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Scott Vaughan - Chief Marketing Officer at Integrate
Integrate provides enterprise B2B companies with a software automation layer that ensures their customers get clean and intelligent data for their sales and marketing efforts.
Scott Vaughan is a MarTech Industry Influencer and regular contributor for outlets such as MarTech Today, CMO Today, and MarketingLand. At Integrate, Scott lead a team of marketers and sales professionals to develop and deliver their own revenue-driven thought leadership and demand gen engine to drive their rapidly growing business.
Channel Attribution Overview (02:52)
In marketing, you need to be very accountable. You need to understand every dollar that you are spending and what you will be getting out of it. Make sure you understand what is contributing to your goals and what isn't. Accountability is critical.
Associating Value With The Channels That Cover Everything From User Acquisition To Retention (13:19)
You want to get that level of detail because you want people to own their responsibilities. You have to ask yourself, what is the big picture of the metrics? What are we attributing for?
Everybody needs to understand the big metrics and the metrics that matter, not necessarily the vanity metrics such as clicks or impressions.
You also want to make sure that there is compensation on the big picture.
Attribution For Channels That Are Not Directly Trackable (17:15)
You have to dedicate a certain amount of budget to brand activities. Educating people on what your brand stands for and what your customer experiences are. If you are a new brand, you probably don’t have enough awareness, so you will need to invest a certain amount of money and this is not going to be measured for a year or two. Being obsessed with that attribution is a dead end road in that world. You just know you have to dedicate some percentage to that.
Channel Attribution in B2B (02:23)
Attribution is just an essential part of being able to measure what’s working and what’s not.
My philosophy is - measure to get better every day, not to prove your value. In the B2B space, many recruiters are looking for storytellers. The difference is that now, you have to do it in a way that uses data to tell that story.
Attribution can guide and steer you in the right direction.
Investing In Mature Channels And Channel Cultivation Strategy (08:34)
At Integrate we put about 15 to 20 percent off the budget into new stuff at a minimum. You have to try new channels. You need to have a pretty high percentage around innovation and testing today.
Putting The Attribution Model Together (09:55)
There is a couple of layers we look at.
We look at attribution and we start with the outcomes and what we are trying to achieve. In the B2B world, we have a number that we need to hit. One of our key metrics is the number of qualified meetings that marketing can generate.
We start by being able to measure either direct attribution or how much each of the activities has contributed to influencing and give that a score.
We also regularly do interviews and ask people once they become a customer what really made a difference for them.
Advice For Marketers On How To Think About Attribution (16:39)
Attribution is very important. Just note, if you don’t start with the outcomes and be able to map into those, it is going to be very difficult. The second thing I have learned is - measure to be open and honest. Use attribution for the insight that’s going to give you direction of where to go.