Building an Attribution Engine: The Complete UTM Playbook for B2B

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Unqualified Leads - B2B & High-Ticket B2C Marketing

Harry & Daniel Hughes

10 episodes

1 day ago

Join brothers Harry and Daniel on Unqualified Leads as they break down what really drives growth in the world of B2B marketing. Drawing on years of hands-on experience scaling businesses through performance-led strategies, each weekly episode delivers sharp insights, practical advice, and proven tactics. From optimising full-funnel efficiency to mastering targeted campaigns, Unqualified Leads gives you the frameworks and thinking needed to turn marketing into measurable business results.

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Marketing

Business

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Building an Attribution Engine: The Complete UTM Playbook for B2B

Unqualified Leads - B2B & High-Ticket B2C Marketing

39 minutes 2 seconds

2 months ago

Building an Attribution Engine: The Complete UTM Playbook for B2B

A practical deep dive into UTM parameters and attribution that actually works. Learn how to implement session-based UTM tracking, set up hidden fields and workflows for first/last touch, backfill legacy records, and standardise UTMs and naming conventions across LinkedIn, Meta, and Google Ads.

We show how to map UTMs from contacts to deals, build useful CRM dashboards, and pair machine-reported data with self-reported attribution to capture dark social. Including a real example where SRA revealed paid social as the true driver behind “organic/direct” deals.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

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