marketo Engage, you are probably familiar with the concept of the acquisition program. If you were not using Marketo Engage, then you should probably be using a lead source detail field. Now lead source detail and acquisition program answer the question. So lead source is telling us that it was a trade show or that it was a webinar. The lead source detail and the acquisition program answer the question, cool, which trade show? Well, it was Adobe Summit 2024, or which webinar? It was this particular webinar. When you put those two data points together, you can now do reporting both at the category level and at the individual tactic level. So pretty simple stuff. Again, most orgs are probably doing some level of this to some extent. Now, Matthew, you guys were using the last-touch attribution. So tell us about last-touch? Yeah. So last-touch is all about finding what is the last-touch prior to a certain event. At Infoblox's case, we were always interested in the last-touch prior to opportunity.

And so we were always looking. We're like, okay, if we have an opportunity created, right, what was that campaign? We had a field on there called primary campaign source that we'd always look at and say, what's going on there? But, yeah, you can do it in a variety of different ways if you're interested. There's last-touch prior to MQL, prior opportunity creation which is what we did. There's certain opportunity stages, even last-touch prior to a deal closed.

But, yeah, at Infoblox, for anyone who is doing last-touch methodology, I see and feel you in the pains that it might bring along because this is the exact reason we started working with Attributa. We really felt a little bit limited by what we could actually report out, when it came to last-touch. There were-- I had a couple unhappy field marketers who would talk to me every once in a while, and be like, hey, I had this person. They came to my field event. I talked to them. I know they created an opportunity, but I'm not seeing any attribution for my campaign. This might be a very familiar story for some of you. And I would always go in. I would look at the campaign history in sales force and see, okay, yeah, they did attend your campaign. But right before an opportunity got created, they actually ended up opening up a nurture email. And that's the one that actually ended all the attribution associated. So there's that. And then I'd have to go back and say, I'm sorry, your campaign doesn't actually have any attribution associated to it. It's all kind of gone to this nurture. So that was some of the pitfalls that we experienced with last-touch and made us start looking for other avenues of attribution. Yeah. Now Matthew talked about how there's, it's the question is last-touch in relation to what, right? And it could be last-touch prior to MQL, last-touch prior to opportunity creation, last-touch prior to a pipeline stage. You don't have to necessarily pick one. You can do all of them if you want, and that gives you a lot more reporting flexibility. So like Matthew was talking about this issue with field marketing events and a nurture email slid in right before the opportunity was created. Well, if you're doing multiple different versions of last-touch attribution, that campaign, that field event might have gotten credit for the MQL and is getting the last-touch MQL attribution versus the last-touch opportunity attribution. So in order to make this work, it's actually a lot easier than most people think. So we talked about having a lead source field and a lead source detail field. All you have to do is have a most recent lead source or most recent lead source detail that updates every single time somebody engages with something. Then, for example, if I want to do last-touch prior to MQL, if you have a lead life cycle in your Marketo and you have an MQL stage. When they reach MQL, you grab the value that's currently in the most recent lead source and you put it into an MQL source field. And now you permanently have a record of what caused them to become an MQL. Same thing with opportunity. You have an opportunity source field or whatever last-touch version you're doing, make sure you have a field for that and that you stamp that field with whatever is in the most recent lead source and most recent lead source detail field. It's pretty simple to do. This is not going to take you months of engineering. You can do this in a couple of weeks.

Now the most recent fields, again, it's going to have the same types of data as your lead source and lead source detail field. You just overwrite it every single time somebody engages with you. Whereas lead source and lead source detail, like the original version, those are static. Those never change. These ones do change constantly.

And then with last-touch, just like with single-touch, the full opportunity value goes to that thing that's getting credit, that's getting the attribution.

Now there's another form of attribution that's still single-touch attribution, and this is self-reported attribution. Now, if you're active on LinkedIn, a lot of times you'll hear the conversation about self-reported attribution as being in conflict with other forms of attribution. It's always like, no, you shouldn't be doing multi-touch, you should be doing self-reported, or you shouldn't care about single-touch, you should be doing self-reported. Well, our position is, why not both? There's no reason you can't do all of these in tandem. So self-reported attribution is just a really fancy way of saying, how did you hear about us? You can put it on a form. You can put it in a call script for BDRs and sales reps. And then you add that value into your data, just like a lead source field. And now you can associate that self-reported attribution back to opportunities and deals. Now from a tactical standpoint, a lot of organizations leave this open as like OpenText. Well, that's a problem. If you've ever tried to report on OpenText fields, Matthew? It's not good. You don't want to do it. No, it's really tough to do because people write all sorts of weird stuff into OpenText fields. So ideally, you want this to have a pick list that's probably should be pretty similar to the pick list that's in your lead source field, right? Because we don't want to give people options to select things that we don't do. I heard about you on your podcast. We don't have a podcast. You don't want that to happen because that's not helpful in any way, shape, or form, right? Now the cool thing about self-reported attribution is whereas, first-touch is telling you how somebody first engaged with you, and last-touch is telling you how somebody engaged with you prior to a milestone happening in their journey. Self-reported is getting into the brain of people a little bit.

The thing to keep in mind about self-reported is this is like the most impactful thing because it's the thing that they think of when they think of you. It's what they're associating you with, right? So they might say, well, I heard about you on LinkedIn. Well, that's probably not the first way they heard about you, but it is the most impactful because it's the one that came to mind. So this is really cool because it gets into the brain and the psychology of your buyers, which we all want to do. So self-reported, I think it's a great addition to any attribution methodology that you're using.

Now the fun one here is multi-touch and that's what Infoblox is doing now. Yeah. So talk about how you guys are doing multi-touch now? Yeah, so, multi-touch, we moved away from this last-touch methodology into multi-touch. Multi-touch means we are now looking at all the events that lead up to opportunity creation and past opportunity creation. We're really getting that whole, like, kind of buyer's journey path, right? And, yeah, we're looking at all those interactions that are happening there. And then what we're doing is instead of just assigning all the value to the last-touch prior to opportunity creation, we are spreading out that opportunity value among certain points of interest or certain points that we deem to be important. Matthew, what do you deem to be important? Well, there's a couple of different model types that we use. These are called attribution models. There's a list of them right down there. The two ones that I kind of really want to call out, there's a W-shaped model, which is looking at, like, a first-touch, right? So that first engagement, lead creation, which is separate from the first-touch. That's when the lead actually starts getting created. And then, like, prior to opportunity creation is, like, the last-touch right before an opportunity gets created. And you're like, okay, that's still only three touches. Well, we still look at all these middle touchpoints that happen in between all of these, like, major touchpoints, so the W-shaped is a model that Infoblox uses today for all of our pipeline reporting, which is extremely impactful. The other model type we use actually is the custom model, which is awesome that we have the ability to kind of customize and weight specifically how much certain touchpoints are of value to us. Your organizations might feel a specific way about a first-touch saying, okay, actually really want to look at that. You could weight it way stronger in there and still have touchpoints that hold other value in other places. And we found the custom model to be very helpful for us when ever looking at our bookings in terms of that. But there's a lot more there too. There's U-shaped, which is more frontend and lead creation and some linear paths, and there's a bunch of models. Yeah. And one of the things to focus on real quick when we talk about the attribution models is you don't pick one for your business. Like Matthew mentioned using two of them very frequently and very commonly. So you don't have to pick an attribution model that's like your model for your organization. You pick the model that best fits the report. And we're going to talk a little bit more about this later with the way that Matthew approaches report building. But this is kind of an illustration of what multi-touch looks like. It builds an attribution story. A couple of key things to point out on this slide. First off, you can see that this is going all the way from when they first engaged with us all the way up to when the opportunity is closed. You can also see that this is across multiple different people. So how many folks in here have buying committees that are more than one person? Yeah. Multi-touch allows you to track multiple people as well as multiple engagements. So when you have a buying committee of three, four, five people, I don't want them to just know what one of those people did. I want to know what all of those people did over time. And that's what multi-touch attribution allows you to do. Now, you can do multi-touch attribution right inside Marketo Engage. You don't need fancy tools to be able to do this. You can do it right in Marketo Engage. There's a couple of key principles that you have to have in place to be able to do this. First and foremost, the foundation of multi-touch attribution in Marketo Engage is program membership and very specifically program success. Program success in Marketo Engage is the status that somebody achieves when they do the thing you want them to do in the program. So for example, with a trade show, if you're running a trade show, what do we want people to do? Do we want them to register? Yeah, but not really. We want them to attend. So program success needs to be defined very narrowly to the thing that you want them to do. With the webinar, do we want them to register, or do we want them to attend? Attend. You want them to actually show up to the thing, right? So you have to define program success narrowly. Then in Marketo Engage, only programs where the success status has been achieved will they be viewed as having been, as having influencing an opportunity.

