B2B Marketing Attribution: Models, Tools & ROI Guide

To understand and identify the customer’s purchasing journey, b2b marketing attribution models are mostly helpful.

Through marketing attribution, you can easily get an idea about the customer’s step-by-step process. So that you can implement the data to improve the purchasing process and product quality.

That’s why in this blog, we will discuss the core b2b marketing attributions, such as –

• First – Touch Attribution
• Last-Touch Attribution
• Multi-Touch Attribution
• Algorithmic Attribution

Along with that, we will discuss some of the common tools that are often used for mapping out the marketing attribution, such as Google Analytics, HubSpot, Salesforce, Adobe Marketo Measure, and Deamdata.

So let’s explore the blog in depth.

What Is B2B Marketing Attribution and Why Does It Matter?

For monitoring and improving the marketing process, b2b attribution models are highly workable and efficient.

Which means identifying what the customers are looking for and what obstacles they are facing right now, based on their interaction level.

These models are often used for identifying the customers’ purchasing journey and turning them into reliable customers of any type of b2b business.

Let’s explore the reason why the b2b marketing attributions matter for the overall growth and sales cycles of the business.

• Most importantly, these models effectively help in understanding the target customer base and their demands, problems, and requirements.
• Strategic use of marketing attribution is necessary to create relevance in the market, specifically for appearing your products and services as a results of a user search query.
• Better for the overall customer purchasing experience. Because through attribution, you will get enough data about the customer interactions. So this data will help you make more convenient products and services.
• Grow the conversion rate and improve the sales cycle. Better targeting will help you reach more customers for your business.

B2B Attribution Models for Different Buying Journeys

B2B marketing attribution helps in finding out which marketing model effectively works to improve the conversion rate of the business.

The attributions are specifically structured by four metrics. Those attributions are first touch attributions, last touch attributions, multi-touch attributions, and algorithmic attribution.

In this part, we will discuss all of these attributes more elaborately for better understanding.

First – Touch Attribution

First touch attribution means understanding the format or channel where the potential customers first approach a brand or business.

More specifically, we can say that first touch attribution creates brand awareness in customers about their newly discovered brand or business.

For example, a prospect interacts through a social media channel, like the LinkedIn platform, with your brand with the intention of purchasing products or services from you.

These are some of the key factors to remember in first touch attribution.

• You have to identify where the first touch interaction occurred, such as a visit to the website, clicking on an ad, or through a social media post, etc.
• After the identification, you can easily determine which channels are most effective, which will help you to create awareness. The channels might be search engine optimization (SEO), paid advertising, and social media channels (LinkedIn, Facebook, Twitter, etc.).
• One of the major factors here is ensuring better content quality. The content you create for the first touch attribution, you have to focus on informative, relevant, and engaging.
• It’s under the top of the funnel marketing strategy. So your main focus should be that the first touch attribution must be impactful for creating brand awareness.

Last-Touch Attribution

Last-touch attribution is more conversion-oriented. In this stage, the prospects make the final interaction before making the decision to purchase the product from you.

This attribution model is primarily or core focus on the overall conversion rate optimization of your b2b business.

With the help of this model, you can easily identify the major intention regarding purchasing the product from you or the customer.

As an example, a customer interacts through a blog post, then he joins a webinar. Now, take the decision of buying the product and services from an email campaign that you are running for your business.

• The last touch attribution narrows down the whole customer buying process. And, it’s impactful for the overall sales cycle of the company.
• As a marketing attribution model, it’s very easy to implement the strategy without any complex structural approach.
• Data tracking and analysis are highly important factors for the last touch attribution process.

Multi-Touch Attribution

Multi-touch marketing attribution is the combination of each model to get the final conversion from potential customers.

So, it’s highly data-driven, linear, position-based, and time decay-focused. Well, this attribution model also has three different types of submodels.

• Time Decay Model – This model identifies that the marketing efforts are getting closer to the accurate time. The core part of this attribution is focused on the gradual reduction of the marketing strategy over time.
• U‑Shaped Model – This model or concept identifies the first & last touchpoints of the overall customer journey. As a result, it becomes highly evident for the initial approach of the customer to the purchasing decision.
• W‑Shaped Model – This attribution model is similar to another version of the U-Shaped model, which includes a middle interaction touch point of the customers.

