#233: Attribution in B2B - Why It's Broken (And How To Fix It)

#233: Attribution in B2B - Why It's Broken (And How To Fix It)

From The B2B Playbook by Kevin Chen & George Coudounaris

June 11, 2026 · 32 min · Season 8 · Episode 20

About this episode

This episode discusses the flaws in B2B marketing attribution and offers strategies for effective measurement.

In this episode, we break down why B2B marketing attribution is broken and what you should actually be doing instead to measure what's working without losing your mind. We cover: → Why multi-touch attribution keeps lying to you and what it's actually measuring → Why ad platforms are deliberately making attribution harder for us as marketers → How to blend quantitative and qualitative data to get a real picture of what's driving revenue → Why being data influenced beats being data driven every single time If you are a B2B marketer or demand gen lead who's tired of attribution tools that promise clarity and just deliver more confusion. Tune in and learn: → Why multi-touch attribution is click obsessed and built on disappearing data → How to layer in marketing mix modeling and incremental testing without drowning in complexity → Why qualitative signals like "how did you hear about us" are more valuable than most attribution tools → How to communicate attribution as a range, not a definitive number, to your leadership team → How to align sales, CS and finance on what attribution can and can't tell you ----------------------------------------------------- 🔗 Links + CTAs…

People in this episode

Hosts: Kevin Chen, George Coudounaris

Topics covered

  • B2B marketing
  • attribution
  • data analysis
  • marketing strategy
  • demand generation

Keywords

  • B2B marketing
  • attribution
  • multi-touch attribution
  • data-driven
  • qualitative data
  • revenue measurement
  • marketing mix modeling

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