Campaign Attribution Overview

What is Campaign Attribution?

Campaign attribution is the process of determining which marketing campaigns or activities are responsible for driving customer and prospect actions. It helps us analyze our activities and give credit to the first and last touchpoints. This allows us to understand the effectiveness of our marketing efforts and optimize our strategies. By identifying the most valuable campaigns, we can allocate resources efficiently and focus on the channels that have the highest impact on our goals.

Our attribution model looks at first-touch and last-touch attribution:

1. First-touch attribution

   1. Initial campaign or activity with our marketing efforts.

   2. Only populated for leads/contacts acquired after implementing our campaign attribution model in May of 2022.

   3. Once set, this information will not change.

2. Last-touch attribution

   1. Campaign or activity the contact did before becoming an MQL.

   2. Once set, the information will only change if the contact re-MQLs.

Our Campaign Attribution is captured using various tools and techniques, such as utm tracking codes, Pardot forms, marketing automation, and others.

What happens when someone MQLs?

Once someone meets our criteria to become a Marketing Qualified Lead (MQL), they enter the Lead Ops MQL Queues for assessment by our team. If they are deemed suitable, an opportunity is created and assigned to the appropriate sales team. However, if they do not meet the criteria, Lead Ops will either recycle them, refer them to retail, or discard them if they are associated with a disqualified account. The decision to pass them to sales is based on factors like job title, email address type, and other relevant considerations.

How does someone MQL?

There are two ways a person can become an MQL – Demo Request and Content Score Up

1. Demo Requests
   Demo requests generally happen through a demo form fill or as a hot lead from a tradeshow. When something is designated as a demo request, automations on the backend kick in to ensure the person flows into the MQL View a demo request date so that Lead Ops can process it.

2. Content Score Ups
   When people interact with different marketing content, they will accumulate points for each engagement. For example, a form fill is worth 20 points, an email click is worth 2 points, and attending a webinar is worth 15 points. Once a person reaches a specific threshold (100 points for prospects and 200 points for customers), they become an MQL.

What does our marketing funnel look like?

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