Image source: Bizible
One of the great challenges of B2B marketing can arise when marketers don’t have a view into whether leads turn into revenue. Marketing analytics firm, Bizible, is expanding its focus from paid search performance to full cross-channel reporting with the aim of giving marketers that clear view into how their efforts impact revenue generation.
Launching in beta Tuesday, the updated solution offers a dashboard view for CMOs and business-to-business marketers that incorporates Salesforce data and Bizible’s own site analytics data to provide a complete picture of current and projected revenue performance by channel.
“The potential of connecting marketing and sales is incredible exciting,” said Aaron Bird, co-founder and CEO of Bizible. “With this launch, we have now finished closing the loop across all digital channels. This enables unprecedented alignment between sales and marketing to succeed by driving revenue together as a team.”
The dashboard includes views by different attribution models, including lead conversion click, which captures the last touch before the conversion was generated. Revenue projections provided at the channel level are calculated from deal estimates in Salesforce as well as historical deals and conversion rates to account for long sales cycles.
The software takes each stage of the pipeline and pulls the data dynamically from the CRM so marketers can look at performance by leads, opportunities, deals or any custom pipeline stages they’ve set up in Salesforce.
In future iterations of the product, each channel will have the level of detailed reporting already available for paid search, says Bird. Marketers will be able to drill down into each channel, and share specific channel reporting with agencies and other partners.
The lightweight implementation involves adding JavaScript to the site and linking to Salesforce.
Bizible also announced it has secured $8 million in funding led by Scale Venture Partners (ScaleVP) with participation by Tim Kopp and existing investors Madrona Venture Partners, MHS Capital, Investment Group of Santa Barbara, Rudy Gadre, and Rob Glaser. The company says it will use the funding for product development.
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