How this Marketing Director uses Revenue Attribution Reports for event marketing

Jeremy Moskowitz, Director of Platform and Solutions Marketing at Outreach, shares insights live from Dreamforce about the importance of creating a comprehensive marketing experience. He emphasizes the need for Revenue Attribution Reports for effective tracking and reporting to demonstrate ROI and analyze the success of various marketing activations. By leveraging AI sentiment analysis and Opportunity Sync, Jeremy can evaluate the effectiveness of his messaging and understand audience engagement. This data-driven approach allows him to optimize marketing strategies and ensure that outreach efforts translate into revenue.

Introduction to Marketing Attribution

Hi, I'm Jeremy. I'm Director of Platform and Solutions Marketing at Outreach. And coming to you live at Dreamforce, here to talk about two of kind of the scariest words in Go to Market, marketing attribution. We're here live at Dreamforce, and as a marketer, we invest a ton in the experience here.

It's not just the booth, it's the on-site meetings. It's the VIP experience. It's the customer happy hour. It's the partner meetings.

We have all sorts of different activations here. And at the end of the day, we've got to deliver for the business. Someone's gonna ask me, where's the ROI? And luckily, Outreach allows me to pop out and show them just what we're getting out of this event.

Understanding Sequence Reporting

It all comes down to the Sequence Reporting. Now, there's been a lot of controversy these days about basic email tracking. Email open rate, click rate. Outreach goes beyond that, and as a marketer, it's giving me metrics that matter.

So if you can see here, I've created a sequence for every one of our different activations. And it's gonna allow me to measure the impact of the messaging, the activation, and make sure that we're getting the right people with this. For me, it's all about the pipeline that we're creating. Are we booking meetings?

Are we, those meetings turning into opportunity? Are those opportunities turning into revenue? And are they, are we actually, how many of those opportunities are we winning? And are those opportunities turning into revenue and how much revenue?

Measuring Messaging Effectiveness

This is a goldmine for a marketer. If you own messaging like me, so much of your output can't be measured. So much of your output is fundamental. It's required, but you can't measure the output of a messaging house.

This allows me to do that. Here at Dreamforce, it's allowing me to understand which of these activations are we reaching the most people? And are we turning those, are those people converting into pipeline customers opportunities? Beyond that, it also helps me evaluate the effectiveness of my messaging.

AI Sentiment Analysis in Outreach

So using Outreach's AI sentiment analysis, I can understand not just if people are responding to my messages, how are they responding? Are they responding with positive responses? Are they responding with objections? Are they asking for a meeting?

Do they have follow up questions? Do they have referrals? I can see all of this in Outreach, and I can understand what messages resonate and what messages are landing a little bit flat. And also, I can double click on those actual messages to see who it is that's objecting, who it is that's responding positively to make sure that it's resonating with the right people.

Brock here is a VP of Revenue perations. He's exactly who I want to reach with this campaign. So seeing responses like this from a guy like him, that tells me that my message is working. So this has changed the game for me when it comes to measuring the ROI of an event like Dreamforce.

Evaluating Product Messaging Impact

But I can do this with every type of messaging I put out into the market. Have we taken our product messaging in new direction? Having sequences in Outreach allows me to understand if that message is resonating and if it's converting, not just to opens, not just to meetings, but to revenue. If I'm doing a sales play against a competitor, I can do a takeout sequence in Outreach, which we would do anyway.

But now I can see if we are winning against that competitor. I have a full staff marketing analytics suite to answer all of the questions I have as a marketer in Outreach sequence reporting. This has changed the way I do my job. Opportunity Sync is what gives me this revenue reporting in Outreach, and that is something that does need to be configured.

Importance of Opportunity Sync

So the most valuable thing any marketer could do is make sure that their Outreach admin has turned on the Opportunity Sync, because that's what gives me access to all of this data that helps just solve marketing attribution for me. And that's how I use Outreach to measure the revenue impact of marketing, from messaging to sales plays to events.