Accelerating growth for B2B companies through leading demand generation strategies.
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Most software tools that track attribution are optimized for demand capture. It is very difficult to measure word-of-mouth conversations or someone listening to a podcast or reading a Linkedin post but not commenting on it.
Combining self-attribution together with software attribution.
This quarter we implemented self-attribution by asking ‘How did you hear about us’ feature on all our forms. Around 80% of the time, the self-attribution is different from the software attribution.
This allows us to get deeper insights into customer behavior, but also track things like dark social and difficult-to-measure channels. It also provides us with critical insights in terms of where to allocate our capital and resources.
Focus on building qualitative signals rather than just quantitative metrics. We do this through:
Because we value what customers more than what technology says, we: