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.
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.
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.
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
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.