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Digital channel attribution for B2B companies

When you're working for the marketing team of a B2B company, you face specific challenges. A common challenge is how do you show the contribution of your website in a long sales cycle? Website attribution can be difficult when working with a sales team and many contact points. Another common concern is the decision on how much effort is required on social channels. Additionally, how can you determine if the emails sent are read and effective?

The challenges above are often cited by our B2B clients. Convincing your colleagues and managers on the importance of a strong digital presence is difficult. Especially if you're not able to answer the challenges most B2B marketers encounter. You'll need evidence to convince them.

The key is to be able to show the impact of your digital assets, such as your website, social media pages and email marketing. How and where to start?

Business-to-business is evaluating online

Studies show that not only consumers do their research online. Google states that 67% of purchases for many industrial manufacturing and other industries were influenced by digital1. That is a large amount. Can you imagine what happens if you're outperformed in digital by your competitors?

Why start with marketing attribution?

The sales cycle in a B2B sector often is measured in months. Your prospects have a lot of different entry points to get in touch with your company, both online and off.

In order to prove the strength of your digital presence, you need to get the necessary insights in the sales cycle:

  • How did a visitor of my website become a customer?
  • What kind of content articles did the visitor read?

Marketing and website attribution can give you those insights. One strategy to provide attribution is by tagging your content. With tagging, you can track every touch point (website, social media, ...) and the behavior of the visitors on your website. You can even link it back to your CRM system.

In other words, marketing attribution:

  • Enables you to measure the impact of each touch point. Based on how many qualified prospects, customers and even revenue they generate. Knowing this, you can make informed decisions on which channels to use, how to spread the media budget, etc.
  • Closes the gap between the marketing and the sales department, as it will generate a common reporting language.
  • Provides insight into the customer journey. This enables you to guide your clients with relevant information through every phase of the customer journey.

How to start?

It is clear that providing attribution to your digital channels will positively impact your marketing efforts. The following provides a high-level place to start:

  1. Convince all stakeholder on the importance of marketing attribution and get them on the same page.
  2. Inventory all possible touchpoints.
  3. Set up tracking to measure the different touchpoints.
  4. Analyze the results and optimize accordingly.

As a digital agency, The Reference has been guiding B2B customers in their digitization process for many years. Are you interested in our approach? Feel free to contact us for more information.

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1. https://www.thinkwithgoogle.com/advertising-channels/b2b-buyers-online-and-offline/

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