What is MQL attribution?

Allan and Lauren sit down with Steffen Hedebrandt, co-founder and CMO of Dreamdata, a B2B revenue attribution platform, to dig into the world of marketing qualified leads and attribution.

What they cover

MQL attribution sits at the intersection of marketing performance metrics and revenue accountability, and it raises more questions than most metrics. Here's what Allan, Lauren, and Steffen explore:

• What MQL attribution actually means and why the nuances matter for B2B go-to-market teams
• Whether MQL attribution is predictable or too noisy to rely on as a planning metric
• How to track MQL attribution across a complex, multi-touch attribution buyer journey
• Account-based attribution versus lead attribution and when each approach makes sense
• Benchmarks: what good looks like across B2B companies (see Dreamdata's benchmark report for data)
• Supporting metrics that add context to MQL attribution and sharpen the picture

Learn more about B2B attribution in this article.

Want a different angle on MQLs?

For a different perspective on MQLs, check out Jon Taylor's episode: What is an MQL?

Metrics mentioned in this episode

• Marketing Qualified Lead versus Sales Qualified Lead

If you love learning about metrics, explore MetricHQ, a free resource covering hundreds of metrics and KPIs.