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Building the Right Attribution Model for Your B2B Demand Generation

In the context of B2B marketing, attribution is the process of understanding what actions or engagements with your brand were responsible for driving leads through the sales funnel until closing a deal. Through designing attribution models, marketing and sales can determine what actions are generating business results and make data-driven decisions about where to invest for more effective nurture strategies.

But building an attribution model for today’s buyer journeys is no easy task. Long sales cycles mean it is hard to pinpoint which engagements with your brand are truly impactful. Leads interact with your brand on a variety of channels, and it can be difficult to identify the right dials to tune to drive multiple decision makers down one sales funnel.

Data

Best Practices for B2B Data Hygiene

B2B companies are learning the hard way that dirty data comes at a cost: A recent study found that 50% of IT budgets are allocated to data “rehabilitation” efforts. So, what do we mean by clean data? We mean it is accurate, updated, and uniform. Clean data is free of duplicate, outdated, incorrect, or misplaced entries. When analyzed for patterns and segmentation, clean data tells a clear, actionable story about your audience. And this can drive benefits like improved employee efficiency, revenue growth, and sales conversion. Here are some rules for how to keep your data clean.

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