Budget season might come once a year, but for marketers, we’re always asking one big question: “How do we know this is working?” Attribution is a constant challenge—executives want clear ROI, but it can be tough to prove the direct ROI of every single marketing touchpoint. So, how can you prove the impact of your campaigns and secure the budget you need? Here are our Do’s, Don’ts, and Realistic Expectations for your next paid media budget discussion.
Explaining Attribution in Budget Conversations
Budget conversations don’t have to be scary. Start by addressing the common but outdated reliance on last-click attribution. This model traditionally assigns all credit to the final touchpoint before conversion but can ignore the role of earlier marketing efforts, like brand awareness campaigns and social media engagement (which are what drive long-term revenue growth).
Next, touch on today’s buyer journey. The journey now is far more complex, with multiple touchpoints across various channels, including the “dark funnel” where a buyer’s decision-making happens outside of trackable interactions. Think about your own major business purchases—did you click an ad and buy immediately, or did you research, talk with friends, and engage with content before making a decision? Your paid media efforts may not always be the final click, but they play an important role in influencing these conversations and shaping purchase intent.
Finally, emphasize brand awareness. Consistent, strategic paid media builds recognition, credibility, and trust over time. While it may not always result in immediate conversions, it ensures your brand stays top-of-mind when it matters most.
The Do’s of a Budget Conversation
When it comes to a budget conversation and making a clear case, it’s important to back up your efforts with clear data and insights. Here’s what we recommend:
- Showcase multi-touch attribution evidence. Demonstrate how different touchpoints contribute to conversions, not just last-click. Instead of just listing reports, frame them in a way that tells a compelling story: “Customers don’t convert in a straight line—here’s how our efforts across channels guided them through the funnel.”
- Connect ad spend to your solutions. Outline where your budget is going and how it aligns with your Ideal Customer Profile (ICP). Position this as a strategic investment, not just an expense.
- Be ready to negotiate. If leadership expects measurable results, don’t be afraid to advocate for your budget needs. Show them how your paid media strategy contributes to revenue growth, not just lead generation.
The Don’ts of a Budget Conversation
When discussing your paid media strategy at the executive level, it’s important to focus on the big picture rather than getting lost in details. Here are our top tips:
- Don’t get stuck in the weeds with keyword-level ROI. While keyword performance is crucial for optimization, it’s not the focus of a CFO-level discussion. Instead, highlight the broader impact of paid media investments.
- Don’t rely too heavily on one platform or channel. A well-balanced budget allows for flexibility and quick pivots based on performance. Show leadership that your strategy is adaptable and designed for long-term success.
Realistic Expectations (and Helpful Resources)
Let’s be honest—if your CFO or leadership team still leans on last-click attribution or outdated lead models, shifting their perspective will take time. Approach budget conversations as an opportunity to educate, not just defend your spend. That means providing resources that help explain modern buyer behavior and marketing’s role beyond last-click conversions. Here are some of our favorites:
- The New Buyer Behavior and MQL Model Disconnect
- 6 Engagement Channels Mistakes B2B Growth Teams Make
Most importantly, position your paid media strategy as a revenue driver—not just a cost center.
Remember, attribution conversations don’t have to be a battle. With the right data, a clear strategy, and the ability to tell the full story, you can secure the budget you need to drive long-term growth and success.