Why Marketo Measure for Demand Gen/Paid Media

Hi, I’m Lillian and I’m the Senior Demand Manager here at Bizible. Whether you’re a demand manager, paid media manager, or digital marketing manager, the goal is largely the same. Optimize your brand’s marketing channels to achieve the best possible results with the resources you have. Of course, the impact you can have is only as good as your visibility into your prospect’s buying journey.

For example, let’s say you’re running a paid search Campaign promoting your latest thought leadership guide. You’re using UTM codes and tracking conversions via the ads dashboard. You know the guide is doing well from a volume and CPL perspective, but are those cost effective leads converting into opportunities? What about closed one deals and company revenue? Optimizing for a higher volume of cheaper leads rather than optimizing for opportunities or revenue, can lead to the generation of new names who do not have a serious intent to buy. For instance, prospects more interested in your marketing content than your product. Without visibility into your sales funnel, you may spend a lot of time optimizing for cost per click or CPM, matching new leads to the campaigns that drove them and importing cost data for each lead to figure out CPL, only to discover that the leads you generated aren’t actually converting to ops or deals. This example is a single-touch method of determining the results of your marketing efforts.

Bizible provides the complete picture of your prospects buying journey by using JavaScript cookies and API integrations with your ad networks, so that you can track each digital interaction they have with your brand. Having this information allows you to optimize for metrics such as keyword and ad creative, and you can also track offline channels such as events, direct mail, and outbound calls and emails to compare these channels with your digital efforts. Instead of promoting gated content which may turn prospects away, you can use undated content as a destination for your paid search ads, and still get visibility into the amount of leads, opportunities, and close one revenue generated.

You’ll find all this data in a single place along with rich data visualizations, so that you can show your CMO or VP of Marketing exactly what’s driving demand and what’s not. In some, Bizible provides a rich toolbox that helps you get unprecedented visibility into your results, spend less time pulling together marketing data, and understand how to measure and adjust marketing efforts to generate revenue, not just traffic. Bizible brings all of your data into a single place and presents it in a way that allows you to focus on what matters.