# How B2B Marketers Use Revenue Waterfall Attribution

Page: https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/how-b2b-marketers-use-revenue-waterfall-attribution
Text version: https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/how-b2b-marketers-use-revenue-waterfall-attribution.md
Podcast: [B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles](https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669)
Published: 2026-06-10T05:49:02+00:00
Episode link: https://audio.fexingo.com/business/b2b-marketing/episode-0042.mp3
Audio file: https://audio.fexingo.com/business/b2b-marketing/episode-0042.mp3
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JSON: https://stenobird.com/v1/public/podcasts/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/episodes/how-b2b-marketers-use-revenue-waterfall-attribution
Duration seconds: 628

## Resource

Episode 42 of B2B Marketing with Fexingo digs into revenue waterfall attribution—a method that maps every marketing touchpoint from first visit to closed-won deal. Lucas and Luna unpack how one enterprise SaaS company, Cybereason, used a multi-touch linear model to discover that their webinar series was actually the top converting channel, not their search ads. They explain the difference between first-touch, last-touch, and multi-touch attribution, why the leaky bucket analogy is misleading, and how to build a simple waterfall in Google Sheets before buying expensive software. Along the way, they discuss the biggest pitfall: attribution fights between sales and marketing. The episode ends with a concrete tip to start tracking assisted conversions today. #RevenueWaterfall #MarketingAttribution #B2BMarketing #MultiTouchAttribution #Cybereason #EnterpriseSaaS #DemandGen #ABM #SalesMarketingAlignment #MarketingAnalytics #ConversionPath #FirstTouch #LastTouch #LinearAttribution #GoogleSheets #WebinarConversion #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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