First Touch: In 9 Of 10 Industries Search Tops Lead Generation, Social Shortens Marketing Cycles - MarketingLand
In a new paper, Bizible analyzed data from the more than 480,000 leads that have been tracked through its Salesforce marketing analytics platform to provide insights on how marketers should be thinking about attribution modeling and why the traditional last-click model is broken.
When looking at last touch only, Bizible found that search accounted for 41 percent of the leads generated. Yet, when considered by first touch, search, in fact, drove 56 percent of the leads.
Furthermore, the combination of search first touch and search last touch was the most productive sequence for lead generation, accounting for 37 percent of all leads from first/last touch combinations.