High-Growth Companies Use LeanData’s Marketing Attribution Solution to Accelerate Time to Revenue and Optimize Marketing ROI
LeanData, a leader in Lead-to-Account Matching, Routing and Marketing Attribution, announced a significant product milestone in the company’s history. Today, more than 70 high-growth brands have implemented LeanData’s Marketing Attribution to accelerate time to revenue and optimize ROI growth.
LeanData has also unveiled a suite of innovative enhancements that empower sales and marketing to trust and align with data to provide a streamlined buying experience throughout the customer journey.
LeanData Demonstrates How to Deliver Value to Their Customers Throughout the Buyer’s Journey
At the time of this announcement, Evan Liang, chief executive officer, co-founder, LeanData, said, “Today’s high-growth enterprises understand that to grow and remain competitive, it is imperative that their sales and marketing teams align around accurate data to understand how to deliver value to their customers throughout the buyer’s journey.”
Read More: Fireside Chat with Evan Liang
Evan added, “Since launching our Marketing Attribution product, LeanData, along with our strategic partners, have enabled revenue teams to transform their funnel to accelerate revenue and deliver ROI to their business. Today’s announcement reaffirms LeanData’s focus on customer success and product innovation to facilitate meaningful connections between data and people to accelerate time to revenue.”
LeanData Now Supports Custom Attribution Models and Custom Campaign Weighting for Different Marketing Campaigns
To better serve over 350 high-growth customers, LeanData has released a wide range of enhancements for the Marketing Attribution capability —
– Custom attribution settings to help sales and marketing teams define attribution models and settings that suit their business needs.
– Multiple attribution model support measures touch throughout the buyer’s journey. LeanData offers multiple standard models to support first-touch, multi-touch, last-touch, generated and accelerated attribution among others. Furthermore, LeanData supports custom attribution models, custom campaign weighting, and extensive filtering and field mapping to ensure accurate data that provides meaningful campaign insights.
– LeanData provides campaign and opportunity visualizations to help you understand the impact of different campaigns and marketing touches.
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Additionally, LeanData works off a custom Marketing Touch object which makes it very easy to export the data to your data warehouse or BI tool for more complex analysis and reporting
Later on this year, LeanData will unveil a variety of new features to further enhance the Marketing Attribution product including Full Custom Weighting capabilities and Time Decay attribution modeling.
Executive Comments from the B2B Martech Ecosystem
Today, attribution is perceived as a marketing initiative based on data that sales continuously disputes. Furthermore, companies are unable to optimize marketing campaigns for revenue growth unless their CRM data is accurate and is connected to each demand generation and multi-channel marketing program.
86% of Marketers Indicated Measurement and Attribution Technology Is Important
Eric Wittlake, a Senior Marketing Analyst at TOPO, said, “We are seeing more B2B organizations adopt measurement and attribution solutions to manage marketing investments.”
Eric added, “In fact, in TOPO’s recent Account-Based technology survey, 86% of marketers indicated measurement and attribution technology is important, the second-highest result across all categories surveyed.By introducing an attribution solution, LeanData is addressing a growing need in the B2B market.”
LeanData Marketing Attribution Capabilities Made Linking Marketing Efforts Directly to Revenue Challenges
Cailin Radcliffe, Revenue Operations Manager, Vidyard, said, “Historically Vidyard assessed marketing performance using an outdated first touch/last touch approach. This method not only failed to account for the entire customer journey and the full impact of marketing efforts across the funnel but also made linking marketing efforts directly to revenue challenges.”
Cailin added, “With Lean Data, we were able to implement and operationalize a customized multi-touch attribution model seamlessly, and take immediate action on the data to drive efficiencies in marketing spend by focusing on the programs and assets that directly drive revenue.”
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Shifting Marketing KPIs from Being Primarily Lead-Focused to Revenue-Focused is Now Easy
Judy Finn, Head of Demand Generation Marketing, TUNE, said, “LeanData’s Marketing Attribution enables us to see the full impact of marketing efforts on closed/won business. As a result, we shifted marketing KPIs from being primarily lead focused, to revenue focused,” said
Judy added, “Before implementing LeanData, we relied on native functionality included in our CRM system to attach opportunities to a marketing campaign. This gave us a limited view as each opportunity was only related to a single campaign. With LeanData, we can visualize the full customer journey and pinpoint how marketing campaigns influence and win new business.”
Achieve Consistent Pipeline Growth Goal Despite Budget Cuts and Reduced Headcount
Anne Wang, Director of Global Marketing Operations, FireEye, said, “LeanData’s technology is the foundational piece in FireEye’s MarTech stack. It enables us to be effective marketers.The Attribution model has made data-driven decision making a reality for our team. We use LeanData’s Marketing Attribution solution, along with its reporting capability, extensively to make decisions on what programs to expand or eliminate. As a result, FireEye’s marketing team can achieve consistent pipeline growth goal despite budget cuts and reduced headcount.”
High-growth companies rely on LeanData’s highest-accuracy Lead-to-Account Matching to connect leads with the right accounts to optimize revenue growth. Since launching the Marketing Attribution product, LeanData has seen significant increase and adoption with their customers. Today, over 70 high-growth companies use LeanData Marketing Attribution to accelerate time to revenue and grow ROI.