Measuring B2B Sales Marketing ROI with Attribution Models

Amelia H.
January 4, 2024
min read
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Measuring B2B Sales Marketing ROI with Attribution Models

In the world of B2B sales, understanding how to measure the success of your marketing efforts is crucial. From qualifying leads and closing deals to supporting customers throughout the buying process, the bottom line for B2B companies heavily relies on effective sales strategies.

Sales reps play a vital role in influencing potential customers' purchase decisions. By exploring case studies and employing attribution models across multiple channels, businesses can gain valuable insights. To succeed in B2B sales marketing, it is important to optimize landing pages and adjust strategies based on customer behavior.

Define B2B Marketing ROI

B2B marketing ROI, or return on investment, refers to the measurement of the profitability and effectiveness of marketing efforts in the B2B (business-to-business) context. It is a metric used to assess the financial return generated from the investment made in B2B marketing activities.

Define B2B Marketing ROI

Measuring B2B marketing ROI involves tracking and analyzing various metrics, such as lead generation, customer acquisition costs, conversion rates, and customer lifetime value. It allows businesses to assess the impact of marketing activities on revenue generation, identify areas for improvement, and make data-driven decisions to optimize marketing efforts.

Ultimately, B2B marketing ROI provides valuable insights into the effectiveness of marketing strategies, helps allocate resources efficiently, and enables businesses to achieve sales and revenue goals in the B2B marketplace.

Types of Attribution Models are Measuring B2B Sales Marketing ROI

There are different ways to measure how well the B2B sales process is working, called attribution models. Each model has its good points and not-so-good points. Choosing the right model depends on what a business wants to achieve. Let's look at some of the commonly used attribution models:

First-touch Attribution

This model gives all the credit for a sale or conversion to the first way a customer interacts with a business. For instance, if a customer sees a social media ad first and then buys something, the whole value of the sale is credited to that social media ad.

Last-touch Attribution

Last-touch attribution is different from first-touch attribution. It gives full credit for a sale or conversion to the last touchpoint before the sale. For example, if a customer first discovers a business through a social media ad but later makes a purchase after seeing a search engine ad, the entire value of the sale is attributed to the search engine ad.

Last-touch Attribution

Multi-touch Attribution

This model examines every time a customer connects with a business when making a purchase. It assigns some importance to each connection. Various methods exist to determine the importance of each interaction.

For instance, in linear attribution, all interactions are considered equally important. In time decay attribution, we see interactions that happen closer to the sale as more valuable. In position-based attribution, the first and last interactions matter more, while the middle ones are less important.

Custom Attribution Models

In addition to the standard attribution models mentioned above, businesses can also create custom attribution models that align with unique sales processes and marketing processes. Custom models allow businesses to assign value to specific touchpoints or channels based on data and insights.

Benefits of Using Attribution Models

Using attribution models for measuring B2B sales marketing ROI offers several benefits for businesses. Here are some key advantages:

Benefits of Using Attribution Models

Accurate ROI Measurement

Attribution models help us see how marketing affects sales revenue more accurately. They assign value to each interaction, so we know which channels and campaigns bring in the most conversions and money. This information helps us make better decisions and improve our marketing strategies.

Data-driven Decision-making

Attribution models are tools that help business owners understand how well their marketing works. These tools show the return on investment (ROI) for different marketing channels, helping businesses decide where to spend their money.

Using these models, owners can figure out which marketing channels are doing well, bringing in conversions, sales, or customer engagement. This information lets them invest more in these good channels, making their marketing better overall.

On the flip side, attribution models also show which channels are not doing so well. When businesses see this, they can either make those channels work better or move their resources to channels that do work. This stops them from wasting money and makes sure they use their marketing budget wisely.

Additionally, attribution models give a full picture of how customers go from seeing an ad to making a purchase. This helps businesses see the important points in the customer journey, so they can improve their marketing by focusing on what matters most.

Optimization of Marketing Efforts

Looking at the data that shows where sales come from helps businesses see what's working well and what needs improvement. By concentrating on the parts of the process that work best and fixing the ones that aren't doing as well, companies can make their marketing better. This improvement can result in more people buying and more money coming in.

Optimization of Marketing Efforts

Improved Customer Understanding

Attribution models help businesses see how customers make decisions. Knowing which points matter most in their journey helps us create messages and content that connect better with them. This personal touch boosts customer interest and leads to more successful conversions.

