BlogBy Marcus Webb
Content attribution is broken. Here's how we fixed it
Last-touch lies, first-touch lies louder. A more honest way to credit content in the funnel.
Last-touch lies, first-touch lies louder. A more honest way to credit content in the funnel. Here's what that looks like in practice.
How to put it to work
Content attribution is broken. Here's how we fixed it — but the detail is where it gets useful. The teams that get this right treat it as a habit, not a one-off.
Start with the buyer. Useful content answers the question the buyer is actually asking.
Make it sellable. Arm your champion with something they can forward internally.
Measure honestly. Credit the content that moves deals, not just the last touch.
Our best proof point was buried in a slide nobody opened.
The takeaway is simple: small, consistent changes compound. Start with one of the points above this week.
