Marketing Analytics for B2B & High-Tech Companies
Your sales cycles span months. Your touchpoints number in the hundreds. Your attribution is... a spreadsheet?
DiveTeam helps B2B and high-tech marketing teams finally connect marketing activity to pipeline and revenue—across every touchpoint, every channel, and every stakeholder in the buying committee.
Photo by Dylan Gillis on Unsplash
B2B Marketing by the Numbers
70%
Source: of B2B marketers cannot accurately attribute revenue to marketing
Why B2B Attribution Is So Hard—And Why It Matters More Than Ever
B2B marketing operates in a different reality than consumer brands. Your average deal doesn't close in a single session. It unfolds over months, involves multiple decision-makers, and generates dozens of touchpoints before anyone signs a contract.
This complexity creates a fundamental problem: attribution models are not reliable for B2B.
First-touch attribution ignores the content that nurtured the deal for six months. Last-touch attribution credits the demo request while ignoring the webinar, the whitepaper, and the dozen retargeting ads that got them there. Both rely cookies that are deleted multiple times during the sales cycle. And most marketing teams are stuck reconciling data across CRM, marketing automation, ad platforms, and analytics tools—in spreadsheets that take days to update.
Reliance on Multi-Touch Attribution Across Long Sales Cycles
Your deals take 6-12 months to close and involve hundreds of touchpoints. Attribution models don't capture the full picture, but you're not sure how to optimize your budgets without them.
What we hear: "We know our content marketing drives pipeline, but we can't prove it to the CFO."
Marketing-to-Sales Data Disconnection
Marketing data lives in your ad platforms. Sales data lives in your CRM. Account engagement data lives in your ABM platform. Getting a unified view of the customer journey requires manual exports, VLOOKUP formulas, and hours of analyst time.
What we hear: "Sales says our leads are garbage. We say they're not following up. Neither of us has the data to prove our case."
Account-Based Marketing Measurement
You've invested in ABM, but measuring its impact is nearly impossible. How do you attribute a closed deal to the account-based ads, the personalized landing pages, the direct mail, and the sales touches—all working together on the same account?
What we hear: "We're spending $500K on ABM and our best measurement is 'it feels like it's working.'"
Pipeline Velocity and Funnel Analysis
You need to understand where deals stall, which content accelerates progression, and how marketing can help move opportunities forward. But your data is siloed, your funnel stages aren't consistent, and your reporting is always retrospective—never predictive.
What we hear: "By the time we identify a problem in the funnel, it's already cost us the quarter."
B2B Marketing Analytics That Actually Works
DiveTeam brings senior marketing analytics expertise to the unique challenges of B2B and high-tech companies. We don't just implement tools—we build the data infrastructure and optimization methodology that transforms your marketing from a cost center into a measurable revenue driver.
Data Audit & Implementation
• Audit your current tracking infrastructure across web analytics, ad platforms, CDP and CRM
• Implement unified tracking connecting anonymous visitors to closed deals
• Build automated reporting that updates daily—not monthly
Marketing-Sales Data Integration
• Map your complete data ecosystem and identify integration gaps
• Design and implement a cloud data warehouse purpose-built for marketing analytics
• Build automated data pipelines that sync across all platforms
• Create unified dashboards that both marketing and sales trust
Account-Based Analytics
• Integrate account-level data across ABM platform, CRM, web analytics, and ad platforms
• Design account scoring models based on engagement signals
• Build account journey visualizations showing progression through buying stages
• Implement alerts when target accounts hit engagement thresholds
B2B Program Optimization
• Establish clear measurement frameworks aligned with pipeline and revenue goals
• Conduct monthly performance analysis identifying programs above and below benchmark
• Facilitate cross-functional reviews with marketing and sales leadership
• Generate actionable optimization plans with clear ownership and timelines
What B2B Marketing Teams Achieve with DiveTeam
B2B and high-tech companies are transforming their marketing analytics capabilities. Here are examples of the results our approach delivers.
Challenge
A professional services company couldn't connect marketing activity to their 9-month average sales cycle. Attribution was based on last-touch CRM data that credited the demo request while ignoring months of content engagement.
What We Did
• Identified KPI's to measure the marketing team's ability to increase the number of prospective customers at each funnel step: brand aware (top), consideration (middle), conversion (bottom).
• Collaborated with agencies and channel leads to design cross-channel strategies that move the needle at each steps of the funnel.
