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B2B attribution tools help businesses track and measure marketing efforts across complex sales cycles. They assign value to every interaction in the buyer’s journey, ensuring decisions are based on data, not guesswork. Here's a look at five top tools tailored for B2B needs:
Each tool caters to specific needs depending on your business size, tech stack, and sales complexity. Below is a quick comparison of their key features:
| Tool | Attribution Models | Key Integrations | Best For |
|---|---|---|---|
| HockeyStack | Multiple models | CRMs, analytics tools | Real-time tracking for long sales cycles |
| Dreamdata | Multi-touch, account-level | Salesforce, HubSpot, etc. | Mapping entire customer journeys |
| Factors.ai | AI-driven multi-touch | CRM, LinkedIn, G2 | Campaign performance insights |
| Impact.com | Custom, multi-touch | CRMs, partner networks | Partner-driven strategies |
| HubSpot | First-touch, multi-touch | HubSpot ecosystem | HubSpot users needing attribution insights |
Choose a tool based on your workflow, budget, and the complexity of your sales process.
HockeyStack is a platform designed to help B2B companies track and understand how their marketing efforts drive revenue. It connects various attribution models - like first-touch, last-touch, linear, time-decay, and position-based - to specific sales processes, giving businesses a clearer picture of what’s working and where.
What sets HockeyStack apart is its ability to integrate with widely used CRM, marketing, and analytics tools through API connections. This makes it possible to tie marketing activities directly to closed deals, offering businesses actionable insights.
The platform also features a real-time reporting dashboard that breaks down performance across different stages of the customer journey. This is especially useful for businesses with longer, more complex B2B sales cycles.
While setting it up may require some technical effort, HockeyStack provides onboarding support to ensure the integration process goes smoothly.
Dreamdata is a B2B attribution platform designed to bring clarity to your entire revenue pipeline by unifying data from your marketing and sales tools. It connects the dots across various platforms, giving businesses a full picture of their customer journey.
The platform integrates seamlessly with a variety of tools, including CRM systems like Salesforce and HubSpot, advertising platforms such as LinkedIn Ads and Google Ads, and specialized B2B solutions like 6sense, ZoomInfo, and Outreach. It even pulls data from intent providers and customer success tools, ensuring no piece of the puzzle is missing.
What sets Dreamdata apart is its advanced data processing. The platform collects raw data, cleans and standardizes it, and then merges everything at the account level. The result? A detailed "end-to-end B2B customer journey map" that provides actionable insights.
Dreamdata supports multiple teams across an organization:
Dreamdata offers four pricing tiers to suit different business needs:
| Plan | Monthly Cost | Key Features |
|---|---|---|
| Free | $0 | 5 users, 2 months of data history, basic analytics |
| Team | $999 | 10 users, 2 years of data history, 30,000 MTUs, attribution reporting |
| Business | $2,499 | Unlimited users, 3 years of data history, 60,000 MTUs, data warehouse access |
| Enterprise | Custom | Support for multiple business units, custom attribution models, dedicated support |
The platform is ideal for mid-market to enterprise-level B2B companies with complex sales cycles and multiple marketing channels. Its data-driven attribution features, starting with the Business plan, make it a great choice for organizations with dedicated data teams. These teams can use Dreamdata to export processed data to tools like Tableau, Looker, or data warehouses such as Snowflake and Google BigQuery.
However, Dreamdata does have some limitations. It lacks AI-powered insights and conversion path analysis, and the integration process can be challenging due to varying data definitions across systems. Despite these challenges, it remains a powerful tool for businesses looking to take their attribution and data analysis to the next level.
Factors.ai steps in to address the limitations of first- and last-touch attribution models in the world of B2B sales. This platform is designed specifically for B2B needs, offering account-level precision that helps you track every interaction across your buyer’s journey.
What sets Factors.ai apart is its ability to handle the complexities of B2B buying. These sales cycles often involve multiple decision-makers, lengthy evaluation periods, and a variety of touchpoints. Factors.ai simplifies this by merging all account-related activities - like sales calls, emails, meetings, and ad engagements - into one cohesive view. This unified perspective allows you to assess how each campaign subtly influences your sales process.
One standout feature is its view-through attribution, which tracks passive ad impressions, such as a LinkedIn ad view, that later lead to actions. This gives you a better understanding of which campaigns are driving results, even when the customer’s path to conversion isn’t straightforward.
Additionally, Factors.ai consolidates your marketing and sales data to help you visualize ROI by channel and campaign. Instead of relying on guesswork, you get real-time insights to fine-tune your campaigns as they run. This is especially useful for B2B teams dealing with long sales cycles, where traditional attribution models often fall short.
