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Linking B2B Marketing to Revenue via Customer Conversion Points | A Critical Step Before Marketing Attribution Makes Sense
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内容由Steve Cummins - Solent Strategies提供。所有播客内容（包括剧集、图形和播客描述）均由 Steve Cummins - Solent Strategies 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品，您可以按照此处概述的流程进行操作https://zh.player.fm/legal。
Marketing attribution sounds like a great idea. And in theory, it is. Particularly if you’re selling directly to customers via an ecommerce page on your website.
In many B2B scenarios, though, you’re selling through distributors, channel partners or third party websites. It’s not easy to track a buyer from the moment they first interact with your brand, all the way until they buy a product. When you encourage your customers to purchase from a partner, that customer will - at some point - leave your brand ecosystem.
So the trick for B2B marketers is to identify a conversion point that gives a strong buying signal in your system. And then evaluate your marketing effectiveness on reaching that conversion point.
In this episode of The Marketing Mix, Steve walks through some approaches to identifying and measuring these conversion points. The first step on the path to building a marketing attribution model.
Additional Information:
Podcast episode discussing MQLs is here
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