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- What touches are influencing each step in the funnel?
What touches are influencing each step in the funnel?
Updated by Camela Thompson
Which touches are influencing the buyer journey?
Campaigns and non-marketing tactics are usually tailored to specific personas, account profiles, and buyer journey stages. In this article, we’ll discover how we can use CaliberMind to determine which tactics are the most effective in each stage of the journey and compare that information to which touchpoints are the most successful at getting an account to move from an awareness stage to a customer stage.
Which Dashboards Should I Use?
There are two types of touch points that CaliberMind classifies within a buyer journey:
- The Trigger Event is the activity that signaled a change in stages, or was the last action that took place prior to a stage update for the person or account.
- Pressure Events are the activities that happen between stages. For example, CaliberMind has a Stage 01 of Inbound, which signals an account has interacted with our brand either on our website, via email, or through intent. The next stage is 02. Qualified. There are often many brand interactions between those two stages, and those interactions are considered pressure events because they help pressure the account into moving to the next stage.
We use the Funnel Trigger Event dashboard to figure out which action triggered the stage change. When it comes to stages that are configured to happen when a system field (like the opportunity Stage field changes or an MQL date is stamped) is changed, the trigger report will show that field change. Which admittedly isn’t super useful in this context.
If you use activity logic - like a campaign response or certain activity a prospect takes - then check out our article on using the Funnel Trigger Events Dashboard.
This article will use the Funnel Pressure Dashboard to analyze example stages and the entire journey.
For a detailed description of what the metrics mean and how to read the Pressure Events reports, check out this article.
A Quick Pressure Events Refresher
The Pressure Events dashboard shows us how likely an account or person is to move from the start stage to the end stage successfully if they have a particular feature versus the population that fails to move from the start stage to the end stage with the same feature.
An event “feature” could be a campaign interaction, job title, department, or industry.
As an example, analyzing campaigns for stage 1 and 2 means we are looking at how many times more likely an account or person in stage 1 with a specific campaign interaction is to move to stage 2 than people who don’t have that campaign interaction (this is our Odds of Success metric). If the Odds of Success are blank or zero, there is no positive impact (meaning both successful and unsuccessful journeys interact at the same frequency with that particular campaign). If there is a negative Odds of Success, the campaign appears to have the opposite effect and prevent accounts or people from moving to stage 2.
Tip: Be sure to take into account how many successes happen for each feature. If the number of successes are low, the Odds of Success are less meaningful due to the Law of Small Numbers.
Which Campaigns Work Best Between Stages 1 and 2?
- Open the Funnel Pressure Event dashboard in Insights:
2. Select the date range (1) you would like to analyze (we recommend at least 180 days to give enough time to spot trends or patterns) and click Apply, set the start stage as the first stage in your funnel and click Apply (2), and set the end stage as the second stage in your funnel and click Apply (3):
Tip: Remember to click Apply whenever the prompt is in the setting section you are updating.
3. View the Campaign Table:
Looking at this table, we can see that the largest volume of successes can be attributed to Organic web visits via Google, but the highest Odds of Success are associated with Organic LinkedIn page visits. People who visit CaliberMind via LinkedIn posts are 33x more likely to move to “Qualified” or Stage 2 than people who don’t interact with CaliberMind on LinkedIn.
LinkedIn social strategy works well to drive people from initial Awareness to Qualification (Stage 1 to 2).
What Else Can I Analyze About This Stage?
Several features are analyzed on this dashboard. Let’s look at the Department table using the same timeframe, start stage (Stage 1: Inbound), and end stage (Stage 2: Automatically Qualified Account):
Most successes in this demo data set are associated with a Marketing department. However, we can see that when the Executive team engages with our brand between stages 1 and 2, the prospect is almost four times more likely to reach a qualification stage than if the Executive team is not interacting with our brand.
Which Campaigns Work Best Between Stages 2 and 3?
- From the Pressure Events dashboard, select the date range (1) you would like to analyze (we recommend at least 180 days to give enough time to spot trends or patterns) and click Apply, set the start stage as the first stage in your funnel and click Apply (2), and set the end stage as the second stage in your funnel and click Apply (3):
Tip: Remember to click Apply whenever the prompt is in the setting section you are updating.
2. View the Campaign Table:
It’s not surprising that web visits and chatbot interactions signal strong interest between these stages. It’s tempting for us to be excited about our B2B Funnel Certification, but the law of small numbers tells us we should focus more on LinkedIn and SEO to drive more web and chat engagements.
Which Campaigns Work Best From Stage 1 to Customer?
There are some things to keep in mind when we’re analyzing a big jump between Stage 1 and our final stage, or “Customer”:
- We have to keep in mind our average lifecycle between first touch and customer. If we analyze a period of time that isn’t long enough to let people travel from stage one to customer, our results may be skewed.
- We need context. Something that worked well last year may not still work if we try it this year.
To analyze the campaign interactions that are more likely to be taken by customers, we’re going to start on the same Pressure Dashboard.
- We’ll update the time range (1), the Start Stage (2), and the End Stage (3), and clicking Apply after each selection in the appropriate box:
2. Because the Campaign chart was full of lots of single successes, we’ll look at campaign types instead:
Our demo data pool is small, but we can see that Webinars, SEO, and Paid Search are tactics we should keep doing.