How To Build A Multi-Touch Attribution Model In HubSpot Marketing Hub Pro
Identify marketing ROI by channel without buying more software.
👋 Hey, I’m Stuart and welcome to the ConnectedGTM newsletter. Today’s amazing playbook was created by Sarah Lane-Hawn 🧚♀️, the #MOPsFairy who enables B2B startups with her strategic operational guidance and automation experience.
Marketing attribution might be the most fiercely debated topic in B2B.
But if you’re a company without the budget, time or appetite for dedicated attribution software and a 3-6 month implementation process…
…you might be wondering how to accurately track marketing channel performance and make confident budget allocation decisions.
The Goldilocks Attribution Model utilizes HubSpot to pull things back to the basics.
Unlike HubSpot’s native attribution reporting in the enterprise tier. Sarah’s custom method for multi-touch attribution can be built using only HubSpot’s Marketing Hub Professional subscription.
This makes it an affordable alternative for companies wanting greater control over marketing attribution and channel ROI calculations.
The Goldilocks Attribution Model was built to be the “just right” fit for an SMB company’s attribution goals. It can flex to accommodate a weighted or unweighted multi-touch attribution as well as attribution by primary POCs only or ABM company level activity counts.
You are also not locked-in to full-journey reporting from first interaction all the way to closed-won deal, but can choose to report closed-won revenue and divide the attributed value between only influential activities before an opportunity was created.
The Goldilocks model uses 4 implementation steps to accurately attribute marketing activities In HubSpot:
Counting marketing touch-points by contact or account in automated workflows.
Time stamping counted touch-points at meaningful opportunity stages (New Opportunity Opened, Deal Closed-Won).
Calculating revenue attribution using a calculated property.
Reporting on revenue attribution with HubSpot custom reports.
Sarah 🧚♀️ guides her clients through all of the decisions involved in building their own custom model - from determining which activities to count, to weighting, and model implementation.
👀 Sarah has made this model available for one-click implementation. If you're interested click here to learn more and purchase the package.
The method has been used to attribute performance for marketing programs as streamlined as 5 paid channels and as large as 16 primary channels with weighting and ABM activity aggregation.
No matter how advanced your inbound and outbound programs are, this self-run program can provide full control over how your final attribution values are calculated so executives have complete confidence in data interpretation and accuracy.
How To Build A Multi-Touch Attribution Model in HubSpot
The biggest benefit of a custom built program is you get to decide which activities and stages of the customer journey you want to assign revenue impact to GTM actions for.
Here’s how to build your own multi-touch attribution model in HubSpot step-by-step:
🧚♀️ Ping Sarah on LinkedIn if you’d like a code to unlock her paid content 🧚♀️
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