Trends Report

What B2B Marketers Must Know And Do To Make Attribution Work

Make Attribution A Linchpin With Strategic And Operational Discipline

October 5th, 2017
AS
Allison Snow
With contributors:
Caroline Robertson , Alexander Bullock , Kara Hartig

Summary

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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