Marketing Attribution Template

Marketing attribution is so hard.

Even as the VP of Sales and Marketing at a venture-backed, B2B SaaS company, it's hard. I hired a $200,000/year Growth Engineer who was responsible for attribution, among other things.

It was hard for him.

Now that I run marketing for a $100 million in revenue SaaS company, it's even harder!

There are two things that I have found will make marketing attribution easier though. #1 having a marketing attribution model and #2 having a clearly defined  marketing attribution structure.

This Marketing Attribution Template outlines exactly how we do it now.

We look at first touch and last touch data and the time in between those touches.

We then track all leads based on the structure I outline within.

Click "Add to Cart" and checkout. I'll send you a link to copy the Google Sheet template.

Inside the template, you will find the following tabs:

• Marketing Attribution Models: This details the most common Marketing Attribution models used by B2B sales and marketing teams.
• Marketing Attribution Structure Example: This shows how we label our channels, sub-channels and campaigns to track the success of our marketing efforts.
• Bonus Go-to-Market Checklist: This lists a sequence of best practices steps to take when bringing products to market.

Here is how you can quickly transform your marketing attribution strategy.

1. Review all tabs to familiarize yourself with the content.
2. Analyze the attribution models. I include when they are best suited for various businesses, as well as instructions how to implement the model.
3. Architect your labeling structure for your channels, sub-channels and campaigns.
4. This will enable you to clearly group traffic and lead groups. I encourage you to use our UTM Builder Template to consistently generate UTM URLs for your marketing campaigns.
5. Use Google Analytics, your CRM and a Business Intelligence tool to visualize your attribution model.
6. Analyze the data. Identify winning channels. Allocate resources to winners to drive growth.

This really transformed our ability to prioritize channels based on their unique success metrics. For example, the previous marketing leader had us spending $100K on Google paid search ads, $40K on Facebook ad and $20/mo on Linkedin ads. Once we implemented a marketing attribution model and structure, we identified that Facebook leads converted to closed-won deals at half the cost and double the conversion rate of paid search ads.

This caused us to massively redistribute budgets.

You can download the Marketing Attribution Template. Click "Add to Cart"  and checkout. I'll send you a link to the Google Sheet that you can copy.