Compare the role each channel plays in your customer journeys

Do you know the role each channel plays in your customer journeys?

Getting your B2B to generate revenue is not simply about your sales team picking up the phone and booking meetings. In this video, Dreamdata's CMO Steffen Hedebrandt shows you how to identify which path your customer takes from the very first interaction till the deal is closed.

Supplementary Guide

These steps allow you to replicate the analysis. For context and more examples, we recommend you watch the video above.

Step 1: Discover which paths your customers are taking 

• Access Dreamdata's Revenue Analytics, specifically the attribution models report, to examine the customer journey from first-touch to closed-won.

• Select relevant pipeline states and timeframes. In this example, Steffen focuses on Newbiz that were won this year.

Step 2: Assess the impact of various attribution models

• Compare how the perception of your business's revenue generation varies under different models, such as last touch, first touch, and data-driven.
  

  • In this example, Steffen can see how ‘in a last touch world’ emails and organic search are driving most of the deals. So, he can conclude that the business should focus on these two channels going forward. 
    

  • But one needs to first get customers through the door before being able to send those emails, so be sure to look at a first-touch perspective too.
    

  • To see which channels have had the biggest impact on most closed-won accounts use the data-driven model.
    

• By hovering over the different attribution models you will get to understand your business from different perspectives.
  

• Identify key channels like emails, review sites, paid advertising, and organic search, and their roles in driving new business.

Step 3: Examine how your go-to-market strategies have changed over time

• You could also see how this has developed over time by examining year-over-year data to evaluate changes in your go-to-market strategy and channel effectiveness.
  

• Use filters to drill in even deeper e.g. filtering by country, source.

Step 4: Utilise insights for strategic planning and discussions

• Use this report as a tool for internal discussions and for aligning various departmental views on business strategies.

• Apply these data-driven insights to refine your marketing and sales strategies, focusing on the most effective channels for your specific business context.