549: How to Share Marketing Attribution With the Rest of Your Company w/ Dayna Rothman

ABOUT THIS EPISODE

In this episode we talk to Dayna Rothman, VP of Marketing & Sales Development at BrightFunnel.

Are you struggling to come up withoriginal content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out ofcontent ideas again. Learn more at sweetfish MEDIACOM. You're listening to the BobGrowth Show, a podcast dedicated to helping be tob executives achieve explosive growth.Whether you're looking for techniques and strategies or tools and resources, you've come tothe right place. I'm James Carberry and I'm Jonathan Green. Let's get intothe show. All right, we are here at the B Tob Marketing Forum, a marketing props event, and I'm here talking to Dana Rothman. Sheis the VP of marketing and sales development at bright funnel. They know howyou doing today. Good, how are you? I am wonderful. Sowe've had you on the show before and that episode we talked about your uniquerole in leading both marketing and sales development,...

...but today we're going to talk moreabout marketing attribution and how marketing can communicate the data that they're seeing andthe attribution that's happening, how you can communicate that to different parts of yourorganization. This is something you guys deal with obviously a lot of at brightfunnel. So a lot of your customers are they're just a little bit confusedas how to like you'd innine an example before we start a recording about whenyou're tightening the sales team. That can get a little dicey and especially whenyou're talking about attribution. Talk to us about what are some things that you'reseeing clients to do? What are things maybe you guys are doing internally toovercome that hurdle? Yeah, so what we were kind of chatting about was, you know, the idea of marketing attribution. You're looking at all thedifferent marketing touches throughout the buyer journey and you're able to surface what successful andhow things really influence the full account journey across the entire buyer team. Theway, you know, most marketing attribution...

...platforms work is it assigns different dollaramounts, two different touches, based on what type of model you're using.So if, for using like an evenly weighted model to signs, you know, even dollar amounts, if it's a custom model, different dollar amounts andso on. So one of the challenges that our customer space and, youknow, even honestly like US internally, is how we surface this information outto the various stakeholders in the organization. I think, particularly sales is aninteresting one because, you know, on the one hand they want to seethis type of information from marketing, like they want to know how marketing isaffecting their deals, but on the other hand, the way that you know, attribution has been positioned, I think just in the industry as well,as you know, throughout different vendors, is this idea of like marketing gettingcredit for certain things and assigning like a very specific dollar amount of the dealto, you know, these different marketing...

...touches. So like, you know, in a deal that's like Tenzero, let's say, you know, maybemarketing is assigned like FIVEZERO dollars worth of credit for that deal. And soI think there's a lot of nuances in the way that you actually speak tothe sales team about you know what that means and you know, like whatwe like to talk to about customers and internally as well. As it's it'slike it's not really assigning credit, it's showing, you know, influence andhow you've really impacted an influence the deal over time. You know, marketingsnot trying to like take credit away from sales. It's like we're working together, guys on the same path. It's just a way to to measure somethingand so it's not meant to be really taken like literally, like a literaldollar amount, but it's a way to, you know, show sales certain impact. It's a way to show, you know, how different types ofprograms have maybe impacted a deal more over time. But it's just like ameasurement tool so that you know, both...

...sales and marketing can see the full, you know, really kind of deal life cycle. So, you know, being very thoughtful in the wording that marketing uses there can really help withthat linement and help that conversational long so that sales doesn't feel, you know, like marketing is blind siding them or taking away things and like kind ofvice versa. What are some other areas within the organization other than sales wheremaybe there's some new wants and how you communicate the attribution to financer? What'sthat look like? Yeah, I think also when you're communicating out to maybeto like the CEO level or to or the board level, there's a fairamount of education that has to be done on, like what these numbers mean. You know, a lot of those folks they're used to like you firsttouch. What's sourcing? Things are like how many leads are you generating?And so moving beyond, I mean certainly moving beyond like the leads generated metricis important, and then, you know, sourcing revenue or pipeline. That's kindof a start. But educating your...

...board and CEO to understand that,you know, the buy our journey today is just so incredibly different and ifyou're only looking at like the first touch or the last touch of something,you're probably missing like a lot of what's going on in between. So ifyou know your CFO or board or CEO or only focused on like those reallybasic metrics, they're going to be missing, you know, out on a wholelot of, you know, additional value that marketing brings and and withthat value comes like their investment in marketing. And so properly educating them on,you know, what multi touch attribution is, what it means, especiallyif you're in B to be like what an account full account journey means,like what all the different buyers in the decision process means. So a lotof it is, you know, education. I've been, you know, fairlylucky. I mean obviously a Brif on all they kind of get itwhat we do. But but before bright funnel I was at ever string andwe actually brought right funnel on as I...

...was a customer bright funnels, andso I did have to go through that like education process with the CEO andwith the board and I did eventually get into a place really they're very comfortablewith those multitouch metrics and they weren't just focusing on like how many leads aregenerated or what the source is. It was really understanding how everything plays intothe full journey. Yeah, and what are some multitouch metrics? Just iffor the folks that have been so focused on it's just the things at thefront of the funnel and then the very end. What could you share somesome metrics to yeah, yeah, sure. So there's a bunch of different thingsthat you can look at. I'll look at different types of metrics dependingon like where in the middle of the funnel I'm trying to like triage,attack or whatever. But of course you want to look at influence, pipelineand revenue. I try to tie most of the things I do to likethe business matrics that matter to the c suite, to the CFO, whichis revenue and in pipeline. So looking...

...at influence in those areas. Alsolooking at a velocity of like how different programs can move things faster through thesales funnel in the middle of the funnel. You know what I can do inthe middle of the funnel? It's like increase deal size at certain stages. So I do spend a lot of time looking at like stage by stagemetrics within the sales funnel, particularly, you know, in the middle asfar as what's influencing different deal types and deal sizes. Also looking at likewhat's converting things from stage to stage, making sure that I have a fullunderstanding of like what has like the highest conversion rate for, you know,different audience types and stuff like that. So there's a lot, a lotof different things look at there. But thanks for sure. Election. yeahanksor share that. So, Dan, if there's somebody listening to this thatthey want to dig more into marketing attribution, that maybe they have questions or orthey want to learn more about bright funnel, what's the best way forthem to go about doing that? Yeah,...

I mean you can go to ourwebsite, right funnelcom. There's plenty of information on there. We havea resources section with a, you know, wide variety of different types of resources. Also, feel free to reach out to me directly at day ina at bright funnelcom. And then, yeah, I mean, we'll beif you're to be a dream force, we're going to be there. Soall types of way to get in touch to love. Awesome. Thanks there. If you're a BB marketer, we want to feature you on sites likethe Huffington Post, social media examiner and chief marketer. Every week we sendthat a question related to be to be marketing. We use the responses tothose questions to fuel the content we write for really popular websites. So headover to sweet fish Mediacom slash questions and sign up today. Thank you somuch for listening. Until next done.

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