Tag: Marketing ROI
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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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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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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 