A common challenge for B2B marketers is how to attribute revenue to a search program. Unlike typical direct marketing tactics, the path to B2B revenue often involves many channels, programs, stakeholders and decision makers.<\/p>\n
There’s usually not a direct path from a specific digital touch to a sale, which can make long-term SEM programs difficult to justify with revenue contribution. This leaves search marketers with but clicks, search rankings and impressions, which rarely tell a compelling story about marketing’s contribution to revenue.<\/p>\n
A client approached us with an interesting proposal: he wanted to demonstrate SEO’s contribution to pipeline and sales. With no direct connection between search impressions, clicks, and ultimate a sale, we had to come up with a solution that relied on statistical inference.<\/p>\n
Our solution was to blend a few data sources:<\/p>\n
The basic application logic worked like this:<\/p>\n
We now could drill down into each search query and see the revenue opportunities associated with it. This made it easy to identify revenue opportunities in an interactive, visual way.<\/p>\n
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A common challenge for B2B marketers is how to attribute revenue to a search program. Unlike typical direct marketing tactics, the path to B2B revenue often involves many channels, programs, stakeholders and decision makers. There’s usually not a direct path from a specific digital touch to a sale, which can make long-term SEM programs difficult … <\/p>\n