Touchpoints

Transcript

Now that we know a bit more about where Bizible gets data, in this lesson we’re going to introduce a topic of a touchpoint. Specifically we’ll look at what it is, how we create it and how you use it for attribution. There are two main kinds of touchpoints, one that records the marketing interaction between a prospective customer and your brand, and another that attributes revenue to the different marketing interactions. As prospective customers interact with your organization, touchpoints are created and the nature of these different interactions are recorded. These interactions are then grouped into different stages falling under the categories of milestone and intermediate touchpoints. Milestone touchpoints mark significant steps in the customer’s buying journey that include first touch, lead creation, opportunity creation, and closed or pending. Pending is a bookmark for the last touchpoint on the opportunity before it reaches a closed stage. When the opportunity finally closes, the pending bookmark will update to saying closed. Intermediate touchpoints mark other stages in your sales cycle such as form submissions, the demo stage, the negotiation stage, or MQL creation stage, if you have custom model.

Keep in mind that multiple touchpoint stages can exist in a single touchpoint record.

Let’s look a bit deeper into where touchpoints actually live and the differences between the two main kinds of touchpoints.

When you install the Bizible package in Salesforce, it adds five custom objects, various custom fields, and a collection of reports and dashboards. Two of these objects are touchpoints. The Bizible touchpoint, which we’ll call the BT for short and the Bizible attribution touchpoint, or BAT.

We will also go over a third custom object in this lesson called the Bizible person. You can get more information about the other custom objects related to AB testing and custom events in the link to the right. So let’s look at touchpoints.

Bizible separates BTs from BATs to distinguish between different kinds of data. The complete customer journey in the first case and how that journey impacts revenue in the later case. The first kind of touchpoint is the Bizible touchpoint object or BT for short. It contains the marketing interactions of individuals. Things like when somebody visited your website, which page they landed on, what ad they clicked on, and so on. When you go to Salesforce and pull up a lead or contact to see the recent touchpoints associated, you’re looking at a Bizible touchpoint. Keep in mind that a BT will be invisible in Salesforce until a lead is created. This is because Bizible tracks the marketing interactions of all visitors on your website, even if you don’t know who they are yet. Once a visitor fills out a form or is added as a lead with a name and an email address the BT interactions get back-filled and become visible in your reports.

The second kind of touchpoint is the Bizible attribution touchpoint object or BAT. This touchpoint is where Bizible records the actual revenue attribution data, and relates to multiple individuals related to an opportunity. Once an opportunity is created with contacts that have BTS, Bizible will create BATs in order to store all of the fields required to calculate attribution. Keep in mind that the BAT uses a Salesforce amount field and an opportunity by default to calculate attribution. So if you use a custom amount field, you’ll have to perform a few additional steps to map these fields to Bizible.

Also, both of these touchpoints objects contain many different fields. For a list of those fields, check out the link to the right.

The final custom Salesforce object we cover in this lesson is a Bizible person. The Bizible person is an object that relates leads and contacts together. Because Salesforce silos, leads and contacts, the Bizible person is the go-between that makes it possible for Bizible to track the customer’s journey from lead to contact to OP to closed one. In Salesforce reports the field referring to the Bizible person will be displayed with an email address. So that covers the basics of Bizible touchpoints.