B2B SaaS gain much from marketing attribution, but they can gain even more from revenue attribution. Marketing attribution involves the analysis of the prospects’ engagement with your B2B SaaS website and their Buyer’s journey. However, revenue attribution helps to analyze the marketing activities that increase B2B SaaS revenue growth. Here are some effective ways you can improve your B2B SaaS revenue attribution for increasing your ROI.
Align Sales and Marketing Teams
Sales and marketing alignment is often practiced within the Inbound Marketing strategy. Such an alignment improves customer retention, closes rates, and increases B2B SaaS revenue growth. It was found that B2B companies with tightly aligned sales and marketing actions get 24% faster revenue growth.
To achieve marketing and sales alignment, you need to make sure that their goals are aligned, their definitions for lifecycle stages are shared, and it is clearly decided who owns which tools. Such work organization in B2B SaaS will lead to better marketing effectiveness and revenue growth.
Optimize Data Collection Tools
Data collection is one of the biggest challenges in B2B SaaS marketing. It is highly important to measure B2B SaaS ROI. To optimize your data collection, it is useful to automate it for conversions, landing pages, and other marketing activities. You can also use filters to clearly see MQLs, SQLs, and other B2B SaaS attribution segments. Also, you need to make sure that your systems and tools are integrated and transfer all customer journey data accurately. Such optimization will help you to be more effective in your B2B SaaS marketing and achieve revenue growth.
See the Blind Spots in Your B2B SaaS Revenue Attribution
Attribution is a complex notion which involves various marketing activities. Some may have problems with calculating ROI or trying to figure out everything manually. It’s necessary to analyze the present situation of your B2B SaaS in the attribution journey before you start experimenting with attribution models. When your B2B SaaS marketing and sales teams are closely aligned, you’ve carefully mapped your marketing practices, and consistently track them in attribution reports, it means your B2B SaaS revenue attribution is on a high level. You can improve it by keeping up with these activities and doing shift reporting when necessary.
Find Your Best Model of Revenue Attribution
There are various models of B2B SaaS revenue attribution. You need to choose the best model for your B2B SaaS based on your maturity level of attribution and your company’s priorities of revenue attribution. Here are some B2B SaaS revenue attribution models to consider:
- First Interaction. Helps to understand the type of content that brings the most revenue or the total revenue generated from your blog.
- Last Interaction. Reveals what is driving B2B SaaS sales.
- Linear. Will help to understand the most valuable parts of your B2B SaaS by measuring the revenue your customers generate.
- U-Shaped. Will provide information on the content that gets leads into your SaaS CRM that will increase revenue growth.
- W-Shaped. Looks at such three engagements as First Interaction, Lead Generation, and Opportunity Creation.
- Full-path. Helps in understanding what brings the audience to your B2B SaaS site and makes them convert.
Revenue attribution for B2B SaaS will ensure the growth and prosperity of your company. There are several ways to improve your SaaS revenue attribution, such as aligning your sales and marketing teams, optimizing data collection tools, and working on the blind spots. It takes practice, analysis, and refinement to effectively improve your B2B SaaS revenue attribution.
P.S. By the way, you may be interested to learn which B2B SaaS Marketing Agency can help you with marketing – and you came to the right place. Check us out at, “Revenue, Inc.” 😉