www.fullcircleinsights.com Session by Julie Zittergruen, Marketing Business Analyst at Lexmark, on measuring the use of Full Circle Insights to measure revenue return on campaigns through attribution modeling. April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.

1. Lexmark User Story
April 11, 2016
Julie Zittergruen

2.  Implementation May 2015
 A little about Lexmark, we are two business units
 Hardware – traditional printer, copier etc.
 Software – document management, image scanning/sharing,
paperless office
 My role
 Marketing Business Analyst focusing on training and process
documentation
 Training internal teams on Full Circle
 How to use it
 How it is different
Full Circle and Lexmark Background
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3. Lexmark’s Challenges To Solve
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 We are a company comprised of two business units,
hardware and software, both share the same instance of
Eloqua and SFDC
 Need to show influence by campaign type or weight influence
differently
 Need to isolate campaign influenced by Business Unit
 Report based on Campaign Type

4.  Many campaigns
 The last campaign received all “credit”
 Below is an example of Campaigns on a Lead
Why Do We Need Influence Weighting?
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5.  Before Full Circle we saw the last campaign touch prior to
Opportunity conversion
 Now we see all Campaigns with Influence assigned
Previous View of Influence on the Opportunity
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6.  All Campaigns are assigned influence
 We can remove influence
 For example: remove influence from Happy Hour
invitation/reminder/thanking emails
 Keep influence on the Happy Hour
How To Remove Influence From A Campaign
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7. Show All Opportunities Influenced By One Campaign
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8. Show Which Campaigns Influenced The Opportunity
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9.  Campaign Type
 Business Unit
New Model – Introduced February 2016
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10.  Inspire is our annual user event
 Fully installed customers
 No marketing
 Customer contacts
 Not lead generation
 What was the Opportunity stage at the time of influence?
 In this case, when they attended the event
 Where are they now?
Example Of Campaign User Conference – Inspire
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11. Inspire Event Report
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12.  So what?
 Look for the correlation between the Opportunity stage at the
conference and the current stage/outcome
 Velocity
 Which campaign type is more effective?
 How can we engage them differently?
 Campaign member roles the event influenced
User Conference – Inspire
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13.  Opportunity Type = Expansion New Solution
 Account Name
 What solution the account currently uses
 We can run the Opportunity Name/ID Opportunity list to see Influence
 In the future, we are moving the Solution page to the Opportunity
page
Expansion And Cross Sell Report (in progress)
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14.  How are we using this tool
 Reports measuring return of campaigns
 Which campaigns should have influence and remove what shouldn’t
 Telling both stories – we can choose
 Campaign
 Opportunity
 Next steps
 Phase II – align with sales
 Leverage reporting for Account Based Marketing
 Cross Sell and Expansion
 Continue to educate existing users
 Track, Track, Track
In Conclusion
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