Sprout Social

JUNE 13, 2025

Calculating YouTube marketing ROI across paid and organic content offers a complete performance picture. Why YouTube marketing ROI matters—especially now Assigning attribution is getting harder, complicating ROI calculation across all social media efforts. Attribution and media mix modeling (MMM) are essential.

Paid Content 107

Paid Content Youtube ROI Multi-Touch Attribution 107

Martech

DECEMBER 2, 2024

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. KPIs: Sales lift: Difference in sales between the treatment and control groups.

Multi-Touch Attribution 118

Multi-Touch Attribution Marketing Attribution Marketing Analytics Tools Multi-Channel 118

Litmus

AUGUST 14, 2024

Your content and product teams will want to see what’s driving engagement and more importantly, conversions. It all starts with permission Permission is a roundabout way of saying that the subscriber has already seen some value from your content and brand. Or even more simply: there’s something you have that they want.

Top of Funnel 103

Top of Funnel ROI Multi-Touch Attribution Multi-Channel 103

Marketing Insider Group

AUGUST 20, 2020

The lack of rightful accountability is often quite prevalent in marketing and sales. This is just one reason why accurate digital attribution is so important. In digital marketing , proper attribution can be a total game-changer and help businesses reach their end goals. Do experiment with attribution models.

Multi-Touch Attribution 265

Multi-Touch Attribution Marketing Attribution Multi-Channel Lead Ranking 265

Zoominfo

FEBRUARY 25, 2021

What is lead generation, and why is it a source of contention for sales and marketing teams? Usually considered a sub-objective of a Demand Generation strategy, Lead generation refers to the process of attracting and converting prospects into paying customers, or at the very least getting them into the sales funnel.

Sales Management 240

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 240

Zoominfo

NOVEMBER 20, 2018

Enter: Marketing attribution. If you’re unfamiliar with marketing attribution or want to explore new methods to improve your existing attribution model, today’s blog post is for you. We explain the basics of marketing attribution and explore several popular marketing attribution models. Let’s get into it!

Marketing Attribution 236

Marketing Attribution Multi-Touch Attribution Lead Ranking B2B Marketing 236

Martech

MAY 12, 2025

But recent shifts driven by technological advances and tightening privacy regulations have disrupted the attribution-heavy models marketers have leaned on for over a decade. Processing. Some level of user-based attribution will always be needed to monitor and optimize daily activity. Email: Business email address Sign me up!

Marketing Attribution 111

Marketing Attribution Multi-Touch Attribution Allocation Multi-Channel 111

Marketing Insider Group

MAY 11, 2021

To create the best possible buyer’s journey for your target audience, you must first know them well and understand their behaviors and actions at different touch points. Only then can you create truly personalized, seamless experiences to guide your leads through the sales funnel successfully. Source: HubSpot.

Lead Ranking 363

Lead Ranking Analytics Marketing AI Marketing Budget 363

Martech

JULY 3, 2025

Limitation : This assumes each tactic works in isolation and doesn’t influence the effectiveness of others. times, the combined impact on sales is 2 x 1.5 = 3x. Multi-touch attribution (MTA) uses synergistic effects (mostly). What are multiplicative effects? Salesforce uses additive effects.

Multi-Touch Attribution 76

Multi-Touch Attribution Marketing Analytics Tools Lead Ranking Top of Funnel 76

Martech

NOVEMBER 21, 2023

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., Understand marketing attribution. Increase customer engagement.

Top of Funnel 122

Top of Funnel Marketing Funnels Multi-Touch Attribution Marketing Attribution 122

Directive Agency

JUNE 25, 2025

How to Set Up Conversion Tracking Configuring conversion tracking is a critical yet intricate process used to measure these actions effectively. Google Analytics (with Google Tag Manager) Google Analytics is one of the most widely used platforms for tracking conversions. form submissions or purchases) that you want to track.

Marketing Analytics Tools 52

Marketing Analytics Tools Top of Funnel Multi-Touch Attribution SEO 52

Vidyard

OCTOBER 17, 2018

Marketing attribution models are a way to assign credit to marketing touchpoints, including campaigns, programs, channels, events, and more. Attribution models allow us to see how what marketers are putting out into the world helps move prospective customers along the buyer’s journey.

Multi-Touch Attribution 110

Multi-Touch Attribution Marketing Attribution Top of Funnel Multi-Channel 110

Sprout Social

JUNE 16, 2025

It includes how much you’ve spent on ads, tools, content creation and staffing. To gain a more complete picture of your LinkedIn ROI, you’ll need to apply one or more measurement strategies, like attribution modeling, marketing mix modeling (MMM) or incrementality testing.

