Increased time and complexity of sales cycle decreases your ability to attribute

Facebook can (pretty) accurately tell you how many watches your ads sold

Facebook cannot tell whether your lead generation ads impacted the close of a
£100k enterprise software deal

This is why B2B marketers need to forget “tracking further down the funnel” and
focus more on Total Targeted Impressions.

When prospects say: “[[Brand Name]], yes I’ve heard of you guys…” after a sales
person reaches out… you know you’re winning.

Posted by Tom Hunt on Facebook