Category: Measurement & Reporting
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The Lead Scoring Theater That’s Wasting Everyone’s Time
Your lead scoring model is performing elaborate theater while real buying signals slip through the cracks. The Lead Scoring Pain Points That Keep You Awake: Pain Point #1: The Perfect Score Paradox Your highest-scoring leads consistently underperform: Pain Point #2: The False Urgency Epidemic Your scoring creates artificial urgency that annoys real prospects: Pain Point…
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The Attribution Black Hole Eating Your Marketing Budget
If you can’t measure it, you’re probably wasting it. The Mistake: Relying on last-click attribution or basic first-touch models that completely miss the complex, multi-touch B2B buying journey. Why It Happens: The Real Cost: The Fix – 4 Components: Audit your current attribution model this week. If you can’t explain how every campaign contributes to…
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The Attribution Nightmare Every B2B Marketer Knows (But Won’t Admit)
Every B2B marketer has that sinking feeling when the CEO asks, “Which campaigns are actually working?” The Attribution Horror Stories You Recognize: Pain Point #1: The Vanishing Touch Point Problem Prospects research you for months before you know they exist: Pain Point #2: The False Hero Campaign Your Google Ads get credit for deals that…
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Why 73% of Marketing Directors Can’t Explain Their ROI (And the Scrappy Framework That Fixes It)
The $2.4M Question That Stumped a Marketing Director Picture this: You’re in the quarterly board meeting. The CFO leans forward and asks the question every marketing director dreads: “Can you show me exactly which marketing activities drove our $2.4M in revenue this quarter?” You pull up your dashboard—beautiful charts, colorful graphs, impressive-looking metrics. But as…
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How To Use Marketing Analytics for Truth, Not Fiction
There’s a high probability that your marketing analytics dashboard is a work of fiction. Those beautiful charts showing steady growth, optimal conversion rates, and impressive ROI? They’re telling you what you want to hear, not what you need to know. According to Forrester, “proving ROI with analytics” is a top-three challenge that hinders B2B marketers’…
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Understanding the B2B Marketing ROI Deception
That beautiful dashboard showing your marketing ROI? Those perfectly optimized attribution reports? The quarterly presentations where you confidently declare marketing’s contribution to revenue? Most of it is probably not helpful or particularly useful. Here’s the uncomfortable truth: 90% of B2B marketers measure ROI, but most are measuring the wrong things in the wrong ways for…
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Stop Chasing AI Tools and Start Building AI Strategy (Why Most “AI Marketing” is Just Expensive Automation)
Every B2B marketer I know is obsessed with AI tools. They’re signing up for ChatGPT Pro, buying Jasper subscriptions, and attending webinars about “AI-powered everything.” Meanwhile, they’re completely missing the point. AI isn’t about the tools. It’s about the strategy. And most companies have no strategy at all. The AI Tool Addiction Problem Here’s what…
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The Great Marketing Data Illusion: Why More Analytics is Making Teams Less Intelligent
When Information Becomes Paralysis Marketing teams face a striking paradox: while 87% of marketers report that data is their company’s most under-utilized asset, I regularly encounter teams drowning in dashboards they don’t trust and metrics that don’t drive decisions. I’ve discovered something counterintuitive: teams with more data often make worse decisions than those with less…
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Why Multi-Touch Attribution is Failing Marketers in 2025 (And What Actually Works)
The $100 Million Attribution Problem Nobody Talks About I’ve watched countless marketing teams make the same expensive mistake: investing months and significant budgets into multi-touch attribution systems that promise clarity but deliver confusion. Multi-touch attribution (MTA) isn’t just underperforming in 2025—it’s actively misleading marketing teams into poor decisions. Here’s why, and more importantly, what successful…
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Why Your Marketing Attribution Reports Are Lying to You
Marketing attribution is broken. I don’t mean it’s imperfect or needs improvement. I mean the fundamental way most companies track marketing performance is systematically misleading them into bad decisions. The problem: Attribution models were designed for simple, direct-response marketing. But B2B marketing doesn’t work that way anymore. The result: Marketing budgets allocated based on false…
Marissa Homere 