Why is marketing attribution so difficult in B2B?

B2B buying involves 6-10 stakeholders, spans months or years, and most influence happens in channels invisible to analytics tools: private conversations, peer recommendations, podcast listening, and social media browsing.

What is the best attribution model for B2B?

No single model captures the full picture. The most effective approach combines multi-touch attribution for trackable channels with self-reported attribution and account-level engagement scoring for dark funnel activity.

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Marketing Attribution Challenges: Why B2B Attribution Is Broken (And What to Do About It)

Last-click and first-touch attribution both miss the demand generation contribution. Learn why B2B attribution is fundamentally broken, what the dark funnel hides, and how to measure what actually drives pipeline.

Dag HolmenCMO06 Mar 2026

12 minute read

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Marketing Attribution Challenges: Why B2B Attribution Is Broken (And What to Do About It)

Summary: Marketing Attribution Challenges: Why B2B Attribution Is Broken

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Marketing Attribution Challenges: Why B2B Attribution Is Broken (And What to Do About It)