And then Marketo Engage primarily uses a linear model. So the linear model basically means if I have 10 programs that influenced an opportunity, the opportunity value gets spread evenly across the 10 programs. So every program gets 10% of the opportunity. You don't get to do the different weighting like Matthew was talking about with like, well, W-shaped only goes up to opportunity creation, and it weights certain things more highly. This is linear. It just means that it shares it all evenly.

You can also do multi-touch in Salesforce. Salesforce has a similar feature. It's called Campaign Influence.

Campaign Influence in Salesforce is what I like to call the gateway drug to true marketing attribution because it's usually the starting point that most organizations do, but it has some gaps in it. But just like Marketo, doing a multi-touch in Marketo Engage is based on program success. In Salesforce, it's based on campaign response.

So this is a lot of people get started here, realize the failings, and then that's when they move to something like Marketo Measure, which is the journey that Infoblox went on. Yeah. So Marketo Measure now is purpose-built for multi-touch attribution. This is just like going from a 101 class in college up to your 401 classes, right? It's more mature than both Marketo Engage and Salesforce in the way that it approaches it. It can leverage both programs in Marketo and Campaigns in Salesforce.

It also has other methodologies like a JavaScript that goes on your website, integrations with ad platforms. This is where you get all those fancy attribution models that Matthew's talking about. It comes with a first-touch model, a lead creation model, a U-shaped, a W-shaped, the Full Path, and then, like Matthew alluded to earlier, your custom model. This is where attribution starts getting really advanced and starts really, really getting into the fun stuff as I like it.

Now, before we get into some more practical applications, I want to talk about report building and analysis. Because when you get into attribution, when you start doing this well, you're going to get a lot of people asking you to build reports for them. And they're going to say things like, hey, I need you to build me a report on how this thing performed. Well, what the heck does performed mean? So I love Matthew's approach to report building, which is that reports have to start with a question. Yeah. Reports have to start with a question at a baseline.

Reports are an answer, right? That's what we're looking for out of reports. We're looking, there's a question, we have to answer it. There are good questions and there are bad questions, though.

A frequent one that I get is, I want to see what's the best campaign.

Best campaign of what? Of who attended, like, number of attendees, best campaign in terms of opportunity performance, best campaign in EMEA? What does that mean? So I am, I feel like in my role, I am the question master a little bit. I am constantly asking clarifying questions. I have to know where are we talking about, what are we talking about, performance in terms of what, right, all that kind of stuff.

Yeah. Saying stuff like, I just need last quarter's data. Last quarter's data of what? Opportunities? Opportunities in place? You need to be really specific with questions. The more specific you can be, the more refined your reporting and your answers, right, are going to be when building them out. Yeah. You share here, raise your hands again.

You're somebody's tasked you with building a report. You get into the system that you're building a report in, and you're like, I honestly don't even know where to start with this thing.

