Neoti Marketing Attribution

Attribution logic — first-touch priority

1. Marketing-Originated A contact's first-touch in HubSpot was a tracked marketing channel (SEO, Direct, Ads, Referral, AI, Event registration). Marketing sourced the lead.

2. Marketing-Assisted No first-touch data, but a mid-journey event or campaign touch helped close it. Marketing helped push it over the line.

3. Sales-Sourced / Untracked Rep-created contact with no marketing signal anywhere in HubSpot. Either pure outbound — or a tracking gap.

Total Closed-Won Revenue

1 · Marketing-Originated

2 · Marketing-Assisted

3 · Sales-Sourced / Untracked

Revenue by Attribution Bucket

First-touch priority. Click a bar to filter the deals table.

Channels Within Each Bucket

Marketing-Originated deals classified by first-touch channel; Assisted by mid-journey touch.

The Tracking Gap

The #1 blocker to better attribution.

of closed-won deals have no lead-source data in HubSpot.

These deals were manually created by reps — no first-touch, no campaign, no self-report. They may have started from marketing (word-of-mouth from a past event, an SEO visit that never filled a form, a referral from an existing customer), but HubSpot literally doesn't know. Fixing this is the highest-leverage system improvement we can make.

Recommended next steps: require lead-source field on manual contact creation · route all inbound calls through a tracked number · tag all event badge scans with the event campaign · add a "How did you hear about us?" field to every quote request.

Headline Findings

The story marketing needs to tell tomorrow.

of revenue is Marketing-Originated (first-touch tracked).

deals where HubSpot verified marketing sourced the lead. This is the number marketing can defend line-by-line.

additional revenue is Marketing-Assisted.

deals where marketing didn't source the lead but a mid-journey event or campaign touch helped close it — mostly InfoComm/NAB follow-up sequences.

$542K

WLS Studio Re-Design — the flagship marketing win.

Brad Plant first-touched via Organic Search (Feb 2024), then converted through the InfoComm 2025 nurture email. Marketing owns both first and last touch — the clearest attribution story in the whole book.

6

AI-referral leads captured.

5 ChatGPT + 1 Gemini — the first cohort of leads discovering Neoti through generative AI. Not yet in closed-won, but early pipeline signal worth optimizing for.

Closed-Won Deals

33 deals · $6.18M total · Click a row to see full attribution journey.

Filter by channel:

Deal	Bucket	Channel	Amount	Close Date	Owner

Lead Volume by Channel

3,341 leads created in 2026 YTD.

Leads by Month

Feb 2026 spike = one-time CAD bulk import (2,419 leads).

Signal-Bearing Leads

leads from digital / event / referral channels. Excludes bulk offline imports.

Filter:

Contact	Company	Channel	Created	Lifecycle	Self-Report

Attribution Flow — Leads to Closed-Won

Signal-bearing leads (left) flow into the pipeline pool; closed-won deals (right) split by attribution bucket. Bulk offline lead imports excluded.

Winning Path Patterns

The repeatable plays behind marketing-influenced closes.

Marketing-Originated

Organic Search → Long Nurture → Event Reactivation

Organic
Search → Time +
Email Nurture → Closed-Won

1 deal · $542K (WLS) Brad Plant · 2yr nurture · first-touch verified

Marketing-Originated

Direct Website Visit → Close

Direct
neoti.com → Closed-Won

1 deal · $22K Parallax Research · Jay Jackson

Marketing-Assisted

Rep Contact → Event Follow-up → Close

Rep-Created
Contact → InfoComm/NAB
Campaign Touch → Closed-Won

7 deals · ~$1.52M COBB County, 49 Degrees GA Tech, Carmel, IU 217, Purdue, Fanatics, Cotton Bowl

Marketing-Assisted

Rep Contact → Email Nurture → Close

Rep-Created
Contact → Marketing
Email Sequence → Closed-Won

3 deals · ~$358K Atrium Health, Boardroom COB, Elizabeth PD

AI-Referral Leads — Early Signal

First cohort of leads finding Neoti through ChatGPT and Gemini. Not in closed-won yet, but a leading indicator of AI-search visibility.

What This Means

Generative AI is now a lead source. Six leads in the past 6 months came from ChatGPT or Gemini answering LED-display questions and citing Neoti. The pattern will accelerate.

Recommended action: Track AI-referral leads as a first-class channel. Optimize product pages, spec sheets, and market pages for AI retrieval. Add utm_source=ai tracking where possible. Ensure Neoti appears in AI answers for TAA-compliant, control-room, and broadcast LED display queries.