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Playbook: Multi-Touch Attribution

multi touch attribution

What is Multi-Touch Attribution? Multi-touch attribution is a marketing technique that assigns proportionate credit to each customer interaction point, providing a complete view of a channel’s impact on sales. This approach gives a leg up to traditional rules-based methods like first- or last-touch attribution, which only credits the initial or final touchpoint before a conversion […]

Playbook: Demand Generation Funnel

Demand Gen Funnel

Why You Should Use Demand Generation Funnels Demand Generation funnel reports can help B2B organizations measure the impact of certain demand generation activities. They are also helpful if you suspect there’s a sticking point in handoffs between marketing and sales. But there’s a problem with the traditional configuration for funnels that start with contact and […]

Incorporating AI into B2B Workflows

Eric Westerkamp, CEO at CaliberMind, joins our host, Camela Thompson, Go-To-Market Thought Leader and B2B Insights Expert, in this episode of the Revenue Marketing Report. Eric shares ways every company can incorporate AI into their day-to-day workflows and why simpler methods sometimes are the better alternative.

Eric Westerkamp, CEO at CaliberMind, joins our host, Camela Thompson, Go-To-Market Thought Leader and B2B Insights Expert, in this episode of the Revenue Marketing Report. Eric shares ways every company can incorporate AI into their day-to-day workflows and why simpler methods sometimes are the better alternative.

Playbook: Chain-Based Attribution

Chain Based Attribution

How Chain-Based Attribution Effectively Reports Customer Journey Touch Points Chain-Based Attribution (CBA) is rooted in probability and statistics, which uses the Markov model to assign value to each touch point the customer has with your brand on their journey. Using machine learning, CBA is always listening and improving the model over time. It processes your […]

Playbook: Account-Based Marketing Funnel

ABM Funnel

Why Do Account-Based Marketing & Use Funnels? Account-based marketing (ABM) funnels are a strategic approach for B2B marketers to target specific high-value accounts, rather than a broad audience. By personalizing marketing efforts, ABM drives higher ROI, shortens sales cycles, and creates a closer alignment between marketing and sales teams. ABM funnels prioritize efficiency and focus […]

What Every B2B Website Gets Wrong

What Every B2B Website Gets Wrong

Jordan Koene, Co-Founder and CEO of Previsible, shares his view on why so many companies have their priorities backwards when it comes to marketing and their digital presence.

B2B Digital Trends in 2023 That Need to Stay There

Jordan Koene, Co-Founder and CEO of Previsible, joins our host, Camela Thompson, Go-To-Market Thought Leader and B2B Insights Expert, in this episode of the Revenue Marketing Report. Jordan shares his view on which trends in B2B marketing in 2023 weren’t a great thing for marketers going forward.

Jordan Koene, Co-Founder and CEO of Previsible, joins our host, Camela Thompson, Go-To-Market Thought Leader and B2B Insights Expert, in this episode of the Revenue Marketing Report. Jordan shares his view on which trends in B2B marketing in 2023 weren’t a great thing for marketers going forward.

From DIY to ROI: Measuring the Impact of Your Custom Attribution Model 

Bar line graph with ROI title, black background with blue bars, and percentages in white

Just as engineers fine-tune their tools to ensure accuracy and reliability, marketers must calibrate their event scoring to avoid biases. Unchecked biases are like misalignments in a delicate apparatus, leading to inaccurate readings and misguided strategies. Diligently adjusting event scoring to account for these biases ensures you gather data-driven insights that accurately reflect the nuanced dynamics of customer interactions. Precision in your marketing strategies will allow you to navigate the B2B landscape with greater confidence and clarity.