Yeah, it happens all the time because we don't have a specific question. So these are some examples of very narrow specific questions. So the top left one, for opportunities created last quarter, how were they influenced by marketing? That's a pretty easy question to answer. You can probably already start picturing like, okay, I'm going to use opportunity created date and last quarter, and you can already start thinking of how you're going to build a report. Now, the one just below that is how did last quarter's marketing activities influence opportunities and pipeline? You're still looking at last quarter, but the difference is one of them is focused on the opportunity created date. The other is focused on when the engagement with marketing took place. So when we're focused on the opportunity created date, the engagement with marketing might have been the quarter before last quarter, or it could have been three quarters before last quarter. Whereas in this other one, we're focusing only on marketing activities in that particular quarter, which means the opportunity could have been created yesterday. So you have to be very, very specific and narrow to make the report building very easy.

Yeah. So once you've kind of like figured out your question, that should be a little bit narrow, you can start building, right? And determining where you build the report is, like, the next step in that, right? It's understanding you can build reports in Marketo Engage, in Salesforce, or in Marketo Measure. It all kind of depends on what questions you're asking and understanding those systems and realizing which one is best suited to answer said question, right? And it's really important to, like, just QA the data to. Something that I like that bullet point down there. Perfection isn't the goal because it can't be attained, right? My job as an analyst in building reports is never done. I'm never like, that's it. I did all the reports. There's no more of them. That never happens. It's always-- The goal is always being set a little bit farther out. And I think the next slide gets into that a little bit more.

Well, a little bit. Yeah. So then anyone can build a report, right? But once you build that report, the next part is finding some insights, right? And you got to look at the report. You're looking for anomalies, some patterns, and trends. I have the experience of being at Infoblox for five and half years, which is, I'm really fortunate to have that opportunity, but what it allows me to do is I have a pretty solid understanding of our historical data, right? So whenever I'm looking at our reports, I'm always saying, I know this quarter tends to be down because this is our holiday quarter. So if I'm seeing a dip in the numbers here, I'm not really actually that worried about that. I shouldn't be throwing up any fire alarms or anything like that, or like, this trade show is really high. What's going on here? Is this an outlier in our data? Is this just a certain geo, a certain region that's doing really well with a certain trade show? Those are the kind of questions you want to start asking when you start building your report.

And the next coined item here is the next level questions, which I think is a great terminology for this, right? Because it's like once you have that initial question, you build that initial answer. And then, the next step should be, what are my questions about my new answer that I have here? There's something weird going on here. Maybe like that trade show influences down year over year. Next question should be like, are there specific trade shows that are causing performance to be down, right? And that'll lead you to create a new report saying, looking at those geos or regions, saying, what's going on here? Is this a certain trade show? And then it's kind of like an onion. You keep peeling it back one level at a time. And you're like, okay, I learned a little bit something new about this new layer. What's the next layer I can learn here, right? And you want to kind of keep going and going until you have most of your questions answered. Yeah. And I love the onion analogy, but I also use a pyramid analogy. So when you build your reporting pyramid, you have your foundation. And your foundation is telling you what is going on in my organization. It's the, what? Trade shows are down year over year. Cool. Well, in order to really understand what that means to the organization, I have to start asking more questions. So I'm going to go up the pyramid a level to my how. Well, how is that possible? How are my trade shows down year over year? Cool. You're going to isolate, well, there's four trade shows that are the culprits. Awesome. Why? Why are those four trade shows down, particularly? You just went to the next level in the pyramid and you're going to evaluate those particular four trade shows. Well, this trade show is down because we reduced our spend by 50%. That makes sense. Okay? This trade show is down because we actually didn't speak at the trade show. We just had a booth at the trade show. So we changed our on-site appearance at the trade show. Well, that caused us to be down 50% year over year. Maybe we should go back to speaking instead of the booth, right? Those are the insights that you generate at the very peak of the pyramid. And that's what everybody wants to get to. Reports are an exercise of getting all the way up that pyramid to the insight that allows us to take action, right? If you can isolate that this trade show is down 50% year over year because we switched from speaking to booth, well, now we can take action on that for the next time we go to that trade show, right? So actions are what we want to get to with report building.

