Why B2B Lead Gen Needs a Multi-Touch Attribution Model

Episode 16 of Lead Generation with Fexingo digs into why single-touch attribution models are sabotaging B2B pipeline. Lucas and Luna break down a real case: a cybersecurity SaaS company that was giving 80% of lead credit to the last-click webinar, while ignoring the blog posts, LinkedIn ads, and sales emails that actually nurtured the deal. They walk through a linear attribution model that reassigned credit proportionally, and how that shifted the team's budget and messaging. Key numbers: a 34% increase in pipeline conversion after switching from last-touch to multi-touch, and a 22% reduction in cost per qualified lead. Lucas explains why most teams stick with broken models (it's easier to report), and Luna pushes back on whether multi-touch is too complex for small teams. They land on a practical tiered approach: start with a simple linear model, then layer in time-decay once you have the data infrastructure. No software pitch — just a clear framework any B2B marketer can implement this quarter. #MultiTouchAttribution #B2BLeadGen #PipelineBuilding #MarketingAttribution #LastClickIsDead #LinearAttribution #CybersecuritySaaS #SalesAndMarketingAlignment #MarketingROI #DemandGen #LeadScoring #MartechStack #DataDrivenMarketing #B2BMarketingStrategy #CostPerLead #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo