How to Solve Marketing Attribution for SaaS and Lead-Gen Businesses

In this episode, Oren Greenberg, Growth Marketing Advisor for B2B SaaS companies, talks with Constantine Yurevich, Founder & CEO of SegmentStream, about the attribution challenges that SaaS and PLG marketers face in a world of complex, multi-touch customer journeys and long sales cycles.

Key topics discussed:

• Why traditional attribution models fail:

  • Limitations of cookie-based tracking.
  • Why last-touch and even multi-touch attribution often don’t work in PLG, SLG, and enterprise SaaS environments.

• How SegmentStream addresses these challenges:

  • Predictive lead scoring.
  • LTV (Lifetime Value) modeling.
  • Probabilistic attribution without relying on cookies or deterministic stitching.

• Optimizing ad campaigns with smarter signals:

  • Sending real-time, value-based signals back to platforms like Meta and Google.
  • Importance of focusing on high-value conversions, not just volume.

• Common pitfalls in marketing optimization:

  • The risks of optimizing toward average LTV or simple lead counts.
  • How leveraging CRM data can significantly improve marketing efficiency and ROI.

• Who should listen:

  • Marketers running paid ads for freemium SaaS products.
  • Those navigating hybrid product-led sales models.
  • Anyone trying to convince leadership to invest in better attribution solutions.

This episode is packed with practical insights on driving growth through smarter marketing intelligence.