Where B2B Marketing attribution goes wrong

The traditional marketing funnel starts broad and gets narrow. But this becomes awkward in long-cycle B2B, where there is a big difference between a prospect who is not a fit and one who is simply not ready now.

B2B Marketing attribution can get distracted by metrics that are available and easy to measure, but can miss the reality of the long and messy B2B customer journey.

It’s an uncomfortable truth that a lot of decision-makers shy away from, but the reality is a lot of the marketing done by B2B companies probably doesn’t achieve anything.