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Bizible launches ‘first B2B revenue planning tool based on attribution’

The Revenue Planner is the firm’s first product beyond attribution tools.

Barry Levine on April 20, 2017 at 3:29 pm

B2B attribution service Bizible has decided that it doesn’t want to look just into the past anymore.

The Seattle-based company today announced a Revenue Planner, which projects forward its attribution data. VP of Marketing Dave Rigotti told me that this is his company’s first venture outside of attribution-oriented tools, and that it is “the first B2B financial planner based on attribution data.”

Virtually every marketing manager, he said, still moves attribution data into an Excel spreadsheet for planning future efforts, using averages of conversion rates, deal velocity and deal size to base forecasts.

The new Planner, he said, is quicker, more accurate, takes into account more factors and utilizes machine learning to discover usable patterns in historical data. As for the accuracy of Bizible’s attribution data, Rigotti didn’t have a confidence level or other stat but did say he was “highly confident” that it hits the mark.

Using the Planner, a marketer might forecast, for instance, “What happens if I spend more on LinkedIn ads in two months?”

The attribution data is based on past marketing and ad spend, concurrent sales lifts or dips, patterns of behavior by individual members of a B2B buying team and other historical factors, all analyzed for patterns by Bizible’s machine learning.

The Revenue Planner takes the attribution data, allows the marketer to make forward assumptions, and then uses machine learning to project forward patterns, such as LinkedIn ads resulting in a sales bump when such-and-such conditions are met. Here’s a screen shot:

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.