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For B2B Marketing Professionals

What B2B Marketers Must Know And Do To Make Attribution Work

Make Attribution A Linchpin With Strategic And Operational Discipline

October 5, 2017

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Why Read This Report

The evidence is overwhelming that buyers manage their exploration and purchase journeys on their own terms via channels that are convenient for them. B2B marketers require visibility into the voyages of these informed, connected, and intelligent navigators. This report examines channel attribution, which enables this visibility by crediting individual touchpoints between buyers and firms with revenue.

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Table of Contents

  • Attribution Programs Inform Insights-Driven Marketing
  • If Attribution Was Easy, Everyone Would Do It — Four Warnings
  • Recommendations

  • Lay The Groundwork For Attribution That Supports Revenue Outcomes
  • Supplemental Material
  • Related Research Documents