Millie Beetham’s Post

🔮Marketing executives are under serious pressure to deliver results... And without revenue attribution, marketing is like sailing without a compass... ✳️How will you know which area to invest in? Find out here - https://loom.ly/typyLG0 What can you expect - 1️⃣Collaboration with Sales Teams  2️⃣Real Data, Real Solutions 3️⃣Impressive Conversion Statistics And more... If you find this interesting 👍 Like 📎 Share and ➡️ Follow @MarTech Pulse for the latest insights in marketing automation and strategy. #RevenueAttribution #B2BMarketing #Martech

When getting a RevOps request, is your first thought applying a quick band-aid 🤕 to the issue or taking the time to do truly plug the hole 🕳 to create a more sustainable path forward? I bet we all want to say the latter but the former method is taken all too frequently. - Let's #buildinpublic to take a look on how this applied to Marketing Attribution. As your business grows, and more and more sources and layers of attribution 📊 are needed how do you create a rock-solid 🏔 foundation that can scale with your growing needs? - Two of the best at this are Barry Nyhan and Cillian Lordan at Workvivo - by Zoom 🚀 - I was lucky enough to collaborate with them to build (mostly Barry) a true 4 layer Growth Attribution model within HubSpot while their RevPartners RevOps Strategist 🧠 𝟑 𝐓𝐡𝐨𝐮𝐠𝐡𝐭𝐬 1) Often times, the quick fix isn't the correct fix. A good rule of thumb is to decide that is 10 similar requests came in at once, would your approach work for all or would you need to build something specific for each? 2) It's important to establish a growth model that highlights and includes the #GTM Motion, Channel, Marketing Source and specific event that led to that contact or deal being created. 3) Your attribution model should never be looked at as "done". As you execute new ideas and initiatives, you should have a scalable process to consistency update your model with new information. You GTM Motion or Channel might not change but lower levels of your model should and will change. 🤔 𝟐 𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬 1) Is your Marketing Attribution robust enough to truly drive quarterly insights that impact the direction of what your team works on? If not, you need to go deeper and allow your team to look at the data through multiple lenses. 2) Do your Marketing and Sales teams use #attribution data to talk through which strategies bring in the most new business? 💡 𝟏 𝐀𝐜𝐭𝐢𝐨𝐧 1) Take a look under the hood of your own CRM. Are you able to report on 3 layers of attribution (Ex: GTM Motion, Channel, Specific Source) on your last 10 closed won deals?

𝐖𝐡𝐚𝐭 𝐈𝐬 𝐌𝐚𝐫𝐭𝐞𝐜𝐡? 𝐀 𝐂𝐨𝐦𝐩𝐫𝐞𝐡𝐞𝐧𝐬𝐢𝐯𝐞 𝐆𝐮𝐢𝐝𝐞 𝐓𝐨 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 Martech, aka marketing technology, is capturing massive attention. This buzzword hit 2,08,00,000 results on Google. The global marketing technology market reached a valuation of $670 billion in 2023. This encouraged marketers to spend a substantial amount of their budgets on marketing technology. This article sheds light on what is martech, why it is important and more. 𝐑𝐞𝐚𝐝 𝐂𝐨𝐦𝐩𝐥𝐞𝐭𝐞 𝐀𝐫𝐭𝐢𝐜𝐥𝐞: https://lnkd.in/gApuWcXe #analytics #automation #ContentMarketing #customerdata #customerexperience #digitalmarketing #marketing #Martech360

CMO: Are you prepared for this question from your CFO? According to the recent MarTech Replacement Survey, Marketing Automation Platforms (MAPs) are the most commonly replaced tech, and the main reason is cost. This should set off alarms for marketing leaders—MAPs; Marketo, Pardot, and the like have been among the most “sticky” pieces of tech in B2B. Until recently, nobody would question why we were investing so much in these platforms. Of course, we need a MAP—just like everyone else. But the times are changing. The CFO's question; Why are we investing $150K in this tool - what's the ROI? If even your MAP investment can be challenged, what about the other tech in your stack? Take a look at the top 5 tools in terms of annual cost—can you justify how each one contributes to revenue? If not, you should start thinking about it. Since the growth-at-all-costs era ended, marketing is feeling the pressure to show ROI on everything—not just tech, but headcount, events, ad spend, and more. Unfortunately, many marketing teams still rely on the old volume-based playbook, hunting for more budget, more tools, and more leads to try to fix the growth problem. No wonder CMO tenure is dropping so fast. Maybe it’s finally time to focus on quality over quantity—to boldly cut costs where GTM waste is produced, and to consider not just the return, but the investment (unit economics). By adopting this approach, answering your CFO’s questions about ROI won’t be a challenge. Why do you think marketing still follows the volume-based playbook? Share your thoughts in the comments.

