It’s true that even the best, most advanced ATTRIBUTION solution can’t read the minds of our leads and customers and know which marketing engagements were the most influential. To be honest, the leads and customers probably don’t even know that themselves. But what does do a pretty good job of modelling the B2B customer journey and representing the impact of influential engagements is attribution that accounts for the big TRANSITIONS in the customer journey: the marketing effort that got the person to visit your website for the first time, the effort that convinced them to give their CONTACT information, and the effort that PERSUADED them to spend 20 or 30 minutes to demo the product.

While it may not be a perfect representation, we think that getting 95% of the way is a whole lot better than 0%.

It’s true that even the best, most advanced attribution solution can’t read the minds of our leads and customers and know which marketing engagements were the most influential. To be honest, the leads and customers probably don’t even know that themselves. But what does do a pretty good job of modelling the B2B customer journey and representing the impact of influential engagements is attribution that accounts for the big transitions in the customer journey: the marketing effort that got the person to visit your website for the first time, the effort that convinced them to give their contact information, and the effort that persuaded them to spend 20 or 30 minutes to demo the product.

While it may not be a perfect representation, we think that getting 95% of the way is a whole lot better than 0%.