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3 attribution considerations for B2B lead generation – Marketing Land

Manny Rivas breaks down three attribution modeling concepts and discusses the paid credit metric to help marketers better understand their marketing campaigns.

Manny Rivas

Manny Rivas on August 6, 2018 at 1:26 pm

Customer life cycles and marketing campaigns alike are becoming increasingly complex and difficult to measure. Marketing attribution is the fundamental, yet complex, concept of reporting multiple user touch points, and it ties the entire customer journey together at the conversion action.

Attribution modeling allows marketers to measure the value of their campaigns across the top, middle and bottom funnel stages plus channels, campaigns and more.

Business-to-business (B2B) lead generation initiatives bring their own set of challenges and considerations to attribution, such as the potential for a long sales cycle, an emphasis on content and other top-of-funnel assets.

It’s essential to understand what is bringing real value. This article will break down three attribution modeling concepts that can help marketers better understand their campaigns in a complex digital environment.

–Read on marketingland.com/3-attribution-considerations-for-b2b-lead-generation-245529