BrightFunnel

(33)
4.5 out of 5 stars

B2B Marketing Attribution and Forecasting. Get the total picture of marketing’s impact on sales.

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Showing 33 BrightFunnel reviews
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BrightFunnel review by <span>Michelle D.</span>
Michelle D.
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BrightFunnel is a Gamechanger

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What do you like best?

BrightFunnel has given us visibility that we have never had before. Our Demand Gen team is able to see true attribution and ROI on all campaigns and assets (not just the lead generating activities) to help drive decision making on where we invest our Marketing dollars and which campaigns/channels are working vs. which are not. The way that BrightFunnel is set up makes complete sense and fits very nicely into our current tech stack and processes, yet the BrightFunnel team is extremely responsive to small customizations as needed to make the tool work for us. The BrightFunnel team is very knowledgeable, easy to work with, and they have been a true partner to us throughout the implementation process.

What do you dislike?

I can't think of anything we dislike so far. The only challenge (which isn't much of a challenge at all) is that there is so much insightful data in BrightFunnel that I want to ensure our team isn't overwhelmed and can effectively use the tool, but BrightFunnel has helped identify initial use cases & reports for phase 1 of rollout and we will continue to evolve with it as the users get comfortable. BrightFunnel user interface with the dashboards and reports is intuitive so I don't expect it will take long.

Recommendations to others considering the product

First of all, Multi-touch attribution as a function is worth it. We are a mature Marketing organization and are continuously optimizing our existing tech stack & processes, but Multi-touch attribution is a big gamechanger for us. We identified our key requirements (some of ours included: the cost of data in SFDC, API calls, time to onboard, cost, digital tracking, cost/roi data, attribution, flexibility with product customizations, how well the vendor will partner with us), reviewed with our leadership teams, had demos with a lot of vendors, and BrightFunnel was clearly the best fit for us.

What business problems are you solving with the product? What benefits have you realized?

We are rolling out the tool to Demand Gen, Product Marketing/Vertical Marketing, Corporate Marketing, Sales, Executives, and Customer Success for a variety of use cases to drive decision making and increase our overall ROI on marketing spend:

Marketing Influence data for all campaigns/channels to measure ROI, determine spend, and determine which campaigns to repeat/stop

Identify group of opps with no campaign influence & why

Identify AE initiated opps that were also marketing influenced

True ROI on tradeshows

True ROI on Digital tactics & spend

Marketing Campaign/channel influence by product and sku

Determine ideal customer journeys for certain types of deals by product

First engaged touch by product

How is content performing?

Thought Leadership influence reports

Journey Analysis

Overall Marketing Influenced data trends

Overall Marketing ROI trends

Pipeline/Revenue trends by channel

Customer Journey Info

We just completed our implementation a couple of weeks ago so we don't have any hard ROI data on using the tool yet, but just the visibility has been huge. BrightFunnel can retroactively pull data so we already have data we can start using from 2016 to hit the ground running.

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BrightFunnel review by <span>Matt G.</span>
Matt G.
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What do you like best?

The Brightfunnel team has an exceptional understanding of marketing attribution concepts. They combine this with a very deep level of experience with Salesforce.com. They know exactly how Salesforce works - its strengths and weaknesses as a marketing tool. As a result, they were able to truly understand our business processes and challenges and show us exactly how to meet our needs for multi-touch attribution reporting.

Beyond that, the implementation team was extremely professional throughout the implementation - prompt, articulate, and thorough! They offered numerous customizations within their platform to provide a flexible solution that was exactly what we needed.

What do you dislike?

The only complaint I have as a busy person is that I want reports to load faster. However, I appreciate the amount of complexity involved in their analytics and am willing to wait 10-20 seconds for some of the reports to load. They appear to be constantly working to fine-tune the user experience and performance has improved since we first got started.

Recommendations to others considering the product

Get your source data and marketing processes clean, consistent, and ready!!.

What business problems are you solving with the product? What benefits have you realized?

Multi-touch attribution is a very difficult concept to truly wrap your arms around. In today's martech, you deal with everything from web forms, to Google Analytics and AdWords, to CRM, marketing automation, and even phone call tracking (thanks Invoca!). Brightfunnel has provided us with a centralized reporting platform that unifies all of these different sources. We are now able to run reports on-demand that were previously run manually once per month or that were not even possible for us to tackle.

