What do you do if your B2B marketing attribution is off the rails?

When attribution goes array, always start by auditing your data sources. Identify inconsistencies & missing points across website analytics, CRM, & ad platforms, clean & standardize your data, and ensure seamless integration to avoid fragmented information. Accurate data is the foundation for trustworthy B2B marketing attribution that converts into measurable results.

As a seasoned B2B marketer, I've found that when attribution goes haywire, it's like driving in the dark without headlights—you're bound to crash. The first thing I do is check our data sources to ensure they're singing the same tune, no missing notes or mixed-up melodies. Once we've got our data harmonized, we can navigate the customer journey with clarity and precision, steering our efforts toward success.

If B2B marketing attribution is failing: Audit your current attribution model for accuracy and relevance. Ensure proper tracking setup across all touchpoints and tools. Cleanse data to remove duplicates and errors. Test different attribution models (last-click, first-click, linear, time-decay, etc.). Utilize multi-touch attribution to capture all customer interactions. Leverage analytics to understand the customer journey better. Train your team on the importance of accurate data entry. Continuously monitor, evaluate, and adjust your approach based on insights. Consider consulting with an analyst or agency for external insights.

Diagnose the Problem: Data Silos & Inconsistency: Identify if data is fragmented across different platforms (CRM, marketing automation, website analytics). Ensure consistent data collection practices. Data Profiling Tools: Use software to analyze data quality metrics like completeness, accuracy, and consistency. Data Visualization Tools: Visualize data distributions and identify potential anomalies or outliers. Sampling: If dealing with large datasets, consider using data sampling techniques to efficiently assess data quality. Focus on High-Impact Data Sources: Prioritize auditing data sources that significantly impact attribution model.

When B2B marketing attribution goes off the rails, it's crucial to reassess your tracking methods, data integrity, and attribution model. Start by auditing your tracking tools and data sources to identify discrepancies. Then, refine your attribution model to better reflect the customer journey, considering touchpoints across channels and devices. Additionally, collaborate with sales teams to align on lead definitions and attribution criteria. Finally, invest in advanced analytics and automation to streamline attribution processes and improve accuracy over time.

Finding the perfect attribution model can be a black hole (and a distraction). B2B marketers are constantly battling to justify channels and changing attribution models to find the one to help them win over C-suite. The hard truth? Attribution is only getting more difficult, and no model is perfect. If you think about what you’re trying to achieve with attribution, it’s where are we spending money or time (which is still money), and are we spending it in the right place? The best place to get that information is from conversations with prospects/customers. Uncover what was the most memorable moment for them in their journey — combine this with data and you'll paint a better picture of their buying journeys and where to invest more.

As a seasoned B2B marketer, I've found that when attribution goes haywire, it's time to take a step back and reassess our model. It's crucial to align it closely with our business objectives and customer behavior, ensuring it accurately reflects our marketing efforts' impact. Regular testing and adjustments based on real data and feedback keep us on track, helping us better understand what's driving our sales outcomes in the ever-evolving landscape of B2B marketing.

The average B2B transaction has an 8-month due diligence period on the buyer's side. Dozens of touch points occur during this period of time - and often, way beforehand, in combination with referral traffic from partners and vendors. Always ask your prospect early on whenever possible. They can quote a conference talk, a podcast, thought leadership pieces or other data points that left an impression and aren't trackable for you.

In addressing B2B marketing attribution challenges, I've discovered the critical importance of continuously reviewing & refining our attribution model. Drawing from past experiences, I prioritize aligning the model with our business objectives, customer behavior, & marketing strategy. Recognizing the spectrum of attribution models available—ranging from first-touch to custom—we can make a tailored selection based on our B2B sales cycle & buyer personas. Rigorous testing & validation guarantee accuracy, empowering us to make data-driven adjustments & enhancements. Through relentless optimization of our attribution model, we deepen our grasp of marketing effectiveness, enabling well-informed decision-making in the ever-evolving B2B landscape.

