The dire state of B2B marketing attribution
It’s rather… embarrassing.
Lenny recently published a fantastic article on B2C attribution, which made me feel a twinge of sadness for the sorry state of B2B attribution. The post is packed with so much sophistication around B2C’s use of multi-touch attribution, marketing mix modeling, and incrementality testing—it all sounded dreamy. Yet most B2B companies are reduced to:
Non-existent attribution efforts: With companies having vague ‘direct’ or ‘channel’ as the sources of pipeline.
Measuring attribution on the pipeline level: Yea, I’m talking about those Hubspot or Marketo pipeline attribution reports that tag some emails or sales forms as ‘sources’ with ambiguous ‘product’ categories.
Tracking attribution on a last-click basis: Squarely stuck in 2010 with SEO, SEM, or ‘product’ scooping up all the credit, causing divestment in all other channels.
Measuring attribution on a self-reported survey basis: That dreaded ‘‘How did you hear about us?’ question that assumes that customers will remember, even though they …
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