At CaliberMind, we’re privileged to work with clients who prioritize data-driven decisions. Many of our clients are teams of talented marketers seeking data validation for every strategic move. As a former marketing team manager, I consistently relied on past results and meticulous testing to guide our actions.
While analytical dashboards were helpful, they often fell short, failing to capture the comprehensive B2B buying journey. A Customer Data Platform (CDP) paired with multi-touch attribution provided a far more holistic view, showing each marketing touchpoint’s role in the buyer’s journey. However, more data can mean more complexity.
Simplifying Complexity with the Effectiveness Measure
Complex data doesn’t have to lead to analysis paralysis. Instead, start with fundamental marketing questions:
- What is the ROI for our key spends?
- What moves leads/accounts down our marketing funnel?
- What do our prospects find of value and what should we remove?
- Do we have the data to answer these questions?
These guiding questions drive CaliberMind Insights and the Effectiveness Measure. By establishing funnel stages and focusing on the Effectiveness Measure, we can transform complex analytics into clear, actionable insights.
Here’s how we’re leveraging our Performance Dashboard and Dashboards to Decisions framework to drive results:
Use Case #1: Evaluating Engagement Trends
Insight: Our Attribution Guide is the Top Campaign for First Touches.
The very top of the First Touch tab already gives us some food for thought:
- November peak – what caused this spike in engagement? Narrowing the date-range window helps clarify.
- Chain Based Attribution Guide is the top campaign for first touch. But, how does it convert to other stages?
- Top First Touch Channel is “Direct”. How do we define this? Can we parse it out?
Recommendation: Expand Attribution-Related Content
Our Attribution Guide gains interest from new prospects. Creating more content in this area can attract additional first-time engagements.
Impact: Boost Inbound Engagement
By expanding content in high-performing areas, we anticipate a significant increase in inbound engagement from those previously unaware of us.
Use Case #2: Campaign Timing
Insight: Product-Related Content Moves Accounts Down the Funnel
By examining campaigns at each funnel stage, we’ve noticed that product-oriented content, especially the Attribution Guide, is effective in advancing accounts. For example, 13.6% of accounts that interacted with the guide advanced to Marketing Qualified Accounts (MQAs).
Comparing different timeframes reveals interesting variations among campaigns:
- While our Revenue Report gains the highest engagement, the Account Scoring Guide has a greater Effectiveness Measure for MQA conversion, similar to the Attribution Guide.
Content closely aligned with our product consistently proves more effective at advancing accounts down the funnel. We’re beginning to see that content aligns with specific funnel stages.
While content is less effective at converting MQAs to opportunities, a demo request is more effective:
Recommendation: Promote Tactical Content to Engaged Accounts
While we understand that content related to attribution is the best fit for buyers who are unaware of CaliberMind, tactical content is a better fit for buyers who are already engaging. The Scoring Guide is a prime example.
Impact: Increase # of Accounts that Move Deeper in the Funnel
Focusing on content optimized for each funnel stage will help move accounts down the marketing funnel.
Use Case #3: Strategic Budget Planning
Insight: 1000 LinkedIn Touches in MQA Stage = $1M Revenue Goal
An Effectiveness Measure using the past spending data of a channel or campaign allows us to estimate the number of leads necessary to hit our quarterly goal and plan accordingly.
Let’s assume a revenue goal of $1M in Q3 and an avg. opportunity amount of $100K.
We’ll use the below sample data for this use case:
⇢ Assuming a closed-won percentage of 10%, we need to create 100 opportunities.
⇢ Past data shows that LinkedIn has a conversion effectiveness of 10% for MQA to opportunity creation.
⇢ Past data shows that 1000 account touches in the MQA stage using LinkedIn as the channel could help us reach this goal. Depending on CPL and reach, a marketing spend breakdown becomes more tangible.
Recommendation: Re-allocate Budget From Google Ads to LinkedIn
Our data shows LinkedIn has a higher Effectiveness Measure than Google Ads. We recommend allocating the majority of budget to LinkedIn, because it is the highest-performing campaign, and reserving the remaining budget for experimentation.
Impact: Double Opportunity Creation
Shifting the budget away from Google ads, which has a low Effectiveness Measure, to LinkedIn could double our opportunity creation, maximizing the impact of our ad spend.
What did you think? Any suggestions on how you would use the Effectiveness Measure? Let us know and we will add it in!
