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Marketing Automation Is a Tool, Not A Strategy

Marketing automation technology has transformed B2B companies’ abilities to run and optimize multiple high volumes of complex campaigns. Without it, it would be impossible to scale the kind of detailed tracking and reporting that is necessary for delivering and optimizing customized, dynamic buyer journeys.


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.

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