How to Leverage Attribution to Maximize B2B Marketing Performance
B2B marketers have more data than ever before — and more platforms to make sense of. This SmartGuide sets out the key considerations and strategic steps for implementing an attribution solution that improves marketing performance.
From data overload to a return you can defend.
The volume of marketing data — and the near-7,000 martech tools producing it at the time of writing — makes it hard to see what is actually working. This SmartGuide works through that problem: why measurement lags behind its own priority, how attribution answers the return question, the ABCs of how attribution works, a model for putting it into practice, and what it takes to sustain it.
The guide cites Demand Gen Report's 2018 benchmark survey: 87% of marketers called measurement and reporting a growing priority, while 59% rated their current ability as needing improvement or worse.
The guide separates return on marketing investment from overall ROI and centers one question: did marketing spend convert into incremental revenue?
In a long B2B sale, attribution has to follow every influencer and decision maker across every channel — not just the final touch before conversion.
What's inside
- Data & Tech Overload
- To ROMI and Beyond
- The ABCs of Attribution
- A Method to the Madness Model
- Putting Attribution into Practice
- Bringing It All Together
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