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BrightFunnel review by <span>Linda F.</span>
Linda F.
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Eye-opening insights!

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What do you like best?

Simplicity of use; the pre-built reporting provides CMO executive summaries as well as allowing deep-dives into Channel performance and Campaign attribution with a single click.

What do you dislike?

The admin area isn't fully built out to support custom admin, but the team provide real-time support for any requests I have.

Recommendations to others considering the product

GIGO (Garbage In, Garbage Out) - Don't make the mistake in assuming BrightFunnel will automatically fix your attribution or highlight your top Marketing campaigns; there is still a certain amount of discipline required in setting up your campaigns correctly in Salesforce and being rigorous in how you set expectations, input costs and time periods etc. Setting these fundamentals early on will allow BrightFunnel to be even more impactful for your business needs.

What business problems are you solving with the product? What benefits have you realized?

Having worked in database management and struggled with data hygiene for reporting for 10+ years, Bright Funnel changed my life as a Marketing Analyst. I spend more time delivering insights to the business, time that I used to spend manipulating and cleaning up bad data. With Bright Funnel, the answers to business questions are instantly accessible and my contributions to the business are even more valuable.

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BrightFunnel review by <span>Rich C.</span>
Rich C.
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What do you like best?

BrightFunnel has an easy to use interface and a pretty intuitive way of showing metrics related to campaigns and programs. It has definitely been a time-saver for our marketing operations team to be able to point various stakeholders (especially the field group) to relevant reports where they can see the performance of their events and programs.

What do you dislike?

Because so many of the reports are out of the box and controlled, there are some limitations to customizing how you see and filter your data without working with support. Exporting data has some limitations as well.

What business problems are you solving with the product? What benefits have you realized?

Our immediate business problem was the accessibility of reliable reporting on attribution across campaigns and by events. Salesforce has limited sophistication and BrightFunnel has really helped us fill the gap between needing high quality reporting and having limited marketing ops resources on the team.

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BrightFunnel review by Executive Sponsor in Computer Software
Executive Sponsor in Computer Software
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What do you like best?

The implementation and configuration process are best in class! The whole BF team are great to work with. We have a solution that we can rely on for accurate campaign ROI, which is helping inform our investment decisions. Have 4 attribution models are also great, as we can answer different questions with each one. We've made 3 different customizations to better fit our business model and all were executed well and quickly.

What do you dislike?

The data loading is slow from time to time. The new dashboard was just released so I'll need to spend more time on that to see if I can create our CMO's dashboard from here, as opposed to going to BF & SFDC.

Recommendations to others considering the product

I recommend vetting a few scenarios: 1) as a campaign manager looking to report out on a specific campaign, event, or roadshow; 2) as Mktg leadership trying to figure out where to cut budget; 3) as a Mktg team trying to figure out what combinations of programs/tactics have been working with the largest recent deals.

What business problems are you solving with the product? What benefits have you realized?

Campaign performance, marketing attribution and impact, as well as deal deconstruction have been key for us to optimize our marketing programs and spend to support Sales. It's also great to leverage BF in our reviews with Inside Sales, Sales management, and Finance, as transparency helps foster trust and credibility.

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BrightFunnel review by <span>Doug R.</span>
Doug R.
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Great Product and people

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What do you like best?

The product is easy to use for marketers, yet provides full marketing contribution analysis. It is easy enough for marketers to use directly while at the same time being very comprehensive in what it provides. The help text and the organization of the text is well done and also helps.

What do you dislike?

Global filters seem to be flaky, they work sometimes and then not work other times.

I would like the ability to select account attribution, and opp role attribution on the fly. Account is perfect for reviews with marketers, op role is better for sales. We have not tried to re-configure at all and have been discouraged to do so.

Recommendations to others considering the product

Great Company and Software. I found the process where we integrated with SFDC as shockingly easy. This really made the bring up process painless and fast.

What business problems are you solving with the product? What benefits have you realized?

Enabling Marketers so measure their full contribution without hundreds of caveats and what ifs

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