SaaS Demand Generation Attribution
In B2B marketing, every touchpoint plays a role in driving engagement, yet many dismiss the value of channels like paid search if they’re not the final touch. If we agree multiple interactions matter, we must credit all touchpoints along the customer journey, not just the last one.
When a CEO claims “advertising doesn’t work,” it’s often a sign of deeper issues beyond paid media. Even with great traffic and engagement, a website with a poor conversion rate signals fundamental problems in messaging or product that ads alone can’t solve.
When the CMO sees a drop in leads, it’s often a tracking issue rather than a performance one. Correcting conversion tracking revealed fewer leads last quarter than reported, but with accurate data now in place, real results can shine.
