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Why B2B marketers need to be clear on what constitutes a lead
Marketing to B2B audiencesManaging the marketing functionAsia (general region)
Some of Asia’s B2B marketers are finding marketing attribution and reporting to be a challenge, with many “emerging marketers” unable to describe their lead nurturing process or attribution model, according to the marketing heads of Mercer and Adobe.
Why it matters
Effective B2B attribution and reporting depend on the relationship between sales and marketing and require clarity on what makes a lead and which team is responsible for which part of the funnel.