2022 Marketing Measurement & Attribution Survey: Measurement Strategies Lag As Data Silos, Lack Of Resources Continue To Plague B2B Teams

As B2B teams look to deploy more advanced marketing strategies, including personalization, ABM and multichannel tactics, having the tools to measure marketing's impact and success is vital.

This report will analyze the current state of marketing measurement and attribution programs, including the main drivers for gathering deeper metrics. Key insights include:

  • An inability to measure and track activity between specific buyer stages was cited by 51% of respondents as their top challenge in analyzing marketing performance and impact;
  • A staggering 10% said their company's current ability to measure and analyze marketing performance and impact is excellent; and
  • Deals closed/won is the top metric that marketing teams focus on for campaign measurement (50%).

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