While measuring and tracking marketing is an ever-present goal for marketers, the reality is most B2B brands are still struggling with their attribution capabilities. New benchmark research from Demand Gen Report revealed that a majority of marketers (40%) believe their ability to measure and analyze marketing performance and impact needs improvement.
When COVID-19 hit, B2B organizations had to cancel events and quickly pivot to digital campaigns and experiences. The KPIs to measure impact have changed and, in turn, so did the benchmarks to success.
“The importance and adoption of marketing measurement is definitely going to grow, and it’s going to sustain itself after the pandemic,” said Bonnie Crater, President and CEO of Full Circle Insights, during the latest episode of the B2BMX Podcast.
Check out the episode now to hear Hosts Alicia Esposito and Klaudia Tirico and Bonnie discuss:
- The measurement challenges marketers are facing amid strategic pivots;
- How buyer preferences and digital channels will change the way marketers measure success; and
- How marketers can take a data-driven approach to agility.