Understanding B2B attribution can feel overwhelming with the array of tools, platforms, and models. While attribution isn't a cure-all for marketing issues, it's a crucial optimization tool. Approaching it with realistic goals can effectively steer marketing investments.

Industry experts Andy Caron, President of Revenue Pulse, Drew Smith, Co-founder and CEO of Attributa, and Steffen Hedebrandt, Co-founder and CMO of Dreamdata, share strategies and what to watch out for in 2024.

Main Takeaways

• Define clear goals for your attribution efforts, focusing on the tools and the desired outcomes for your organization.
• Start simple with the resources you have, gradually building towards more sophisticated tracking and analysis processes.
• Balance quantitative data with qualitative feedback to encapsulate the effectiveness of challenging-to-measure channels.
• Prepare for the future by innovating within the landscape of first-party data collection, always prioritizing user consent and privacy.
• Equip your team with statistics and data interpretation knowledge to maximize your attribution data's impact.

Tools Mentioned in this Episode:

• Marketo
• Dreamdata
• UTM.io
• HubSpot

On this Panel:

Andy Caron, President of Revenue Pulse

Andy Caron has been an influential figure in the Marketo community since 2012, passionate about marketing operations, attribution, and system integrations. She values mentoring the next generation of marketers and is dedicated to training and coaching her teams.

Drew Smith, Co-Founder and CEO of Attributa

Drew is currently the Founder and CEO of Attribute, a consulting firm specializing in attribution and marketing analytics. Before Attributa, Drew worked in consulting and in-house marketing roles, including time with LeadMD.

Steffen Hedebrandt, Co-Founder and CMO of Dreamdata

Steffen has an exceptional growth mindset, is data-driven by heart, and loves all parts of scaling businesses. He’s a notorious growth hacker. With his successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen truly knows firsthand the pain points of rapidly scaling marketing and growth. Today, Steffen serves as the co-founder and Chief Marketing Officer