Algorithmic Attribution

Algorithm attribution is mostly focused on machine learning and statistical data-based methods.

The wholesome impact of the algorithmic attribution influence on each type of touch-point that occurs to the customers.

This attribution model does not just focus on the assumptive report or predictive report of each touchpoint. Rather, it dynamically impacts and works on each attribution touchpoint of the customers.

It’s a more accurate and result-focused process or marketing model for determining the customer buying journey.

• Usages of advanced machine learning algorithms to analyze the data of various types of marketing channels and platforms.
• Algorithmic attribution differs into different types and categories, like data-driven models or position-based models.
• To get better insights and understanding of the customers, SaaS and e-commerce industries often rely on the algorithmic attribution model.

Best Analytics Platforms for B2B Attribution Reporting

You will be able to find different types of analytical tools for the b2b attribution reporting process. In this section, we will discuss some of the commonly used tools, such as Google Analytics, HubSpot, Salesforce, Bizible, and Dreamdata.

Google Analytics(GA4) – Powerful Attribution Reporting Tool

Google Analytics is one of the analytical tools that helps to grab customer insights and measure them.

With the help of this tool, you can create an accurate strategy to understand the customers and improve ROI for your business. This powerful tool has three different models for the data attribution reports for the marketing strategy.

Those models are – data-driven attribution, Google Paid Channels, last click, paid, and organic last click. With the built-in automated process, you will get the proper reporting data, with cross-platform attribution.

One of the biggest benefits of Google Analytics is that it can easily sync with the other platforms of Google, such as Google Ads, Search Ads 360, Display & Video 360, Google Cloud, and Google Search Console.

According to the research data of Google Analytics, this helps in improving the conversion by more than 18x, and decreases the CPA result by 85%.

The core features of Google Analytics –

• More smart insights to improve the conversion rate.
• Highly focused on customer-centric measurement.
• Real-time data monitoring for the improvement of the marketing strategy.
• Effective functionalities for the conversion tracking of the campaign.

HubSpot – AI-powered Marketing Attribution Tool

HubSpot is another famous tool for determining the marketing attribution for b2b businesses.

It’s highly focused on analyzing the marketing attributes and touchpoints with proper tracking data. Also, it’s essential for providing the b2b lead generation service and getting customer acquisition. HubSpot will provide you with some of the core data based on the interaction types.

Those attribution types are – attended marketing event, CTA clicks, form submissions, ad click, marketing email click, registered for marketing event, and social media post click.

Specifically for the multi-touch attribution model, HubSpot works best. Also, the models are easily customizable based on the requirements of the business.

Here, the adaptable filters like asset date, brands, campaigns, interaction sources, deal types, and deal creation dates will help you to create a customized marketing attribution model.

Some of the core features of the HubSpot –

• HubSpot will provide you with a 360-degree view of data about each campaign.
• It has a complete function for updating and tracking the contact information.
• Has the powerful tools called Marketing Hub (email marketing, marketing automation, website management, social media management, landing pages, etc.)

Salesforce – CRM with Marketing Analytics Tools

Salesforce is one of the prominent tools that has the most efficient marketing analytics and automation tools for b2b businesses.

This tools will provide you reliable data about the lead source with the the filtertation through simple forms. Also, you will have marketing attribution data like primary campaign sources and more.

Also in Salesforce, you will get effective features like customizable campaign influence, auto association based on time, and rules for auto association, etc.

Some of the core features of Salesforce –

• Cross-channel journey and account-based marketing.
• Multi-touch attribution facility through integrating with tools like Heeet(marketing intelligence tool)
• Analyze customer data and campaign performance with Einstein AI.
• UTM tracking facility to track the performance of Google Analytics campaigns.

Adobe Marketo Measure – Complete B2B Marketing Attribution Tool

Adobe Marketo Measure is another reliable industry-specific marketing attribution tool to measure marketing campaigns, marketing channels, campaign impact, and more.

