Marketo Measure: Adobe B2B Marketing Attribution

Marketo Measure: Adobe B2B Marketing Attribution Hoon Yoo – Practice Lead Solutions Consultant Li Gao – Principal Product Manager Bob Conklin - Product Marketing

About Me Practice Lead - Partner Solutions Consultant With Adobe since April 2016 15 years in technology, covering ad tech to martech Based in CA (Orange County) Favorite Color: Blue Fun Fact: I’ve been to the 4 Oceans (Arctic, Atlantic, Indian, Pacific) 2022 Adobe. All Rights Reserved. Adobe Confidential.

Agenda 1 Marketo Measure: Solution Vision and Capabilities 2 Marketo Measure v. Analytics 3 Roadmap

Our understanding of your challenges Challenges with current approach to attribution Business impact Does not capture and consider all marketing channels and buyer touchpoints. An incomplete view of the buyer journey yields incorrect and misleading attribution insights. Requires way too much manual effort to be sustainable. Attribution is essential to understanding performance, but doing it takes too many resources. Causes friction between Marketing and Sales. Without attribution data that Sales can believe in, effective GTM collaboration is difficult. Struggles with siloed channel performance data. No way to truly understand overall performance in order to optimize the marketing mix. 4 2022 Adobe. All Rights Reserved. Adobe Confidential.

Forces driving change Better Attribution. Why Now? Growing budget pressure and expectations Technology advancement EXAMPLE GRAPHIC Illustrative of the trend. Privacy changes having less impact on B2B attribution 2022 Adobe. All Rights Reserved. Adobe Confidential.

Forces driving change Better Attribution. Why Now? Expectations Technology Advancement Direct Buyer Interaction Recent budget pressures and ever-increasing expectations of Marketing as a revenue partner have lit a fire. Automation, machine-learning, and B2B-tuned solutions are finally ready to take on the complex reality of B2B buying. Unlike many B2C use cases, most touchpoints in a B2B buyer journey are direct interactions not requiring thirdparty cookies. “B2B companies are seeing an average 15%-18% lift in revenue as a result of implementing closed-loop attribution.” Forrester 2022 Adobe. All Rights Reserved. Adobe Confidential.

What evolution looks like Strategies Actions for success Use automation to catalog every buyer touchpoint across every channel. Seek a solution which does not require extensive CRM campaign mapping. Use prebuilt integrations that bring data into a B2B data model which normalizes information (creates new 1st party data). Capture online and offline touchpoints and the available details of each one, starting with your website. Automate the collection of cost data when possible. Choose an approach to attribution that is fitted to your unique business and buyers. In conjunction with rules-based models, use machine learning to base modeling on the actual observed behavior of your buyers. Use an attribution model that reflects your marketing and sales funnel stages, not generic stages. Use your own marketing taxonomy (e.g., channel names and categories, business segments, etc.). Have the right set of tools to extract and take action on attribution insights. Ensure you can easily view attribution data through a variety of lenses that are important in B2B marketing (e.g., people/opportunities/accounts or campaigns/channels/content or performance by stage). Use a set of dashboards to quickly get to and share the most important attribution insights. Make sure it’s easy to go beyond prebuilt dashboards to do your own reporting and ad-hoc analysis in tools you know best. 2022 Adobe. All Rights Reserved. Adobe Confidential.

B2B marketing attribution: the state-of-the-art Touchpoint tracking Attribution modeling Reporting and analytics Create new first-party data. Rules-based and AI/ML. Fit to needs and business. Online channels Opportunities and stages People and accounts Real-time dashboards Role-based Task-based Website Web chat Ads (Google, LinkedIn, etc.) Email and webinars CRM Reporting Offline channels In-person events Direct mail Content syndication Sales activities B2B marketing performance insights Campaigns, channels, and content Pipeline, revenue, and ROI Native CRM custom objects prebuilt and Custom reports Data Warehouse and BI Combine with other data Dig-deep ad-hoc analysis Reporting via any BI tool Complete. Automated. Flexible. 2022 Adobe. All Rights Reserved. Adobe Confidential.

B2B Marketing Attribution: Who’s a Good Candidate? No revenue attribution No way to connect Marketing to revenue. No way to know Marketing ROI. Clicks, leads used to measure performance. Multi-touch attribution Single-touch attribution Revenue attributed to only a single campaign. Revenue attributed to only a single stage transition. Marketing claims rightly met with skepticism. Full journey modeling appears. Still way too many DIY steps and manual processes. Marketing now knows enough to know what’s missing. Everytouch attribution Automation capturing every touchpoint. Sophisticated modeling fit to each business. Finally in a position to prove and improve the impact of Marketing. Impact-driven marketing Insights drive strategy and investments. Measurement given same priority as engagement. Business and professional differentiation. Digital Experience Maturity 2022 Adobe. All Rights Reserved. Adobe Confidential.

Marketo Measure Purpose-built for B2B marketing attribution. MM helps thousands of marketers around the world prove and improve marketing impact. Attribute pipeline and revenue to every touchpoint, channel, campaign, and content asset at every stage of the demand funnel. Customize attribution and reporting to your unique needs, funnel and marketing taxonomy. Make data-driven strategy and investment decisions based on return on marketing investment. Replace spreadsheets and manual CRM campaign mapping with end-to-end automation and machine learning driven modeling. 2022 Adobe. All Rights Reserved. Adobe Confidential.

