Long customer journeys and fragmented data sources have broken B2B marketing attribution. So, what are marketers going to do about it? And is there a way to give credit where credit is due along the buyer journey?

In this episode, Patrick talks to Dreamdata's Steffen Hedebrandt about how marketers can build a data-driven attribution model that isn't just about the last touch.

They got into the weeds about:

→ The broken B2B attribution model and how to use AI-powered attribution to prove ROI

→ A strategy to map full customer journeys (to give credit to sales and marketing)

→ Ways to build better retargeting audiences and reduce CAC

→ How data can align marketing + sales with shared buyer signals

If you are a B2B marketer, demand gen leader, or CMO who is tired of defending what's working to get budget, this is the blueprint for you.

Bon appétit 🤌