Mastering the B2B Sales Funnel: Enhanced Attribution Insights

Kamil Kluziak
12 Jun 2023
3 min read

In today's competitive B2B landscape, it's more important than ever to master your sales funnel. Enhanced attribution modeling can help you do just that by giving you a better understanding of how your marketing and sales efforts are working together to generate leads and close deals.

If you're running B2B ads for at least two years, you know that the traditional last-touch attribution model is no longer enough. In today's complex marketing landscape, customers are exposed to your brand through a variety of channels and touchpoints, making it difficult to determine which ones are actually driving conversions.

That's where enhanced attribution modeling comes in. Enhanced attribution models take into account all of the touchpoints a customer has with your brand before making a purchase, giving you a more complete picture of how your marketing is performing. This information can then be used to optimize your campaigns and allocate your budget more effectively.

There are a number of different enhanced attribution models available, so it's important to choose one that's right for your business. Some factors to consider include the size of your customer base, the length of your sales cycle, and your marketing budget.

Most popular attribution models include:

  1. Last-touch attribution: This model gives all of the credit for a conversion to the last marketing channel that a customer interacted with.
  2. First-touch attribution: This model gives all of the credit for a conversion to the first marketing channel that a customer interacted with.
  3. Linear attribution: This model divides the credit for a conversion evenly among all of the marketing channels that a customer interacted with.
  4. U-shaped attribution: This model gives more credit to the first and last marketing channels that a customer interacted with.

Once you've chosen an enhanced attribution model, you'll need to collect data from your marketing and sales systems. This data can then be used to train the model and generate reports that show you how your marketing and sales efforts are working together.

What are the benefits of using enhanced attribution modeling for your B2B sales funnel?

  • Improved campaign ROI: By understanding which marketing channels are most effective, you can allocate your budget more efficiently and get a better return on your investment.
  • Increased conversion rates: When you know which touchpoints are most important to your customers, you can tailor your marketing messages and campaigns to appeal to them.
  • Better customer insights: Enhanced attribution models can provide you with valuable insights into your customers' behavior, which you can use to improve your overall marketing strategy.

If you're ready to master your B2B sales funnel, schedule a call to learn more about enhanced attribution modeling. We can help you choose the right model for your business, collect the data you need, and train the model so you can start generating insights that will help you improve your marketing and sales results. 

Here are some additional tips for mastering the B2B sales funnel:

  1. Create a clear and concise value proposition that explains why your product or service is the best solution for your target customers.
  2. Develop a strong content marketing strategy to generate leads and nurture them through the sales funnel.
  3. Use social media to connect with potential customers and build relationships.
  4. Create a personalized experience for each customer by using data-driven insights to guide your interactions.
  5. Follow up with leads promptly and consistently. Close the deal by providing excellent customer service.