Marketo Measure Solution Architecture DIGITAL MARKETING JavaScript Ad API Connections Track all anonymous & known sessions FIELD & OFFLINE Chat ViewThrough Marketing Automation CRM Campaigns SALES & ACTIVITIES CRM Activity Tracking Track campaigns & responses Track organic (SEO), direct, web referral or any other via CRM Landing page & form URL data Auto capture cost & ROI data Auto capture UTMs and referral data No UTMs necessary Track preanonymous activity Adds direct integration People (leads), Programs & Activities TPs Direct mail, events, syndication Can pivot on multiple outcomes Auto track outbound calls & emails Custom configuration Bizible Person Record creates first-party marketing data DATA COLLECTION (Bizible Person) 2022 Adobe. All Rights Reserved. Adobe Confidential.

Marketo Measure capabilities Touchpoint Tracking Attribution Modeling Reporting and Analytics Automate the capture and normalization of cross-channel B2B buyer touchpoint data. Attribute pipeline, revenue, and ROI to every touchpoint and marketing tactic. Quickly access real-time insights and dig deeper with reporting within your CRM or BI tool. Technology Integrations 2022 Adobe. All Rights Reserved. Adobe Confidential.

Touchpoint Tracking The essential foundation for effective attribution. Use case Automate the collection and normalization of B2B buyer touchpoint data from across online and offline channels. Pull in touchpoint details, such as ad cost, to later attribute ROI in addition to pipeline and revenue. Why Adobe? Automation instead of manual data collection and mapping Every trackable touchpoint— online and offline, marketing and sales Creation of new first-party marketing data Technical considerations Touchpoint-based data model (vs. campaign-based) is a key to success. MM JavaScript tracks activity on web properties. Plug-and-play integrations with CRM, Google Ads, LinkedIn Ads, Facebook, chat providers, and more. Touchpoint tracking 2022 Adobe. All Rights Reserved. Adobe Confidential.

Attribution modeling Assigning pipeline and revenue credit to touchpoints. Use case Perform full-funnel attribution to measure and optimize marketing overall or isolate specific stages. Attribute pipeline and revenue to each buyer, interaction, channel, campaign, and content asset. Attribute marketing ROI. Why Adobe? Multiple rules-based models and custom modeling, which can be set based on MM machine learning recommendations. Ability to customize funnel stages, stage names, channels, and channel names to fit your business and taxonomy. Technical considerations Salesforce CRM or Microsoft Dynamics CRM integrations are available and are required. MM utilizes CRM data including accounts, people, opps, pipeline, revenue, campaigns, and activities. 2022 Adobe. All Rights Reserved. Adobe Confidential.

Reporting and analytics Accessing attribution insights to prove and improve marketing impact. Use case Why Adobe? Find and share key insights quickly with prebuilt, filterable dashboards. Range of flexible reporting and analytics options. Access attribution insights via native CRM reporting capabilities. Custom segmentation (for instance, by business unit, territory, new business vs. up/cross sell, etc.). Combine with other data and perform ad-hoc analysis and data visualization with your favorite BI tool. Lead-based and account-based reports. Technical considerations Access to MM in-app dashboards is based on tier. MM custom CRM objects enable in-CRM reporting. MM Data Warehouse is available as an option with any MM tier. 2022 Adobe. All Rights Reserved. Adobe Confidential.

Integrations within Experience Cloud Product Adobe Analytics (available now) Integration MM can share a select set of “B2B” customer attributes with Adobe Analytics (all levels but Foundation) for cookie-matched people. Attributes: Account name, account attributes (e.g., status, segment), open opps, deepest funnel stage, and attributed revenue. Some of these fields originate in CRM (with which Bizible has a very tight integration). Having these attributes in Adobe Analytics enables a clearer view of these people and unlocks analysis, such as aggregated site behavior of people associates with a certain CRM opportunity or account. There is no communication from Analytics to MM. Attributes brought into Analytics count against Analytics attribute import limits. MM has a great integration with Marketo, but can also connect outside the context of Marketo accounts and prospects. B2B marketing automation handles a lot of engagement, but especially email, webinars, and events channels. This integration gives MM visibility to that engagement in addition to Marketo people records. This has advantages. Marketo is the only MAP MM has a direct integration with. That said, MM can be used with any MAP that is connected with Salesforce or Dynamics CRM. The joint use of Marketo and MM itself was popular before we built a direct integration. An integration between MM and the B2B Edition of RT-CDP is being explored. The first idea here is CDP data fueling MM to make MM better and to give our B2B CDP customers and easy way to get best-in-class B2B attribution modeling and reporting. In time, perhaps MM would feed attribution insights back to CDP to enrich profiles. Marketo Engage (available now) RT-CDP (future) 2022 Adobe. All Rights Reserved. Adobe Confidential.

Benefits and customer impact Visibility to marketing performance Prove marketing impact Optimize marketing at every stage Track and grow marketing ROI Get better results by knowing what works and what doesn’t. Gain credibility and trust by tying marketing to revenue. Tune campaigns, channels, and content to deliver better leads. Make data-driven investment decisions based on ROI to improve ROI even more. 30% Increase in hand raisers 15% 50% 851% Increase in marketing budget Larger average deal size Return on marketing investment 2022 Adobe. All Rights Reserved. Adobe Confidential.