Lucas
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
Why B2B Marketers Must Fix Their First Touch Attribution
- Published
- September 2, 2026
- Duration
- 8:11
- Summary source
- description
- Last updated
- Sep 13, 2026
Discusses Enterprise sales cycles are lengthening, yet most B2B marketing teams still measure success by the l…
Summary
Enterprise sales cycles are lengthening, yet most B2B marketing teams still measure success by the last click. Lucas and Luna explore why this attribution gap is costing companies millions in wasted spend. They examine how shifting focus from bottom-of-funnel conversion to first-touch influence can uncover hidden value in early-stage content like whitepap…
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Show notes
Enterprise sales cycles are lengthening, yet most B2B marketing teams still measure success by the last click. Lucas and Luna explore why this attribution gap is costing companies millions in wasted spend. They examine how shifting focus from bottom-of-funnel conversion to first-touch influence can uncover hidden value in early-stage content like whitepapers and webinars. Using a concrete example of a mid-market SaaS company that reallocated budget from paid search to educational thought leaders