In our previous articles, we explored the limitations of simplistic single-touch attribution models and how a holistic approach—fueled by Marketing Attribution Software, Full-Funnel Data Platforms, and advanced AI for Marketing Operations and AI for Revenue Operations—drives more meaningful revenue outcomes. We also discussed the importance of looking beyond early-stage metrics like MQLs and SQLs to focus on true revenue impact.
Now, let’s take this conversation one step further.
Expanding the Horizons of B2B Marketing Attribution
- Adopting a Holistic, Multi-Touch Model: The next frontier in B2B Marketing Attribution is not only embracing a full-funnel, multi-touch approach but also closing the loop with advertising platforms like Google and LinkedIn.
- Sending Deeper-Funnel Signals: By passing deeper-funnel conversion data back to these platforms, you can train their algorithms to optimize for prospects who actually matter—those moving steadily toward real revenue rather than stalling at the top of the funnel.
- Accounting for Long Sales Cycles: This step is critical, especially if your B2B sales cycle stretches beyond the typical 90-day attribution window common to many ad networks.
Why Sending Deeper-Funnel Signals to Google and LinkedIn Matters
Most demand gen teams default to sending only top-of-funnel conversions—eBook downloads, webinar sign-ups, or simple contact form submissions—back to advertising platforms. While these metrics are easy to track, they don’t always produce meaningful pipeline or revenue.
- Over-optimizing for these shallow metrics can distort your results, generating more leads but not necessarily more qualified prospects.
Consider the benefits of going deeper:
- True Business Alignment: By optimizing for deeper-funnel conversions—like pipeline opportunities rather than just MQLs—you directly align ad spend with revenue objectives.
- Refined Targeting: With more valuable signals, Google and LinkedIn algorithms can zero in on prospects who behave like your best customers, improving lead quality and pipeline velocity.
- Long-Term Efficiency: Over time, these platforms learn to allocate budget toward the channels and campaigns that consistently yield meaningful opportunities, ultimately increasing ROI.
As I wrote in my article on deep-funnel optimization, “When you feed these deeper funnel signals back into Google and LinkedIn, you’re essentially telling the algorithms: ‘Don’t just find me leads who fill out forms, find me leads who move closer to becoming customers.’”
See one of our RevTalks episodes discussing Deep Funnel Optimization.
The Challenge of Long Sales Cycles and 90-Day Attribution Windows
In many B2B scenarios, deals can take months—or even multiple quarters—to close. Meanwhile, platforms like Google and LinkedIn often look at a 90-day attribution window.
This timing mismatch can cause major misalignment:
Without deeper-funnel insights, the ad platforms might never “see” the moment a lead becomes a qualified opportunity or a closed-won deal if it happens outside their attribution window.
The solution is to continuously pass back signals that represent deeper-funnel activities—even if they occur months after a prospect’s initial click—ensuring that ad algorithms learn to prioritize quality leads, even if conversion takes longer than their default timeframe.
As I emphasized, “Even if your sales cycle is longer than the 90-day attribution window used by Google/LinkedIn, you can still send signals back to the platforms to help them understand which leads are truly valuable and worth pursuing.”
Leveraging Holistic Attribution Models to Identify Valuable Signals
Deciding which signals to give feedback to Google and LinkedIn is a strategic step. Your Full-Funnel Attribution Solution, combined with Marketing Performance Analytics, Customer Journey Analytics, and Predictive Revenue Analytics, helps you pinpoint which touchpoints reliably correlate with deeper funnel progression.
Key steps to identify valuable signals:
- Map the Full Journey: Use Customer Journey Analytics to understand how buyers move from top-of-funnel interactions to true opportunities and closed-won deals.
- Prioritize High-Value Interactions: Identify the content, channels, or campaigns that consistently push leads into later stages—such as product demos, pricing discussions, or advanced trials.
- Send Back the Right Conversions: Instead of reporting every form fill, emphasize milestones that indicate genuine progress, like SQL-to-Opportunity conversions or pipeline expansion events.
As I’ve stated, “The idea is to train ad platforms to understand what a good lead looks like in the context of your business and not just rely on short-term conversion signals.”
The Result: Smarter Spend, Higher Quality Pipeline
Once Google and LinkedIn understand what truly matters, they start delivering higher-quality leads. Instead of flooding your database with early-stage leads who never progress, you see:
- Improved Lead Quality: Your campaigns now attract prospects who are more likely to convert into pipeline opportunities and closed-won deals.
- Sales and Marketing Alignment: With better lead quality, sales trust marketing more, and the entire revenue team aligns around genuine success metrics.
- Repeatable Growth: As you refine signals and channels, the cycle of improvement continues, driving sustainable ROI improvements, reducing acquisition costs, and identifying previously missed revenue opportunities.
Best Practices for Sending Deeper-Funnel Signals
- Start With Key Milestones: Begin by passing one or two advanced conversion points—like opportunity creation—back to your ad platforms.
- Ensure Data Accuracy: Accurate, up-to-date CRM and attribution data ensure the signals you send lead to reliable optimization.
- Iterate and Experiment: Test various signals and measure which deliver the best downstream improvements.
- Evangelize Internally: Make sure your team understands why deeper-funnel signals matter. Shift internal conversations from lead volume to pipeline and revenue impact.
Overcoming Challenges and Realizing the Benefits
Shifting focus from the early stage leads to holistic, revenue-aligned attribution, which is both a technological and cultural challenge. But the payoff is significant:
- More Predictable Pipeline: With Predictive Revenue Analytics, forecasting becomes more accurate.
- Informed Decision-Making: Instead of guesswork, rely on B2B Marketing Attribution data to guide investments.
- Competitive Advantage: While others remain stuck on MQL volume, you target meaningful pipeline development.
As I’ve written, “In essence, the goal is to ensure that all your marketing optimizations—both internally and externally—are geared toward identifying and capturing the leads that have the highest probability of becoming customers.”
Conclusion
Integrating deeper-funnel attribution insights into your ad platforms closes the loop between marketing investment and revenue return. Instead of letting short-term metrics guide your spend, you align your entire marketing strategy with what truly drives revenue growth: quality opportunities and closed-won deals.
If you’re ready to move beyond superficial metrics and embrace a holistic, data-driven approach to demand generation, consider exploring RevSure’s Marketing Attribution Software and Full Funnel Attribution Solutions.
Learn how multi-touch, AI-driven insights can illuminate the signals that matter most—then feed these signals into Google and LinkedIn for better targeting, higher-quality leads, and ultimately, more profitable outcomes.
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