How to connect B2B advertising to revenue: lessons from Zembl

In brief: B2B advertising should be measured beyond clicks and forms by connecting account-level engagement with CRM opportunities, pipeline and revenue.

Why last-click misses B2B influence

Several stakeholders may see advertising, visit the website and speak with sales weeks later. Last-click attribution can understate early media influence.

A practical model

1. Define target accounts and buying roles.

2. Standardise CRM stages.

3. Preserve UTM and first-party signals.

4. Measure engagement at account level.

5. Separate attribution from incrementality.

Source: LinkedIn Marketing Solutions — Zembl customer story, 30 September 2026.