B2B isn't D2C with longer sales cycles. It's a different shape.
Multi-buyer accounts. Custom pricing tiers. Net-terms invoicing. Quote-to-PO conversion. Most attribution platforms model B2B as "D2C with longer windows" - and miss the actual mechanics. Sumeru rolls attribution up to the company, not the buyer; respects tier in every automation; and ingests quote / invoice / PO events as first-class.
Three pain points unique to B2B.
Six buyers, one company.
In B2B the company is the conversion. D2C tools attribute to the individual buyer; you end up with six attribution stories for one deal and no clear answer.
"Reorder to standard min" breaks tier-3 accounts.
Most automation platforms have one rule per SKU. Tier-3 accounts get under-provisioned; tier-1 accounts get over-provisioned. Custom pricing breaks the automation.
Quote-to-PO is invisible.
B2B sales runs on quotes. Most attribution tools see only completed orders and miss the entire pre-PO sales cycle. Pipeline visibility is impossible.
Four capabilities most relevant to B2B.
Account-level rollup
Every individual touch - by any buyer at the account - rolls up to the company. Account-of-record attribution; the company is the conversion unit.
Tier-aware automation
Every action handler reads the buyer's tier and respects it. Reorder, message, discount, and bid actions all parameterise on tier - no flat-rate breakage.
Quote · invoice · PO events
Native typed events for the B2B sales cycle. Ingest quote.created, quote.accepted, invoice.sent, po.received - all first-class in the runtime.
Net-terms cohort retention
Cohort curves payment-cycle-adjusted. Net-30 and net-60 accounts modelled correctly - retention is measured against terms, not days-since-order.
Three B2B mechanics.
Capability, not customer outcomes - we have none to report yet.
Multi-buyer accounts modelled correctly
In B2B the company is the conversion unit, not the individual buyer. Sumeru rolls every touch-point up to the account of record, so a deal touched by four people at one customer reads as one account-level conversion rather than four competing ones - which is what makes channel attribution meaningful on a wholesale book.
Custom-pricing-aware automation
Tier-priced catalogues break naive automation: a low-stock reorder that ignores tier under-provisions your premium accounts. Every action handler reads the buyer's tier before it acts, so reorder minimums, discount ceilings and messaging all respect the price list the account is actually on.
Sales-attributed organic and paid
Long technical content assists B2B deals it never closes, so last-click reporting systematically under-credits it. Running all seven models over account-level pipeline shows which content is doing assist work. How much pipeline that re-frames is specific to your sales cycle - the engine surfaces it; we are not going to quote you a figure from a customer we do not have.
What's included.
| Capability | Included |
|---|---|
| Account-level attribution rollup | ✓ multi-buyer per company |
| Per-company segmentation | ✓ tier-aware · territory-aware |
| Custom-pricing-tier awareness in automation | ✓ all 13 action handlers |
| Quote · invoice · purchase-order events | ✓ ingested as typed events |
| Net-terms-aware cohort retention | ✓ payment-cycle adjusted |
| Account-of-record attribution | ✓ company is conversion unit |
| Multi-storefront B2B + D2C unified | ✓ single tenant · multiple shops |
| Recommended tier | Enterprise |
The integrations B2B operators depend on.
See account-level attribution on your data.
We connect to your Shopify B2B + CRM, sample 50 active accounts, and walk through how touch-points roll up to the company. Quote-event ingest demonstrated live; tier-aware automation walked through end to end.