Now, you can do a lot of this reporting directly in Marketo Engage. My favorite report in all of Marketing Engage is the People Performance Report. I personally feel that this report is criminally underutilized throughout most of the orgs that I work with. And the reason is because it's so customizable. You can do so much with this one report type. And this should be your starting point for attribution reporting inside Marketo Engage, particularly your first-touch attribution. Or if you're doing like MQL last-touch attribution. This is a great report to do that with because it allows you to group people based on specific data points, individual data points. That's why it's only single-touch, right? Lead source, you can group by your lead sources. You can group by your acquisition programs. You could group by your most recent lead source or your MQL source or your opportunity source. You can group by any of those things, and you can also put opportunity data in there. So this is an example of what a People Performance Report looks like inside Marketo Engage. The very first one is super simple. It's just grouped by when the person was created. The one on the bottom right also just grouped by when the person was created, but it has some opportunity fields and data points in there. You also have the ability to add custom columns to this. So where you see on this where there's the total people and then it goes to no opportunities, you can actually put up to 10 columns in between that. So really cool thing that you can do with this is let's say I want to understand my lead sources. And then I want to understand not just that they came in through that lead source, but I want to understand how many of those leads achieved MQL. Well, you can add a custom column, which is literally just a smart list. So if you have like a lead lifecycle and you have an MQL stage, you can put a smart list in that says, hey, I want to look at people that achieved MQL. You can add that here, and now you can break down by lead source how many people achieved MQL.

And then your next column is like, well, cool, how many people achieved sales accepted lead. And then your next column is how many people achieved sales qualified lead. And now you just built a waterfall style report in Marketo Engage that shows you by lead source MQL, SAL, SQL. Then you have the opportunity fields, and you can get a whole bunch of information about how those people then turn into opportunities, which is really cool.

Most orgs don't realize that you can do waterfall style reporting right in Marketo Engage. And it's through this report type right here.

Now the opportunity columns that you get in this, or there's a lot of them, I'm not going to cover all of them, but the most important ones are has opportunity, meaning that they turned into an opportunity, any opportunity, could be one, could be five, who knows, just means that they have an opportunity.

The total opportunity amount, because not all opportunities are created equal. Number of opportunities is the quantity. Value of the opportunities is the quality, right? We want quantitative and qualitative. And then you can get into the wins, percent win, and total won amount. Those are all super important data points in attribution because we want to understand not just that they turned into ops, but that we won them and what was the value.

So now in this one report, you can see broken down by like a lead source or an MQL source how many people went from, we engaged with them to MQL to SAL to SQL to opportunity to win, and with all the dollar values, all right in one report. Pretty cool report, right? How many people are using People Performance Reporting like this currently? Few people are. Yeah, nice. It's my favorite report type in Marketo Engage. I go there every time.

Now the new kid on the block is Performance Insights. How many people are using Performance Insights right now? Yeah, a few folks are. So this is the newest one, where the People Performance Report, if we go back here, this is just numbers. If you're a nerd like me, you love the numbers, but not everybody's a nerd like me, and they want to see pictures and charts and graphs and stuff like that. Performance Insights, this is just much prettier, right? For those folks that aren't numbers nerds, this works a lot better. You get your pie charts. You get your bar charts. And this really allows you to do more specifically opportunity influence reporting using that program success methodology. Have to be using program success for this to work well.

There's a lot of filters that you can put in here to isolate opportunities created during a certain timeframe. You get trend analysis in here. Lots of opportunities. This report is also very powerful. It's not quite as flexible and customizable as People Performance Report, but it also looks a lot better. So if you're putting anything into a deck, you want the pie charts and the bar charts and things like that. You can get just the raw numbers as well in here. So again, if you are a numbers nerd like me and just want the numbers, it's available to you in Performance Insights as well.

But most folks use this for the charts.

This one has some very specific definitions that we want to talk about. Opportunities one is the portion of credit that the program received for influencing the opportunity. So we talked about Marketo having a linear attribution model, right? So if there's five programs that influenced an opportunity, then it's going to get like a 0.2, right? Revenue one is the portion of credit and opportunity value that the program received for influencing the one opportunity. So again, it's using the linear model, taking the opportunity amount, dividing it into the fractions, and then giving that to you. Cost per opportunity one. This is the ratio of the period cost of the program to the credit.