One of the powerful features of this tool is advanced attribution modeling. This modeling feature has functions like pre-built models, attribution AI, custom modeling, and more.

With the help of advanced attribution features, you can create role-specific reporting, use a prebuilt dashboard, data exploration, and sharing etc.

• Channel tracking and a proper management system.
• Proper sales activity monitoring framework.
• Accurate data integration with tools and reporting features.
• Define the custom revenue amount with the advanced functions.

Dreamdata – Marketing Attribution and AI-Based Activation Tool

With the help of Dreamdata, you will be able to create a proper buyer journey map with proper analytical data and information.

This tool will provide you with complete tracking and analytical data about the campaign you are running for your business.

The core benefits of Dreamdata are intent-based signals, conversion syncing, measurable reporting, and precise customer targeting.

This is a trustworthy option for proper ROI measurement and a better lead prioritization system. You can easily take a data-driven decision and align with your team.

Some of the core features –

• Custom-based advanced attribution modeling for marketing.
• Integration with the powerful tools like HubSpot, Segment, and more.
• Customizable dashboard for reporting and analytics for the data.

Mapping Marketing Channels to Customer Journey Touchpoints

 

In B2B marketing, the customer journey contains multiple, integrated stages. Generally, for most B2B businesses, it’s a long journey.

There are a number of stakeholders who become involved. Therefore, several critical touch points are required for a purchase decision.

To reduce the issue, marketing channels should be mapped to each stage of the customer’s journey. Doing this allows businesses to know the channels that impact their leads and how those channels affect their eventual conversion.

In this section, we use the B2B customer journey to present the most important marketing channels and their touch points.

Paid Media

Touchpoints: Awareness – Consideration

Google Ads, LinkedIn Ads, display ads, and sponsored content are all part of paid media.

Their campaigns do not require direct engagement, and awareness generation is done on a foundational level, ensuring brands are visible to the correct demographics.

• TOFU (top of the funnel): Social or paid search ads are effective for getting your solutions to prospective clients.
• Retargeting: Through display ads, you can re-engage users who have interacted with your website or content before.
• Intent-based targeting: Users who have specific job titles, work in certain industries, or have previously interacted with targeted content can be applied in consideration campaigns.

Paid campaigns that lead to form fills, demo requests, or leads can be tracked through UTM parameters and conversion tracking. Linear or time decay multi-touch attribution models are effective in this plan.

Search Engine Optimization (SEO) 

Touchpoints: Awareness – Consideration – Decision 

SEO is critical at every stage of the buyer’s Journey. It helps to position you in the buyer’s journey when the leads are actively looking for problems and solutions.

• Awareness Stage: Blog posts, educational articles, and comparison articles assist prospects in learning about your brand.
• Consideration Stage: White papers, solution page, and case studies provide in-depth insights.
• Decision Stage: Interest is turned into action through optimized landing pages with strong calls to action (CTAs).

SEO content leading to conversions can be tracked through organic traffic paths using Google Analytics or HubSpot and mapped to content-driven lead generation, allowing for more focused SEO efforts.

Email Marketing

Touchpoints: Consideration – Decision – Retention

Email serves as an effective means to engage leads, strengthen relationships, and encourage conversions.

Particularly in B2B sectors, marketing to MTL leads and keeping them engaged throughout takes time and requires persistence and consistency.

• Nurturing MQLs: Customized email automation can assist in education and guiding progression.
• Driving decisions: Conversions can be encouraged through demo invites, pricing details, and testimonials.
• Customer engagement and retention: Email engagement aids in retention and engagement long after the sale, which reduces churn.

Most email engagement and interaction, including opens, clicks, and actions such as form fills or purchases, can be tracked with most attribution tools, which provide visibility on email’s contribution to the pipeline.

Events and Webinars

Touchpoints: Awareness – Consideration – Decision

Personal relationships and thought leadership are greatly valued by B2B clients. Events and webinars assist your audience in building credibility and trust.

• Awareness stage: Capture attention by actively participating in virtual events or by hosting webinars centered on various industries.
• Consideration stage: Canvas expert session, in-depth demo, or success story session.
• Decision stage: Events offer the opportunity to have direct one-on-one meetings, which can be decisive and lead to closing.

