WEBINAR

Marketing leaders have more performance data than ever, yet determining the true impact of advertising remains a challenge. Clicks, conversions, and channel-level reporting provide valuable information, but they rarely capture the full influence marketing has on buyer decisions.

As B2B companies plan their 2027 investments, the pressure to demonstrate measurable returns can make it difficult to justify campaigns that build awareness and preference before buyers are ready to purchase. Focusing too heavily on immediate attribution can narrow how companies evaluate performance and where they choose to invest.

In this fireside chat, Directive founder and CEO Garrett Mehrguth will sit down with Keith Delaney, founder and CEO of Primer, to discuss the attribution challenges facing B2B marketing leaders. They’ll explore how to reach the buyers who matter most, understand advertising’s influence beyond direct conversions, and make growth decisions without waiting for perfect measurement.

The conversation will examine the balance between direct response and brand advertising, including the importance of reaching future buyers and understanding how marketing contributes to business outcomes over time.

They’ll also discuss how AI makes it easier to analyze your data using multiple measurement approaches and compare the findings. Work that once required extensive technical analysis can now happen much faster, helping marketers see where different methods point to the same conclusion and make more informed investment decisions.