Top B2B Marketing Predictions for 2022 💯 #shorts

How do you convert that into a non-obvious insight? The reason that attribution is broken is because they only focus on software-based attribution that's biased toward channels like Google or other capture-demand channels. So when they try and do a podcast or LinkedIn or other things like my, like my company does, they don't see it succeed because their measurement system isn't set up for it to work. That's the non-obvious insight. And then how do you convert that into intellectual capital? What do you do about that? Which what we've done is come up with multiple other alternatives for attribution. We've now productized that, rolled that out into a Salesforce managed package and are offering that to the market as a product. And so that's sort of some of the things that we think about and how we approach things is looking at using the service business to create actual products, which might be some of the reason why you have me on this show, because in the future I actually see agencies being our customer. So it's an interesting evolution in how we think about our company and where we're going.