2024 Update on Marketing-Sourced and Influenced Metrics

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1. Marketers are now more likely to employ a multi-touch approach over first- or last-touch, which remain roughly equal in usage. “most multi-touch approaches still credit only a limited number of touches with influencing deals.” For more insights on marketing attribution and measurement, see our 2024 and 2023 benchmark reports.

   In Outbound attribution models

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