Marketing Operations (Ops) — Source Attribution — Part I — Capturing Source Info

In my previous post, I talked about the three things we need to do when we get a new lead to our database.

The first of those three things was ‘Acquiring the Lead’, which is what this blog will cover.

Definitions

‘Attribution’, in Marketing terms, is How and Where the lead interacts with us.

If the interaction resulted in ‘acquiring’ the lead, it is considered ‘First Touch’ attribution.

The latest interaction with us for a Lead is its ‘last touch attribution’.

If the lead interacts with us multiple times and we capture all of them, it is ‘multi-touch attribution’.

A note:

Typically Marketing teams use Marketing automation (MA) tools like Pardot, HubSpot, or Marketo to collect all the information on the leads from Creation to becoming a customer.

Sales teams use CRM tools like Salesforce, SugarCRM, or HubSpot CRM to view their Lead or Account info on prospective partners and customers.

Most of the popular MA and CRM tools are synched so the information captured in one can flow to the other, in real-time.

Importance of Attribution

The popular reason to track attribution is so we can build meaningful reports and see how each channel is performing against its goals.