Attribution, Why Are We Still Talking About it?



With greater and greater complexity in how buyers buy, how sellers sell, and go to market motions, attribution remains a tough topic. Tracking is absurdly complicated. Is it about first or last touch? Are you focusing on the "right" things?

By Sheena McKinney, Business Operations & Marketing Assistant at Heinz Marketing

When it comes to attribution, wouldn’t it be nice if who gets credit wasn’t even on the table?

And what if we just looked at our body of work as a whole, across time and teams?

“Does it seem like the more tools we get, the further away we get?” This is exactly what our own Matt Heinz asked Kerry Cunningham, Research and Thought Leader at 6sense.  We had the privilege of having Kerry join us for a great discussion at our HM Inner Circle– a tight-knit community for both current and past clients of Heinz Marketing.

Kerry has more than 25 years of experience in B2B demand generation and management, spanning a broad array of industries and markets.  For more than two decades spanning the gap between marketing and sales, he has developed a wealth of expertise in the alignment of marketing and sales organizations.

Kerry’s reply:  “The more we learn how buyers buy, the more answers we get, the less they make sense.”

We dove into the nitty-gritty of attribution, its impact on ROI, and why even the best of us can get it wrong.

Selecting the right attribution model for your business is no simple task and we are here to help along the way.  Email us for a quick brainstorm.

Here’s a bit of what you missed:

  • Why you’re not measuring what you think you are and why it is flat out wrong.
  • Why first touch or last touch is not only bad, it’s worse than nothing.
  • What does meaningful engagement mean?
  • Why the value you produce is not based on form fills
  • Why 3 of 10 form fills isn’t as bad as you think
  • Why focusing on the past does not serve and how/why to focus on the future instead
  • Why your buyers need to have everything you have with as little friction as possible (without gating)
  • How to reduce tension with the board/CEO/VC’s and help with the “so what’s” for budget justification

Don’t Miss Another Incredible Conversation: 

We support our clients’ ongoing work in demand generation and revenue responsible marketing by hosting our HM Inner Circle each month connecting you with today’s top B2B minds, innovators, authors, and more.  Let us know if you want to join us next time.

What to Expect:

  • A deep dive into trending topics in B2B
  • Engaging discussions with industry leaders
  • Networking opportunities with peers
  • Transparent and collaborative conversations
  • Camera or no-camera Zoom Meeting
  • No recordings – “must be present to win”
  • Zoom/calendar link so you never miss out 

Next HM Inner Circle session (always the 2nd Wednesday of the month) is a live, interactive conversation with Keith Roberts, Co-Founder of the OAK Journal about the power of habits.  Keith is a transformational speaker and expert on leadership. He is known for his dynamic and engaging talks that inspire people to reach their full potential.

March 13, 2024 – 11:00 am PT | 12:00 pm MT | 1:00 pm CT | 2:00 pm ET. 

You coming?