#dreamdatarecipes

Report on and optimise marketing’s impact on pipeline and revenue

In this video, Steffen Hedebrandt (Dreamdata, CMO), takes you through Dreamdata's revenue attribution report in order to see what which marketing activities impacted last year's revenue and pipeline and how to optimise these in future.

Supplementary Guide:

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

What data do you need?

To analyse marketing’s impact accurately, access to account-based data is essential for viewing comprehensive account journeys.

Dreamdata automatically aggregates and structures account-based data, offering insights into account journeys from initial touch to deal closure.

For a high-level overview:

  1. Navigate to Revenue Attribution > Channel: Start here to evaluate marketing's overall contribution.

  2. Select Marketing-Owned Channels: Filter to view all channels owned or influenced by marketing.

  3. Analyse First Touch Attribution: Determine the number of deals where marketing was the first touchpoint.

  4. Review Performance Summary by Channel: Scroll down to see a detailed performance summary, understanding which channels performed best.

For a more in-depth analysis:

  1. Group by Channel + Source/Campaign: To drill down further, group data by channel combined with source or campaign.

  2. Evaluate What to Continue or Cease: Use this detailed analysis to identify what marketing activities were most effective and which ones to drop.

  3. Compare Stages (SQL vs. Newbiz): Switch between different sales stages to check if channels driving high lead volumes also result in closed-won deals.

Strategising for future marketing efforts:

  1. Review Individual Channels/Sources: Delve into each channel or source to evaluate specific tactics. For example, on G2, assess if your current review collection strategy is effective or if more can be done.

  2. Content and SEO Optimisation: Identify which pages are generating demand. Consider strategies for improving their SEO ranking or creating similar content to attract more organic traffic.

Conclusion: Identifying what works

The goal is to pinpoint successful strategies from the past year to inform future marketing efforts. This approach ensures marketing activities are aligned with what genuinely impacts your company's revenue.