Marketing Analytics with Fexingo · 2026-07-19 · 11 min
Episode 124 of Marketing Analytics with Fexingo tackles a blind spot most attribution models share: trade shows and live events. Lucas and Luna dig into a 2025 B2B case - a cybersecurity firm that spent $2 million on a single conference - and trace why its attribution dashboard showed almost zero conversions, even though the sales team closed $18 million in pipeline from those handshakes. They walk through the structural problems: badge-scan data not syncing with CRM, offline conversations never hitting a UTM, and the way last-touch models credit a demo email sent months later. Lucas proposes a cheap, practical fix - event-specific landing pages with human follow-up tracking - and Luna pushes back on whether that captures hallway conversations. The episode ends with a reminder that not every conversion starts with a click, and that the best attribution is often a sales rep asking 'where did you first hear about us?'.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Guy Rubin - 2026 GTM BenchmarksCloud Radio · on B2B95 / 100
183: Why Trusted Data is the New AI Moat (w/ Rick Kranz @ AI Marketing Automation Lab)Move The Needle · on B2B91 / 100
Nerding Out on the Neuroscience Behind Buying Decisions with Bryan LawThe B2B CMO Podcast with Jon Miller and Sydney Sloan · on B2B88 / 100
EP1012: The current trends in B2B payments for 2026IBS Intelligence Global FinTech Interviews · on B2B79 / 100
MicroConf Tactics: He Built Two Unicorns. Here’s The Only AI Startup He’d Build in 2026MicroConf On Air · on B2B79 / 100
Chapter 4: From assumptions to real customer insightUncut B2B Marketing · on B2B75 / 100
Why Attribution Models Ignore Missed Calls79 / 100How Incrementality Reveals True Marketing Impact90 / 100How Marketing Attribution Fails on Subscription Models82 / 100Why Marketing Attribution Misses the Seasonality Pattern91 / 100
Why Marketing Attribution Breaks on Subscription Models92 / 100