B2B sales often have a long consideration period which creates various attribution issues. Prospects will have multiple online and offline journeys, potentially across different devices and with multiple stakeholders involved.
Besides the extended consideration period, there is often an even longer timeframe before the value of the client is realised. For example, following a purchase, it might be 6-12 months before you know the true value of that customer and how much they will actually spend with you.
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