{"id":10834,"date":"2025-07-02T14:53:24","date_gmt":"2025-07-02T13:53:24","guid":{"rendered":"https:\/\/www.leadforensics.com\/?p=10834"},"modified":"2025-09-17T15:28:29","modified_gmt":"2025-09-17T14:28:29","slug":"stop-being-sabotaged-by-your-attribution-strategy","status":"publish","type":"post","link":"https:\/\/www.leadforensics.com\/blog\/marketing\/stop-being-sabotaged-by-your-attribution-strategy\/","title":{"rendered":"Stop Being Sabotaged by Your Attribution Strategy"},"content":{"rendered":"<p>Mat Morrison, Strategy Director at Digital Whisky, joined us for a webinar <a href=\"https:\/\/www.leadforensics.com\/webinars\/is-your-attribution-strategy-sabotaging-your-growth\/\">all about attribution strategies.<\/a> During the 45-minute chat, he unpacked why many attribution strategies fail and what marketers can do to fix theirs.<\/p>\n<h2>The B2B Attribution Strategy Dilemma<\/h2>\n<p>B2B marketers face a unique set of challenges. Unlike consumer brands, B2B companies deal with:<\/p>\n<ul>\n<li>Long sales cycles<\/li>\n<li>Multiple decision-makers<\/li>\n<li>Small, highly targeted audiences<\/li>\n<li>Offline transactions<\/li>\n<\/ul>\n<p>These factors make it nearly impossible to apply standard attribution models effectively.<\/p>\n<p>The result? Misaligned KPIs, wasted budgets, and a struggle to prove marketing\u2019s true value to leadership.<\/p>\n<blockquote><p>\u201cWe\u2019re using tools built for a different sector and trying to squeeze our marketing into models that don\u2019t fit,\u201d Mat explained.<\/p><\/blockquote>\n<h2>Why Your Attribution Model Might Be Holding You Back<\/h2>\n<p>It\u2019s probably no surprise that many marketers are measuring what\u2019s easy, not what matters. <a href=\"https:\/\/www.leadforensics.com\/blog\/b2b-marketing-metrics-the-experts-measure-and-why-you-should-too\/\">Marketing metrics<\/a> like LinkedIn engagement or blog traffic may look impressive, but they often have little to do with actual business outcomes.<\/p>\n<p>Mat shared an example of this: he wrote a blog about a PowerPoint hack, and it drove huge volumes of traffic, but the views weren&#8217;t from relevant people. It tempted him to consider writing more content about PowerPoint, just to drive up the numbers &#8211; but the blog was actually about advertising, so it would have been a waste of time.<\/p>\n<p>The lesson?\u00a0Big numbers can be seductive, but relevance is what drives revenue.<\/p>\n<h2>Building a Better Attribution Model<\/h2>\n<p>So, how can B2B marketers build attribution models that actually reflect reality?<\/p>\n<h3>1.\u00a0Start with Strategy, Not Data<\/h3>\n<p>Rather than letting <a href=\"https:\/\/www.leadforensics.com\/blog\/everything-you-need-to-know-about-web-analytics\/\">web analytics tools<\/a> and platforms dictate your KPIs, begin with your business objectives and then identify the key results that support those goals.<\/p>\n<p>This shift in mindset\u2014from reactive to strategic\u2014is foundational.<\/p>\n<blockquote><p>\u201cStart with what your objectives are and then find a key result that supports that objective, rather than starting with the numbers you are given and working out what your objectives are,\u201d Mat said.<\/p><\/blockquote>\n<h3>2.\u00a0Track the Right Touchpoints<\/h3>\n<p>Many valuable interactions go untracked, including:<\/p>\n<ul>\n<li>Executive LinkedIn activity<\/li>\n<li>PR coverage<\/li>\n<li>Event attendance<\/li>\n<li>Webinars<\/li>\n<li>Content engagement by company<\/li>\n<\/ul>\n<p>When you know what you\u2019re measuring, you need to find a way to attach some kind of company-level identifier to the numbers. Instead of looking at individual email addresses, you should think about all the contacts from that company together. This approach aligns better with how B2B buying decisions are made: by teams, not individuals.<\/p>\n<blockquote><p>&#8220;We throw away an awful lot of data when we&#8217;re building these models because they don&#8217;t come with an easy way of identifying the company,&#8221; Mat revealed.<\/p><\/blockquote>\n<h3>3.\u00a0Simplify Your Data Model<\/h3>\n<p>You don\u2019t need a data science team or expensive tools to get started.<\/p>\n<p>Mat recommends using lightweight tools like <strong>Google Sheets<\/strong>,\u00a0<strong>Funnel<\/strong>, or\u00a0<strong>Supermetrics<\/strong> to build a basic attribution model. The key is to track what matters and keep it forever, especially since platforms like LinkedIn and Google often purge historical data.<\/p>\n<blockquote><p>&#8220;What we have typically seen is that while advertising does a heavy lifting in terms of reach and frequency and onboarding, getting people the first touch, the closer one gets to a deal being signed, the more likely you are to see website traffic,&#8221; Mat shared.<\/p><\/blockquote>\n<h2>The Power of Retrospective Analysis<\/h2>\n<p>Reverse attribution is a powerful strategy you can employ. It involves looking at deals that have already closed and tracing back the marketing touchpoints that influenced them.<\/p>\n<p>For example, Digital Whisky worked with a biotech firm during the pandemic that was seeking acquisition. After the deal closed, they analyzed the acquirer\u2019s digital footprint\u2014site visits, ad exposure, email interactions\u2014and discovered clear patterns of engagement leading up to the acquisition.