In our previous blog, The Evolution of B2B Attribution: From Single-Touch to Multi-Touch and Beyond, we explored how attribution models have advanced over the years—from the early days of single-touch to today’s multi-touch frameworks. Yet, despite these advancements, many marketers still struggle to measure the full impact of their efforts across multiple channels. While multi-touch models have provided better visibility, significant gaps remain, especially when it comes to translating those insights into actionable strategies.
Now, let’s take a closer look at what marketing leaders are telling us about their ongoing attribution challenges.
Despite the evolution of marketing technologies, key challenges persist—especially in the realm of attribution. Conversations with industry leaders continue to surface similar pain points, underscoring the urgent need for more comprehensive, actionable attribution models. Here’s what the market is saying:
“I need to easily understand the cross-funnel conversion and impact of not just campaigns, but Ad groups and Ads too. This is a big ask from my CMO.”
– Head of Demand Generation, Data Security SaaS
This feedback highlights a pressing issue: the demand for deeper insights into cross-funnel conversions. Marketers don’t just need campaign-level visibility; they need a granular breakdown that includes individual ad groups and ads. The goal is to answer a fundamental question: Which components are truly driving conversion? The ask from CMOs is clear—deliver more than surface-level metrics and provide a full-funnel view that can lead to informed strategic decisions.
“What are the most effective touch/campaign sequences for Lead → MQL conversion vs. MQL → SAL? Our attribution does not give us that insight. It is limited to revenue and pipeline reporting.”
– Director of Digital Marketing, Information Technology SaaS
Here lies a critical gap in traditional attribution models. Marketing leaders are searching for ways to dissect the touchpoints and campaign sequences that guide prospects through each stage of the funnel, from leads to Marketing Qualified Leads (MQLs) and beyond. The current solutions, which often focus only on revenue and pipeline, are missing the nuances of how these sequences can influence conversion stages, stifling teams from optimizing strategies.
“Most attribution solutions have the problem of death by combinations. What I’m looking for is something that helps me take decisions quickly on what’s working and what’s not.”
– VP Marketing, Spend Management SaaS
Complexity is often the Achilles' heel of traditional attribution. With too many variables and combinations to consider, marketing leaders end up drowning in data instead of making quick, impactful decisions. The desire is for a simplified attribution model—one that cuts through the noise and highlights actionable insights without overwhelming the team. The need for speed and clarity in decision-making is paramount.
“We are struggling with accurate attribution of qualified leads and opportunities, from what marketing initiatives, accurate prospect journeys, and most impactful touches for conversion.”
– Head of Demand Generation, Leading B2B SaaS Company
Accurate attribution continues to be a moving target, especially when it comes to qualified leads and opportunities. Many teams are still grappling with understanding which marketing initiatives are genuinely contributing to success and pinpointing the most impactful touchpoints in a prospect’s journey. This lack of clarity not only frustrates marketers but also hampers their ability to optimize future efforts.
“We are trying to figure out the right nurturing tactics for leads based on what we have seen work earlier, e.g., before conversion are they scheduling a meeting, raising their hand, are they signing up for a trial, etc.”
– VP Demand Generation, Digital Whiteboard SaaS
Nurturing leads remains a critical challenge for many marketing teams. What worked in the past doesn’t always guarantee future success, and marketers need attribution models that can help identify the most effective engagement points. Whether it’s scheduling a meeting or signing up for a trial, understanding which actions signal high intent is crucial for guiding prospects toward conversion.
Triple Whammy Facing Marketing & GTM Teams
These ongoing struggles in attribution are manifesting in a broader "triple whammy" of marketing challenges:
- Low ROI: Without accurate attribution, marketing efforts often fall short of demonstrating value, resulting in missed opportunities to optimize ROI.
- Low Conversions: The inability to track the right touchpoints means teams can’t double down on what works, leading to lower-than-expected conversion rates.
- Missed Pipeline Generation Targets: With gaps in attribution, teams struggle to identify the most effective tactics for pipeline generation, resulting in missed targets and slower growth.
A Path Forward
It’s clear that the traditional approaches to attribution are no longer enough. Marketing teams need advanced solutions that not only offer comprehensive cross-funnel insights but also allow for quick, data-driven decision-making. The market is demanding attribution models that cut through complexity, provide actionable intelligence, and ultimately help drive higher ROI, conversion rates, and pipeline generation.
For marketing and GTM leaders, the path forward lies in adopting innovative attribution frameworks that provide a more detailed, accurate, and actionable view of the entire funnel. Only by doing so can teams truly unlock the full potential of their marketing efforts and meet their growth objectives.
Master B2B attribution—download our Future of B2B Attribution ebook today for actionable insights!
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