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.
What Marketers Can Control When AI Changes Everything with Nick Wedewer, VP of Growth Marketing at Hims & HersThe Partnership Economy · on attribution87 / 100
Adamma Ihemeson on Building Autonomous AI Systems You Can TrustBack on T-R-A-C-K · on B2B84 / 100
Define the Message and the Roadmap Follows with Jamie Domenici, CMO of KlaviyoThe B2B CMO Podcast with Jon Miller and Sydney Sloan · on B2B70 / 100
Step Zero: What Comes Before Every AI Rollout in B2BB2B Commerce UnCut Podcast · on B2B55 / 100
79: Cancel all my meetingsOur B2B SaaS Journey · on B2B50 / 100
Why Incremental Lift Testing Beats Attribution91 / 100How Brand Lift Studies Reveal True Marketing ImpactHow Offline Sales Drive Online Marketing ROIHow Contextual Targeting Replaces CookiesHow First-Party Data Reshapes Attribution