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Enlightening Attribution Modeling for B2B Marketers

  • - LiveRamp
  • 2 min read

Imagine picking up a book to read, only to find out chapters are missing. You’re left piecing together guesses for the missing plot. B2B marketers try to make the best of the situation but still often find themselves in the same position when they try to measure the performance of their campaigns. Their current attribution models only inform them about a portion of their marketing activities across multiple channels, on top of multiple stakeholders in a complex buying decision process. 

The full narrative of an enterprise B2B marketing funnel is a complex story, with many twists and turns, making it a challenge to completely understand at what stage their prospects reside. Since B2B marketers can also measure conversion at the company level, rather than at an individual level, using technology and methods for calculating conversion on a consumer-level are unideal to the account-level insights B2B marketers need. 

According to a recent report, 90% of B2B purchases are still happening offline. Connecting the dots of the B2B buyer journey—both online and offline—is fundamental in understanding their decision-making process and seeing where marketing efforts should focus. But traditional attribution models are unable to connect a consumer’s activities across channels and platforms, given the multitude of touch points in a typical B2B purchase journey. Without this critical connection, B2B marketers risk wasting time, effort, and money on ineffective marketing strategies.

Today’s most successful B2B marketers know that a winning campaign starts with unifying data touch points across apps, platforms, and channels into a holistic, account-based attribution model that can resolve multiple touch points to single consumer identities. LiveRamp B2B enables marketers to connect those disparate dots. Built on LiveRamp’s privacy-first, customer-centric technology, LiveRamp B2B incorporates a company-level dimension to our proprietary identity resolution technology by adding firmographic and professional-level data. B2B marketers can now accurately attribute their marketing efforts to the right decision makers along their various touch points in the buyer journey.