I strove to find someone with in-depth marketing automation and measurement experience who could walk me through the main challenges of marketing attribution. I wanted to pick someone who has worked with metrics and reports in many instances of marketing automation.
About Ajay Sarpal
Ajay Sarpal has a proven track record of attribution marketing. He leads the Bizible User Group and has extensive experience both internally and as a Marketing Automation Consultant. So I sat down (virtually) with Ajay Sarpal, Marketo Champion of the Year 2020, to discuss the challenges of marketing attribution and how he has overcome them throughout his 20 years of experience. Sarpal is a marketer with experience both internally and as a consultant. He is also 2x Marketo Champion, 5x Marketo Certified Expert, completed 9 advanced specializations in Marketing Automation and one of the top 50 Fearless Marketers.
It’s exciting to dig in and find out what challenges his clients face when it comes to marketing attribution, and he had a lot to say on the subject. In the interview, we covered several key issues that marketers face today: the main challenges in attribution of marketing, proof of ROI of marketing channels, visualization of the customer journey and improving the alignment of marketing and sales.
Q. What are the main challenges in marketing attribution?
A. “Many marketers don’t know which channels are generate the most income, so they qualify people on soft metrics like opening an email three or five times, and second, they’re not following an attribution process or best practices. With these issues, the leads they receive can be of poor quality, frustrating them. [sales]. It hurts the relationship between marketing and sales ”. “Many marketers are not even aware that they can solve these challenges, especially by demonstrating return on investment.”
Q. How can marketers start showing ROI?
A. “Marketers need to assess the tools they use and how they work with their technology stack. Some tools work better than others. Marketing must also involve sales stakeholders to gain proper access to Sales CRM and also understand the environment (process). ”
Q. How can marketers visualize the customer journey?
A. “Marketing attribution has different touchpoints – like the first touches and the last touches, but with Bizible you can capture all of your touchpoints. It’s Bizible’s proprietary technology that can capture this data and link it to Salesforce as well. ”
Q. How can marketing and sales communicate better?
A. “If we are to link marketing and sales, marketers have to speak the language of sales. We need to add dollar values to what we’re quoting, we need to talk about revenue and velocity (time to convert lead to close). We need to talk about deadlines. ”
Marketers face major challenges in proving their business ROI and marketing attribution to every contact through Bizible is here to help. If you want to accurately capture and measure your marketing activities, you need to implement a marketing attribution solution that can scale with your business. For more discussion on multi-touch attribution, check out the Bizible User Group or speak directly to one of our experts at Bizible.