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Equipping marketing leaders with the skills, tools and data they need to prove ROI is a lot like setting out to sea on a fishing expedition. Prep work is required! You need hooks, lines, bait, a rod, bobbers and a bonus if you have a boat to carry it all.

Rather than distributing equal bait to each rod of a marketing campaign despite not knowing which will produce the most bites, marketing attribution teaches marketers to assemble the best combination of bait before casting its line into a sea of prospects.

Join Nani Shaffer, CMO at Channel99 and Ashley Long, Director, GTM Operations and Forecasting at Demandbase, as they discuss:

  • What is marketing attribution, and why it’s important
  • The top 3 challenges in marketing attribution
  • How to choose the right attribution model for your business
  • Plus, tried and true best practices from attribution pros!

CMO, Channel99
As Chief Marketing Officer at Channel99, Nani Shaffer is responsible for building and executing the company’s go-to-market strategy. She is focused on helping marketers understand and optimize their impact on revenue, and is (wildly) passionate about the ways data can help them do so.

Prior to joining Channel99, Nani led the Marketing team at Ontra (formerly InCloudCounsel), where she built the marketing team, drove a complete rebrand, and stood up an integrated marketing tech stack, all in service of more than tripling pipeline.

Nani also spent seven years at Demandbase, where she was fortunate enough to be a part of defining the category of Account-Based Marketing. She held roles in Marketing Operations, Demand Generation, and Product Marketing, and was focused on developing and executing integrated, scalable, account-based campaigns for Demandbase’s highest-value accounts, with a goal of driving account engagement, pipeline, and revenue to support the sales organization.
Director, GTM Operations and Forecasting at Demandbase
Ashley is the Director of GTM Operations & Forecasting at Demandbase. She has been working in sales and marketing operations since 2014 with a strong focus on identifying key metrics and trends for smarter decision making, optimizing tech stacks, and aligning sales and marketing teams behind data and results that matter.