LeadsRx, a multitouch marketing attribution software, launched LeadsRx Insights, a service designed to help customers dig into client attribution data to develop a marketing attribution game plan with actionable insights designed to maximize the return on ad spend (ROAS).
Bizible, a B2B marketing attribution solution, announced it has updated its custom attribution modeling with machine learning recommendation capabilities. The new capabilities enable companies to define how marketing touchpoints contribute to a closed deal with a machine learning algorithm, which can recommend models based on historical conversion performance and specified stages, according to the company.
Act-On’s Advanced Social Media Module adds social publishing, listening and reporting capabilities to the company’s marketing automation platform. The company says the solution can provide marketers with a clearer picture of social media's overall business value, including its role in powering the larger customer experience (awareness, acquisition, retention, expansion) and its direct contribution to the bottom line.
The module enables marketers to use key social behaviors from platforms such as Facebook, Twitter, LinkedIn and Google+ to score, segment and nurture buyers. It also tracks conversions of social leads and attributes revenue back to specific campaigns and channels.
Through the module, marketers also can:
The module is tailored to B2B social media managers at mid-size and enterprise companies looking to track engagement from clicks to conversions.
Act-On integrates with all major CRM systems, including Salesforce, NetSuite, Sugar and Microsoft Dynamics.
The module add-on is $6,000 per year, and includes:
With Act-On’s Advanced Social Media Module, marketers are able to leverage social behaviors as part of their marketing automation strategy and use those social actions to score, segment and nurture leads. This module is unique for the attribution; marketers can tie revenue back to key social campaigns and channels, as well as to individual social advocates.
Marketing attribution models and tools are emerging that enable B2B marketers to tie sales to specific marketing campaigns and initiatives that contributed to revenue, experts note. And while most companies are not there yet due to the complexity of full-funnel attribution, those who are doing so are seeing a significant payoff.