B2B SaaS Performance Marketing: Blended CAC & Multi-Touch Attribution Playbook
Joni Piwal
Head of Performance Growth • Published September 4, 2026
Why Single-Channel ROAS Fails in Long B2B Sales Cycles
B2B sales cycles typically last 30 to 90+ days and involve 3 to 7 distinct decision-makers. Evaluating marketing spend based on standard last-click platform ROAS leads to canceling top-of-funnel discovery campaigns that actually originate 70% of enterprise pipeline.
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About the Author: Joni Piwal
Head of Performance Growth
Performance growth consultant scaling B2B SaaS pipelines through multi-channel paid acquisition.
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