Ben Weiss, Revenue Marketing Manager – North America at Imprivata, shares his journey from tech support to revenue-focused marketing leadership. He explores marketing’s evolution from lead generation to full-funnel growth, the importance of sales alignment, data-informed decision-making, field marke...
Every customer interaction—whether it’s a click, ad view, or email open—contributes to their path to purchase. But with so many touchpoints influencing decisions, how can marketers know which ones drive conversions? Multi-Touch Attribution (MTA) offers a solution by assigning value to each step in t...
