How Malvern Panalytical brought enterprise multi-touch attribution to a global Salesforce org

Malvern Panalytical supplies analytical instruments to pharmaceutical, battery, materials laboratories and many more industries all over the world, and together with Heeet its marketing team has enhanced the previous custom last-touch model with a multi-touch attribution model within Salesforce, enabling teams responsible for different segments and product lines to see which of the campaigns influenced their respective pipeline.

The challenge

Before Heeet, Malvern Panalytical’s attribution setup was primarily last-touch, which regularly over-credited the last channel that happened to "close" the journey and under-credited earlier, top-of-funnel channels and campaigns that actually create demand.

"Our setup took the last touchpoint and applied it to our MQLs. So certain channels got all the credit, and campaigns higher up the funnel got discounted. People didn’t understand how their campaigns were driving impact and driving revenue."

Kiel Hanson, Head of Demand Generation at Malvern Panalytical, was referring to the attribution model the company used before implementing its current Heeet system.

Given the complexity of tracing customer journeys across the many verticals the company supplies at the same time, Malvern Panalytical needed an approach that would:

• Show the pipeline and revenue impact of industry-specific marketing campaigns.
• Work in a cookie-less world (minimizing the need for gated content to generate leads)
• Dedicated support to implement a system that could adapt to their custom source mapping across the funnel (including organic)
• Keep everything inside Salesforce so teams could work and review performance in a single place.

Marketing teams worldwide run campaigns across product lines and industry segments, online and offline, with all activities recorded in a single Salesforce CRM. The previous last-touch model allocated 100% of each opportunity to the channel that happened to come last, so webinars, trade shows, and LinkedIn campaigns, which had initiated the dialogue months, if not a year earlier, received no credit for their contribution.

For a company with a long cycle between first click to close, that covers most of the journey.

Paid search was the exception, and it only aggravated the imbalance. To defend the channel, the team kept a record of every pound spent on Google Ads.

"Every pound I put into paid search, I can track the revenue generation back over four years. But that's because we track exactly how much we're spending."

All the other channels lacked an equivalent number. Kiel required an attribution that should be capable of carrying out four functions:

• Give credit to every campaign that touched an opportunity, weighted by campaign type
• Keep working when a visitor declines cookies
• Map every traffic source across the funnel, including organic, which isn't a campaign but still drives opportunities
• Lives inside Salesforce, where the team and leadership have already built reports and dashboards

The other option available was to use native Salesforce and Pardot campaign influence, however that system relied on the manual task of sales representatives assigning contact roles and campaigns having to be set up manually as well, and the only models offered were a few fixed ones: even split, first touch, and last touch. They needed a way to customize the weight of different events

"An email could be a mass number of people clicking, but it's not equal to another tactic. We want to weigh our campaigns by the type that they are."

Why Malvern Panalytical chose Heeet

Three requirements brought Malvern Panalytical to Heeet. Priority was given to cookieless tracking since Kiel did not want consent banners to create holes in the digital acquisition data:

"We want to maintain data without gaps by using a cookieless approach"

Custom source mapping was second, which meant that organic traffic and all the other sources could share the same funnel as the paid campaigns. The data also had to remain in Salesforce; in a large organisation with stakeholders in various regions and segments, having a separate attribution login is equivalent to having a login that no one uses.

"People have enough platforms as it is to log into. We can keep it all in Salesforce and work that way."

Since first working with Heeet two years ago, Malvern Panalytical has moved from our legacy product to the full-fledged experience. Heeet’s dedicated support has been another deciding factor in renewing after receiving continued guidance and white-glove service after implementation.

How Malvern Panalytical uses Heeet today

Heeet is owned by marketing, and its use at the company is expanding. Nowadays, product marketing managers and segment leads use it to find out which campaigns generate opportunities within their own area of the business. Instead of providing everyone with the same dashboard, Kiel prepares one report for each stakeholder.

The anchor report, which was developed in collaboration with Romain, displays both views for each opportunity side by side: the default last-touch source from Malvern Panalytical's own model and each of the Heeet influence touchpoints that occurred before it. The Heeet columns indicate what came earlier — that is, the webinar, the conversation at the trade shows, and the organic visits, prior to the last touch point before conversion.

Turns out, organic search proved to be just as much a means of closing deals as it was a means of opening them.

"Google paid search or Google organic search can be the last touchpoint. They've done all their research, they've spoken to us. They search for us, get to the page, request a quote, and that's where the last-touch source goes."

The same applies to newly launched products. For example, when Malvern Panalytical launched a new product in mid-September 2026, Kiel was able to open the first opportunities it had created and view the full range of influences together with the default source.

Buying committees also appear. In some cases the opportunities involve one or two people, in others many people, and Heeet indicates which contacts, apart from those in the formal contact role, took part in the campaigns.

Results so far

• Opportunity value now splits across every contributing campaign instead of sitting 100% with the final touch
• Segment leads, filter customer journey analytics by product family and segment
• Can see that paid-search opportunities in 2026 now carry the upstream touchpoints that last-touch reporting hid
• The team has a multi-touch evidence base to build its next budget case, starting with trade shows and events that last-touch undervalued.

Kiel's next assignment for leadership entails more than just providing a mass of data; it is to produce a concise list of facts, namely what proportion of digitally sourced opportunities had at least one webinar or offline event before they were created, and also which campaign types keep influencing deals after the opportunity has opened.

What comes next

In response to Kiel's request, Heeet is adding Campaign Name and Influence Date columns to its opportunity data view so people can see the sequence of touchpoints at a glance. The sales touchpoints will be added to the model later, and Event ROI will improve as campaign owners begin recording their spending in Salesforce.

Key takeaways

"Slicing up the opportunity into all the different touchpoints and giving a little bit of the revenue to each influence helps show people what happened. Nobody can say it was 100% from this one event and nothing else. Heeet splits that up and allocates that portion of the pie to different campaigns and different tactics."

Kiel Hanson, Head of Demand Generation, Malvern Panalytical

"A segment could be e.g. pharmaceuticals or batteries. Someone in that segment can say, 'Great, I can now see the influences which drive opportunities in my segment.' Or a marketing manager for a certain product can say, 'I know which influences help drive my product.'"

Kiel Hanson, Head of Demand Generation, Malvern Panalytical