MarTech Podcast ™ // Marketing + Technology = Business Growth This metric is costing you money
Oct 14, 2025
Navigating the complex B2B buying journey can make traditional attribution models misleading. Blue Bowen reveals how first-touch and last-touch metrics often deliver vanity insights. He suggests embracing holistic, multi-touch attribution methods for better clarity. Tools like Profound enhance visibility, allowing marketers to grasp numerous touchpoint interactions instead of just conversion events. This approach aims to optimize strategies and ultimately improve ROI in marketing.
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Use AEO Tools To Measure LLM Visibility
- Use AEO/GEO tools to identify where you show up in large language models and answer engines.
- Analyze recurring touchpoint combinations rather than attributing success to a single asset.
Track The Whole Buyer Journey
- Get as much visibility into the entire buyer process instead of relying on a single touchpoint.
- Use tools and a holistic approach to analyze multiple touchpoint patterns that drive conversions.
Evaluate Profound And G2 Listings
- Consider Profound as a leading AEO vendor and evaluate it against other options.
- Check G2's AEO category for a comprehensive list and vendor comparisons.