Free ebook: The Definitive Guide To Multi-Touch Revenue Attribution

The Definitive Guide To Multi-Touch Revenue Attribution In 2014/2015, almost 70% of enterprise organizations anticipate an increase in marketing budgets above the rate of inflation, with a predicted average increase of 14%.

Table Of Contents

Table of Contents I. Who Should Read This Book ................................................................................3 II. The Importance of Multi-Touch Revenue Attribution for B2B ......................4 III. What is Multi-Touch Revenue Attribution? .......................................................8 IV. Overview of the B2B Lead Lifecycle & Marketing Stack .................................11 V. Common Attribution Models ................................................................................22 VI. How Salesforce Handles Attribution ..................................................................30 VII. Revenue Attribution through Marketing Automation Platforms ...................42 VIII. Revenue Attribution through BI and Marketing Revenue Intelligence ........46 IX. Getting Started With Multi-Touch Attribution .................................................54

First 3 Pages

The Definitive Guide To Multi-Touch Revenue Attribution Table of Contents I. Who Should Read This Book ................................................................................3 II. The Importance of Multi-Touch Revenue Attribution for B2B ......................4 III. What is Multi-Touch Revenue Attribution? .......................................................8 IV. Overview of the B2B Lead Lifecycle & Marketing Stack .................................11 V. Common Attribution Models ................................................................................22 VI. How Salesforce Handles Attribution ..................................................................30 VII. Revenue Attribution through Marketing Automation Platforms ...................42 VIII. Revenue Attribution through BI and Marketing Revenue Intelligence ........46 IX. Getting Started With Multi-Touch Attribution .................................................54 I. WHO SHOULD READ THIS BOOK? The Definitive Guide To Multi-Touch Revenue Attribution This book was created to help B2B marketers tie marketing spend to revenue. While it provides a deep basic explanation of the building blocks required, it assumes the reader is not new to Marketing. Those who will get the most from this book are marketing leaders who carry budget responsibility and have performance metrics tied to revenue or pipeline—generally director-level and above.Organizations who stand to benefit most from automated multi-touch revenue rely on their CRM for sales enablement and have fully implemented marketing automation. Typically these companies are approaching or above $1M/year in marketing spend. This book does not cover top-of-funnel eCommerce and click attribution such as those tracked using UTM tags. It specifically applies to B2B campaign attribution. By reading this book, you will gain an understanding of the revenue attribution landscape, the models available and what you need to prepare your organization for multi-touch ROI.