Attribution is the process of assigning credit to marketing touchpoints that contributed to a conversion or sale. It's the answer to 'which channels are actually driving revenue?' Single-touch models (first-click, last-click) are simple but misleading. Multi-touch models distribute credit across all touchpoints. In B2B with 6–12+ month sales cycles and 5–10 buyer touches, attribution is genuinely hard — use it directionally, not as precise truth.
For example, a deal that closed might have touchpoints: LinkedIn ad (first touch) → blog visit → webinar attendance → SDR cold email → demo booking (last touch). Last-click attributes all credit to the SDR; multi-touch spreads it across all five touchpoints — giving a more accurate picture of the full marketing influence.
We build multi-touch attribution models for clients — understanding that no single channel deserves full credit for pipeline in a well-orchestrated B2B marketing program.
Related Terms
Relevant Cactus Services
We implement Marketing Attribution strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Fractional CMO
A fractional CMO is a senior marketing executive who works with multiple companies on a part-time or contract basis — providing strategic leadership without the cost of a full-time hire.
Embedded Agency
An embedded agency model means the agency team functions as an extension of your internal marketing team — not a vendor, but a partner with deep context, shared Slack channels, and attendance in team standups.
Retainer
A retainer is a monthly fee paid to an agency or consultant for ongoing services — buying a defined scope of work or number of hours each month.
Performance Marketing
Performance marketing is any advertising model where payment is tied to measurable results — cost per lead, cost per acquisition, revenue share — rather than flat media fees.
OKRs (Objectives and Key Results)
OKRs is a goal-setting framework: each Objective is an ambitious qualitative goal, supported by 2–5 Key Results that are specific, measurable, and time-bound.
KPIs (Key Performance Indicators)
KPIs are the specific metrics used to measure performance against business goals.