Misha Salkinder, the Head of Customer Data Strategy at CaliberMind, shares insights on simplifying B2B attribution models. He discusses how over-engineering can distort performance metrics and emphasizes the importance of asking the right questions before making model changes. Misha highlights the need for a balanced approach between simplicity and precision, urging marketers to focus on objective-based strategies. He also stresses the critical role of collaboration between sales and marketing teams to enhance the effectiveness of attribution efforts.

Misha Salkinder, Head of Customer Data Strategy at CaliberMind, shares her expertise on the nuances of intent and engagement marketing. She breaks down the differences between first-party and third-party data, shedding light on how they affect buyer behavior analysis. Misha emphasizes the importance of context in B2B marketing, urging marketers to look beyond isolated interactions to optimize strategies. She also discusses tailoring content based on intent signals to enhance customer engagement throughout the sales funnel.