Attribution Gave Content Under 2%. The Model Found Nearly 18%.
Volta SaaS
The challenge
Volta SaaS was preparing to reduce its content marketing investment after attribution reports showed content influencing less than 2% of total conversions. The issue was not content performance, but the inability of traditional attribution models to measure long B2B sales cycles accurately.
The solution
BaselineMix modeled content marketing as a long-term demand driver instead of a last-touch conversion channel, built around the company's 60 to 90-day B2B sales cycle. An incrementality test then validated content's measurable impact on pipeline growth across Volta's targeted industry segments.
What the model found
The analysis showed content marketing was responsible for nearly 18% of influenced pipeline revenue — far higher than the under-2% conversion share attribution had credited it with. The two figures sit on different bases (share of conversions vs. share of influenced pipeline revenue), which is exactly the gap last-click attribution couldn't see. Content also improved paid search performance and shortened deal cycles across targeted industry segments.
What changed
Content marketing's budget was preserved rather than cut, and content was given credit as a long-term pipeline driver in the next planning cycle.
Want results like these?
Talk to the team about how BaselineMix's models apply to your marketing data.