Solving the attribution challenge: How a B2B Design Company Increased Demos by 50% in Just 8 Months

Problem Overview

Client Background

• Type of Business: B2B client in the design space (serving Small, Medium, and Enterprise businesses in the U.S.).
• Business Model: Offers a subscription-based service.
• Acquisition Channels: Primarily performance marketing (Google, Facebook) plus upper-funnel channels (LinkedIn).
• Engagement Channels: SMS, phone, and email.

Business Challenge

• Goal: Find new channels to scale beyond existing performance marketing.
• Problem:
  • Investment was plateauing due to difficulty measuring the impact of marketing spend across a long-consideration funnel.
  • Attribution complexity:
    • Linking leads to opportunities (especially multiple leads contributing to a single opportunity).
    • Tying revenue & recurring revenue back to the original lead source.
    • Tracking the effect of upper-funnel investments (e.g., LinkedIn).

Key Pain Points

• Attribution issues with lengthy sales cycles (long-consideration funnel).
• Limited understanding of which channels were driving the most valuable leads.
• Inability to confidently scale budget without clear performance insights.

Deployed Solutions

Violet Growth + Exactius Growth

• Salesforce Integration & Custom-Built Backend: Enabled deeper and more accurate data capture.
• Violet Cookie, Client-, and Server-Side Tracking: Ensured reliable tracking across touchpoints.
• GA4 Setup & Enhancement: Provided improved event tracking and analytics capabilities.
• Impression-Based MMM (Marketing Mix Modeling): Helped analyze the broader impact of upper-funnel impressions.

Attribution Modeling Adjustments:

• Tested various attribution models (last click, first click – 30 days, first click – 90 days).
• Detected minimal differences at first, but discovered some channels (e.g., LinkedIn) performed better under different attribution lenses.

Key Results & Outcomes

Insights & Actions

• Identified Growth Opportunities:
  • Performance channels (e.g., Google, Facebook) still viable under last-click attribution.
  • LinkedIn showed promising ROI under a more holistic attribution model, prompting increased investment.