Factors.ai offers flexible pricing tiers to accommodate businesses of various sizes, from startups to large enterprises. Here’s a breakdown:
| Plan | Monthly Cost | Key Features |
|---|---|---|
| Free | $0 | Basic account tracking, limited integrations, tracks up to 200 companies visiting your website monthly |
| Basic | $399 | CRM integrations, basic engagement scoring, LinkedIn intent signals, advanced analytics |
| Growth | $999 | Advanced AI tools, automation, expanded integrations, account scoring, G2 intent signals |
| Enterprise | Custom | Dedicated support, enhanced security, API access, and tailored compliance features |
For many established teams managing multi-channel strategies and extended sales cycles, the Growth plan at $999 per month hits the sweet spot. It includes advanced AI capabilities and automation, making it a strong choice for mid-sized and enterprise-level organizations.
While Factors.ai’s pricing may seem steep, especially for startups or smaller companies, the platform often proves its worth. By eliminating attribution blind spots and helping you optimize your campaigns, it can deliver measurable ROI in just a few quarters. However, keep in mind that the most advanced features are typically reserved for the higher-priced plans, which might be a hurdle for businesses just starting out with attribution tracking.
Impact.com's Altitude platform takes a partnership-focused approach to B2B attribution, making it a great fit for companies that rely heavily on channel partnerships, affiliate networks, or multi-partner ecosystems. Unlike tools that zero in on direct marketing touchpoints, Altitude is built to track and attribute conversions across intricate partner relationships.
One standout feature is its ability to track interactions across devices, which is especially important as B2B buyers often switch between mobile and desktop during their purchasing journey.
Altitude provides flexible attribution modeling options. You can stick with standard models like first-touch, last-touch, or linear, or create custom models that align with your sales process. For example, if your sales cycle involves multiple partner interactions in the middle stages, you can adjust the model to give more weight to those touchpoints.
The platform also integrates smoothly with popular CRMs like Salesforce and HubSpot, automatically connecting deal data with marketing touchpoints for a more unified view.
Another highlight is its real-time dashboards, which break down performance metrics by partner, channel, campaign, and time period. These insights help teams identify high-value leads and effective channels, making it easier to optimize strategies. Combined with a pricing structure designed to adapt to different business needs, Altitude is well-suited for organizations with complex partner-driven strategies.
Impact.com uses a custom pricing model tailored to each organization's specific requirements. Factors like transaction volume, the number of active partnerships, and integration needs influence the cost. Pricing typically includes a monthly fee along with setup costs for configuration, integration support, and training. Key considerations include:
For mid-market B2B companies, the investment often pays off, especially if a large portion of their revenue comes from partner relationships. However, smaller teams with simpler attribution needs may find the advanced customization more than they require.
HubSpot Analytics is a go-to attribution solution for B2B teams already working within the HubSpot ecosystem. Instead of functioning as a standalone tool, it’s fully integrated into HubSpot’s CRM and marketing platform. This makes it an ideal option for businesses seeking attribution insights without the hassle of juggling multiple systems.
The platform offers first-touch, last-touch, and linear attribution models. Its multi-touch revenue attribution feature tracks how marketing efforts contribute to closed deals. This allows B2B teams to pinpoint which campaigns, content, and channels are directly impacting revenue - not just generating leads.
One standout feature of HubSpot Analytics is its cross-channel visibility. It automatically tracks interactions across email campaigns, social media, paid ads, website visits, and even direct sales outreach. Since all this data resides within the same platform, it flows effortlessly between marketing efforts and sales outcomes, eliminating the need for complex integrations. This streamlined data flow also enables deeper analysis of long-term sales cycles.
For B2B companies with extended sales processes, HubSpot’s deal influence reporting is especially valuable. It tracks how early-stage marketing touchpoints contribute to deals over 6–12 months, offering clear insights into the value of initial marketing efforts.
Another major advantage is HubSpot’s automatic data collection. Unlike standalone attribution tools that demand extensive setup and tracking code, HubSpot automatically gathers attribution data as prospects engage with your marketing materials and sales team. This significantly reduces the technical workload.
For teams on the Enterprise tier, custom attribution modeling is also available. This feature allows businesses to assign specific weights to key conversion points, like demo requests, based on their unique sales processes.
