Statistical Attribution & Optimization in the B2B World.

There has been a lot of activity recently around revenue attribution - marketers want to develop a better understanding of their customer acquisition funnel and be able to measure progress against it. Most of this attention has been focused on the B2C space. However, less work has been done measuring the performance of B2B marketing activities. While Salesforce is an excellent platform for managing leads and campaigns, their business model is founded on developing a sales and marketing ecosystem comprising partnerships with specialist vendors that can provide more focused solutions to specific sales and marketing issues. As a result, companies such as Full Circle Insights, Bright Funnel and Bizable have emerged to fill the void in B2B marketing attribution by leveraging the Salesforce platform.