B2B
B2B performance media built around pipeline, not lead volume.
Attribution infrastructure that connects B2B media to pipeline and closed revenue — not just form fills and MQLs that don't reconcile against what actually moved through the funnel.
The Attribution Challenge
B2B attribution is where lead volume hides the most expensive problems.
B2B buying cycles are long. Multiple stakeholders. Multiple touchpoints across months. The attributed lead looks the same whether it turns into a six-figure contract or goes cold after the first call.
Atrilyx connects B2B media to pipeline and revenue — matching attributed leads one-to-one against CRM data so every media dollar is measured against deals that actually closed, not leads that just came in.
What We Run
- Paid Search — high-intent B2B keyword capture across Google and Microsoft
- LinkedIn Ads — account-based targeting, sponsored content, lead gen forms
- Paid Social — Meta and other social inventory for B2B audience building
- Programmatic — account-based and intent-data targeting
- Phone Call Attribution — sales calls attributed and analyzed for pipeline quality
- SEO + AI Search Optimization — visibility for B2B category and solution searches
Proof
Mediacom Business — B2B / Telecom
Mediacom Business runs a high call-volume B2B media operation where approximately 96% of conversions are inbound calls. Atrilyx attributed every inbound call to its origin campaign and reconciled performance into one source of truth. Approximately 25% growth in attributed conversions and approximately 25% reduction in cost per lead, on essentially flat media spend, over the trailing twelve months. BlueStream Fiber — B2B / Telecom: 68,000+ Atrilyx-attributed conversions at approximately $13 cost per lead. Media spend down approximately 30% year over year. CPL held steady.
Common Questions
Why are MQLs an unreliable B2B performance metric?
MQLs measure whether a lead meets a predefined scoring threshold based on demographic and behavioral signals. They do not measure whether the lead is actually likely to close. A campaign that generates 500 MQLs looks more productive than one generating 50 — until pipeline data shows the 50-MQL campaign drove 30 into sales-qualified pipeline while the 500-MQL campaign drove 20.
What is pipeline attribution in B2B marketing?
Pipeline attribution connects marketing touchpoints to sales-qualified opportunities, active deals, and closed revenue rather than stopping at lead generation. It requires CRM reconciliation that matches marketing attribution data against opportunity stage progression and closed deal records, connecting marketing investment to revenue operations outcomes rather than marketing-owned lead metrics.
Why do B2B sales cycles create attribution blind spots?
B2B sales cycles create attribution blind spots because most attribution platforms use lookback windows — typically 30 to 90 days — that are shorter than the average B2B sales cycle. A deal that closes six months after the first marketing touch falls outside most attribution windows entirely. Atrilyx's 90-day lookback and CRM reconciliation help bridge this gap.