🌟 Unlock the magic of #MarketingAutomation! Dive deep into measuring success with metrics & KPIs. Learn how Alex from @SevenSistersAI revamped their strategy to ensure impactful campaigns every time. Discover more: [Link] #DigitalMarketing #DataDriven #SuccessStories 🌟

Mastering Campaign Tracking for Optimal Results 📊 I understand the importance of tracking the performance of your campaigns. Here are some actionable tips to help you effectively track your campaigns and drive success: Set Clear Goals: Before launching any campaign, define specific goals and metrics for success. Whether it's increasing website traffic, generating leads, or boosting sales, clarity on your objectives is crucial for effective tracking. Use UTM Parameters: Implement UTM parameters in your campaign URLs to track traffic sources, mediums, and campaigns accurately. Tools like Google Analytics provide valuable insights into how different channels contribute to your campaign's success. Track Conversions: Monitor conversion metrics such as sign-ups, downloads, and purchases to gauge the effectiveness of your campaigns in driving desired actions. Set up conversion tracking in your analytics platform to attribute conversions back to specific campaigns. Monitor Engagement Metrics: Keep an eye on engagement metrics like open rates, click-through rates, and bounce rates to assess the performance of your email and digital campaigns. Use A/B testing to optimize email content and subject lines for maximum engagement. Use Advanced Tracking Tools: Explore advanced tracking tools like Salesforce Marketing Cloud and Adobe Campaign Classic for comprehensive campaign tracking and attribution. These platforms offer robust analytics capabilities to measure campaign performance across multiple channels. By implementing these campaign tracking strategies, you'll gain valuable insights into the effectiveness of your marketing efforts and make data-driven decisions to optimize future campaigns. #CampaignTracking #DigitalMarketing #Analytics #DataDriven #MarketingStrategy

Can you justify how your #ABM platforms like 6sense, Demandbase, Terminus, N.Rich and others contribute to revenue? If not, as Markus Ståhlberg mentioned in one of his latest posts... you should start thinking about it as many #GTM teams are pressured to show ROI on everything. Unfortunately, many teams cannot justify their expensive investments in their ABM platforms as they simply retrofitted ABM and their platforms on top of existing processes, content, systems, etc. All these teams are doing is better targeting and expecting different results even though they haven't changed their digital/social/email/live interactions nor the account experiences they deliver. Teams are building pipelines that go nowhere. Because teams are unable to show the impact that ABM platforms have on revenue, many of the ABM platforms see high churn levels (up to 50%) As Eric Gruber, Jeffrey Ha at Rev, and I mentioned in our webinar last week: Getting the targeting right -- and nailing the #ICP is only 1 step of the puzzle. You have to get the next steps right too if you want to drive revenue growth with your ABM program. If you want to see the on-demand recording for that webinar mention - #ICPWebinar in the comments and I will be sure to get it to you when it's available later this week.

🌐 66% of marketers are using a data platform with their marketing automation. In today's world, data reigns supreme, and CDP features are the diamonds every marketer needs. Discover how these features can collect, unify, and organise customer data, offering you a panoramic view of your audience. From hyper-personalisation to real-time insights, optimise your marketing automation for targeted, meaningful campaigns that deliver results. See how a CDP and marketing automation go together like peas in a pod 🔗 https://lnkd.in/egUaVPiA #MarketingAutomation #CDP #DataDrivenMarketing #Personalisation #DigitalMarketing

We’ve run our Revenue Diagnostics process on more than 40 of the leading SaaS companies in the last 180 days and here is the craziest finding of all: High-Performing Marketing teams deliver 10X more net new revenue with the same budget than Low Performers. (yes, you read that right). Here’s how it breaks down: Low Performers: $0.27 - $0.40 in new business revenue for every $1 spent on Marketing. This equates to a 30-42 month CAC payback on just the Marketing expenditures (add in Sales, Ops, SDRs, etc.) and you are at 48-60+ months in total CAC payback period. Median: $0.89 in new business revenue for every $1 spent on Marketing. This equates to a 14-month Marketing CAC payback period. High Performers: $2.55 - $3.10 in new business revenue for every $1 spent on Marketing. This equates to about a 4-month Marketing CAC payback period. ___ Here are some of the patterns we see that set the high performers from the rest: MARKET. This one is difficult to control but seems to be a top contributing factor. High performers sell products that are a need to have, not a nice to have. For instance, Cybersecurity companies typically fall on the high performing spectrum. Companies in HR Tech, MarTech, etc. may fall on the lower on the spectrum as their products could be considered “nice to have” in this market. THOUGHT LEADERSHIP. High performers have a well-oiled machine of effective thought leadership content marketing that they’ve invested time and money into for a long period of time. GTM MOTION(S). Companies with a dual PLG - Enterprise Sales motion tend to have lower Marketing ROI. I have not identified the root cause as to why yet. It could be that dual-motion companies spend more on Marketing as a % of overall GTM budget. Or it could be that they are over-invested in digital performance marketing to get lots of low value SMB customers through the PLG motion. Or something else. I will continue to investigate and report back, but this is definitely an initial clear pattern. ACV ($). Not fully validated yet, but there seems to be a correlation that companies that command higher and stable ACVs deliver overall stronger marketing ROI. ___ I'll continue to share more as we learn ✌️ #gtm #data #marketing #sales #roi p.s. I'm looking for 3 more companies to partner with to run this Revenue Diagnostics process. Get our perspective on your GTM strategy based on our analysis of your CRM & budget data. Only accepting companies $50MM-$500MM ARR. DM me if interested. *This data is based on Passetto proprietary benchmarks of B2B companies $50MM-$500MM in revenue (2023-2024, n = 27). Only 27 of 42 companies analyzed qualified for the analysis due to data, company revenue, or budget size.

🌟 Shoutout to Melissa Werkenthin from ID's very own RevOps team! In a recent article from Martech Interviews, Melissa shared some fantastic insights on the innovative uses of automation: "Automation helps bridge the gap between marketing and sales by ensuring the right message reaches the right audience at the right time – all while freeing up teams to focus on more strategic initiatives." Read the full article here to dive deeper into her thoughts and others: https://lnkd.in/g9_yVRZC #RevOps #Automation #EfficientGrowth #B2BMarketing #TeamSpotlight