MTA vs. MMM: The B2B Marketer's Guide to Making the Right Choice

Struggling to choose between multi-touch attribution and marketing mix modeling? Learn when to use each, and why the cookieless era demands a new approach.

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How to implement and leverage First-Party Data in Multi-Touch Attribution

Learn how to build accurate multi-touch attribution using first-party data. Complete guide covering server-side tracking, identity resolution, CRM integration, and cookieless B2B attribution.

SEO Multi-Touch Attribution: How B2B Marketers Can Finally Prove Organic Search Drives Revenue

In this article, I’ll show why standard attribution misses organic search. But before diving in, let’s clarify where traditional models fall short and how emerging approaches can bridge this gap.

Data-Driven Attribution vs Deterministic Models: Which One Should You Choose for Revenue?

Machine learning models promise more precise data-driven attribution, but do they solve the unique B2B challenges, and are they worthwhile for companies without enterprise-level resources?

U-Shaped Attribution for B2B : When the 40-20-40 Model Delivers

U-shaped attribution acknowledges that discovery and conversion both deserve significant weight. But it excels in some scenarios and fails in others.

Multi-Touch Revenue Attribution: How to Calculate the ROI of Every Channel Across the Funnel

B2B marketing teams of all sizes and levels of maturity struggle to link spend to revenue. The problem isn’t a lack of data, but rather a lack of systems that track the full buyer journey from first click to close. Buyers now interact with more touchpoints over longer periods, like ads, content downloads, webinars, and internal discussions. Many make decisions before they ever talk to sales.

Best Attribution Model for B2B SaaS: Finding Revenue Drivers in 2026

B2B SaaS deals are rarely simple. That’s why ensuring you have the best attribution model suited to your B2B sales cycle is essential to give you clarity, where you’re usually met with the attribution equivalent of smoke and mirrors.

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W-Shaped Attribution: The Pipeline Model That Gives B2B Marketers Visibility Across the Funnel

If you’re reading this article, you’re comparing W-shaped models to other multi-touch attribution solutions in search of which one is best suited to your business needs and sales cycle.

The Real Reason Sales and Marketing Fight Over Attribution: How RevOps Can Fix It

Your sales and marketing teams have the same argument to varying degrees. The form gets filled. A demo gets scheduled. And the struggle for credit begins.

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Activating CRM Data: How to use Revenue and Sales Data to Optimize Ad Spend

Let us reassure you. You're not the only marketer who has analyzed a HubSpot or Salesforce dashboard, knowing it has the audience data to optimize the ROI of your ad campaigns, but had absolutely no way to activate that data in Google Ads or other platforms.

Every marketer has been there.

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Multi-Touch Attribution for B2B Ads: Measuring True ROI Across Platforms

When you manage ads across several paid media platforms, each operating in its own silo, you can't make intelligent budget decisions. Platform-native attribution, in your ad-tech or CRM, wasn't built for complex B2B journeys. Buyers today spend 6-12 months researching across an increasing number of channels, involve a committee of decision-makers, and interact with your brand 50+ times before converting.

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Linear Attribution Model Example: How to Apply It in Salesforce & HubSpot

Most B2B marketers face the same frustrating reality: fragmented attribution data that makes it nearly impossible to justify marketing spend. Here's the good news. Linear attribution offers a straightforward solution to this chaos. It won't solve every attribution challenge you face. But it will give you a clear, defensible view of how your campaigns contribute to pipeline.

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Cookieless Attribution for B2B: The Guide on How to Track Data Now

Third-party cookies are disappearing. Privacy regulations keep tightening. And your carefully constructed multi-touch attribution model? It's bleeding data.

Audience Activation Engine

Instantly segment, sync, and activate your most valuable customer data across  paid media platforms

Linear Attribution Model 101: Understanding how it measures against other models for B2B

Single-touch attribution models tell a fraction of the story. Last-click attribution hands all the glory to that final email or Google search, completely ignoring the webinar that sparked initial interest or the case study that addressed key objections. First-touch does the opposite, celebrating awareness while dismissing everything that happened afterward.

Neither approach reflects reality.

Last-Touch vs. Multi-Touch Attribution: The Real Cost of Getting It Wrong

Last-touch attribution assigns all credit to the final touchpoint before conversion, while multi-touch attribution spreads recognition across every key moment in the buyer’s journey.

First-Touch or Multi-Touch Attribution: Which Model Fits Your B2B Marketing in 2026?