And then revenue one to cost ratio is the ratio of the dollar value to the cost, which is a fancy way of saying ROI.

Now, you also have Revenue Explorer in Marketo Engage. Marketo Engage, this one's been around forever.

Most orgs honestly don't use this very much. It's more similar to like a BI platform that's embedded inside Marketo Engage. It can be a lot trickier to use, but it is also super flexible. It does both first-touch attribution and multi-touch attribution.

But you got to really work at this to get it right. It's also not very pretty, to be honest with you. It does have some graphs and charts, but it's not as pretty as Performance Insights. But this is some cool stuff that you can do here. Again, you're looking at, like, lead source with number of opportunities and number of all opportunities by calendar year. You can do things like how far did certain things make it into opportunity stages, which is really cool and interesting. So a lot of really, a lot more powerful than People Performance Report, super flexible, just, it's just not as user friendly.

Lot of different dimensions that you get in Revenue Explorer. I'm not going to cover all of them here, but tons and tons of dimensions that you can use in the reports. Now, Infoblox is on Marketo Measure. So, Matthew, let's talk a little bit about your experience with Marketo Measure so far. Right. Yeah. So it's a true multi-touch system here, which we're able to implement into our personal data set, which is just extremely valuable.

And it's really taken our reporting to, like, another level of insights.

So, yeah, Marketo Measure, it goes a lot, it passes a lot of its data straight through Salesforce, which is awesome for me. I personally work in Salesforce, like, all the time. So being able to leverage this data within Salesforce is extremely valuable, especially just keeping it right there in front. There's a couple new objects that visible Marketo Measure introduces. Those are the visible person, right, which is just the lead or contact under the new, like, object being visible. There's a visible touchpoint, which is just a representation of the actual engagement that is happening. And then there's the attribution, the visible attribution touchpoint, which is just a representation of that engagement in association to the opportunity. As like a quick little rule of thumb, whenever I see the word attribution on anything, I'm always thinking, all right, this is an association to an opportunity. A dollar value is going to be somehow associated to this whole thing. This is an example of what some dashboards look like. There's a couple of things I just kind of like calling out here is there's the marketing channel path thing. That's how it's color coded there.

I do that with nearly every single one of my reports that I have in now. It's able to split up the kind of the whole sales of our data into these different categories, being field events, webinars. There's display ad roles there, display Google. I'm looking at email outbound, organic search Bing, organic search Google. It really breaks all out, and you can get like a really good sense of how certain events, certain channels of marketing are getting pipeline, or bookings attributed to them. Another thing I want to call out is personally within Infoblox, we run a strict, deal source logic for our opportunities. Some of you might be doing a similar thing where you say, okay, this opportunity is marketing source due to some amount of internal logic that you might have. So everything here is just going to be marketing source. We also have a thing called sales source, right? And everything there is sales sourced. While it is useful at a business level to kind of separate these things and make them mutually exclusive. It's not necessarily true that we live in these silos, that there's no intermingling. There's no cross engagement. Using Marketo Measure, we were able to create a new influenced metric, which has been extremely valuable for anything that was sales sourced for us on the deal source side. We had like zero to little insights on. We couldn't say if there was any marketing engagement on there at all. We had very little idea about. But with Marketo Measure, we were able to look at those opportunities that are Salesforce due to our own internal logic and say, okay, they might be sales sourced, well, they may not or might. They definitely are sales sourced, but I can prove and show marketing influence on these opportunities too. I had a lot of field marketers who would come to me and say, man, I worked with this person. And all of a sudden, I now see that opportunity associated to that person. And it's a Salesforce stop. And I don't have no-- I have no attribution at all associated to it. And now we can go in there and say, all right. You might not have sourced the opportunity, but we can prove and show influence, which has become extremely valuable in its own right because then now you can understand, okay, these type of events might not be sourcing marketing opportunities, but they're helping the overall company and the overall mission of providing value and closing deals still. So that information has been extremely valuable to acquire. Yeah. So now in addition to the data that Marketo Measure passes into Salesforce, it also has its own in platform reporting suite. That reporting suite is currently in a state of flux. They're transitioning out old dashboards and transitioning in new dashboards. And so, you in there, you really get some additional data that can't be passed back into Salesforce. And the cool stuff that you get in here that can't be passed into Salesforce is a lot of stuff related to costs. So Marketo Measure does a great job of calculating things like cost per lead, cost per deal, cost per opportunity, and actual ROI. And it does this through some automated ingestion of cost data through ad platforms like AdWords, Bing, LinkedIn, and Facebook. So you don't have to put the period costs for AdWords in anywhere. It just automatically comes through an integration, which is fantastic. When you do the reporting inside the platform, this is all auto calculated. Funnel reporting. So this is where Marketo Measure will show you things like lead velocity and opportunity velocity. So how long did it take to go from MQL to opportunity? How long did it take to go from opportunity to closed one? You've got velocity reporting there. Conversion rates. Measure is auto calculating all the conversion rates for you in multiple different ways. So you can go into Measure inside the platform there and get some really rich conversion rate data. The last one in here is web reporting. It actually has some features that are very similar to GA. There's actually some really good rich web data similar to GA4. Now, it's not a full replacement for GA4, but it gets you some really good web data that's similar in style and scope, including anonymous web visits. Marketo Measure's tracking anonymous web visits the same way GA is. So you can get some of that data directly inside the platform. Now, it doesn't pass that data back into Salesforce because these are anonymous web visits, and you can't bring anonymous people into Salesforce. That's just not a good idea. So you have to do it inside the platform.

This is just an example. This first report here is an example of showing how specific channels are attributed to opportunities and revenue. And you can see in this slide here, November looks like a really good month. And you can see the breakdown between the different channels and how much revenue they are getting associated with.

The next one below that is again, if you're the numbers nerd and you want to look at the actual numbers instead of the chart, the pretty chart, that's the one that I use a lot.

This is an example of the lead velocity board, really cool where you can see the time it takes to go from first-touch to lead creation or lead creation to inquiry or inquiry to MQL and so on down the lead funnel. And you can also see specific channels. So if a specific channel is very, very slow at moving somebody from one stage to another, you can see that.

Cost over time. We all want to know how much we're spending and how much we're returning. We want to know that over time, and we want to know it by channel. So how much did we spend on paid search? What did we return on paid search? And is there any fluctuality or seasonality in that ROI? And then also, Marketo Measure, it's 2024. There's not a single presentation that can be had without mentioning AI. So we've got to get the obligatory AI mentioned in here. Marketo Measure is getting into AI and machine learning with the tier 2 feature, which is the feature that most orgs get with Marketo Measure. There is an AI and machine learning recommendation engine for your custom model. So Infoblox already kind of knew what their custom model was going to be, but not everybody does. Most people don't think through like what should our custom model be. But you can actually get a recommendation for what your custom model should be from the AI that's inside Marketo Measure.

It'll basically tell you your first touchpoint should get 5%, your MQL touchpoint should get 20%. This touchpoint should get 13. And you can either use it as gospel or you can use it as inspiration. Because sometimes, we know a little bit more about things than machines do. So you might have a specific context that the machine wouldn't have about the importance of a stage. So you can use it either and say, I'm just going exactly with what the AI tells me, or you can say, I'm going to start with what the AI tells me and then make some minor modifications.

And this is how you can associate weighting to your stages like MQL, SAL, SQL, and so on. And then Marketo Measure Ultimate is the newest offering with regards to Marketo Measure, and it has even more advanced AI capabilities. There's some other presentations going on later today around that. And, but really the AI takes over completely, and it directly attributes revenue to touchpoints based on the AI's recommendations. And there's no human intervention required for this. Like, you don't have to go in and manually enter a custom model or manually change your custom model. The AI is doing all of that for you.

So that's our presentation for today. [Music]