The key element for B2B growth is targeting more leads and bringing in more paying customers. The number of types of customers and the various channels they can be found through makes it difficult for a marketer or a CMO to know where exactly they should focus their efforts on B2B scale up.

It is extremely important for marketers to prove the ROI on B2B marketing efforts. Consider this scenario - a particular marketing campaign, ‘A,’ brought a potentially high-paying customer to your business website. However, due to some reason, the lead had to ditch the purchase. A few days later, the same lead revisits the website by searching for your company on Google and makes the purchase. While the final purchase was made via the organic search channel, the high paying lead was brought to your website via the marketing campaign ‘A.’ 

For busy CMOs, choosing the best B2B marketing attribution model is extremely important. This ensures that the right amount of credit is flowing to the appropriate B2B marketing channel.