Marketing Analytics with Fexingo · 2026-08-27 · 7 min
In this episode of Marketing Analytics with Fexingo, Lucas and Luna examine a blind spot in most marketing attribution models: trade show leads. They discuss how a B2B software company discovered that leads captured at a three-day industry expo were being undervalued because they converted months later, often through a different channel. Using the company's journey from skepticism to a new attribution approach, the conversation reveals practical ways to give trade shows their due, including event-specific UTMs, lead-to-account matching, and a longer lookback window. The hosts also touch on the human element - how sales teams can capture intent signals that digital channels miss. If you've ever wondered whether that expensive booth was worth it, this episode offers a clear framework for measuring real impact beyond the initial handshake. #TradeShowMarketing #MarketingAttribution #B2BMarketing #EventMarketing #MarketingAnalytics #LeadGeneration #ROI #SalesAndMarketing #AttributionModeling #MarketingMeasurement #Business #Marketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #Analytics #DataDriven #EventROI Keep every episode free: buymeacoffee.com/fexingo
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