RevPartners Supercharges Zoobean's Tracking and Attribution Process

The Challenge

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.

The Solution

Analyzed Contact Data:

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

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.

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.
  
  

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.

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.

The 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.

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.