We get pipe from cold calling - our SDRs have 20-30 convos a day pretty consistently.
We also get lots of pipe from inbound which is a mix of organic that we then promote, and straight-up paid, retargeted at target accounts, visitors, engagers, open opps, and customers. The ad influence we measure with Fibbler (great tool) and it's excellent.
We also get pipe from SEO, events, content partnerships/sponsorships
I have all Gong calls flow through Clay and then analyze the transcripts for mentions of where they heard about us and reps are trained/scored on asking that question. So we have a bunch of qualitative attribution insights.