What is Marketo Measure

Transcript

Hi, I’m Andy Turman, and I’m the Co-Founder and Director of Customer Success here at Bizible. In the last lesson, we covered the basics of attribution. In this lesson we answer the question, what is Bizible, by looking at the relationship between Bizible and attribution, as well as considering other things Bizible does beyond attribution. As we saw earlier, marketing attribution is the crediting of interactions between an organization and a prospect so that the marketer can understand the effectiveness of their efforts. With Bizible, marketing attribution is both multi-touch and multi-channel. Bizible can credit marketing interactions for both online and offline channels, and can show you the return on investment for your marketing spend. But the data that Bizible provides are not limited to attribution or ROI insights. With Bizible you can also find highly engaged accounts ready for sales outreach, get accurate results for A/B testing, find actionable account based marketing insights, or dive into the raw data of all of your digital marketing interactions, which might be of interest to your marketing team. In other words, Bizible enables you to think about your marketing and sales strategies in a completely different way. Let’s look at a few of the most important kinds of data that Bizible provides, and why they are useful.

Number one, multi-touch marketing attribution. Bizible shows you how your marketing efforts contribute to various stages in the sales funnel, including the progression of leads to contacts, contacts to opportunities, and opportunities to revenue. This data is available for all actions in nearly every channel, including offline. Bizible even allows you to drill into individual blog posts, webinars, and keywords so that you can truly optimize your efforts. Number two, sales activity tracking. With the use of activities tracking, Bizible enables you to perform sales attribution in a completely different way. Instead of campaign-based attribution, which is limited and requires lots of manual data management, Bizible can automate this process and show you the revenue impact of your outbound sales team. Number three, first anonymous touch data. Bizible creates a web behavior log for every anonymous visitor to your site.

Once a visitor submits their email address through a form, that visitor is no longer anonymous. Bizible surfaces the first site visit preceding the form submission onto the salesforce leader contact. Fourth, account level performance and predictive engagement. Bizible creates a predictive engagement score based on the interactions between prospects and your brand. You can use this standard to find highly engaged accounts and target them for outreach, or for custom mailing campaigns. Bizible can also pair incoming leads with existing accounts, even when they do not provide company information in the form fills. This helps coordinate sales outreach and to make sure that sales does new outreach in the context of existing account strategy. So there you have it. This has been a brief introduction into what Bizible does. Next, we’re going to take a closer look into how Bizible collects its data and converts it into meaningful insights.