In my decade of experience leading marketing teams, I've spent more late nights than I’d care to admit trying to answer the question, “What’s actually working in our marketing?” Like me, most marketers know in their gut that what they are doing is effective and impacts revenue. But proving that is a whole different story.
If you’ve ever felt like you were constantly fighting to justify your value, defend your budget, or gain more decision-making power, you're not alone. Marketing is hard to measure and, even when you can, communicating those results to leadership can be an uphill battle.
That is the motivation driving me to launch Attribution Academy and our first course, the Attribution Mastery Certification, which is filled with everything I wish I had known earlier in my career. It's built for marketers who want to move beyond reactive campaign execution. It's for those of us who want to drive revenue, define strategy, and grow our careers.
The course will release in Fall 2025, just in time for INBOUND25 (see you there!). But, you can pre-enroll in the course today and get 50% off.
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What's Included in the Course?
The Attribution Mastery Certification Course is a comprehensive course designed to pick up where HubSpot Academy leaves off. You understand how to use HubSpot's software and create compelling campaigns, you just need help proving your impact.
Here is an module-by-module outline of the course curriculum:
Module 1: Attribution Foundations
What is attribution and why does it matter? This free introductory module will cover an overview of attribution models, explore their various strengths and weaknesses, help you set realistic expectations for what attribution can achieve, and allow you to plot your advancement along the Attribution Maturity Curve.
Module 2: Attribution Tools in HubSpot
Explore what HubSpot tools you have in your toolbox to build attribution. This module explores out-of-the-box attribution features like cookie tracking, campaigns, and attribution reports, but also features that allow you to create your own custom attribution system, including UTM properties, custom objects, and advanced workflows.
Module 3: Implementing Attribution in HubSpot
Once you know the tools, you need to know how to use them strategically. We'll cover how to choose a model that fits your specific business needs, how to build out various attribution systems and reporting in HubSpot, and understand the resources required to maintain them.
Module 4: From Data to Decisions - Attribution Strategy
The best attribution system in the world will not make a difference if it isn't integrated into core business processes and decision making. Module 4 gives you a framework for goal setting, getting executive buy-in, aligning marketing and sales, and telling a compelling story with attribution. This is where the rubber hits the road.
Module 5: Final Assessment
The last module of the course will recap key takeaways from the previous sections and prepare you for your final assessment, which, when you pass it, will earn you the Attribution Mastery Certification for you to share on your resume and LinkedIn.
Why Release This Course Now?
The need for attribution has never been greater. Marketing budgets are under a microscope. AI is changing how businesses think about resourcing and headcount. If marketers can't show that their department is more than just a cost-center, their jobs are at risk.
Attribution allows marketers to point to hard stats and dollar figures that demonstrate their value. Marketers who understand attribution will have a leg up when it comes to earning promotions, finding new jobs, or, for consultant and freelancers, winning new clients.
Ready to Prove Your Marketing Impact?
A huge thank you, in advance, for anyone who enrolls early! Pre-enrollment not only nets you a hefty discount, but also helps support the development of the course and allows me to continue doing things like writing weekly Hubsessed newsletters and hosting The Partner Playbook, the new podcast I am launching with Bryan Garvey, former SVP of the Partnership Program at HubSpot and current co-founder of Profoundly.
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