Slide deck for Bizible Essentials for Marketo Users webinar held on July 10, 2018. Seasoned Marketo users have grown accustomed to tracking attribution using Marketo and Advanced Report Builder (formerly RCE). But with Marketo’s acquisition of Bizible, what exactly does that mean? How does Bizible compare to the Marketo attribution tools you’re currently using, and more importantly, how will it impact your daily operations? This webinar covered: - The differences between Marketo, RCE, and Bizible - Common applications and current tool limitations vs. Bizible solutions - Peer-to-peer case study: challenges to transition to results

1. 1
Bizible Essentials for Marketo Users
While you are waiting….
Check out our attribution resource library:
learn.perkuto.com/attribution
UNTIL START

2. 2
While you are waiting….
Attribution is to a marketer what a _______
is to a hiker. (fill in the blank)
UNTIL START
Bizible Essentials for Marketo Users

3. 3
While you are waiting….
Attribution is to a marketer what a _______
is to a hiker. (fill in the blank)
UNTIL START
Bizible Essentials for Marketo Users
Answer: Compass
Attribution provides directional insight

4. 4
While you are waiting...
Check out our attribution resource library:
learn.perkuto.com/attribution
UNTIL START
Bizible Essentials for Marketo Users

5. 5
While you are waiting….
Today’s presentation will be available for
on-demand viewing, should you wish to share
it with your colleagues:
learn.perkuto.com/attribution
UNTIL START
Bizible Essentials for Marketo Users

6. 6
QUICK FACTS:
Perkuto’s CEO Alexander Pelletier was Marketo customer
#163 back in 2008.
All attendees are in listen only mode.
If you are having difficulties, please use the Q&A box located
to the right side of you screen to chat with the host.
Audio Options
Use computer speakers
or
Dial-in
USA 213-929-4221
Canada 647-497-9368
UNTIL START
Bizible Essentials for Marketo Users

7. justin@perkuto.com
bisom@tibco.com@JustinNorris
BIZIBLE ESSENTIALS FOR MARKETO USERS
JULY 10, 2018
JUSTIN NORRIS
Director of Solutions Architecture,
Perkuto
BRANDON ISOM
Director of Marketing Analytics,
TIBCO

8. HOUSEKEEPING
● Today’s presentation
○ Use your chat box to submit questions
○ Q & A time at the end
● Attribution Resources: learn.perkuto.com/attribution
○ Recording of today’s presentation
○ Comparison of Revenue Explorer vs. Bizible
○ Subscribe to our blog to receive future posts
8

9. 9
Perkuto helps marketing leaders who feel frustrated with not having a bigger impact on revenue. As a Marketo Platinum
Partner, our team of experienced consultants create impactful strategies, optimize marketing operations, simplify MarTech
and execute on day-to-day campaigns. We assist marketing leaders in exceeding their goals and rising to the top.

10. BIZIBLE ESSENTIALS
FOR MARKETO USERS

11. 11

12. AGENDA
ER
● Use case example and Bizible application-
Brandon Isom, TIBCO
● Comparing Marketo attribution tools, RCE and
Bizible - Justin Norris, Perkuto
● Q & A time - Marketo and Bizible joins Brandon
and Justin
12

13. 7/10/18
Brandon Isom

14. 14
About TIBCO Software
10,000+ customers
3,500+ employees
Based in Palo Alto, CA
Global footprint
20+ years of innovation

15. 15
Where We Started - Crawl
Bizible Integration - Walk
Proactive Management - Run
Agenda
© Copyright 2000-2017 TIBCO Software Inc.

16. 16
TIBCO Analytics Backstory
© Copyright 2000-2017 TIBCO Software Inc.
X 10
X 8
Too many disparate
systems
Hours of Data Aggregation Hard to make sense of results

17. 17
• Increased accessibility of dashboards
across organization
• More visibility into marketing
contribution and activity effectiveness
• Reached the plateau from what
attribution we were able to measure
with Marketo & Salesforce
Visibility
© Copyright 2000-2017 TIBCO Software Inc.