Use event influence through registration forms, engagement metrics, and tracking deals post-event.

Essential B2B Metrics and KPIs for Analyzing Attribution Impact

As soon as you’ve attached your channels to the journey, the next step is to assess performance.

Attribution for B2B is not as simple as “who closed the lead.” It is more about how various milestones collectively drove revenue, and how the various touchpoints impact the decision.

In B2B, the following marketing attribution metrics and KPIs are of critical importance.

Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs)

Why It Matters: These are the first crucial indicators of a lead’s quality and intent to buy.

MQLs are leads that are defined by your marketing parameters of interest and engagement, and may include downloading whitepapers and attending webinars.

SQLs are those leads that are agreed upon by the sales team to be ready for engagement by sales activities.

How It Connects to Attribution:

• MQLs and SQLs are affected by attribution models that show which channels are the greatest contributors.
• One can evaluate the performance of paid search, SEO, and email nurture in terms of lead quality.
• Connect your marketing automation system with your CRM so you can observe the changes and the factors that move a lead from MQL to SQL.

Pipeline Contribution

Why It Matters: This indicates what percentage of your overall sales pipeline was created or impacted by marketing activities.

• Aids in justifying the marketing budget.
• Shows the channels and campaigns that are truly impactful for the business.

How It Connects to Attribution:

• First touch attribution can identify which lead generation channel brought in the lead.
• Multi-touch attribution allows you to look at the entire lead ecosystem, including nurturing and follow-up that moved the lead to various stages of the funnel.

Use CRM reports to filter opportunities that track influenced revenue from each channel and predict the revenue potential.

Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV)

Why It Matters: These metrics define the ROI of the marketing spend.

• CAC: Total cost to procure a new customer (in ads spend, salaries, software, etc.).
• LTV: Total estimated revenue from customers throughout the business relationship.

How It Connects to Attribution:

• Attribution shows which channels contribute to high-value customers at a lower cost.
• Helps maintain and improve profit margins by better spending allocation to these channels.

Use the formula to calculate CAC by dividing total marketing spend by total new customers acquired via the channel. Then, benchmark against LTV for insights on profitability.

Return on Investment (ROI) and Return on Ad Spend (ROAS)

Why It Matters: Illustrates the marketing spend effectiveness and if the business is achieving concrete returns.

• ROI: (Income – Expenses)/ Expenses
• ROAS: Income Generated through Advertising / Advertising Costs

How it Connects to Attribution:

• Attribution models connect marketing activities to revenue, thus enabling precise ROI and ROAS calculations.
• Assist in determining the least expensive and most profitable channels.

Compute ROI and ROAS per campaign using CRM, ad platforms, and attribution software data.

How to Implement a Scalable B2B Attribution Strategy

A successful repetition of attribution in B2B marketing allows you to identify which marketing activities best drive pipeline and revenue, which is vital to any business.

B2B companies observe a purchase journey that is lengthier and involves more stakeholders as compared to B2C.

Therefore, your attribution model came to track far more than mere clicks. It needs to provide measurable insights into how each marketing effort interacts with conversion metrics.

Consider these four simple but critical steps to implementing an adaptable B2B attribution strategy.

1. Unify Marketing and Sales Data Sources

Successful attribution strategies are built on controlled, consolidated data. Many B2B companies use disparate tools for marketing and sales, with marketing using HubSpot, Marketo, or Google Analytics while sales use Salesforce, Zoho, or Pipedrive.

This creates data silos that make it difficult to piece together and improve the customer journey.

Grading an attribution strategy requires the reconciliation of disparate and siloed data, therefore, tech-enabled data consolidation needs to occur.

Action Steps:

• Integrate your marketing automation with your CRM.
• Use real-time data integration tools like Zapier, Segment, and native connectors to synchronize data.
• Make sure that UTM parameters, campaign tags, lead source, and interaction data are flowing correctly from the marketing tools to the CRM.
• Make sure that there are no duplicate lead IDs or contact records in systems to ensure that the attribution tools can stitch the journey together accurately.

