How AI Is Fixing Marketing Attribution in B2B - Multi-touch attribution - The Growth Operator with Fexingo

Topics in this episode

Multi-touch attribution marketing roi b2b marketing attribution ai for marketing last-click attribution problem

Episode notes

Most B2B companies still use last-click attribution, which overcredits bottom-of-funnel channels like paid search and direct email. But as buying committees grow and touchpoints multiply, that model has become dangerously misleading. In this episode, we look at how one mid-market SaaS company deployed an AI-driven multi-touch attribution model and discovered that 60% of their paid search spend was effectively wasted - while a series of blog posts they considered low-value was actually driving the majority of first touches. We walk through how the model worked, the data it required, and the organizational resistance the marketing team faced when they tried to reallocate budget. Lucas and Luna also discuss why the C-suite often prefers a flawed model that makes sense to them over a correct one that feels like a black box, and what attribution vendors can do to build trust. This is not a theoretical conversation; it is anchored in one company's real pivot from 'vanity metrics' to revenue-correlated attribution, and the arguments they made to win over a skeptical CFO.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

More from The Growth Operator with Fexingo

All episodes →

Explore the best B2B Ops podcasts →