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From Measuring to Impact : Rethinking B2B Marketing Attribution
In this webinar with our Co-founder Romain Blanc, and Axel Kaletka of Le Café du Market for our french speaking audience, we cover attribution challenges marketing teams are facing in 2026 that are limiting their ability to secure budget, and how to change that by showing the revenue impact of their work.
The need to show marketing's impact on revenue
Between AI and a tense political and economic context, marketing budgets are being challenged more than ever. Once again, B2B marketers are being asked to generate more ROI with the same resources, or even less.
On the other hand, long sales cycles, the growing number of touchpoints, and the essential role of content mean that traditional attribution models (first touch, last touch) no longer reflect the reality of B2B buying journeys.
It's becoming increasingly difficult to measure the real impact of marketing on pipeline and revenue.
We addressed the common challenges that CMOs, SEO Managers, and RevOps leaders are constantly dealing with:
• Going beyond the limits of simplistic attribution models
• Align marketing and sales around a shared view of performance linked to revenue
• Understand the real revenue contribution of content and SEO throughout the buying journey
Through concrete examples and best practices, discover how to go beyond fragmented measurement to build B2B attribution focused on real business impact.
Watch the replay below
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