• Facilitated monthly performance review calls to identify areas of improvement and discuss optimization tactics.
Results
“The difference is incredible. The team is focused on thinking creatively about how we can grow the business, rather than pointing fingers at each other.”— VP of Marketing
The DiveTeam Difference for B2B Marketing Teams
We Understand B2B Complexity
Generic analytics consultancies try to apply B2C frameworks to B2B challenges. We don't. Our team has deep experience with long sales cycles, buying committees, ABM, and the specific integration challenges of B2B martech stacks. We speak your language—pipeline, MQLs, account engagement, opportunity influence—not just pageviews and conversions.
Senior Experts, Not Junior Analysts
When you engage DiveTeam, you work directly with senior consultants who have years of experience in B2B marketing analytics. We don't staff your project with recent graduates learning on your dime. Our consultants complete rigorous annual certification to stay current on the latest platforms, methodologies, and AI capabilities.
Platform-Agnostic Recommendations
We're certified partners with Google Cloud and Adobe, but we're not incentivized to push any particular platform. Whether you're running Marketo or HubSpot, Salesforce or Microsoft Dynamics, 6sense or Demandbase—we integrate with your stack and recommend what's right for your business.
Continuous Optimization, Not Project-and-Exit
Most consultancies implement a solution and move on. We believe that's only half the job. Our Program Optimization methodology creates structured monthly cycles of analysis, insight, and action—ensuring your marketing performance improves continuously, not just once.
AI-Forward with Human Judgment
We leverage AI to accelerate analysis, identify patterns, and automate reporting—including our proprietary KEN-E technology. But we never remove human expertise from strategic decisions. You get the efficiency of AI with the judgment of senior consultants who understand your business context.
Built for B2B Marketing Analytics
Google Cloud Partner
Certified expertise in BigQuery, Cloud data infrastructure, and Google Marketing Platform—the foundation for scalable B2B marketing analytics.
Adobe Solutions Partner
Certified implementation and optimization for Adobe Analytics and Adobe Experience Platform—helping B2B companies maximize value from existing Adobe investments.
B2B Platform Experience
Deep experience with Salesforce, HubSpot, Marketo, Pardot, 6sense, Demandbase, and leading B2B martech platforms. We integrate with your stack, not replace it.
Annual Consultant Certification
Every DiveTeam consultant completes rigorous annual certification requirements to maintain current expertise in B2B marketing analytics best practices.
Common Questions from B2B Marketing Leaders
Most clients see their first meaningful deliverables within 30 days of kickoff—typically an initial analytics audit and unified data architecture plan. Full multi-touch attribution implementation typically takes 60-90 days depending on the complexity of your martech stack. Our Program Optimization clients see measurable improvements in marketing performance within the first quarter.
Yes. We have experience with all major B2B platforms including Salesforce, HubSpot, Marketo, Pardot, Microsoft Dynamics, and others. Our approach is platform-agnostic—we work with your existing stack rather than requiring you to change systems.
We integrate ABM platform data into our unified analytics approach, connecting account-level engagement signals with your CRM opportunity data and web analytics. This enables true account-level attribution that most ABM platforms can't provide on their own.
A single marketing ops hire brings one person's experience and requires months to recruit and onboard. DiveTeam brings a team of senior specialists with experience across dozens of B2B companies, ready to start immediately. Many clients engage us to build the foundation, then hire internally for ongoing management—with knowledge transfer built into our engagement.
B2B analytics engagements typically range from $75,000 to $200,000 depending on scope and complexity. Our Program Optimization solution for ongoing monthly optimization runs $150,000-$250,000 annually. We provide detailed scoping and fixed-fee proposals so you know exactly what you're investing.
This is exactly what we do. We build attribution models and reporting frameworks specifically designed to answer the CFO's questions about marketing's contribution to pipeline and revenue—with data they can trust.
Have a question not listed here? Get in touch
Ready to Transform Your B2B Marketing Analytics?
Your sales cycles are long. Your buying committees are complex. Your attribution is... probably frustrating.
It doesn't have to be this way.
Schedule a discovery call with DiveTeam to discuss your specific B2B marketing analytics challenges. We'll share our perspective on your situation, answer your questions, and help you understand what's possible when your data actually works.
No pitch. No pressure. Just a conversation with senior experts who understand B2B.