Most B2B marketers today are still running their measurement frameworks on systems designed for consumer marketing.
Google Analytics 4, Adobe Analytics, even the enterprise-tier offerings from the major clouds all grew up in a world where ecommerce and FMCG set the template. They’re sophisticated systems if you live inside them, but when you apply them to a B2B buying cycle — one that runs over months, cuts across multiple stakeholders, and often never produces a “transactional” online moment at all — the gaps quickly show.
When we started FunnelFuel.io, we started with analytics. Back then the thesis was that GA (3 at the time) had a tonne of gaps for B2B marketers, and was already going down the modelled data route. We believed then and still do now that B2B requires precision and the value is in the s…
