B2B Attribution & The Model Behind Customer Acquisition
- Part 1 B2B Attribution & The Model Behind Customer Acquisition
Channel Attribution in B2B (02:23)Attribution is just an essential part of being able to measure whats working and whats not.
Part 1B2B Attribution & The Model Behind Customer Acquisition
Today is the second part of our conversation with Scott Vaughan, CMO at Integrate, discussing one of the most debated facets of digital marketing: Channel Attribution. Integrate provides enterprise B2B companies with a software automation layer that ensures their customers get clean and intelligent data for their sales and marketing efforts. Aside from his current role at Integrate, Scott is a regular contributor for outlets such as MarTech Today and CMO Today, and was named a top MarTech Influencer in 2017. Yesterday, Scott shared his views on the role of attribution in a marketing organization, and today we're going to continue that discussion focusing primarily on what attribution means in the B2B space.