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B2B marketers have struggled with the mystery of their “direct” traffic, with 71% of website visits left unexplained. While this traffic likely stems from a mix of marketing efforts, a clearer solution is emerging—offering hope to finally unravel this challenge.

To truly understand the impact of our marketing efforts, we need to give both the campaign types pie and the sources pie the attention they deserve.

Equip your marketing team with the information needed to assemble, test, and deploy the best combination of content and channels.

Marketing attribution helps businesses determine which channels and messages have the greatest impact on decision-making, and implementing best practices for marketing attribution gives marketers a clear picture of which efforts deliver return on investment (ROI).

The first step to successful marketing attribution is understanding the importance of its role. The second step is determining the appropriate model for your business through an understanding of the pros, cons, and use cases for each.

Before kicking off your marketing strategy, identify and address the top marketing attribution challenges. By doing so, you gain insight into how your marketing tactics are contributing to conversions.