Marcus has been asked to present the results of a B2B campaign to his company’s leadership team. He prepares a slide showing only click-through rates and video completions. His manager reminds him the audience wants to understand business impact. What should Marcus do to improve his presentation?

Marcus should go beyond short-term metrics by highlighting KPIs that align with business outcomes and using multi-touch attribution. Leadership teams are primarily interested in the business impact of marketing efforts, not just surface-level engagement. By connecting campaign performance to key business objectives (e.g., pipeline generation, revenue, customer acquisition cost) and demonstrating how various touchpoints contributed to these outcomes across the buyer journey, Marcus provides a more comprehensive and impactful story. Reporting campaign results using last-click attribution (incorrect option) oversimplifies the complex B2B buyer journey and often undervalues early-stage touchpoints. Sticking with surface-level actions (incorrect option) fails to address the leadership's need for business impact. Emphasizing only the strongest awareness numbers (incorrect option) is misleading and doesn't provide a full picture of the campaign's effectiveness in driving business results.