Sales and Marketing Alignment Key to B2B Attribution - eMarketer
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eMarketer Interview

Sales and Marketing Alignment Key to B2B Attribution

Preview from eMarketer PRO

An interview with

Bonnie Crater

President and CEO, Full Circle Insights

Interview summary

Full Circle Insights is a marketing services firm that helps business-to-business (B2B) companies measure and understand the totality of their marketing efforts. In 2015, president and CEO Bonnie Crater was named one of the “20 Women to Watch” by the Sales Lead Management Association. Crater spoke with eMarketer’s Lauren Fisher about how B2B companies are increasingly using more complex attribution models.


eMarketer: What trends are you seeing among B2Bs that want to attribute in a more holistic manner?

Bonnie Crater: While campaign attribution is not new in [business-to-consumer] B2C marketing, in B2B marketing we’re seeing a much bigger interest in campaign attribution. This is great because that’s going to give marketers a really good idea of how they’re performing for their company.