The Role of Attribution Modeling in B2B Marketing

The Double-Edged Sword of Attribution Modeling

Hartmann acknowledges that attribution modeling can be valuable, but only if used correctly. 

One of the biggest challenges he sees is that either multi-touch attribution models or even the most straightforward attribution models involve complex mathematics, which can be a barrier to understanding for people outside of marketing, such as sales and finance teams.

 “If you try to use it to communicate to executives outside of marketing, you’re running uphill, or you’re swimming upstream,” he says, pointing out the difficulty in getting other departments to buy into these complex models.

He argues that the real value of attribution modeling lies within the marketing department itself. When used internally, it can provide marketers with insights into which channels, tactics, and audiences are worth further investment. 

This allows marketing teams to make data-driven decisions on where to allocate resources, optimize campaigns, and target the right audience segments. 

However, using attribution models to validate marketing’s value to the wider organization often leads to skepticism and pushback.

Tailoring Attribution to the Right Audience

A key takeaway from Hartmann’s perspective is the importance of tailoring attribution reporting to the right audience. 

Marketers should focus on using attribution data to inform their internal strategies rather than as a means to communicate with non-marketing stakeholders. 

He believes that trying to present complex attribution models to sales or finance is like “fighting an uphill battle.” Instead, marketers should use simpler, more tangible forms of communication when conveying their value to these groups.

Storytelling as an Alternative to Attribution Modeling

Rather than relying solely on attribution models, Hartmann advocates for a narrative approach when communicating marketing’s value to executives and sales teams. “I’m a big advocate of a narrative approach, right? Storytelling, if you will, working together with examples of big wins,” he explains. 

Providing case studies, real-life examples, and narratives that showcase the journey of a successful campaign or deal can make the impact of marketing more relatable and easier to understand.

When Attribution Can Be Misapplied

Attribution modeling can be particularly problematic when it is used as a one-size-fits-all solution. Hartmann warns that there is no universally successful model that works across all categories or industries. 

Each business is unique, and attribution should be tailored to suit the specific nuances of each organization’s marketing strategy. 

Moreover, he stresses that focusing solely on attribution can inadvertently prioritize short-term gains over long-term brand building, which can harm a business’s growth in the long run.

Conclusion: A Balanced Approach to Attribution

In summary, Michael Hartmann’s insights offer a balanced perspective on the use of attribution modeling in B2B marketing. 

While he recognizes its value in guiding marketing strategy and investment decisions internally, he cautions against using it as a primary tool to communicate with other departments. 

Instead, marketers should use storytelling to illustrate their impact, making it more relatable and tangible for non-marketing stakeholders. 

Ultimately, attribution modeling should be one piece of a larger puzzle, contributing to a holistic approach to measuring and demonstrating marketing’s success.