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How B2B Marketers Use Revenue Waterfall Attribution
Description
Episode 42 of B2B Marketing with Fexingo digs into revenue waterfall attribution—a method that maps every marketing touchpoint from first visit to closed-won deal. Lucas and Luna unpack how one enterprise SaaS company, Cybereason, used a multi-touch linear model to discover that their webinar series was actually the top converting channel, not their search ads. They explain the difference between first-touch, last-touch, and multi-touch attribution, why the leaky bucket analogy is misleading, and how to build a simple waterfall in Google Sheets before buying expensive software. Along the way, they discuss the biggest pitfall: attribution fights between sales and marketing. The episode ends with a concrete tip to start tracking assisted conversions today.