![]() Why should CMOs consider marketing attribution.Common challenges of marketing attribution.Why is marketing attribution important/ useful?.What is the difference between marketing attribution, revenue attribution, and digital marketing attribution?.Let's dive into the world of marketing attribution and find out! But the big question is, how can these help? Why is it important for marketers? And which models should your marketing team be using? Many B2B marketing attribution software has emerged in recent years. And by using marketing attribution models, a marketer can determine which touchpoints contribute to the conversion. ![]() The back-and-forth engagement also results in multiple touchpoints across many channels. Marketing hence plays a much larger role in influencing the buying group's decision. Hence, the interaction with the sales rep usually happens late in the buyer's journey. They take their time, compare, and decide on the best choice. They often engage back and forth, moving from your website to your competitors. Their research includes industry publications, blogs, case studies, pricing, and customer reviews put out by the vendors. And they prefer to do their own research instead of relying on the vendor's sales team. This means that the sellers have little opportunity to influence the buyer's decisions.Ä«uying decisions in B2B typically involve six or more individuals. According to a study by Gartner, B2B buyers spent only 17% of their time meeting with potential suppliers and merely 5-6% of the entire time with the sales representative of each vendor. ![]()
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