<\/p>\n<p>This kind of retrospective analysis not only validates marketing\u2019s role but also helps build predictive models for future deals.<\/p>\n<blockquote><p>&#8220;We look at the deals that have been signed in the last quarter and then we track back to see who has been on the site and when and who has been contacted on email and when and who&#8217;s been contacted on link through LinkedIn advertising and so on. We look at all of those touch points, and then we can build a explanatory model which begins to value different channels relative to stage and journey,&#8221; Mat explained.<\/p><\/blockquote>\n<h2>Creating Actionable Dashboards<\/h2>\n<p>A great attribution model is only as good as its ability to drive action.<\/p>\n<p>One of the best ways to communicate performance is to build what Mat called a Key Client Reporting Dashboard. You need to include things like:<\/p>\n<ul>\n<li>Client exposure across each channel<\/li>\n<li>Filters by client name or group<\/li>\n<li>Gaps and opportunities in engagement<\/li>\n<li>Visualizations that resonate with non-marketing stakeholders<\/li>\n<\/ul>\n<p>The goal is to move beyond vanity metrics and toward insights that inform budget allocation, campaign planning, and strategic decisions.<\/p>\n<h2>AI and Machine Learning: Helpful, Not Magical<\/h2>\n<p>Mat also shared that, while AI isn\u2019t yet making strategic decisions at Digital Whisky, it\u2019s playing a valuable supporting role.<\/p>\n<p>AI tools are helping the business to:<\/p>\n<ul>\n<li>Generate custom code for attribution models<\/li>\n<li>Clean and match inconsistent company names across datasets<\/li>\n<li>Speed up manual data transformation tasks<\/li>\n<\/ul>\n<p>However, Mat cautioned against over-reliance on AI for content generation or decision-making\u2014at least for now.<\/p>\n<h2>Getting Leadership Buy-In<\/h2>\n<p>One of the most practical tips from the webinar was how to\u00a0win over leadership\u00a0with attribution insights.<\/p>\n<p>Mat shared a story about a client who instantly recognized names from a LinkedIn lead gen campaign. That personal connection made the data real, and it was persuasive.<\/p>\n<p>The takeaway?\u00a0Use anecdotes and real examples\u00a0to make your case. Show how marketing is influencing deals, not just generating clicks.<\/p>\n<h2>What Success Looks Like<\/h2>\n<p>While predictive attribution is still a work in progress for Digital Whiskey, their ability to\u00a0demonstrate marketing\u2019s involvement in revenue\u00a0has improved dramatically. By focusing on closed deals and mapping backward, they can now confidently say, \u201cMarketing helped make this happen.\u201d<\/p>\n<p>This shift from speculative to evidence-based marketing empowers teams to:<\/p>\n<ul>\n<li>Justify budget increases<\/li>\n<li>Reallocate resources to high-performing channels<\/li>\n<li>Align marketing with sales and business development<\/li>\n<\/ul>\n<h2>Don\u2019t Let Platforms Set Your Goals<\/h2>\n<p>Mat\u2019s parting advice was simple but powerful:<\/p>\n<blockquote><p>&#8220;The platform is not your friend. Don&#8217;t trust them to set your data objective&#8230; Instead start from your objectives and see what measurements there are across your entire toolbox that begin to feed into those objectives.&#8221;<\/p><\/blockquote>\n<p>Platforms are designed to keep users engaged and sell ads, not to help you meet your business objectives.<\/p>\n<h2>Ready to Rethink Your Attribution Strategy?<\/h2>\n<p>If your current model isn\u2019t helping you prove value, secure buy-in, or drive growth, it\u2019s time for a change. Start small, focus on what matters, and build a model that reflects the real complexity of B2B marketing.<\/p>\n<p>And if you need more insight into which companies are visiting your website, consider <a href=\"https:\/\/www.leadforensics.com\/\">website identification software<\/a> like Lead Forensics.<\/p>\n<p>Because when attribution works, marketing gets the credit it deserves\u2014and the resources it needs to thrive.<\/p>\n<p><a href=\"https:\/\/leadforensics-23462658.hs-sites.com\/book-a-demo-0-offer?__hstc=175426365.272f9f18f36a85ab3bdb81ff69830d54.1751375987275.1751375987275.1751379970354.2&amp;__hssc=175426365.9.1751379970354&amp;__hsfp=465778053\"><strong>Click here to book your demo<\/strong><\/a> and start uncovering more valuable insights.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the ever-evolving world of B2B marketing, proving the value of your efforts can feel like chasing shadows. Traditional attribution models, which are often borrowed from consumer marketing, fall short in capturing the complexity of B2B buyer journeys.<\/p>\n","protected":false},"author":25,"featured_media":10835,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[19],"tags":[],"post_authors":[80],"class_list":["post-10834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stop Being Sabotaged by Attribution - Lead Forensics<\/title>\n<meta name=\"description\" content=\"Stop letting platforms dictate your attribution strategy and take back control of how you measure your marketing 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