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.’