Marketing Insider Group

SEPTEMBER 9, 2020

Marketers are under increasing pressure to show measurable results to the business. Marketing attribution is something I’ve been a little obsessed with since I started blogging. In the end, you have to be willing to take accountability for the success (or failure) of your marketing activities.

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Martech

DECEMBER 2, 2024

See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am trained with MarTech content.

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InsightSquared

SEPTEMBER 18, 2019

Marketing attribution is no buzzword. When sales cycles are short, marketing attribution can be fairly straightforward. The higher the value of the contract, the longer the sales cycle and the more complex the marketing machine, the harder it becomes to know where marketing spend is achieving ROI.

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InsightSquared

SEPTEMBER 11, 2019

Before we dive in, let’s cover the basics: what are campaign attribution models and why are they important ? . Attribution modeling is a way to analyze which marketing channels are accredited with lead conversion. Think of your attribution model as a map of sorts. B2C Marketing. And the cons?

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InsightSquared

SEPTEMBER 20, 2018

The Japanese term “Kaizen” stands for the continuous improvement of a process. Adopted by Japanese manufacturing companies after World War II as a way to reduce waste and create competitive advantage, kaizen evolved beyond the assembly line in manufacturing to all business processes and became the precursor to lean manufacturing.

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Martech

NOVEMBER 21, 2023

Leveraging marketing data is key to continual optimization and driving growth. This article explains how feeding bottom-of-funnel analytics back into top-of-funnel activities boosts acquisition and reduces costs over time. Data flows throughout the growth loop so the bottom-of-funnel data (i.e.,

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Martech

JUNE 20, 2025

Principal Analyst in the Gartner Marketing Practice, specializing in marketing data and analytics, marketing technology and marketing operations. Brand marketing is under the microscope. In 2025, 55% of marketers prioritize performance marketing, compared to 22% focusing on brand.

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Full Circle Insights

MAY 20, 2022

There is a steady interest in predictive analytics from B2B marketers – possibly related to the popularity of account-based marketing (ABM). In marketing, predictive analytics is about understanding the customer journey. Can predictive analytics help you accelerate the buying cycle?

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Marketing Insider Group

AUGUST 20, 2020

The lack of rightful accountability is often quite prevalent in marketing and sales. It helps marketing teams to understand just how much their efforts play into the customer journey, which can help to make their efforts more effective and guide their budget spending towards the strategies that bring the greatest returns.

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SnapApp

MARCH 2, 2018

If you can’t answer that, you'll struggle to make the right campaign optimizations and push leads further down the funnel. . While vanity metrics like open rates and social shares are super easy to find, the important data — data that tells you which touchpoints assisted vs. closed the sale — is less obvious. . Source ). .

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InsightSquared

OCTOBER 8, 2018

FunnelWise, a company that aimed to provide better analytics and visibility into sales and marketing funnel performance, is shutting down their operations in a few months. The FunnelWise product most closely aligns with our new demand management suite of analytics.

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Full Circle Insights

NOVEMBER 3, 2021

B2B marketers need to know how campaigns are performing in real-time or at close to real-time. Everyone knows this, but marketers still struggle with how to measure campaign performance in terms of a closed business. Allocate spending to the right marketing mix. How to Choose the Right Marketing Attribution Model.

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Heinz Marketing

FEBRUARY 2, 2024

This is where marketing attribution comes into play to help answer this question. Marketing attribution is a method used by marketers to analyze and understand the various touchpoints in a customer’s journey that contribute to a desired outcome, such as a sale, conversion, or another specific action.

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Zoominfo

MAY 3, 2020

This multitouch buying experience poses a difficult question for marketers: Which channels actually contribute to an eventual conversion—and how much did each channel contribute? Enter: Marketing attribution. We explain the basics of marketing attribution and explore several popular marketing attribution models.

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LeadsRX

MAY 2, 2025

But there’s good news—startups can level the playing field with marketing attribution. This data-driven approach helps small businesses understand which marketing efforts lead to conversions. This blog will explore how attribution empowers startups to improve ROI, refine strategy, and stand out in a crowded market.

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Orange Owl Blog

APRIL 5, 2025

B2B Marketing The Insightful Role of AI in B2B GTM (Go-To-Market) Vivek Goel April 5, 2025 Share : Table of Contents Introduction The Role of AI in B2B Go-To-Market (GTM) strategies is revolutionizing how businesses approach market entry, audience targeting, and sales execution. What is AI in B2B GTM?

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InsightSquared

SEPTEMBER 11, 2019

Before we dive in, let’s cover the basics: what are campaign attribution models and why are they important ? . Attribution modeling is a way to analyze which marketing channels are accredited with lead conversion. Think of your attribution model as a map of sorts. B2C Marketing. And the cons?

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SmartBug Media

FEBRUARY 25, 2021

Take a moment to imagine your ideal in-house marketing team. How is that dream team performing, and what are they achieving? Step back to reality and come to realize that many marketing teams are facing the same types of common challenges that prevent us from bringing this dreamworld to fruition. Step #2: Identify your audience.

