In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind.
We cover:
→ Why multi-touch attribution keeps lying to you and what it's actually measuring
→ Why ad platforms are deliberately making attribution harder for us as marketers
→ How to blend quantitative and qualitative data to get a real picture of what's driving revenue
→ Why being data influenced beats being data driven every single time
If you are a B2B marketer or demand gen lead who's tired of attribution tools that promise clarity and just deliver more confusion.
Tune in and learn:
→ Why multi-touch attribution is click obsessed and built on disappearing data
→ How to layer in marketing mix modeling and incremental testing without drowning in complexity
→ Why qualitative signals like "how did you hear about us" are more valuable than most attribution tools
→ How to communicate attribution as a range, not a definitive number, to your leadership team
→ How to align sales, CS and finance on what attribution can and can't tell you
🔗 Links + CTAs
🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course
🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school
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Timestamps:
00:00 Why Attribution Keeps Lying to You
00:50 Welcome + Season 8 Overview
01:56 The Five B's Framework Explained
02:54 Why B2B Attribution Is So Much Harder Than B2C
04:08 The Real Problems With Multi-Touch Attribution
07:35 Why Privacy Changes Are Making This Worse
08:32 Attribution Software Is Just Repackaged Last Click
09:55 How Long B2B Cycles Break Attribution Models
10:56 The Blended Measurement Framework
17:10 Why Qualitative Signals Are Your Most Honest Data
18:57 How to Communicate Attribution Uncertainty to Leadership
20:56 Don't Overpromise on Attribution Internally
23:30 Why Industry Benchmarks Are Mostly Useless
25:37 Key Takeaways
27:06 Final Thoughts and Where to Learn More
S08 E234 - The B2B Playbook