How B2B Marketers Use Revenue Waterfall Attribution
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles · 2026-06-10 · 10 min
Episode notes
Episode 42 of B2B Marketing with Fexingo digs into revenue waterfall attribution—a method that maps every marketing touchpoint from first visit to closed-won deal. Lucas and Luna unpack how one enterprise SaaS company, Cybereason, used a multi-touch linear model to discover that their webinar series was actually the top converting channel, not their search ads. They explain the difference between first-touch, last-touch, and multi-touch attribution, why the leaky bucket analogy is misleading, and how to build a simple waterfall in Google Sheets before buying expensive software. Along the way, they discuss the biggest pitfall: attribution fights between sales and marketing. The episode ends with a concrete tip to start tracking assisted conversions today. #RevenueWaterfall #MarketingAttribution #B2BMarketing #MultiTouchAttribution #Cybereason #EnterpriseSaaS #DemandGen #ABM #SalesMarketingAlignment #MarketingAnalytics #ConversionPath #FirstTouch #LastTouch #LinearAttribution #GoogleSheets #WebinarConversion #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo