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 moves.
Multi-buyer accounts modelled correctly
A wholesale operator runs Shopify B2B with 320 customer accounts averaging 4.2 buyers each. Sumeru rolls every individual touch-point up to the account level — the company is the conversion unit, not the buyer. Account-of-record attribution surfaces which channels actually drive enterprise wins.
Custom-pricing-aware automation
A specialty distributor with 12 tier-priced product lists wired Sumeru's automation to respect tier on every action. When a low-stock event fires for SKU 8821, the reorder action checks the buyer's tier and reorders to the right per-tier minimum — never under-provisions premium accounts.
Sales-attributed organic + paid
A B2B brand on Shopify B2B used Sumeru's organic + paid attribution to surface that 38% of attributed pipeline came from organic-search assists on long technical content. Reallocated content investment toward technical articles; pipeline lifted $3.4M annualised.
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.