Linkedin 77

Linkedin ROI Top of Funnel Multi-Touch Attribution 77

Marketing Insider Group

SEPTEMBER 9, 2020

Marketing attribution is something I’ve been a little obsessed with since I started blogging. Discover the full extent of marketing attribution, its benefits, and models below. Discover the full extent of marketing attribution, its benefits, and models below. What is Marketing Attribution?

Marketing Attribution 257

Marketing Attribution Multi-Touch Attribution Allocation Multi-Channel 257

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 needs to reflect this fast-paced sale.

Marketing Attribution 196

Marketing Attribution Lead Ranking Multi-Touch Attribution Campaigns 196

Adobe Experience Cloud Blog

APRIL 7, 2020

Are you a sales leader? If so, when was the last time y ou spoke with marketing about attribution? If not recently, y ou know marketing is asking you about win rates and sales cycles – so why not ask about the #1 measure of marketing performance ? . Now, marketing attribution can track all the way to revenue. .

Marketing Attribution 167

Marketing Attribution Multi-Touch Attribution Top of Funnel Lead Ranking 167

Contently

MARCH 21, 2023

We all want to attribute value to the content we produce. How did the output contribute to the overall customer experience and journey? The ability to map sales back to content is a practice known as attribution, and it’s the black box of content marketing.

Top of Funnel 148

Top of Funnel Multi-Touch Attribution Paid Content Budget Programs 148

Heinz Marketing

MAY 12, 2025

Key considerations include: Campaign objectives Sales and marketing alignment Channel and content fit Buyer stage alignment Timing and resources Lead capture and routing Reporting and optimization 3. Channels & Tactics: Matching Goals to Execution 6. What channels and tactics are best for each campaign goal?

Top of Funnel 59

Top of Funnel Ideal Customer Profiles Planning Campaigns 59

markempa

FEBRUARY 12, 2018

Most of us are solving sales and marketing problems. According to Brent Adamson, Principal Executive Advisor, Gartner, “empathy” is the one word that matters most to sales [and marketing] success. This is part two of my interview with Brent Adamson ( @brentadamson ), co-author of The Challenger Sale and The Challenger Customer.

Sales Management 307

Sales Management Buy Research Lead Ranking 307

Contently

DECEMBER 6, 2022

Mapping ROI back to content isn’t easy, but it’s essential to determine the effectiveness of the content you create. These complex attribution models allow us to drill deep and get a more accurate picture of how our content influences buyers and where we may need to tighten our efforts.

Multi-Touch Attribution 167

Multi-Touch Attribution Top of Funnel ROI Multi-Channel 167

Contently

MARCH 23, 2021

But this reality has a silver-lining for creatives—marketing leaders are shifting their budgets into content. The one thing that keeps me up at night, though, is how marketers measure content success. In a recent Contently survey, 95 percent of marketers told us they expected their budget to increase or stay the same this year.

Cost per Lead 214

Cost per Lead Multi-Touch Attribution ROI Lead Ranking 214

Single Grain

APRIL 29, 2025

Effective ABM content frameworks that structure personalized engagement throughout the buyer journey. Many marketers know ABM works, but stumble when it comes to creating a scalable framework for content development and delivery. What Are ABM Content Frameworks and Why Do They Matter?

Account Based Marketing 52

Account Based Marketing Top of Funnel ABM Sales Management 52

Contently

JUNE 29, 2017

Welcome to a special Fourth of July edition of Ask a Content Strategist, where I finally answer the question: What’s the ROI of wearing an American Flag romper all weekend in the Hamptons? So, how do you—or others—use article content to influence leads in the B2B process? I’ve lightly edited our exchange.

Top of Funnel 157

Top of Funnel Lead Ranking Lead Scoring Multi-Touch Attribution 157

Contently

DECEMBER 16, 2022

While most marketers have good intentions when writing how-tos, they don’t always hit the mark on creating useful content. Granted, the writers and content topics aren’t the only culprits; SERPs deserve some blame. Measuring Content Success. Crawl: Here, marketers start to build their content strategy.

Lead Ranking 176

Lead Ranking Multi-Touch Attribution Cost per Lead Ideal Customer Profiles 176

SmartBug Media

OCTOBER 22, 2020

To help marketers better understand the impact their efforts have on the bottom line, HubSpot announced multi-touch attribution reporting at INBOUND 2019, and it has been available in enterprise accounts since October of that year.Configuring these reports is mostly straightforward.

