The Ongoing Challenge of B2B Multi-channel Attribution: 7 Practical Workarounds
AUGUST 3, 2020
Digital campaign channels make things easier on the front end. To add to the complexity, B2B marketing involves multiple targets in a single account, with multiple touches through myriad channels—online and offline—over months and years. When a marketing-generated lead is finally closed and the revenue can be determined, it’s just about impossible to say what touch, through what channel and when that impacted the sale. .