If the data is not integrated, you will not be able to track how a lead clicked on the LinkedIn ad, booked a demo, and eventually closed a deal. With Integration, you are able to track the entire journey and provide the appropriate credit.

2. Build and Customize Attribution Reporting Dashboards

After completing the data integration, the next step will be to set up dashboards that meet your B2B attribution objectives.

Attribution is not universal, therefore, your reports should adapt to your business model, funnel stages, and team requirements.

Select an attribution model that meets your objectives:

• First touch: Focused on awareness drivers.
• Last touch: Focused on finding what caused the conversion.
• Multi-touch attribution (linear, time decay, position-based): Provides a more balanced view across the journey and is often more thorough.

Create customized dashboards with:

• HubSpot Attribution Reports
• Google Data Studio or Looker Studio
• Salesforce Reports
• Tableau or Power BI
• Data Visualization Tools
• Key performance indicators (KPIs) to track:
• Marketing Qualified Leads (MQLs)
• Sales Qualified Leads (SQLs)
• Customer Acquisition Cost (CAC)
• Revenue attribution by channel or campaign
• Pipeline velocity

With dashboards, you are able to take action with the devices and data at hand.

Marketing and sales teams now have a unified window into performance indicators and can quickly evaluate the outcomes of various strategies, campaigns, or channels.

Optimizing high-performing campaign channels can be balanced with pausing or adjusting underperforming campaigns, all in real-time.

3. Assess Funnel Performance For Every Buyer Stage

In attributing the source of a lead, you also need to track how a prospective customer advances through your funnel and interactions that aid in moving them closer to the buying decision.

For effective grading of the B2B attribution strategy, you need to constantly evaluate funnel performance for all stages, from awareness all the way to closing the deal.

Step-by-Step Actions:

• Divide the funnel into distinct stages.
• Awareness (site visits, content downloads)
• Interest (webinar sign-ups, email opens)
• Consideration (demo requests, trial signups)
• Decision (sales meetings, sales proposals)
• Closed-won.

Marketing activities can be assigned to each of the funnel stages. For instance:

• SEO blog posts may drive awareness for the brand.
• Nurture email campaigns may facilitate the transition from interest to consideration.
• A retargeting ad or a case study may clinch the deal.
• Monitor the time leads spend in each stage and track the factors driving progression.

This knowledge allows you to identify friction points in the buying process.

For example, if a large number of leads tend to drop off before scheduling a demo, then perhaps your middle-of-the-funnel content or the sales handoff process needs to be improved.

4. Consolidate Attribution Insights to Cross-Functional Teams 

Attribution challenges a broader collective approach as opposed to just a singular marketing task. Marketing, sales, customer success, and even the leadership team must all depend on the same data set.

In order to measure attribution strategies, you need to work on silos, as everyone needs to be on the same page regarding the set metrics and how attribution will be used post calculation.

Action Steps:

Hold standing meetings with marketing, sales, and operations for attribution reviews.

Share insights such as:

• Which campaigns are generating the most qualified leads?
• Which content helped to close most of the deals?
• At what point do the most leads drop off the funnel?

Use attribution data to:

• Inform content creation strategies
• Optimize ad spend
• Improve timing to engage during sales outreach
• Align marketing and sales messaging with each other
• Train other team members to interpret attribution data and act on it

Alignment on attribution nurtures alignment on decision-making, as attribution helps in measuring the impact of input-driven actions.

Data eliminates emotion-based decision-making, and in sales and marketing silos, shift to collaboration to find solutions.

This alignment encourages the sustainability and scalability of your attribution strategy.

Final Words

So, attribution mapping is one of the powerful methods of b2b marketing tactics to get the best growth in business. And make the marketing process more result-driven and action-oriented, which will improve the sales cycle.

In this blog, we have discussed the core b2b marketing attribution models like first touch attribution, final touch attribution, multi-touch attribution, and algorithmic attribution.

Also, we have mentioned here some of the commonly used tools like Google Analytics, HubSpot, Salesforce, Adobe Marketo Measure, and Dreamdata.