18. 18
What was Missing?
© Copyright 2000-2017 TIBCO Software Inc.

19. 19
• Implemented Bizible
• Insights into attribution by channel,
activity and media campaign ROI
• Enabling Digital First
Summer 2017
© Copyright 2000-2017 TIBCO Software Inc.

20. 20
End-to-end activity tracking and attribution by account
Operationalizing
© Copyright 2000-2017 TIBCO Software Inc.

21. 21
Multi-Touch Attribution in SFDC
Frank MargeJoyce Andy

22. 22
•Redistribute budget to activities with greater return and
contribution to revenue
Operationalizing
© Copyright 2000-2017 TIBCO Software Inc.

23. 23
• Incorporate attribution and funnel performance across
Sales & Marketing objectives to drive decision making
Visibility into Action
© Copyright 2000-2017 TIBCO Software Inc.
Grow New
Logo
Acquisition
Increase
Subscription
Increase Digital
Marketing
Contribution

24. COMPARING MARKETO
ATTRIBUTION TOOLS

25. Audience Poll
Which tools are you currently using to track attribution?
❏ Excel spreadsheets
❏ Marketo/Revenue Explorer/ARB
❏ Bizible
❏ Other attribution software
❏ Nothing-- I need help!
25

26. Understanding Attribution
Attribution is...
● Assigning credit to your marketing efforts for performance
outcomes
● The intersection of 3 data sets:
26

27. Understanding Attribution Tools
1. Capture data
2. Model data
3. Visualize and report on data
27
Understanding Attribution Tools
1. Capture data 2. Model data 3. Visualize data

28. 28
Customer
Channel
Offer

29. 29

30. Scenarios - Data Capture
30
The scenario: You want to track what marketing initiatives are
bringing people into your database (ie, “Lead Source”).

31. Scenarios - Data Capture
31
With Marketo:
Custom
javascript to
capture UTM
and referrer
data to cookies
and collect in
hidden form
fields.

32. Scenarios - Data Capture
32
?!????!
With Marketo: An
effective approach,
but dangers lurk
for the unwary...

33. Scenarios - Data Capture
33
With Bizible: A small script captures analytics data in Bizible’s
cloud.

34. Scenarios - Data Modelling
34
The scenario: You’ve
been asked to pull a
post-campaign report
showing which channels
are driving the most
engagement with
particular offers.

35. Unit of Attribution
35
With Marketo: The Program (≈ Salesforce Campaign) - a specific
marketing initiative.

36. Attribution Challenges
36
Tracking channel and offer
RELATIONSHIP
Tracking offers and outcomes
Tracking channels!

37. Marketo - Separate
Offers and Channels
37

38. Marketo - Separate Offers and Channels
38
Image Credit: Marketo

39. Marketo - One Program per Offer/Channel
39

40. Marketo + SFDC - UTMs on Campaign Member
40

41. 41
Unit of
Attribution
With Bizible: The
Touchpoint - a
specific marketing
interaction.

42. Bizible Touchpoints
42

43. Bizible Touchpoints
43

44. 44
Scenarios - Data Visualization & Reporting
The scenario: Reporting contribution to revenue

45. 45
Scenarios - Data Modelling & Reporting
Marketo Reporting:
ARB (aka, RCE)
MPI
Marketo Models:
FT
MT (Even-Split)
Bizible Reporting:
CRM
Bizible Discover
BI
Bizible Models:
FT
LC
U-Shaped
W-Shaped
Full-Path
Custom
Machine-Learning

46. Summary
46
Helpful resources:
learn.perkuto.com/attribution
● Functional comparison of Revenue Explorer vs. Bizible
● Attribution models defined

47. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
QUESTIONS?
Brandon Isom,
TIBCO
Justin Norris,
Perkuto
Jordan Con,
Bizible
Frank Passantino,
Marketo

48. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Thank you!
JUSTIN NORRIS
Director of Solutions Architecture,
Perkuto
justin@perkuto.com
BRANDON ISOM
Director of Marketing Analytics,
TIBCO
bisom@tibco.com