A study conducted by Gartner found that B2B buyers only spend a small portion of their time meeting with potential suppliers, with sales representatives from each vendor accounting for just 5-6% of their time. As a result, sellers have limited opportunities to influence the buyer's decision-making process. B2B buying decisions typically involve multiple individuals who conduct their research by reading industry publications, blogs, case studies, pricing, and customer reviews from various vendors. Buyers often engage in back-and-forth comparisons between vendors, taking their time to decide on the best option. Consequently, sales interactions typically occur towards the end of the buyer's journey, with marketing playing a more significant role in influencing buying decisions. Marketers can use marketing attribution software to identify touchpoints that contribute to conversions across various channels. However, it is essential to determine how these software tools can aid marketers, their importance, and which attribution models are best suited for a marketing team. Let's explore the world of marketing attribution and discover more.
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