B2B Marketing Analytics
For Complex Sales
Track the entire buyer journey from first touchpoint through multiple stakeholders to closed-won. Attribution built for long sales cycles and committee decisions.
B2B Attribution is Broken
B2B sales cycles are complex. Most analytics tools aren't built for this reality:
Long Sales Cycles
Your sales cycle takes 3-9 months with 6+ stakeholders. Last-click attribution gives credit to the demo request, ignoring the 15 touchpoints that got them there.
Marketing vs Sales
Marketing reports MQLs. Sales reports opportunities. Nobody knows what's actually working because the data doesn't connect.
The Dark Funnel
Podcast mentions, word-of-mouth, dark social—huge parts of your funnel are completely invisible to traditional attribution.
How We Solve B2B Attribution
Multi-Stage Attribution
Track touchpoints across awareness, consideration, decision, and post-sale stages. See what drives MQLs, SQLs, and closed-won deals separately.
- Lead & Opportunity creation attribution
- Closed-won attribution
- Stage-specific ROI analysis
Account-Based Attribution
Track all stakeholders within an account, not just a single lead. See the complete buying committee's journey.
- Multi-person account tracking
- Buying committee identification
- Account-level engagement scoring
Marketing + Sales Alignment
Connect marketing touchpoints with sales activities. See how content downloads and webinar attendance correlate with deal progression.
- CRM integration (Salesforce, HubSpot)
- Marketing influence on deals
- Revenue attribution back to marketing
Dark Funnel Visibility
Self-reported attribution surveys, intent data, and pattern recognition help illuminate the invisible parts of the buyer journey.
- "How did you hear about us?" tracking
- Intent signal integration
- Qualitative feedback analysis
See true marketing contribution
Invest in what drives pipeline
Avg. additional pipeline in Year 1
Marketing & Sales source of truth
Built for Every
B2B Model
Enterprise Sales
6-12 month sales cycles. Track the long journey across multiple decision-makers and understand what moves deals forward.
SMB SaaS
Shorter cycles but high volume. Understand which marketing channels drive qualified demos that convert to paid.
Professional Services
Relationship-driven sales. Track how thought leadership, events, and referrals build pipeline over time.
"We were massively under-investing in content marketing because we couldn't prove it drove pipeline. Where My Money Went showed that 73% of our closed-won deals engaged with our blog. We tripled our content budget and qualified pipeline doubled."
Finally understand B2B
marketing ROI
See which campaigns drive pipeline and revenue, not just leads. 14-day free trial.