DemandLab Debuts B2B Measurement, Attribution Tool

B2B digital marketing agency DemandLab has debuted Insentric, an attribution tool to help enterprise and Fortune 2000 B2B brands measure the revenue impact across the buyer journey.

The new tool, Insentric, is designed for users of Adobe Marketo Engage and Salesforce Sales Cloud. The Platform-as-a Service (PaaS) allows users to track source, channel and revenue attribution. 

The goal is to provide marketers with an “easy-to-access and accurate insights that enable them to make informed decisions, improve customer experience, and truly drive growth,” states Rhoan Morgan, co-founder, and CEO of DemandLab. 

According to DemandLab, Insentric has three main components:

  • Automation, including self-healing web traffic attribution and analytics tracking in Marketo emails, and data capture.
  • Attribution—The tool analyzes source, channel, and revenue attribution using people-centric processes and buying team identification.
  • Insights—Long-term trend analysis, marketing performance and storytelling.



Insentric is designed to “address the gaps between the dream of data-informed insights and the real-world challenges marketing departments face,” states Casey Grimes, manager of martech innovation at DemandLab.

The product will be exhibited at the 2023 Adobe Summit in Los Vegas, March 21-23.


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