The first step in reviewing your attribution model is to gather the necessary resources. This involves extracting relevant data from your marketing automation platforms and CRM systems. You'll also need to document your current attribution model (e.g., last touch, first touch, multi-touch) and understand how it assigns credit for conversions. If you have a customer journey map, referencing it can be helpful in identifying all the touchpoints B2B customers encounter before converting.

As a seasoned B2B marketer, I believe that when our attribution goes haywire, it's time to roll up our sleeves and dive into the nitty-gritty of our reports. These reports aren't just numbers; they're our compass, guiding us to understand what's working, what's not, and how we can fine-tune our strategies to drive better results. It's not just about crunching data; it's about connecting the dots to tell a story that helps us improve, collaborate with our sales teams, and ultimately prove our worth to the company.

Verify that all relevant touchpoints and interactions across the customer journey are correctly captured and attributed. Consider implementing additional tracking mechanisms or integrating with more robust analytics tools to capture offline conversions, multi-device interactions, and nuanced customer behaviors. Furthermore, collaborate closely with both marketing and sales teams to ensure alignment on goals, definitions of success metrics, and interpretation of attribution insights.

When faced with B2B marketing attribution challenges, I've learned the importance of reviewing and refining our attribution model. Reflecting on past experiences, I emphasize aligning the model with our business goals, customer behavior, and marketing strategy. Understanding that attribution models vary—from first-touch to custom—allows for tailored selection based on our B2B sales cycle and buyer personas. Regular testing and validation ensure accuracy, enabling adjustments based on data insights and feedback. By continually optimizing our attribution model, we enhance our understanding of marketing effectiveness and pave the way for informed decision-making in the dynamic B2B landscape.

When your B2B marketing attribution goes haywire, it's crucial to break down the results in simple, clear terms and share them with your team and stakeholders. Showcasing how your marketing efforts impact the business and using visuals like charts and graphs can help everyone understand the story behind the numbers. Tailoring your message to different audiences ensures everyone sees the value and can make informed decisions moving forward.

As an experienced B2B marketer, I believe updating our attribution strategy is crucial for staying on track. It's about aligning with our goals, understanding our customers, and adapting to market changes. Regularly reviewing and refining our approach ensures we're using the best tools and practices to deliver valuable insights.

Whatever suite of tools and systems you collect browsing behavior in, always place a "Where did you find us?" drop down or a text field in your contact form. Most website leads aren't marketing leads; they met the founder at an event, sales has been blasting them for months, they were browsing reddit reviews or saw an event sponsorship that resonated.

Attribution is usually a waste of time. Why? Because in complex B2B sales, there are typically 6-10 people involved across the buying cycle. Each person has many interactions with people, content, other customers, and friends before engaging. Many of these interactions often take place offline and can’t be accurately tracked.

It is crucial to understand if your marketing is working, reaching customers and convincing them to act. But don't overcomplicate it. Build these three foundations first: #1 Self-reported Attribution: Add a simple question on your website: "Where did you hear about us?" It will provide clear insights into where your marketing is reaching customers. #2 Digital Attribution: Utilise platforms such as HubSpot to trace every interaction, from website visits to ad clicks. Although powerful, remember it doesn't capture offline engagements (aka 'Dark Social'). #3 Qualitative Interviews: Execute regular interviews with customers and prospects. This will unveil details most likely missed with the first two methods and plug any gaps in your data.

Software attribution is a tricky world. Every platform over-claims their impact, and it's harder than ever to understand the true value each channel is bringing. Sometimes it's best to start from scratch... look at your CRM and see what channels are the "latest source" and "original source" for opportunities and SQLs, and then work outwards from there. Then when you see a ton of opportunities coming from branded search, retargeting and direct, realise that these channels only exist due to someone already knowing about you. Then invest in demand gen.

Talk to @Chris Walker and/or use Dreamdata.io and talk to their team. While being a short response in the shape of a recommendation, they people and tech that can actually help to figure out attribution.