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InsightSquared

SEPTEMBER 18, 2019

Marketing attribution is no buzzword. When sales cycles are short, marketing attribution can be fairly straightforward. The higher the value of the contract, the longer the sales cycle and the more complex the marketing machine, the harder it becomes to know where marketing spend is achieving ROI.

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Martech

APRIL 14, 2023

Attribution modeling is what many marketers use to help determine the comparative value of a marketing or advertising channel. Below, we will introduce the basic concepts around attribution modeling and ways to get the most out of it. Table of contents What is attribution modeling?

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Martech

APRIL 5, 2022

Marketing attribution is an umbrella term describing the departments, people, and technology responsible for determining what marketing tactics and channels are contributing to sales, conversions, and leads. Predicting/planning marketing and/or advertising spend based on past performance.

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LeadsRX

JULY 1, 2018

It means including all stages of the sales pipeline in attribution models like trials, demos, calls and of course “Won Opportunities” B2B companies take note: attribution requires a tight integration. nn We are at an historical point in B2B marketing history. It’s time to take the next step.

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LeadsRX

JUNE 11, 2025

Whether you’re offering software, streaming services, or monthly products, sustainable growth relies not just on gaining customers—but on keeping them. That’s where attribution in a subscription model becomes uniquely challenging. Using basic attribution models—like first-touch or last-touch—can give a skewed perspective.

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Martech

AUGUST 20, 2024

The focus of most B2B companies is developing products and services customers need. It falls on marketing to get that data, usually via event registrations, website forms and the like. Our marketing campaigns are inefficient. How to tell if your marketing team has the data it needs Start by looking at your use cases.

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Oktopost

APRIL 22, 2019

In addition, today’s buyers are also more complex in their purchasing patterns. In 2015, the average B2B nurture funnel was 12 months long with the full marketing and sales funnel taking about 512 days from lead to sale on average! What Are Attribution Models?

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Adobe Experience Cloud Blog

MARCH 11, 2019

But one constant has plagued social media since its birth: the challenge of tracking marketing impact and ROI. Thankfully, as platforms have evolved, so have the tools we use to analyze our social media marketing campaigns. Today’s analytics platforms can go a long way toward delivering stronger ROI and marketing attribution.

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Full Circle Insights

DECEMBER 13, 2021

A recent Google search for “marketing attribution” returned approximately 356,000,000 results. In the broadest sense, marketing attribution is a method to connect campaigns to ROI. Possibly because building a system capable of delivering accurate funnel metrics is difficult – so few martech vendors do it.

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LeadsRX

OCTOBER 24, 2016

As attribution becomes mainstream and available to marketers with any size budgets, confusion around web analytics vs attribution will need to be ironed out. This blog will help distinguish the difference and the importance of having both a web analytics tool and an attribution tool in your marketing arsenal.

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Martech

NOVEMBER 15, 2021

With marketers facing increasing pressure to demonstrate the value of the budget they’re allocated for programs, marketing attribution and predictive analytics solutions are tailor-made for proving how tactics and media channels contribute to the bottom line. Marketing Evolution. Target customers.

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Adobe Experience Cloud Blog

FEBRUARY 7, 2020

There are no two ways about it: your customers want personalized content from all your channels, including web and email. Providing personalized content can create a better customer experience, and it also builds trust. Providing personalized content can create a better customer experience, and it also builds trust.

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LeadsRX

MAY 4, 2020

n Any successful B2B marketing strategy has to begin with understanding where your buyers are coming from, or you will simply waste money. nnnn Ask yourself this question — do you understand your B2B buyers? nnnn But that is not completely the right answer to the question.

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Sprout Social

JANUARY 13, 2021

Do you know how your newest customers heard about your product or service? Depending on how long your sales cycles and customer journeys are, attribution modeling can be the solution to all of these questions. There’s an attribution model for everyone that can help you get more out of your social metrics.

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Adobe Experience Cloud Blog

MARCH 25, 2019

But while we may better understand marketing attribution , the technology, processes, and skill sets around it aren’t always so clear. In fact, only 25% of marketers are doing multi-touch attribution, according to the 2018 State of Pipeline Marketing Report. The ABCs of marketing attribution.

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Hubspot

DECEMBER 13, 2019

Despite (and because of ) the many technologies marketers use, determining what drives a sale remains one of the messiest areas of marketing. To get to the bottom of it, marketers use attribution modeling. But attribution modeling comes in many forms. What is Marketing Attribution?

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Full Circle Insights

NOVEMBER 30, 2021

In 2020, as B2B marketers replanned their budgets to focus on digital outreach instead of the in-person events that generated leads in the Before Times, some wondered if it made sense to consult historical data given the unusual conditions. Sales cycles have been disrupted. Here’s Why Marketing Attribution History Still Matters.

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Adobe Experience Cloud Blog

FEBRUARY 6, 2019

With the CMO often considered the most precarious position in the C-Suite , marketing attribution is top of mind for everyone looking to really measure the impact of their marketing departments. And with good reason—new data shows that 60% of marketers face pressure to prove ROI. Aligning with sales.

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LeadsRX

MAY 16, 2017

Marketing attribution is becoming ever more important to marketing success. 56% of marketers believe attribution is important, while a further 33% believe it’s nothing short of critical. n Many respected companies have published reports on the state of attribution marketing over the past year or so.

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