Category: Marketing Automation

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2020 was — in a word — unprecedented. 
The only thing nearly as unprecedented as the events of the year itself? The number of times 2020 was described as “unprecedented.”
With the conclusion of a year unlike any other, it’s natural to seek out new looks and approaches. 
Desires for new and different –– but also reassuring and less overwhelming ––  experiences will exert significant influence over customer appetites in 2021, including in visual communications and graphic design.
Here, let’s dive into the graphic design trends you’ll see in 2021. Plus, what design techniques you’ll want to avoid. 

2021 Graphic Design Trends
Current graphic design trends for 2021 offer opportunities to update your brand’s aesthetic, earn customers’ attention, and unlock greater results. 
These trends fall into three dominant themes or moods: socially-conscious design, dissonance, and optimism. 
Within each theme, there are a number of design techniques and styles you’re going to see artists and brands employ.
You’re going to want to see this –– and not just because it means 2020 is over.
1. Socially-Conscious Design
Design and culture are integrally connected. Designer and author Robert L. Peters makes it clear where he thinks real change begins: “Design creates culture. Culture shapes values. Values determine the future.”
To strive for a better future, it helps to visualize it. 
Social unrest and movements for anti-racism have captured national attention, and every brand and business has to take notice and evaluate where they stand. 
Socially conscious design gained traction throughout the past year, and it’s poised for even greater impact in 2021. Within the theme of socially conscious design, key trends include authentic representation, sustainability, and celebrating diversity and imperfection.
2. Authentic Representation
Nike’s instantly-iconic ad featuring Colin Kaepernick exemplifies the push for authenticity and design that includes diverse voices and perspectives. 
After widespread protests following the killings of George Floyd and Breonna Taylor in 2020, Nike spoke up again, unveiling “For Once, Don’t Do It” – subverting the brand’s instantly-recognizable tagline. 
You’ll continue to see brands pushing boundaries in 2021 when it comes to creating authentic, meaningful, and deeply powerful content over more superficial designs. 
3. Diversity and Imperfection 
The trend to more socially-conscious design aligns with broader cultural pushes to make all forms of media more diverse, inclusive, and affirming of all our various identities and imperfections. 
DesignStudio applies these values and approaches in their authentic, intentionally ‘imperfect’ rebrand for insurance company Getsafe. 
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4. Sustainability 
Sure, humans had a rough 2020, but the Earth didn’t fare much better. 
And with all our time spent indoors, we had ample time to cultivate awareness (okay, anxiety) about climate change and other environmental issues. This –– plus the near-universal experiences of cabin fever after a year filled with pandemic-related lockdowns –– has sustainability featuring prominently in graphic design in 2021.

As consumers think about waste and their environmental footprint more than ever before, brands dealing in physical goods are especially sensitive to potential tension. Expect to see more and more packaging designs that emphasize sustainability through natural iconography, neutral color palettes, and eco-conscious materials. 

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5. Natural and Manufactured Juxtaposition 
Global lockdowns have disrupted our connections to our environment. 
Graphic design is leaning into this tension through regular juxtaposition of the natural and the manufacture, earth and metal, organic and inanimate. 
Gucci played with all of these themes when launching their Gucci Bloom fragrance, creating a gamified virtual experience for visitors to explore an animated garden:

Exploring contrasts and intersections between these forces is especially appealing for spaces hardest hit by the pandemic. Industries like fashion and travel will emphasize elements conveying solidity and technological progress while also reinforcing connections to nature through floral and herbal patterns, cheery hues, and blue skies.
These elements bring a sense of destination, movement, and outdoor exploration –– even when there’s nowhere to go. 

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6. Color Trends in Graphic Design 
Socially conscious design is interesting and impactful –– but it’s also mentally demanding. As people have found themselves spending more and more time at home grappling with monumental and unfamiliar stressors, tastes in color have shifted to hues that are proven to reduce anxiety and promote a sense of ease.
Unsurprisingly, organic and natural shades can provide welcome respite for people who stare at walls and screens all day. For best results, move past standard browns and greys. Understated oranges and teals evoke warmth and comfort, while providing more energy and optimism than their more drab neutral peers.

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These color trends are influencing interior design for homes and workplaces, as luxury paint brand Farrow & Ball reports. 
Gone: dramatic accent walls and high contrast color schemes. In: calm and muted tones.
For paint companies, at least, pandemic-related quarantines have them seeing another earth tone: green. Revenue for Farrow & Ball, for instance, was up 20% compared to a year prior.
7. Dissonance
While some design currents aim to push society forward or distract from all sorts of stress we’re under, other impulses in graphic design reflect our chaotic, tumultuous present moment. 
Designs that embrace uncertainty often appear relatable to people living in unpredictable circumstances.
8. Color Blur 
One trend playing up the theme of dissonance melds color and texture by adding grains and/or gradients. Such blending or layering adds depth and tactility to rendered or printed images. 
With darker, brighter color schemes, color blur adds a level of broodiness, implying a depth of emotion and feeling, as well as a sense of three-dimensional space.
For a more disconcerting effect, pair a color blur or gradient with distorted text, as well.

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9. Outsized Typography 
Another dissonant trend in graphic design intentionally misplaces typography in ways that defy expectations and flout design conventions. Images cut off or obscure portions of text or unpolished elements disrupt sleek designs, among other glaring “errors” that catch the eye. 
Exaggerated sizes and violating conventional hierarchies, this approach plays with both scale and alignment – two of the basic elements of graphic design. The effect: arresting and memorable. 

