It’s 2025, and B2B marketers are still struggling to connect marketing to revenue growth.
Here’s the problem:
↳ Most attribution models are flawed
↳ Incrementality testing is seen as a “nice-to-have” (when it should be essential)
↳ We’re measuring ROAS instead of ROI (and CFOs know it)
↳ We’re avoiding “hard-to-attribute” channels altogether
We unpack it all in this week’s KlientBoost Kitchen episode. You’ll learn:
→ Why attribution alone won’t reveal what’s actually working
→ How to run holdout tests the right way (without blowing your budget)
→ How to use MMM to justify bold creative and budget decisions
→ Pro tips for improving model fit with seasonality and promo flags
Big thanks to Reese Garcia, our Head of Business Intelligence, for serving up this week's recipe 👨🍳
Bon appétit 🤌
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