According to a Demand Gen Report study, 41% of B2B marketers say that understanding the customer journey is their biggest challenge. What's more, B2B companies using advanced attribution methods have seen an increase of up to 20% in their marketing return on investment (ROI). This article explores B2B marketing attribution models in depth, their benefits, and how to implement them effectively for maximum impact.
What is B2B Attribution Marketing?
Definition and significance
Marketing attribution in B2B is the process of analyzing all the contact points a potential customer encounters before finalizing a purchase. Unlike B2C, where sales cycles are often short and linear, B2B sales cycles are long and include several decision-makers and influencers within the same organization. Hence the importance of specific tools for tracking and analyzing these complex paths.
| Aspect | B2B | B2C |
|---|---|---|
| Sales cycle | Long and complex (several decision-makers) | Short and linear |
| Contact | Many and varied | Fewer |
| Decisive factors | Trust, relationships, ROI | Price, convenience, brand |
The difference between Revenue Attribution and Marketing Attribution
A distinction must be made between revenue attribution and marketing attribution. Whereas marketing attribution tools focus exclusively on marketing-related touches (e.g. Google Ads, Facebook, LinkedIn), revenue attribution tools encompass all revenue-generating activities, including sales and customer success. For B2B companies, these offer a more holistic view of the customer journey
Attribution models
The most common attribution models
| Attribution model | Description | Benefits | Example |
|---|---|---|---|
| First Touch | First point of contact credit | Identify sources of brand awareness | White paper downloaded via LinkedIn |
| Last Touch | Credit at last point of contact before conversion | Evaluate the effectiveness of final actions | Online demo before signing contract |
| Linear | Equally distributed credit | Balance between all touchpoints | Interaction with blog posts, e-mails, demonstrations |
| Time Decay | Credit increases with proximity to conversion | Specify decisive touchpoints | Final consultation with sales team |
| U-Shaped | First and last point credit, intermediate fraction | Combines awareness and conversion | Initial webinar and contract signing |
| W-Shaped | Credit for first, middle and last points | Capture major touchpoints | First contacts, key demonstration, and final conversion |
Benefits of Attribution Marketing for B2B
Improved Forecast Accuracy
Marketing attribution improves forecasting accuracy by providing a detailed view of the complete customer journey. This helps identify the best-performing channels and optimize marketing investments accordingly.
Marketing Campaign Optimization
By analyzing which channels and content types are most effective in generating quality leads and sales, marketing teams can reallocate their resources to what works best, and abandon what's ineffective. This leads to better use of the marketing budget and increased return on investment (ROI).
Reducing Organizational Silos
Using a revenue attribution tool breaks down the silos between marketing, sales and customer success teams. By centralizing all relevant data, these tools offer a shared vision of the customer journey, fostering cross-team collaboration and more informed decisions.
Marketing Attribution Tool Implementation Process
Choosing the right tool
The choice of attribution tool should take into account the ability to integrate all the systems and tools used by your company, such as CRM, automation and customer success tools. Look for tools capable of integrating seamlessly with your technology stack
Tracking User Behavior on Your Site
Collecting accurate data on user behavior is essential for effective attribution. Make sure your tracking tool includes advanced features to identify and track anonymous as well as known users.
Data cleansing and sorting
An effective attribution process relies on clean, well-organized data. Use attribution tools that offer robust data cleansing and sorting capabilities to ensure that the information analyzed is accurate and complete.
Conclusion
Marketing attribution in B2B is a key element in understanding and optimizing the customer journey. By choosing the right tools and applying the right practices, companies can gain valuable insights, improve ROI, and strengthen collaboration between teams. By integrating revenue attribution tools, organizations can ensure that they make decisions based on a complete and accurate view of the customer journey, from first point of contact through to closing the sale.