HubSpot Analytics is included as part of HubSpot’s broader marketing and sales platforms, with attribution features available across several pricing tiers:
This tiered pricing structure ensures businesses of all sizes can benefit from HubSpot’s attribution tools. However, it’s important to note that HubSpot Analytics is most effective as part of the broader HubSpot ecosystem. For teams already using HubSpot - or planning to streamline their marketing and CRM tools - this bundled approach often delivers better value than investing in separate attribution, CRM, and marketing automation solutions.
That said, companies with existing CRM systems or those requiring advanced features like cross-device tracking might find HubSpot’s capabilities fall short compared to specialized attribution platforms.
Selecting the right B2B attribution tool requires a close look at key features, integrations, and pricing. Below is a quick comparison of some popular tools. Keep in mind that pricing, integrations, and other details can change, so it's a good idea to confirm specifics directly with the vendors.
| Tool | Attribution Models | Key Integrations | Key Features |
|---|---|---|---|
| HockeyStack | Multiple models, including custom options | Various CRM and analytics platforms | Real-time tracking and advanced funnel analysis |
| Dreamdata | A variety of attribution approaches | Popular marketing and sales tools | Detailed mapping of the buyer’s journey |
| Factors.ai | AI-driven multi-touch models | Common business platform integrations | Predictive insights powered by machine learning |
| Impact.com (Altitude) | Multi-touch attribution and incrementality analysis | Marketing and data management ecosystems | Cross-channel measurement and incrementality analysis |
| HubSpot Analytics | Built-in attribution models | Native HubSpot ecosystem integrations | Seamless integration with CRM and automation systems |
When evaluating attribution tools, consider these critical factors:
For businesses in the U.S. looking to align their acquisition and attribution strategies, Visora provides expert guidance tailored to B2B needs.
The tools compared above each cater to different business needs, offering unique features to suit a variety of goals. Choosing the right one depends on your technical setup, company size, and stage of growth. For example, HockeyStack shines with its real-time tracking and custom attribution models, making it a strong choice for businesses that need adaptable reporting. Dreamdata is exceptional for mapping complex buyer journeys, especially for companies navigating multi-stakeholder sales. Factors.ai provides AI-driven predictive insights, ideal for organizations aiming to incorporate machine learning into their planning. Meanwhile, Impact.com's Altitude offers robust cross-channel measurement for partner-focused strategies, and HubSpot Analytics stands out with its seamless CRM integration for a more straightforward implementation.
Smaller B2B businesses might lean toward integrated solutions, while larger enterprises often benefit from specialized platforms with advanced modeling capabilities. Most vendors provide demos or trial periods, allowing you to test how well a tool fits into your sales and marketing workflows.
When deciding, take a close look at your existing tech stack, budget, and the complexity of your customer acquisition process. Factoring in these elements, along with expert advice, can simplify your journey toward sustainable revenue growth.
For U.S.-based B2B leaders, Visora offers tailored consulting services to align your tool selection with broader revenue goals. Their expertise in building comprehensive acquisition systems can help ensure your chosen attribution tool supports your larger business objectives.
B2B attribution tools are specifically built to manage the longer, more intricate sales cycles that define B2B transactions. These cycles typically involve multiple decision-makers and a variety of touchpoints, making it essential to use tools that support multi-touch attribution models. Such models help track and assign credit across different channels, giving a clearer picture of what drives conversions.
On the other hand, B2C attribution tools are tailored for shorter, more straightforward customer journeys, often involving fewer decision-makers. These tools frequently rely on simpler single-touch models to account for their more direct sales processes.
This difference matters because B2B companies require tools that align with their complex buyer journeys. Without accurate attribution, they risk wasting resources and failing to engage the right stakeholders at the right time, which can hinder their ability to refine marketing strategies and measure ROI.
When choosing a B2B attribution tool for a complex sales cycle, it’s important to focus on features that can effectively track interactions across multiple channels and touchpoints. Look for a tool that can handle the intricacies of longer customer journeys and supports different attribution models, like first-touch, last-touch, or multi-touch, to align with your sales strategy.
It's also critical that the tool offers clear insights into ROI and delivers actionable data to help fine-tune your marketing efforts. For businesses with extended sales cycles - those lasting 90 days or more - a system capable of managing and analyzing these longer timelines is key to making smarter decisions and driving growth.
Yes, B2B attribution tools can work seamlessly with most marketing and sales platforms, but there are some hurdles to consider. One major challenge lies in the intricate nature of B2B sales cycles. These cycles often involve multiple decision-makers and numerous touchpoints, which can complicate accurate tracking.
Other obstacles might include maintaining reliable data quality, ensuring smooth cross-device tracking, and preventing data silos between various tools. Tackling these challenges early on can simplify the integration process and lead to more precise attribution models.
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