B2B attribution is broken, and chasing it is making your marketing worse.
Ask me why I bought HubSpot. Was it the blogs I read for two years? The ads on LinkedIn? The podcast? The five peers already using it? The ad that popped up when I Googled "best CRM"? It was all of it. Now go attribute that.
It takes around 31 touches for the average B2B buyer to convert. I have never once closed a client from a single video. But the prospects who saw 20, 30, 40 of my videos over a year are most of my clients today.
If I had judged each video on its own ROI, I would have quit posting years ago.
That is the real damage. When you cannot measure a touch, you stop funding it. So everyone dumps budget into the last click they can see, the demo request, the high-intent keyword, and starves the 30 touches that created the intent in the first place.
You cannot price every post and ad, and the chase makes you cut the exact things that build demand.
So measure the whole engine instead. Total spend in, qualified pipeline out. That is the only honest number you have.