How To Get B2B Attribution Right The Easy Way

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Careers, Business, Marketing

4.6 • 1.3K Ratings

🗓️ 8 October 2025

⏱️ 31 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, Eric and Neil discuss proven B2B attribution strategies, highlighting why the obsession with perfect multi-touch tracking misses the bigger picture. They explain the benefits of blended CAC, layering conversion pixels, UTM tracking, and the value (and limits) of “How did you hear about us” forms. Also covered are surprising traffic insights around ChatGPT referrals, lessons from HubSpot Inbound 2024, and why simplifying talks beats technical deep-dives. Finally, they reflect on wealth, personal fulfillment, and how the definition of luxury shifts as your career evolves. TIMESTAMPS (00:00) Realities of B2B marketing attribution (05:00) Is ChatGPT a real traffic driver or hype? (10:00) HubSpot event lessons: simplification beats technical depth (15:00) The shifting meaning of luxury and wealth for entrepreneurs (20:00) Why money matters, but relationships matter more 𝗔𝗕𝗢𝗨𝗧 𝗧𝗛𝗘 𝗖𝗛𝗔𝗡𝗡𝗘𝗟 Welcome to Marketing School, one of the top business podcasts with over 61 million downloads. Each episode delivers actionable marketing tips and strategies from two entrepreneurs who truly practice what they preach. The show is hosted by Eric Siu, founder of Leveling Up and Single Grain, and Neil Patel, co-founder of Neil Patel Digital and recognized by Forbes as a Top 10 Marketer. LEARN MORE ABOUT THE HOSTS Eric Siu – Leveling Up: https://www.youtube.com/@LevelingUpOfficial Neil Patel: https://www.youtube.com/@neilpatel FREE RESOURCES Growth Newsletter: https://levelingup.beehiiv.com/subscribe Ubersuggest: https://www.ubersuggest.com/ Answer The Public: https://www.answerthepublic.com/ https://www.youtube.com/@neilpatel Visible: 0% - 100%

Transcript

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0:00.0	Speaking of Attribution, I have another topic here on Attribution. How to get B2B attribution right.
0:05.9	So literally this guy, Cody Schneider, tweets this. Obsession with Attribution is in B2B is rookie.
0:12.8	Okay. Focus on blended cack decreasing over time. Layer marketing channel pixel conversion event plus UTMs plus a required how did you hear about us form
0:21.5	you have a 90% accurate picture without crazy tech I don't know about 90% but it's it's certainly more
0:26.4	accurate um but what we're basically saying here is like yes okay yes you want to have pixels in your
0:30.8	website measuring conversions yes have UTM tracking okay that helps looking at source you campaign and
0:35.5	all that but what I really like, how did you hear about us?
0:38.4	But even that's not good enough. Because oftentimes people, they forget. And you mentioned that your guys will interview them a lot more. And people will just kind of make something up when it's like, how did you hear about us when it's required? Yep. Yeah, no, look, I agree with you. On a side, no, on your sheet, you have something here.
0:55.1	I just clicked on.
0:55.8	I have a lot of my sheet.
0:56.8	Yeah, I know.
0:57.6	Today is great. Yeah, no, look, I agree with you. On a side note, on your sheet, you have something here.
0:55.1	I just clicked on.
0:55.8	I have a lot of my sheet.
0:56.8	Yeah, I know. Today is a great day. I barely had to put anything in the sheet because Eric. That was risky because you only had four going. And then when I came in, I like deployed it all. No, no, but at that moment, I was adding stuff to the sheet. Yeah. Oh, then I came in, oh, okay, got it.
1:09.2	And that's why I texted you on like, hey, I think I erased your top one to add it back.
1:13.7	Yeah. But Eric then I came in. Oh, okay. And that's why I texted you. I'm like, hey, I think I erased your top one to add it back.
1:13.5	Yeah.
1:13.6	But Eric has this LinkedIn message. It's from Robert DeRoe. And it says, AI shaping retail traffic. Chad GPG is quickly becoming a major traffic or major force in online shopping referrals. In August, it drove 20% of Walmart's referral traffic, 20 plus percent for Etsy,
1:29.7	15% for Target, 10% for eBay. And he's citing a blog post from modernretel.co, and keep mind,
1:37.2	this is not 20% of their total traffic. This is just of their referral traffic. I don't believe
1:44.0	chat GPT drove 20% of Walmart's referral traffic, I don't believe ChatGPT drove 20% of Walmart's referral traffic in one month.
	...

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