Multi-Touch Attribution 95

Multi-Touch Attribution Top of Funnel Lead Ranking Tips 95

Webbiquity

AUGUST 8, 2023

The B2B Buyer’s Survey looks at how the buying process is changing and which marketing formats have the most impact. Among the key findings from this report: The top tasks B2B buyers are adding to their decision making process are conducting a more detailed ROI analysis (38%) and spending more time researching decisions (31%).

Marketing Report 238

Marketing Report Multi-Touch Attribution Demand Paid Search Agency 238

Inbox Insight

JANUARY 8, 2025

The key to a successful demand generation strategy is all about nurturing your audience throughout their entire journey, not just chasing the sale at the finish line. In just 15 minutes, Natasha and Ross break down the essentials of a full-funnel approach to demand generation. Meet Natasha Tibbetts, VP of Media at Swell Media.

Top of Funnel 52

Top of Funnel Demand Generation Agencies Demand Generation Ideal Customer Profiles 52

Inbox Insight

MARCH 25, 2025

Long sales cycles , multiple decision-makers, and ever-evolving buyer expectations make it increasingly difficult to generate demand and convert leads. Without a strategic, multi-touch approach, potential clients fall through the cracks. However, its important to note that the funnel isnt linear.

Work Management 52

Work Management Marketing Management Ideal Customer Profiles Demand 52

Zoominfo

FEBRUARY 25, 2021

What is lead generation, and why is it a source of contention for sales and marketing teams? Usually considered a sub-objective of a Demand Generation strategy, Lead generation refers to the process of attracting and converting prospects into paying customers, or at the very least getting them into the sales funnel.

Sales Management 177

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 177

Single Grain

APRIL 16, 2025

Buyer journey mapping ensures content and messaging alignment with the decision process. Cross-functional alignment between marketing and sales is essential for campaign success. Content strategy : Mapping content to the buyer journey. Sales leadership : Ensure sales strategy alignment.

Account Based Marketing 52

Account Based Marketing ABM Multi-Touch Attribution Top of Funnel 52

Orange Owl Blog

DECEMBER 29, 2024

B2B Marketing The Ultimate Guide to B2B Marketing Attribution Models Vivek Goel December 30, 2024 Share : Table of Contents Introduction In the dynamic and competitive world of B2B marketing , understanding the effectiveness of your campaigns is not just an advantageits a necessity. What Are Marketing Attribution Models?

Marketing Attribution 52

Marketing Attribution Lead Ranking Multi-Touch Attribution Allocation 52

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 needs to reflect this fast-paced sale.

Marketing Attribution 149

Marketing Attribution Lead Ranking Multi-Touch Attribution Campaigns 149

Vision Edge Marketing

FEBRUARY 1, 2022

Review this content.” What marketers really want to know is what sequences of events most commonly lead to sales. Last-click attribution models fail to capture the chain of events that end in purchases. Marketers can work from pre-defined projects to ensure content has a consistent voice free from errors.

Marketing AI 303

Marketing AI Marketing Automation Services Analytics Enterprise Management 303

Learn from the Pros

NOVEMBER 11, 2024

The B2B buyer journey is a complex, winding path. Buyers bounce between stages, consult multiple sources, and weigh countless options before they make a decision. Today’s buyers require over 2,000 impressions and 200 touchpoints before committing (HockeyStack). They’re on a self-guided tour, researching independently.

Top of Funnel 52

Top of Funnel Ideal Customer Profiles Multi-Touch Attribution Multi-Channel 52

InsightSquared

JULY 1, 2019

Today’s marketing success relies heavily on deep analytics—analytics that allow marketers to act smarter, faster, and with more thoughtfulness than ever before—to not only gain the attention of today’s savvy B2B buyer, but to engage, nurture, and enable that buyer through the end of their decision-making process. Most important.

Marketing Automation Services 53

Marketing Automation Services Advertising Benchmark Marketing Report Marketing Automation 53

Unbound B2B

MAY 29, 2025

Yet, many are unknowingly steering their strategies with a broken compass that is single touch attribution. Single touch attribution was introduced from a need for simplicity. But today’s B2B buyer journey is anything but simple. What Is Single Touch Attribution in Marketing?

Top of Funnel 40

Top of Funnel Multi-Touch Attribution Marketing Attribution B2B Marketing 40

LeadsRX

JULY 1, 2018

Attribution for Salesforce means going beyond MQL’s. 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. It’s time to take the next step.

Marketing Attribution 52

Marketing Attribution Multi-Touch Attribution Top of Funnel Enterprise Management 52