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-exi…
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