Marketing attribution modelling With typically long sales cycles and mult-channel marketing efforts, Whilst the original source may carry most weight in terms of enabling it goes without saying that B2B campaigns can be complex and Mary to discover your business for the first time, each of these involve multiple touchpoints. The source of a prospect is important touchpoints assisted in the eventual conversion. They each deserve in attributing value to that channel but it’s often not the sole reason some attribution. a prospect became a customer. So, how do you achieve multi-touch attribution in Pardot? It’s all Marketing attribution modelling enables you to use Pardot to track about a blended approach of Pardot campaigns with Salesforce ROI on the source where the prospect was acquired, as well as the campaigns. assets they interacted with throughout their purchase journey. Using both, we’re able to see ‘First touch’, ‘Last touch’, and ‘Even An example: touch’. The good news is, seeing these metrics in your Salesforce • Mary visits your website for the first time via Google Ads. dashboard is possible by following the steps already laid out in this eBook. Ensure that: • She downloads a whitepaper, which admits her into a nurture • Connected Campaigns is turned on. Engagement Studio program. • Mary receives and engages with multiple nurture emails, • Customisable Campaign Influence is defined. including a webinar invitation. Need some guidance on multi-touch attribution? • She attends the webinar. Here are the links to hit: • After attending, Mary downloads a case study and views the • Pardot Reporting & Proving Marketing Attribution Using Salesforce pricing page on your site. • A Complete Guide to Pardot Campaign Reporting & Multi-Touch • Now Mary is a qualified marketing lead, she is contacted by Attribution a sales rep and converts to a won customer. 23 marcloudconsulting.com