THE DIRE STATE OF B2B MARKETING ATTRIBUTION – AND THE FUTURE

Summary from the TLDR Marketing newsletter

Most B2B brands have limited attribution due to complex customer journeys, the role of purchasing committees, low data volume, and multiple acquisition targets. Moreover, touch-based attribution is flawed and is being eliminated by laws and policies. The future for B2B is Marketing Mix Modeling (MMM), which is a type of statistical analysis that provides insights into how marketing activities affect sales performance. The article includes more detail on how it works.