The holy grail of B2B marketing these days seems to be pinpointing accurate attribution so that companies know exactly what customer actions deliver a sale. With the proliferation of digital as well as physical channels, it's difficult to determine whether a phone call, a mobile ad or an event led to the actual sale.
In a move to bridge physical and online marketing and help B2B marketers figure out what prompted a purchase, Bizible has added multi-touch attribution to track how a physical event or trade show impacts a sale.
"No longer do B2B marketers need to feel like second class citizens to sales teams, or hack solutions built for B2C that poorly fit B2B needs," said Bizible CEO Aaron Bird in a blog post. "Marketers can now understand how much their entire marketing spend contributes to revenue."
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