In this episode of Unqualified Leads, we break down a problem almost every B2B team faces but rarely talks about: the attribution trap. It’s the illusion of accuracy that convinces marketers that the numbers in their dashboards are absolute truth — when in reality, they only reflect the tiny slice of activity that’s actually measurable.
We explore why attribution over-credits bottom-of-funnel channels, under-credits everything that happens upstream, and leads marketers to double-down on what looks good in reports rather than what genuinely drives demand. From boards demanding predictable revenue to the comfort of clean charts over messy reality, we dig into the human bias that pushes teams toward false precision.
You’ll hear real examples of how over-relying on last-click, platform data, or even sophisticated attribution tools can distort decisions, starve top-of-funnel programs, and ultimately damage long-term growth. We also discuss why dark social, brand, and organic efforts rarely show up in attribution — and how that creates systemic underinvestment in the areas that actually move the needle.
If you want to understand the limits of attribution, where it misleads, and how to make smarter, more holistic decisions, this episode is essential listening.
Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/
Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/