Alignment of Sales and Marketing Teams

Think of attribution models as tools that show businesses how their marketing impacts sales. They paint a full picture of how different marketing channels and tactics contribute to overall sales. This information helps businesses identify which marketing activities bring in the most money, guiding them on where to focus their efforts.

What's great about attribution models is that they bring the sales and marketing teams together. Typically, these teams operate separately, but attribution models provide a common language and framework. This encourages collaboration towards a shared goal: increasing revenue.

Attribution models allow both teams to see the customer journey and understand how various interactions influence buying decisions. This insight helps them collaborate more effectively, creating a seamless and impactful customer experience.

For instance, if an attribution model highlights a successful marketing campaign, the marketing team can inform the sales team. The sales team can then adjust their strategies to maximize the impact of that campaign. This teamwork ensures that both teams align their efforts and leverage each other's strengths.

Beyond teamwork, attribution models help businesses refine their marketing strategies. By analyzing data from these models, businesses can make informed decisions about where to allocate their marketing budget. They can prioritize activities that offer the best return on investment.

Alignment of Sales and Marketing Teams

Moreover, attribution models assist businesses in evaluating the effectiveness of their marketing efforts. By understanding how different activities influence sales, businesses can calculate the return on investment for their campaigns. This valuable information guides them in making wise choices for future investments.

Effectively Implement Attribution Models

Implementing attribution models requires careful planning and implementation. Here are some steps to effectively implement attribution models for measuring B2B sales marketing ROI:

Define your Goals

Before you start using any attribution model, it's essential to set clear goals. What do you want from your marketing? Do you aim to make your brand more known, get more leads, or boost sales? Knowing your goals well helps you pick the right attribution model and track the right measurements.

Collect and Analyze Data

To accurately attribute the value of each touchpoint, you need to collect and analyze data from various sources. This includes data from your marketing campaigns, website analytics, customer relationship management (CRM) system, and sales data. By combining and studying these data sources, you can learn important information about how customers interact with your marketing strategies.

Collect and Analyze Data

Choose the Right Attribution Model

Choose the attribution model that suits your goals and studies your data. Think about how complicated your sales process is, how many touchpoints there are, and the tools you have for analyzing data. If you're new to this, start with a simple model like first-touch or last-touch attribution. As you understand more about how customers buy, you can try more advanced models like multi-touch or custom attribution.

Implement Tracking and Measurement Tools

To attribute the value of each touchpoint accurately, you need to implement tracking and measurement tools. These tools will help you gather the necessary data and track customer interactions across different channels and touchpoints. There are several tools available, such as Google Analytics, marketing automation platforms, and CRM systems, that can help you track and measure the effectiveness of your marketing campaigns. Setting up these tools correctly and ensuring that they are collecting accurate and reliable data is important.

Analyze and Interpret the Data

Once you have all the info, it's important to look at it closely. Try to find patterns and trends that show how customers go through the process. Figure out which steps are making the most sales and money, and notice the ones that aren't doing so great. This analysis will help you optimize your marketing efforts and allocate resources effectively.

Analyze and Interpret the Data

Optimize Your Marketing Strategies

Learn from analyzing data to improve your marketing. Focus on places that bring in the most customers and money, and work harder in those areas. Identify areas that need improvement and fix them if they're not doing well. Regularly check the data to ensure your marketing is effective and yielding the desired results.

Test and Iterate

Imagine attribution models as flexible plans that can be adjusted. Testing and enhancing the plan regularly is crucial to ensure its accuracy and effectiveness. As your business grows and customer buying patterns evolve, you may need to update the plan to keep up with these changes. Continuously modify the plan with new information to show how marketing influences sales revenue.

In B2B sales marketing, using attribution models is essential. They allow you to assess the effectiveness of your marketing efforts and improve your strategies accordingly.

B2B Rocket understands the importance of accurate attribution and data-driven decision-making. Our AI agents analyze data, track customer interactions, and provide insights to optimize your marketing strategies. Don't miss out on the opportunity to transform your sales process and drive better results. 

Test and Iterate


Measuring B2B sales marketing ROI with attribution models is crucial for businesses to improve marketing strategies and increase revenue. By implementing the best practices discussed in this blog post, business owners can gain a deeper understanding of the impact of marketing efforts on sales and make informed decisions to improve ROI. 

From utilizing multi-touch attribution models to leveraging advanced analytics tools, there are various approaches available to measure and attribute the success of marketing campaigns accurately. Utilize our B2B Rocket services to take your business lead generation to the next level.

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Amelia H.

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