The Expensive Problem: Why B2B Marketers Are Blind to Most of Their ROI

Summary

The post argues that B2B marketers rely on outdated click‑based attribution, which captures only a fraction of the buyer journey, leading to blind spots and misallocated spend. It promotes view‑through attribution as a more accurate, privacy‑friendly method that reveals the true influence of brand, social, and awareness tactics, reshaping budgeting and metrics away from clicks toward actual revenue impact. The author, Chris Golec, backs his case with industry data and offers a step‑by‑step roadmap for transitioning to view‑through measurement.