Mark Osborne explains why B2B marketing is harder to measure than B2C. B2B has long sales cycles that make attribution unclear, while B2C generates massive fast data sets that enable stronger statistical analysis.
You point out some really real problems with B2B marketing with long sales cycles. It's really hard to determine sometimes what effect activity A has on the eventual commercial outcome, which is selling new customer or retaining customer. Mm-hmm. Almost all of the tools and mathematics that are developed are really for extremely high sample size B2C. I've done that when I was selling shoes. That was way easier because I had millions of data points almost every day. I could get all sorts of— when you have millions of data points and fast-moving transactions, you can do all sorts of cool math.
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