Building a Marketing Attribution Framework

A top line item across most businesses: the marketing budget. For cost-conscious leaders, this means marketing is usually first to be questioned.

So how do you protect the department that’s responsible for brand awareness, product messaging, lead generation, sales enablement, and often, the first touch of the buyer’s journey?

You do it with reliable attribution and reporting.

Alas, attributing success from marketing activities isn’t easy, and reporting often lacks the hard-hitting insight to make clear decisions.

Luckily, Clearbit and SaaScend are teaming up to deliver best practices for marketers that need to prove ROI, identify their most successful channels, and reveal which campaigns are driving leads through the funnel most efficiently.

Attribution experts, Julie and Craig, will cover:

• How to choose the right attribution model
• Understanding marketing’s influence on the funnel
• Six essential elements for attribution
• Metrics to bring to the leadership meeting

What to expect

Craig and Julie spend 60 minutes discussing strategy and execution for reliable attribution that proves marketing ROI, answering questions along the way.

Learn more

Read about how Julie built Clearbit's marketing attribution model and what she wished she'd known while building it!