Скачать или смотреть 3. B2B Marketing Attribution: Why Aren't My Leads Adding Up?

Why we need to ditch the ‘single source of truth’ for leads in B2B Marketing.

Your CRM says 40 leads. Your Ads say 50. Who’s lying? Is it both of them? Is it neither?

In this episode, Louis and Maelien unpack why B2B attribution rarely adds up - and why chasing a “single source of truth” can lead you astray.

They unpack the difference between direct vs influenced conversions, how CRM and ad platforms measure success differently, and why contribution trumps attribution. Perfect attribution doesn’t exist - but this mindset shift might be the next best thing.

00:00 – Intro
01:15 – Why lead counts never match
02:40 – Direct vs influenced conversions explained
04:55 – Breaking down different attribution models
07:20 – The myth of a single source of truth
08:50 – Contribution vs attribution
10:45 – Practical takeaways for B2B marketers