b2b营销归因101（英文版）.pdfVIP

用户上传 更多免费报告请查看研报客 B2B MARKETING ATTRIBUT N An introductory guide to attribution for revenue-driven B2B marketers 用户上传 更多免费报告请查看研报客 TABLE OF CONTENTS Chapter 1: The B2B Customer Journey Chapter 2: Measuring the Customer Journey: Marketing Data Chapter 3: Measuring the Customer Journey: Sales Data Chapter 4: Why Should Marketing Care About Sales Data? Chapter 5: How Does Attribution Connect Marketing and Sales Data? Chapter 6: What Are Marketing Attribution Models? Chapter 7: What Is Omni-Channel Attribution? Chapter 8: What Is ABM Measurement? Chapter 9: What Are the Benefits of Good Attribution? Chapter 10: How Do You Do Reporting Using Attribution Data? Chapter 11: Are You Ready to Get Started with Advanced Attribution? 用户上传 更多免费报告请查看研报客 Chapter 1 The B2B Customer Journey The B2B customer journey is more complicated today than ever before. With more channels to engage with, and more devices to engage on, tracking the customer journey is no simple task. Between offline channels like industry conferences and prospect dinners, and the multitude of online channels (search, social, display, referral, email, etc.), accurately capturing the complete journey requires a number of technologies and integrations. Looking at our data, our closed-won customers engaged with us 36 times on average before deciding to make the purchase. And with so much information at every buyer’s fingertips, Forrester says that 90% of the B2B buying process happens before the customer ever reaches out to a sales