Marketing attribution reports list all of the different content pieces that your leads might engage with on your website. It illustrates how many contacts engaged with each unique content piece and which ones are the most effective inbound magnets for your business.
An attribution report allows you to clearly see which specific communication channels, activities, or campaigns are generating the most results. You can use this information to set better goals, allocate budgets, justify increasing a budget, and identify where you might need to hire.
It's important to note that there are attribution models for both marketing and sales. Sales attribution models have more variations because there are more variables that factor into why and how a lead becomes a customer. For marketing purposes, we recommend using a linear attribution model because it splits lead creation credit equally among all content and channels. This model will let you know what is working and where you should spend more marketing resources.
Once you have your marketing attribution report set up and you've collected enough data to see what marketing tactics are engaging your target audience, you can create strategic marketing campaigns designed to bring in more quality leads. For example, you might find that webinars are contributing the most to lead generation, and you should consider increasing your webinar cadence from quarterly to monthly.
Check out our blog post "How to Use Customer Data to Fuel Your Lead Generation Strategy" for a more in-depth breakdown of the marketing attribution report process.
