Mark Debenham, VP of Growth Marketing and Marketing Operations at Adverity, on why self-reported attribution tells you more than any attribution model, why the B2B buying process is more pretzel than flywheel, and why the Chekhov principle of show don't tell is the most powerful framework for moving prospects through a complex sale.
"The technology means we are writing history right now. We are writing the benchmarks. It is uncharted territory."
Why self-reported attribution tells you more than any model and why B2B buying is more pretzel than flywheel
Mark Debenham arrived at Adverity from a content marketing background, moving through publishing and agency work before finding that the most interesting question was always what the data was saying about the content. That combination of content thinking and data rigour is reflected in how he approaches marketing: start by listening to what the audience is telling you, then scale what works.
In this conversation Debenham makes the case for self-reported attribution as the most honest metric available to a B2B marketing team. Not because it is the most sophisticated, but because it tells you what was memorable enough to recall. He also introduces the Chekhov principle of show don't tell as the practical framework for navigating the complexity of modern B2B sales, and the concept of the marketing pretzel for when a buying process refuses to be a flywheel.
"Technology in marketing has never been better. It is almost a golden age for those who really value having good data foundations. We are writing the benchmarks. It is uncharted territory. We are all learning."
Debenham frames the current moment as one of genuine creative possibility. The combination of better data infrastructure, AI capabilities, and automation means that teams who understand data can scale ideas and test hypotheses faster than previously possible.
"One of the shortcomings of a funnel is that you have to keep feeding the top to get something out the bottom, and you can sometimes get diminishing returns. We follow more of the flywheel model: attract, engage, delight. That gives us sustained momentum."
A flywheel-focused organisation invests heavily in customer success and delight, knowing that the most efficient source of new customers is existing happy ones. The compounding effect of advocacy reduces customer acquisition cost over time.
"I am nothing if not a hypocrite. What I said about the flywheel is accurate, but buying processes can be complicated and long. So sometimes it is more of a pretzel. There are twists and turns."
The pretzel emerges when the buying process involves multiple stakeholders at different stages of awareness, unexpected objections, and decision timelines that stretch across quarters. The practical response is to collect and use the information gathered at every twist.
"One of the big metrics I look at is self-reported attribution. Literally just asking people how did you hear about us. It is not so much about finding out the source. It is about finding out what was most memorable for them. The metric for me is not a number. It is a story."
Multi-touch attribution models tell you about digital tracking, not about what actually mattered to the prospect. Self-reported attribution captures what actually cut through. Debenham reports it alongside standard metrics and uses the divergence between what the models say and what people actually recall as a powerful signal.
"The main thing is just a spark and a bit of curiosity. Anything else like specific experience with a tool can be taught. What I want is that desire to challenge silent assumptions and think, what else can we be doing."
Debenham is explicit that skills are trainable and attitude is not. He uses the Addie Awards, a company-wide internal award show that started during lockdown, as a practical example of building an environment where people feel safe being honest and bringing unconventional ideas.
"It is not a metric. It is a story."
Host Tell me about Adverity and what it does.
Debenham Adverity is an integrated data platform that provides the best data foundation for modern marketers. It helps teams that run on data make better decisions by automating data integration at scale.
Host What are the trends exciting you right now?
Debenham Technology in marketing has never been better. It is a golden age for those who value good data foundations. The technology means we are writing the benchmarks right now. It is uncharted territory. We are all learning.
Host What is the flywheel and how do you use it?
Debenham We follow the flywheel model: attract, engage, delight. That gives us sustained momentum. If customers tell others about us and recommend us to their network, that is how people buy. But I am nothing if not a hypocrite: buying processes can be complicated. Sometimes it is more of a pretzel.
Host Tell me about self-reported attribution.
Debenham Just ask people: how did you hear about us? It is not so much about the source. It is about finding out what was most memorable. The metric is not a number. It is a story. I keep coming back to the Chekhov quote: do not tell me the moon is shining, show me the glint of light on broken glass. Show, not tell. That is the most powerful way to navigate getting a prospect to a decision.
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