The $10 Million Attribution Lie: How AI Attribution is Finally Proving B2B Marketing's Real ROI

Most B2B companies waste $10 million annually because their attribution reports are lying—capturing only 30% of actual marketing influence while 70% remains hidden in the "dark funnel" of peer recommendations, private Slack discussions, and anonymous research. This blog explains how AI attribution finally illuminates true marketing impact, featuring Klarna's $10M revelation and IBM's discovery that technical content drives 3x more revenue than measured.