Marketing attribution is getting messier as AI changes how buyers discover, research, and evaluate brands. Emily Popson, SVP of Marketing at CallRail, explains how marketing leaders can connect their strategy to revenue even when traditional first-touch and last-touch attribution no longer tell the whole story.

Lori Jones and Emily explore a hybrid approach to marketing attribution that combines software-based data with self-reported attribution, conversational intelligence, AI, and customer signals. The goal is not to find one perfect attribution tool. It is to build a clearer picture of the buying journey and show how the overall marketing strategy influences customers and revenue.

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==Let's Break It Down==

• 01:30 Emily Popson’s path from law school plans to marketing
• 03:32 Why attribution is changing, not dying
• 06:54 Moving beyond first-touch and last-touch attribution
• 08:11 Combining self-reported and software-based attribution
• 10:37 Using AI to uncover hidden customer signals
• 12:43 Why customer belief matters in the marketing funnel
• 13:07 How CallRail used AI and direct mail to build belief
• 16:16 Using Clay and Pendo in a modern marketing tech stack
• 18:16 The marketing metrics that still matter most
• 20:42 Why marketers need a voice in lead handling
• 22:14 Using conversational AI across marketing and sales
• 24:56 How marketers should approach measurement in 2027
• 25:28 The case for "hybrid plus plus plus attribution"
• 27:27 Creating an AI-multiplied marketing team
• 29:21 Building credibility and reducing buyer uncertainty

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