October 5, 2020
By Ale Melara
As my fellow, SmartBug Kristen Deyo mentions in her blog, “Attribution is a journey, not a destination.”
As a marketer, you’re constantly being pressured to showcase marketing attribution and tie every effort back to revenue. The executive team wants to know specifically where their budget is going and how much revenue they’re getting from each spend in marketing.
Unfortunately, attribution is not an easy task. Even though most marketers agree that tracking attribution is important, only 25 percent of marketers are reporting how their campaigns impact their revenue.
Tracking every step, every reaction, and every behavior from your customers is key to identifying the right efforts to use in each marketing channel. In order to do so, you need a marketing software or marketing automation platform that collects all your data and allows you to keep track of these interactions.
HubSpot, as a top marketing and sales software service, has some of the most complete attribution reporting features out there (you must be a HubSpot Marketing Professional or Enterprise to access HubSpot attribution reporting features).
To all HubSpot users, this blog is for you. You’ll learn about your attribution maturity level and understand where you land in your attribution journey.
There are two types of attribution reports in HubSpot: contact attribution and revenue attribution. You may be ready to use one type of report more than the other—or sometimes, you may not be prepared to use either.
That’s why we have developed a HubSpot Attribution Readiness Maturity Model to help you understand how ready you are in your attribution journey. If you feel like testing your luck, take our HubSpot Attribution Reporting Readiness Assessment before learning about each stage, and see where you land in our model.
If you land in the first stage of our attribution maturity model, you have the following characteristics:
At a moderate maturity, your company has the following characteristics:
However, at this stage you may not have the ability to track all aspects of the funnel. Most often, this is because humans aren’t tracking all offline activity or your sales software doesn’t easily enable it. Regardless of the specific reason, you still have not captured the full funnel, whether due to human or technological challenges.
Stage 3: Running
Run, Forrest, Run! That’s the only thing I could think of when I was writing about this last stage of the model.
Anyway, if you land on stage three, you’re running, my friend—so keep running! At this stage of maturity, your process displays the following characteristics:
Feeling curious now? Take our assessment and get your results! The great thing about the assessment is that it will not only show you your score, but you’ll see the recommended next steps to take, bringing you closer to your attribution goals and scale-up in the model.
If you’d like to discuss your results in more detail, our experts are always available to chat. We’d love to share a more comprehensive plan for rolling out attribution reporting for you.
About the author
Ale Melara is a Sr. Content Marketing Manager based out of El Salvador, Central America. Ale is our very first LATAM employee. She's worked remotely for the past 5 years and she's had different roles in sales and marketing. In her free time, she works on creating educational videos around digital marketing for her "Inbound Nomad" social accounts where she promotes traveling the world while being a full-time marketer. Read more articles by Ale Melara.