First-touch attribution is assigning 100% of the credit for new leads and conversions to the first touch recorded. Whereas Multi-Touch attribution uses a data-driven method to credit every channel that influenced your client’s journey from first click to close.

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Beyond Attendance Metrics: How to Prove Webinar ROI

Do you need to generate leads through a channel that turns anonymous visitors and current leads into a known pipeline? In that case, hosting a webinar has probably crossed your mind.

AI Search Visibility: How to track the revenue impact of brand mentions

Learn to track and measure AI search ROI with proven GEO strategies. Complete guide to LLM mentions attribution, revenue tracking tools, and conversion optimization for B2B success.

Why measuring marketing performance on first or last click is not working?

Understand the pros and cons of first click vs last click attribution. Learn why multitouch attribution gives a clearer view of marketing ROI.

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Why Marketing Attribution Software is a strategic imperative in 2025

Discover why first/last click models fail in 2025. Learn how modern marketing attribution software connects revenue to every customer touchpoint.

What is Salesforce Opportunity Influence

Discover Salesforce Opportunity Influence vs Campaign Influence. Learn how Data Cloud powers smarter multi-touch attribution for revenue impact.

What is a Salesforce Campaign object?

Salesforce Campaign is an object that marketing users can use to associate existing leads or contacts with specific marketing activities such as event, email, webinar.

Why Heeet is the perfect solution to manage campaign influence

See why Salesforce Campaign Influence and Pardot fall short. Learn how Heeet’s cookieless solution automates tracking across ads, channels, and keywords."

What B2B Marketers need to know to prepare for the Impact Agentforce

Explore Salesforce Agentforce for marketers. See its AI potential, limitations, and how Heeet adds the marketing intelligence it needs to drive ROI

Why cookie consent impacts your marketing acquisition metrics?

41% of prospects refuse cookies. Discover how Heeet’s cookieless tracking gives accurate ROI and prevents cutting profitable campaigns.

What are the top KPIs to measure success in Marketing Ops?

Discover the top MarketingOps KPIs for 2023 pipeline, revenue, velocity, ROI and how Heeet automates them natively in Salesforce

Sync Salesforce with GA4 Audience

Easily sync Salesforce converted leads with GA4 Audiences using Heeet. Retarget prospects, exclude conversions, and boost Google Ads performance

What are Salesforce Campaign Influence pros and cons

Discover Salesforce Campaign Influence pros & cons, and see how Heeet simplifies multi-touch attribution with real-time, cookieless tracking in Salesforce

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The Missing Piece: connecting exact Search Queries to revenue in Salesforce with Heeet

Search Query Revenue Attribution links Google Ads queries to Salesforce revenue, lowering CPL and boosting campaign optimization

TikTok integration with Salesforce campaigns

Sync TikTok Ads with Salesforce in 2 minutes using Heeet. Track costs, clicks, and revenue influence to measure your TikTok campaign ROI

Salesforce UTM Tracking : How to do it in 2026

Track UTM parameters in Salesforce Web-to-Lead forms. Capture every touchpoint and use Heeet for full multi-touch attribution to revenue

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How to Set up Campaign Influence in Salesforce

Learn how to set up Salesforce Campaign Influence step by step. Enable models, track campaigns, and create reports to measure marketing impact

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The Ultimate Guide to Salesforce Marketing Attribution in 2025

If you're a marketer using Salesforce, you know how challenging it can be to connect your campaigns to actual revenue

How to Setup Round Robin lead assignment in Salesforce

Set up Salesforce round robin lead assignment with Flow. Distribute leads fairly across reps and explore advanced assignment rules with Heeet

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Measure your customers have engaged with your content with Heeet Content Influence

Measure B2B content performance in Salesforce with Content Influence. Track engagement, revenue impact, and sales context

Pardot Google Ads Connector : Know the limits

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How to Have a Multi Channel Revenue Attribution in Salesforce

Measuring SEO impact on offline revenue in Salesforce

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How You Should Manage Pre- and Post-Lead Acquisition marketing activities in Salesforce

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Track both pre and post lead acquisition activities in Salesforce. Measure true campaign ROI and full customer journey attribution

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How To Manage Self Reported Attribution in Salesforce

Track dark social in Salesforce with Heeet’s Self Reported Attribution. Measure word of mouth, communities, and untracked channels driving revenue

How to setup Time Warp component in Salesforce

Time Warp is a free component you can add to any Salesforce record, displaying in a beautifully designed interface all the activities related to a lead, an account, an opportunity.

