Marketing automation platforms are configured out of the box to attribute conversion events, like form fills, based on first-touch and last-touch attribution models. In reality, a B2B buyer interacts with a brand over a long period, across several channels and using several devices. This makes typical marketing analytic setups less effective in measuring the effectiveness of an account-based marketing campaign.

Marketers should explore the options below to improve the configuration of the marketing and analytics tools and improve attribution.

1. Enable Jabmo Form Fill Tracking on your web forms.

Jabmo can identify, track and report on target account visitors who make themselves known when filling out a form. This is a more effective way to attribute results to an ABM program. The Jabmo platform tracks the interactions with a web form through a form fill tracking capability. And, while it can track most form fills, there are instances where some adjustment in the form’s configuration will help to improve tracking.

Web forms generated by marketing automation tools are typically iFrames that originate from a domain different from your website's. This kind of setup prevents Jabmo from tracking your forms. The most reliable method for ensuring complete and accurate form fill tracking is by setting the forms as raw HTML forms. This option is present in some tools when generating your forms.

HubSpot – Set as Raw HTML form configuration:

2. Ensure your ABM Campaigns are tracked properly.

Marketing automation and analytics tools assign conversion credits based on the UTM parameters present in the URL where an interaction occurred. ABM Campaigns powered by Jabmo can be tracked and identified through specific UTM parameters. Marketers should make sure that their tools are picking up and attributing traffic containing those UTM parameters correctly to your ABM Programs.

UTM Parameter used by Jabmo:

Campaign Type

UTM Source Parameter

URL Example

Account-Based Advertising



Account-Based Retargeting



Some marketing automation tools, web servers, campaign tracking tools and landing page builders are configured to strip away tracking parameters from URLs, replace/augment them with tracking parameters that fit certain patterns or redirect visitors to different pages. These transformations may lead to the loss of the tracking parameters and should be avoided.

3. Try different attribution models

Your marketing automation/analytic tools might support different attribution modeling for attribution reports. They are set up to use first-touch and last-touch models by default. Changing your reports to use a multi-touch attribution model can uncover campaign influence, especially in longer B2B sales cycles.

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