Latest / Marketing Automation with Fexingo: HubSpot, Marketo, and Automated Customer Journeys
Why Your Marketing Automation Needs an Attribution Model Overhaul
In this episode, Lucas and Luna dig into why most marketing automation platforms default to last-touch attribution, and how that distorts campaign decisions. They walk through a real example: a B2B SaaS company that shifted to a custom weighted attribution model and discovered their top-of-funnel content was responsible for 60 percent of closed-won revenue — not the demo request emails they'd been optimizing for. The hosts explain the math behind attribution modeling, the common pitfalls like double-counting and time decay, and what it takes to sync attribution data back into HubSpot or…
The skinny
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