Closed-Loop Reporting for B2B Marketers

The most significant problem facing most B2B organizations today is attributing qualified leads—namely, the ones that end up becoming paying customers—back to the marketing activities that drove them to your business: paid campaigns, specific content, social media, and all that good stuff.

Join Michael Wiegand to learn how to bridge the gap between your CRM, marketing automation, and web analytics platforms. It’s a process called closed-loop analytics, and it’s more vital than ever, especially as tracking cookies become increasingly fragile. Michael will share a case study from a global communications company whose average sales cycle lasts 18 months, and you’ll learn how they uncovered insights around the upper-funnel activities that drove down-funnel sales.

In this session, you’ll learn how to:

• Discover the true ROI of your paid media, even with sales cycles lasting several years
• Determine which of your campaigns and content keeps people engaged during their customer journey
• Get custom marketing attribution down to your closed won opportunities and revenue