In the wilds of B2B marketing, the buyer’s journey is far from a straight trail—it winds through dense forests of decision-makers, rugged terrain of long sales cycles, and countless touchpoints along the way. For marketers running account-based strategies, complexity multiplies—and so does the need for a solid map. That’s where attribution comes in.
Originally recorded at B2B Marketing Exchange West, this session, starring Counselor Nadia Davis, is your chance to revisit a masterclass in decoding attribution for ABM. You’ll learn how to navigate the attribution landscape and connect your marketing efforts directly to pipeline and revenue impact—without getting lost in the data wilderness.
We’ll explore:
- Why attribution is essential for aligning with sales and earning a seat at the revenue table;
- How to build and scale a multi-touch attribution framework tailored for ABM;
- The key differences between lead-centric and account-based tracking; and
- Tips for presenting attribution insights to C-level stakeholders.
Whether you’re starting your attribution journey or refining your existing strategy, pack your curiosity and get ready to blaze a clearer trail from engagement to revenue.
