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Case Study

Case Study: Zoobean's Tracking and Attribution Process

Customer Info

Zoobean offers a trio of cutting-edge tools, including software, a mobile application, and voice interaction capabilities, all tailored to enhance and monitor reading initiatives. Central to its suite of solutions is Beanstack, which has successfully garnered adoption in over 1,000 libraries and schools worldwide. This platform stands at the forefront of Zoobean's mission to innovate the way reading engagement is fostered and measured.

Overview

Find out how Zoobean got accurate marketing attribution for offline sources.

 

The Problem 

  • Inaccurate KPI Reporting: Marketing struggled to report accurately on key performance indicators (KPIs) due to the lack of proper attribution. This hindered their ability to measure the impact of marketing campaigns accurately.

  • Over Reliance on Offline Sources: Over 90% of Zoobean's contacts originated from "Offline Sources." This lack of clarity created uncertainty about the true origins of leads and hindered optimization of marketing strategies.
  • Limited ROI Visibility for Offline Marketing Efforts: Zoobean lacked visibility into the return on investment (ROI) of offline marketing initiatives, such as webinars and conferences. This made it challenging to evaluate the effectiveness of these efforts accurately.

  • Confidence and Attribution Reporting Gap: Inadequate attribution resulted in a lack of confidence in marketing activities. Marketing teams felt they were missing out on crucial reporting insights, leading to uncertainty about the impact of their efforts.
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The Solution

  1. 1

    Analyzed Contact Data:

    RevPartners exported all contact data from HubSpot to gain a comprehensive understanding of trends and identify the primary sources of contacts.

  2. 2

    Mapped Original Sources to Go-to-Market Motions and Custom Properties:

    RevPartners developed a mapping system that connected original sources to specific go-to-market motions. For example, we attributed "Direct Traffic" to "Marketing Generated Leads" and labeled contacts imported from ZoomInfo as "Sales Generated Leads." This mapping provided clarity and accuracy in attributing contacts.
  3. 3

    Reframed the Original Source Information in a More Useful Way Into Contact Sources

    • Expanded on the details by adding another layer with the property “Contact Source”, which indicates whether a contact came from an Inbound, Sales, Channel or Partner source.

    • Used Original Source information to further segment the contacts based on a more granular basis.
  4. 4

    Standardized Import Sheet:

    Recognizing that a significant number of original sources came from imports, we created a standardized import sheet. This allowed us to attribute contacts accurately to marketing, sales, or customer success, improving overall attribution accuracy.

  5. 5

    Mapped Contacts' Original Sources to Deal Source Properties:

    To determine which deals were generated through marketing efforts, we mapped a contact's original source to the source properties of the associated deal. This provided valuable insights into the effectiveness of marketing strategies in closing deals.

Impact

Accurate Reporting and KPI Measurement

The implemented solutions enabled marketing to report accurately on KPIs, providing valuable insights into the impact of marketing campaigns and activities.

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Improved Visibility into Offline Marketing ROI

With proper attribution, Zoobean gained visibility into the ROI of offline marketing efforts, such as webinars and conferences. This allowed them to evaluate the effectiveness of these initiatives and optimize marketing investments accordingly.

Enhanced Confidence in Marketing Activities

Accurate attribution and reporting instilled confidence in marketing activities. Marketing teams felt more assured about the impact of their efforts, leading to better decision-making and improved overall confidence.

Enhanced Attribution and Deal Analysis

By mapping contacts' original sources to deal source properties, Zoobean gained a comprehensive understanding of which deals were generated through marketing efforts. This information guided their sales strategies and allowed them to optimize their marketing-sales alignment.

Voice of the Customer

Kelly Burke
Director of Marketing @ Zoobean
"The work RevPartners has done to better capture original source type will be extremely influential as we continue to build our HubSpot instance.
Their work is giving us confidence in our data, and we've begun to leverage it more and more as we build, and report out, on our revenue model.
We look forward to having greater visibility into the full lifecycle of our contacts and source of closed-won business."
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