What you will learn
- Why first-touch and last-touch attribution produce a 54 to 68% revenue mis-attribution rate in 6-month B2B cycles
- How to map the full B2B buyer journey in HubSpot, including offline and dark social events
- Step-by-step setup for custom multi-touch attribution (W-shape, U-shape, and data-driven) in HubSpot
- How to account for dark social traffic, offline conversations, and direct executive engagement
- How to build an executive revenue dashboard that answers "where did the pipeline come from?" in one screen
- The maturity model for moving from reactive attribution to predictive revenue modeling