Not every marketing campaign is designed to drive an immediate sale.
If you think about your customer journey, it involves multiple steps to turn a prospect into a customer. So why do we assess marketing performance as if conversion is the only goal?
Last Touch At
Instead of assigning credit for a conversion, what if we used last touch attribution to understand how marketing guided prospects through the funnel?
How? With Last Touch @ ____.
Fill in the blank with key milestones in the customer journey, such as:
- ✍️ Last Touch @ Webinar Signup – What drove them to register?
- 📞 Last Touch @ First Sales Meeting – What prompted them to take the next step?
- 🧪 Last Touch @ Product Trial – What led them to test your solution?
Level Up
You can take this one step further by proactively targeting your Marketing efforts to push prospects from one milestone to the next. Last Touch @ then becomes a great measure of the effectiveness of campaigns at each stage — not just the final conversion.
Why This Matters
Instead of asking, “What campaigns can be directly tied to sales?” ask:
- ✅ Did this campaign achieve its intended purpose? (e.g., generate leads, drive event registrations, nurture engagement?)
- ✅ Are we optimizing spend for the right stage in the journey?
- ✅ What insights can we gain to refine our marketing efforts?
By redefining how we think about last-touch attribution, we turn it from a simplistic credit system into a strategic tool for better decision-making.
Want to make your marketing more effective? Start tracking Last Touch @ the moments that matter—not just at conversion.