Bizible is a B2B marketing attribution and revenue planning software that enables hundreds of companies to create sophisticated attribution models and unveil their buyer's journey.
To set up Bizible, you typically need to define your attribution model and touchpoints in advance. The attribution touchpoints available in Bizible are mostly based on website and Salesforce events. For example, website users visiting a tracked landing page or a salesperson logging a call with a customer or prospect.
This paradigm presents several attribution challenges when it comes to tracking organic social media activities. Oktopost can help solve these challenges.
Sharing Links to 3rd Party Websites
Social media marketers use content curation to create a more valuable and interesting experience for their audience. Typically, a B2B company shares links to its media coverage, industry updates, latest trends, and more. Social media users who follow your brand, or just discovered it, will click through on your content. Days later, they will visit your website following a generic Google search and finally convert. In that case, Bizible will attribute the lead source to Google, even though the initial interaction happened on social media.
Solution: Activities Attribution with the Oktopost-Salesforce Integration
To solve this problem, you can set up the Oktopost Salesforce integration and turn on the option to create activities for leads and contacts. Once it's enabled, Oktopost will create a new activity every time it detects a conversion from social media. The activity details will contain information about the conversion source, including the social network, campaign, and the page you linked to. Then, with Bizible's Activities Attribution, you can assign this conversion to the correct social source.
Social Publishing at Scale
B2B marketing teams schedule hundreds, if not thousands of social media posts every month to distribute their content. If marketers had to create a custom URL with tracking parameters for every post, it would take countless hours and create room for error.
Solution: Dynamic URL Tagging
Oktopost offers a powerful solution that allows you to dynamically add UTM tags, or any other query parameters, to every link you share on social media. Once this feature is on, Oktopost will automatically populate the query parameters based on the campaign and social network you're posting to. In turn, you can set up the attribution touchpoints in Bizible to follow your URL tagging convention in Oktopost. Your team will be able to distribute and track social content without spending a single minute on building URLs.
Employee Advocacy Attribution
Tracking your corporate social channels is one thing, but tracking and attributing social content shared by your employees is a whole other challenge. Companies that run an employee advocacy program can have dozens or even hundreds of employees sharing corporate content with their connections and followers on social media.
For example, if you want to attribute a post shared by a salesperson to someone who clicked on their content and eventually converted or closed a deal, you need to create a unique link for each employee and then multiply that by the number of content pieces that you're asking them to share.
Solution: URL Variables
Luckily, Oktopost has a built-in feature for tracking shared links on social media. As mentioned above, every link that you and your advocates share via Oktopost contains information about the campaign, tags, network, profile, and the user who shared it. When someone clicks on a link that one of your advocates shared, Oktopost can use this information to populate the UTM parameters dynamically. It will lead the user to a final URL with custom query parameters that you can map in Bizible.
If you want to build an attribution model for your advocacy program based on the employees who shared the content, you can set up your UTM tags in Oktopost as follows:
|utm_source||%social_network%||Twitter, LinkedIn, Facebook, Instagram, YouTube, or WeChat.|
|utm_medium||social||Using social as a static value.|
|utm_campaign||%campaign_name% - %post_source%||
Oktopost's campaign name alongside the post source:
|utm_content||%user_name%||The name of the user who shared the link.|
If John Doe shared a post to his LinkedIn account, the final URL would look like this:
https://www.oktopost.com?utm_source=LinkedIn&utm_medium=social&utm_content=John Doe&utm_campaign=Campaign Name - Board
Using this structure, you can parse the URL in Bizible to attribute based on:
- Social media as a channel.
- A social network.
- An Oktopost campaign name.
- Organic social media versus advocacy.
- Specific employees and users that shared your content.