The decline of attribution and rise of intent: Measuring marketing’s value in a complex sale

MATT HEINZ | March 3, 2020

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A recurring theme in our Breakthrough CMO Breakfast series with 6sense has been the move away from lead capture (which we could argue is a vanity metric for complex B2B sales cycles) and towards prioritizing prospect engagement and experiences.
Especially when you’re managing a complex and long sales cycle, let’s not pretend that the white paper download generated the seven-figure deal.  Let’s not pretend that the badge scan at a trade show six years ago “drove the opportunity.”
So if we’re moving away from leads and towards experiences as the coin of the realm for B2B marketers, the value of attribution weakens as well.q

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