Plan, Engage, Measure: How Bizible Aligns the Phases of Marketing to Maximize Impact The document discusses how Bizible uses attribution models to plan, engage, and measure their marketing efforts. It provides examples of how attribution insights helped optimize profile previews, website redesign, and paid search campaigns to generate more leads and revenue. Attribution modeling has helped fuel PitchBook's 62% annual growth rate by providing accurate ROI reporting and guiding better marketing decisions.

1. 1© 2018 Bizible, Inc.
Creating a Balanced Marketing Machine
PUTTING THE PLAN AND MEASURE IN “PLAN, ENGAGE, MEASURE”

2. 2© 2018 Bizible, Inc.
Kevin Lissandrello
Marketing Group Manager, Demand Gen
Libby Koebnick
Marketing Analytics Manager

3. 3© 2018 Bizible, Inc.
PLAN ENGAGE MEASURE

4. 4© 2018 Bizible, Inc.
MEASURE
PLAN
ENGAGE
B2B Marketing Is Unbalanced
EVENTS
Optimize
EMAIL
Optimize
PAID MEDIA
Optimize
WEB
Optimize
SALES DEV
Optimize

5. 5© 2018 Bizible, Inc.
*Confidential – Do Not Distribute
1.
Siloed Data
2.
Inaccurate ROI Reporting
3.
Bad Marketing Decisions
(and little/no impact and influence)
Which Causes Problems...

6. 6© 2018 Bizible, Inc.
MEASURE PLAN
Bringing Your Marketing Machine to Balance
Optimize
ENGAGE
REVENUE

7. Plan, Engage, Measure:
How Bizible Aligns the Phases of Marketing to
Maximize Impact
ž Libby Koebnick | Sr. Analytics Manager
ž Kevin Lissandrello | Marketing Group Manager

8. Overview of PitchBook and
our marketing challenges
How we use attribution models
to plan, engage and measure
How attribution models have
fueled marketing’s growth
Q&A
What you’ll see today

9. Overview

10. Who we serve
Business
Development
Private Market Intel
Fundraising
& Benchmarking
Build Comparables
SourceInvestments
Our mission is to organize the world’s meaningful
business information and make it useful to our customers.
Our data spans the entire venture capital, private equity
and M&A lifecycle – along with the LPs, funds, firms,
companies and people involved.

11. PitchBook Sales Growth
20132012201120102009 2014 2015 2016 2017 2018
5-Year Compound
Annual Growth Rate
62%

12. Plan, Engage, Measure
What’s the right team size to fuel our growth?
What’s an acceptable budget range
for Marketing Expense?
Which tactics actually influence closed/won deals?
How do we measure ROI on investments?

13. Objective and Key Results
80,000+ inbound leads
18,000 sales demos
1,300 net new accounts
Search
Engine
Marketing
SEO &
Content
Blog
Online
Retargeting
PR &
Events
Email
Nurture
Paid &
Organic
Social
Direct
Mail
Reviews
& Referrals
Plan, Engage, Measure
Leads, Demos, Close
Online
Display Ads
Web
personalization

14. Plan, Engage, Measure
Marketing Plan Progress
1. Forecasts drive our annual plan
2. Quarterly plans and retrospectives allow for adjustments
3. All tactics are measured and evaluated Free Trial
Library
Download
Other
Inbound Lead Sources Generating
New Business Revenue
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Jul-15 Jan-16 Aug-16 Mar-17 Sep-17 Apr-18 Oct-18 May-19
ISR Leads by Source
Free Trial
Library Download
Newsletter Sub
PPV
Request Login
Other

15. Our Bizible Attribution Model
Lead Demo Sale

16. Plan, Engage, Measure
3 Examples of Using Attribution Insights
Profile Previews
Generate free trial
requests, increase
web traffic
Website Revamp
Increase
conversion rates
PPC
Generate more free
trial requests

17. Expansion of
Profile Previews

18. Expansion of Profile Previews
From 70K to 250K+ profiles
0
500
1000
1500
2000
2500
2017-012017-022017-032017-042017-052017-062017-072017-082017-092017-102017-112017-122018-012018-022018-032018-042018-052018-062018-072018-082018-092018-10
Free Trial Leads
Public Profiles
Other SEO

19. Web
Redesign

20. Web Redesign
6.5
5.2
4.8
1.5
1.1 1
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct Organic Search Newsletter
Prospecting PPC Email
7.8
6.7
3.2
2.1
1.4 1.2
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct Organic Search Newsletter
Prospecting PPC Email
2017 2018
6.5
5.2
1.1
7.8
6.7
1.4

21. PPC
6.5
5.2
4.8
1.5
1.1
1
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct
Organic Search
Newsletter
Prospecting
PPC
Email
7.8
6.7
3.2
2.1
1.4
1.2
CHANNEL
NEW BUSINESS REVENUE ATTRIBUTION
Direct
Organic Search
Newsletter
Prospecting
PPC
Email
2017 2018
50% ROI 54% ROI

22. Plan, Engage, Measure
Profile Previews Website Revamp PPC

23. Questions?