Designer Danielo Silveira’s designs for Puma “This is My Flow” uses these concepts with visually stunning results. 
Hype and buzz-focused streetwear brands employ these techniques with a studied nonchalance, leaving the uninitiated viewer feeling off balance –– and rewarding their die-hard fans for being in the know. 
10. Surrealism 
“The real is intertwined with the surreal, and in no year was that more deeply felt than in 2020” — 99designs.com
I feel this. Don’t you? 
Considering how mixed up –– and messed up –– day-to-day life often seems, it’s no wonder graphic design is exploring imagery that bends the edges of reality. 
What does that mean, if you’re not a Salvador Dali-afficionado or modern art critic? Well, you should probably prepare yourself to make sense of more images like this one:
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11. Optimism and Reassurance
You’re not alone if you’re yearning for reassuring, optimistic visual experiences.
The third and final big theme in graphic design for 2021 reflects a common desire for brighter, more familiar, comfortable days.
12. Retro-futurism
Retro-futurism represents the first trend within this broader inclination towards optimistic design in 2021. 
No, this isn’t another new sub-genre of music known only to the most avant-garde of your college dorm mates. Retro-futurism refers to designs that take symbols and approaches from the past and present them “mashed up with elements of the imagined future.”

Think: NASA’s worm logo and “space-age” designs. These forms, originating in the forward-looking decades around the first moon landing. This type of design manages to feel both new and familiar at the same time. It reinforces humanity’s confidence in the potential of technology and interstellar flight.

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Yes, nostalgia promises to do well in 2021. Colors and shapes that seem both vintage and tech-inspired blend reassurance with a sense of progress. 
13. Symbol Revival
In an environment where so much is routinely challenged or called into question, graphic design offers key tools to connect with the universal and the uniquely human elements within us all. Carefully-chosen and constructed symbols possess this potential –– for communication that transcends language.
The simple, powerful imagery of a square peg fitting into a round hole makes a strong statement in the brand identity Pentagram’s Paula Scher designed for the Mental Health Coalition. 

Here, a symbol typically used to connote exclusion or ill-fittedness is reclaimed as a visual metaphor for inclusivity and acceptance. It’s socially conscious, reflective, and also calling the viewer towards a better future –– and you can look forward to much more graphic design like in in 2021.
Graphic Design Trend to Avoid: Faking Authenticity
The ‘trend’ you definitely want to avoid: swerving away from allyship to co-opt complex and painful issues as if they’re just more trends to copy. 
Nike, Glossier –– these brands had already taken proactive anti-racist stances, embracing this as a prominent part of their identity. They can speak authentically about related events and issues. 
Many chose to amplify or echo similar messages to reflect their own values or affirm a call for change. This is well and good. Opportunism? Not so much. 
In short: make sure your design accurately, and authentically, reflects your values. 
(If you decide to reexamine your values, more power to you –– but work on your values first, and hold off on pressing ‘send’ on some trendy graphic.)
How to Keep Up with Graphic Design Trends
Designers gravitate towards visually-driven platforms like Instagram, or Behance — Adobe’s proprietary social media platform geared to showcase creative work. Instagram, as the most visually-driven of the ubiquitous social media platforms, offers a wealth of opportunities to observe, learn from, and keep up with graphic design trends. 
You can easily see broad trends and also drill down into specific skills or minutiae of the field through keyword searches and following hashtags. Interested in hand-lettering styled after 1950’s tattooing? You’ve come to the right place. 
YouTube is also an invaluable resource for designers of all stripes and skill levels. You may never make it out from the rabbit hole of top 10 lists, design techniques, and how-to guides –– but you sure will learn a lot while you’re down there. 
Pick a Timeless Design to Ensure It Lasts
Before you go and apply all the 2021 graphic design trends in making delightful and chaotic – but somehow calm and reassuring and progressive –– imagery, there’s one word of warning to take with you. Employ trends sparingly and with care, or risk becoming a quickly-outdated caricature. 
This is especially true in logo design, where you’ll need to avoid looking outdated –– and perhaps even worse to constantly change your primary branding. Go for something modern, but timeless, and make design decisions with your organizational values in mind. 
Strike this balance well to benefit and learn from 2021 trends while not putting yourself on course to need a rebrand in 2022.
What to Expect from Graphic Design in 2021
In 2021, graphic design will continue to both draw inspiration from and exert influence to change culture. Perhaps it will be as tumultuous and unpredictable as 2020 (although we can certainly hope not).
One thing about 2021 is certain, though. For the foreseeable future, Adobe’s Photoshop team deserves credit for calling the trend most likely to carry over from 2020 into the new year: 

Hi! I’m Chris and I’m a mobile software engineer. I got some spare time which I would love to invest in building something which could help you with your business. I’ll get back to some of you to collaborate more closely so you get what you really need! https://forms.gle/ywtZToFt7FkuDo8z8 Is that free? Yes. I won’t charge anything for developing an application for you. I might introduce payments later, but as a first customer, you will get a heavy discount. Thank you so much for every response
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When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative, and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
The post Modern B2B Marketing Attribution: Making the Business Case appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative, and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
The post Modern B2B Marketing Attribution: Making the Business Case appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative, and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
The post Modern B2B Marketing Attribution: Making the Business Case appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative, and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
The post Modern B2B Marketing Attribution: Making the Business Case appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative, and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
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