How to Set-up Offline Conversion Tracking With Google Ads : A Complete 2026 Guide for B2B Marketers

Connect Google Ads to Salesforce with offline conversion tracking. Capture GCLIDs, sync CRM data, and attribute real revenue to your campaigns

How to Manage time to revenue in Salesforce

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How to Manage advanced cohort analysis in Salesforce

Run accurate cohort analysis in Salesforce. Centralize ads, SEO, content, and revenue data to optimize budgets and accelerate growth

How to Manage CAC and Payback in Salesforce

Despite being a critical KPI for CMO, CRO and CFO, the CAC/Payback calculation is sometimes really blurry for companies

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Q1 2025 Heeet Product Updates

Product updates !

How to Measure SEO ROI

Measure SEO ROI beyond clicks with Heeet. Connect content, queries, and revenue in Salesforce to prove SEO’s true impact on pipeline and growth

How to Defend Your Marketing Budget in Revenue Planning Season

Learn how to defend your marketing budget with data, show revenue impact, and align spend with strategy for stronger fiscal planning

How to Connect Salesforce and Google Ads

Connecting Salesforce and Google Ads is a powerful way to integrate your customer relationship management (CRM) data with your ad campaigns,

How to Display Related Leads in Salesforce

Learn how to display related leads in Salesforce using Flow and email domain matching to avoid duplicate outreach and improve account visibility

Product Update : Digital channels & campaigns influence in Salesforce

We're delighted to announce an awesome new feature for marketers, advanced channels and campaigns influence for leads and opportunities in Salesforce.

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How to Customize Campaign Influence in Salesforce

First Touch, Last Touch, Linear, U Shape....there are a lot of different marketing attribution models available when you want to measure how each digital touchpoints influenced your revenue

From Impressions to Revenue: Heeet New Google Search Console Integration

Connecting what happens in Google Search Console with actual revenue outcomes in Salesforce remains an elusive puzzle. That disconnect ends today.

Digital Transformation in Schools: Why Measuring Digital Marketing Performance is More Critical Than Ever

Schools across all verticals in the sector are competing to offer an increasing variety of courses and programs tailored to the needs of today's students. Whether your offering is online, in-person, a bootcamp, a short-term certification, or graduate program, the options for students and thus the competition among institutions are fierce.

Customer Acquisition Cost (CAC): How to calculate it & why it is important

Customer Acquisition Cost (CAC) is a key metric that helps businesses evaluate the efficiency of their marketing and sales strategies. It represents the total cost of acquiring a new customer, including marketing spend, sales efforts, and other associated expenses

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How to integrate Google Analytics with salesforce (GA4)

In this guide, we’ll break down how GA4 and Salesforce can work together, what challenges to expect, and how Heeet helps you unlock full-funnel attribution, natively inside Salesforce

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How To Track Leads In Pardot

Pardot (Account Engagement) offers a convenient tool to measure what campaigns are generating leads. 
However, due to its cookie based structure, you might be losing a lot of insightful data

How To Connect Linkedin Ads with Salesforce

Heeet allows you to automatically sync all your Linkedin paid campaigns with Salesforce in order to measure the ROI of each $ spent on Linkedin.

How to Calculate lead acquisition cost in Salesforce

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Are you measuring dark social marketing impact on acquisition and revenue?

Dark Social is quite a buzz word at the moment but what is it in reality and how it can impact your marketing strategy?

Are you separating marketing driven VS sales driven acquisition costs and interactions?

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Are you measuring “post acquisition” marketing activities?

Pre Acquisition activities are all the activities happening before the record is created in Salesforce. Post Acquisition activities are all the activities happening after the record is created in Salesforce.

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Boost Your Business Insights : Connect Salesforce Conversions Data with GA4

In today's data-driven business landscape, understanding customer behavior and tracking conversions are paramount. That's where Google Analytics 4 (GA4) and Salesforce come into play

How to Create An Advanced Self Reported Attribution in Salesforce

Prospect listened to a podast, saw your booth at an event, read a review of your software on a comparison website, there are multiple exemples where you might want to capture the "How did you hear from us" data in Salesforce.

Analyze sales and marketing journey in Salesforce

Due to lack of data, understanding what is the typical funnel to close an opportunity is usually quite hard in Salesforce.

How To Track an Offline Conversion in 2025

Offline conversion tracking is the process of attributing marketing campaigns, especially paid ads, to sales or actions that happen outside the digital channels.