Why your B2B attribution model is probably flawed
Wed Jan 28 2026
Marketing attribution is frequently misunderstood. In this episode of Marketers of the Universe, Haydn Woods-Williams and Tom Inniss are joined by Paid Media Manager Michele Raffaelle to discuss the practical realities of tracking B2B customer journeys .
While many attribution models are technically flawed due to data limitations and privacy constraints, they are certainly not useless—provided you understand their context . We move past the search for a magical "light switch" moment to look at how consistent touchpoints drive revenue over time.
In this episode, we discuss:
The limitation of models: Why attempting to attribute a sale to a single interaction is often like trying to pinpoint the exact moment a child becomes a professional dancer.Setting the right window: Michele uses the "broken fridge" analogy to explain why you must adjust your expectations based on the urgency and length of the buying cycle.Aligning teams: Why separating "sales leads" from "marketing leads" is counterproductive, and how to use your CRM to build a unified view of the customer.The dark funnel: How to infer the impact of untrackable channels, like word-of-mouth, by looking at correlations in brand search and organic traffic.Whether you are reporting to the C-suite or trying to optimise your next campaign, this episode provides a grounded approach to one of marketing’s most complex subjects.
Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.
See what we can do for you at brewdigital.com
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Marketing attribution is frequently misunderstood. In this episode of Marketers of the Universe, Haydn Woods-Williams and Tom Inniss are joined by Paid Media Manager Michele Raffaelle to discuss the practical realities of tracking B2B customer journeys . While many attribution models are technically flawed due to data limitations and privacy constraints, they are certainly not useless—provided you understand their context . We move past the search for a magical "light switch" moment to look at how consistent touchpoints drive revenue over time. In this episode, we discuss: The limitation of models: Why attempting to attribute a sale to a single interaction is often like trying to pinpoint the exact moment a child becomes a professional dancer.Setting the right window: Michele uses the "broken fridge" analogy to explain why you must adjust your expectations based on the urgency and length of the buying cycle.Aligning teams: Why separating "sales leads" from "marketing leads" is counterproductive, and how to use your CRM to build a unified view of the customer.The dark funnel: How to infer the impact of untrackable channels, like word-of-mouth, by looking at correlations in brand search and organic traffic.Whether you are reporting to the C-suite or trying to optimise your next campaign, this episode provides a grounded approach to one of marketing’s most complex subjects. Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business. See what we can do for you at brewdigital.com