Workshop: Who's Your Source? Combining Self and Software Attribution

Nowadays, extended buyer journeys mean demand generation no longer aligns neatly with demand capture, blurring the lines of how prospects discover your brand. This session addresses the critical challenge of accurately tracking lead sources in a cookie-less world. In this workshop and case study, we'll cover how marketing teams of any scale can merge software-based and self-sourced attribution in their marketing automation platform and leverage that to enhancing their strategy to bridge the gap between initial interest and final conversion. Attendees should expect to walk away with actionable insights to build self- and software-based attribution programs, and leverage their existing data to inform their budget allocation and sales strategies. In this case, we will review both the operational foundation, as well as a case study in how a small marketing team built a budget plan based on data from a self- and software-sourced attribution program to move away from granular, line-item budget review to channel specific investments that freed up more time and room for experimentation.