Optimizing Paid Media and Budget Allocation for Campaigns and Channels

The primary benefit of attribution is that it all connects to revenue and profit; it is much easier to determine which features are performing well and which areas need to be improved more. Paid media consisting of paid social posts, display ads and PPC campaigns have a strong influence on the top of the funnel. Therefore, it is important that you have an attribution solution to track that anonymous first interaction. For example, a prospect comes to your website, reads an article or two and leaves without submitting a form. They will return later via one of your display ads and sign up for the upcoming webinar. Usually, the display ad will get the credit without detecting the anonymous first touch. In reality, however, it was the promoted social post that initially brought the prospect to your website. 

Unlocking this information will help you see which pay-per-view campaigns are gaining the most ground, and help you identify which of these suggestions are in the works. Most importantly, it can help you optimize your spending. Similarly, the same should be done for campaigns and channels. If you are investing in new channels and want to see what works, then B2B marketing award should be your answer. Whether you're doing a direct email campaign or an outgoing call, or you've increased your spending on LinkedIn, allocating these activities to revenue will greatly eliminate the desired outcomes. Account travel and award to prove value and ROI are very important aspects that complete an ABM stack. So remember to focus only on account-specific attribution and metrics, rather than lead-based ABM analysis.

According to the State of Pipeline Marketing report, 86.7% of marketers with a multi-touch attribution model in place said they have a good relationship with their sales team. Using attribution, marketing teams can determine which pieces have a direct impact on the core. Sales and marketing teams need to work together to create and distribute the most effective content that does not rely on guesswork and link the focus directly to their ROI. It's a win-win for both the sales and marketing teams to work together to move clues through the funnel to opportunities and then ultimately customers. Furthermore, attribution makes it possible for everyone on board to speak the same language. Instead of reporting on pages and social shares, marketing team, just like the sales team, can now report on the revenue numbers.

Wouldn't it be nicer to know that you're not just wasting your money on something infertile? With account-based attribution, marketing teams can determine the channels that offer the best quality, as well as the cost-per-lead (CPL) limit for those channels. Marketers usually set a single CPL limit, but leads from certain channels can convert to a higher rate and therefore require a higher limit. One size does not fit all. If you use a single limit for all channels, you will be spending too much money on low quality clues and not optimizing enough in areas with high revenue potential.

TOPO's account-based technology report rates account-based marketing methods and attribution as the 2nd most important ABM category after account data. Attribution connects sales and marketing efforts with the desired outcomes. For example, a team will not function effectively if the CMO optimizes for one measure and its team for another. Do a quick audit of your marketing statistics and discover the areas for which your colleagues are responsible. From there, you can determine if you should go for an advanced attribution solution. Not only does this align the sales and marketing function, but the use of account-based attribution helps to align the marketing team itself.

Report this Page