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Reimagining B2B Marketing Attribution for the New Buyer Journey, with Jennifer Leggio, CMO of Netography
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Jennifer Leggio to discuss how attribution for marketing and sales needs to change with the buyer journey.
Nowadays, it’s extremely important for sales and marketing to work together to achieve the same goal of creating pipeline. However, it would seem many B2B businesses are functioning as if marketing and sales can be accurately measured with the same KPIs. Using the same metrics for marketing as sales will undoubtedly create incomplete or inaccurate data on how marketing contributes to pipeline. Additionally…
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