In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Duarte Garrido about the importance of attribution in proving ROI. There’s no denying that the topic of attribution has been simmering at the top B2B marketers’ minds. There are conflicting views among marketers about what attribution should look like, but with the current state of B2B, it seems like the push to prove ROI is becoming increasingly important. So what kind of attribution model is going to work best for the business’s needs? And how does marketing need to align with other departments to effectively tie activities back to revenue? Duarte Garrido is the VP of Growth Marketing at real-time payment network business Volt, and he has been in B2B growth marketing for 10+ years. As a marketer, Duarte focuses on social and omnichannel strategy and digital transformation across many sectors internationally. His previous experience includes Global Head of Social and Omnichannel at Standard Chartered Bank, Group Head of Social Media at Coca-Cola HBC, and additional roles at Philip Morris International, Sky, and more. In addition to his role at Volt, he also serves as a Corporate Advisor for Handprint. You can find Duarte Garrido on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.