How Attribution Breaks on B2B Account-Based Marketing

Marketing Analytics with Fexingo · 2026-07-10 · 10 min

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Topics in this episode

Account-based marketing Multi-touch attribution Buying committee b2b attribution abm attribution model

Episode notes

In this episode of Marketing Analytics with Fexingo, Lucas and Luna dive into why traditional multi-touch attribution falls apart for B2B account-based marketing. They focus on a specific case: a mid-market cybersecurity firm that spent $2.4 million on ABM in 2025 but couldn't link pipeline to campaigns using standard models. Lucas explains that ABM's long sales cycles and multiple decision-makers create attribution chaos - the same email might influence five people at one account, but the model only credits the last touch. They explore the 'account-level attribution' alternative, using weighted participation across touches, and walk through a real example of how one company reallocated 30% of its budget after switching. Luna asks the key question: how do you handle the gap between marketing touches and the actual buying committee? The episode ends with a forward-looking note on AI-driven attribution for ABM in late 2026.

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