Tag

pipeline attribution

B2B Marketing Attribution: The Dark Funnel, Self-Reported Data, and What Actually Works

Most B2B companies are measuring marketing effectiveness wrong — over-crediting the last touchpoint, missing the dark funnel entirely. Here's what actually works, including self-reported attribution and why the AI gap is the next measurement crisis.

EPR Editorial Team · Jun 9, 2026

B2B Marketing

The MQL Is a Lie. It's Time B2B Marketing Admitted It.

The Marketing Qualified Lead is a comfort blanket, not a performance indicator. Complex buying cycles. Anonymous decision-making. The dark funnel. Why B2B marketing kept reporting on the wrong number.

EPR Editorial Team · May 31, 2026