3. B2B Marketing Attribution: Why Aren't My Leads Adding Up?

Update: 2025-05-20

Description

Why we need to ditch the ‘single source of truth’ for leads in B2B Marketing.

Your CRM says 40 leads. Your Ads say 50. Who’s lying?

Is it both of them? Is it neither?

In this episode, Louis and Maelien unpack why B2B attribution rarely adds up - and why chasing a “single source of truth” can lead you astray.

They unpack the difference between direct vs influenced conversions, how CRM and ad platforms measure success differently, and why contribution trumps attribution. Perfect attribution doesn’t exist - but this mindset shift might be the next best thing.

Comments

In Channel

16. AI in B2B Advertising – What it’s good at, where it falls short, and how to stay original

2025-11-1909:51

15. Improve B2B Lead Quality – The 6 hidden issues killing your lead-to-sale conversion rate

2025-11-0510:14

14. B2B Demand Gen vs Performance Marketing - Which Is Better?

2025-10-2113:00

13. B2B Social Media Marketing - Human-First Principles and Why The Funnel Is Failing

2025-10-0714:43

12. B2B Ads Budgeting – Avoid overpaying for leads without ending up in scaling jail

2025-09-2311:24

11. B2B PPC Strategy - Smarter Keywords, Tighter Audiences and Sharper Tracking in Google Ads

2025-09-0912:45

10. Strategy Before Spend – Build a data-backed B2B advertising strategy for SMEs

2025-08-2611:04

9. From Scattergun to Strategy - Building a Clear B2B Advertising Approach for SME Growth (1/2)

2025-08-1210:09

8. B2B Server Side Tracking Truths - with Abbie Poots

2025-07-2913:43

7. Optimising Your B2B Marketing Promise - Why good design won’t save a weak message

2025-07-1511:59

6. B2B Advertising Reporting: From Noise To Narrative

2025-07-0109:39

5. B2B Advertising - Why Ad Creative isn't the NEW Targeting

2025-06-1714:09

4. Getting Started With Landing Pages - The B2B Landing Page Mistakes Costing You Leads