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 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.