A Challenge to Conventional Agency Lead Gen Attribution

Clear marketing attribution is normally a good thing.

But what if that isn't the case with agency lead generation?

I'm increasingly convinced that the better the "attribution solution", the worse the lead.

Let's unpack that.

Fact #1: On average, leads that become the longest standing clients are those that have developed the deepest trust with your agency.

So how is deep trust built?

Often it comes from either from borrowed trust from a trusted source or built trust from consistency over time.

That means trusted referrals or consuming a lot of content.

Fact #2: Most software based attribution isn't designed for word-of-mouth referrals or leads that comes in after reading your content for 9 months and buying in to your way of doing things (it might show content as a source, but doesn't go deeper).

In short, the best types of agency leads will most likely be reported poorly using common attribution methods.

So what's the solution.

I know plenty of ink has been spilled advocating for customer reported attribution (via a lead form usually), and I'm inclined to agree, but I'd like to go a step further.

The best attribution is going to be long form qualitative attribution coming from the client themselves and recorded as such.

When you get on your first call with a client, try asking them "Can you walk me through the steps or thought process that led you to fill out our lead form today?"

With a question like that, you're far more likely to get the nuance that is most valuable for optimizing your marketing investments.