As marketing measurement and attribution techniques evolve into more data- and technology-driven processes, 38% of organizations are focused on improving their current strategies. According to the “2024 Marketing Measurement & Attribution Benchmark Survey,” 86% of B2B practitioners indicated that these processes are a growing priority for their respective businesses.
Throughout this special report, we’ll discuss the current landscape of marketing measurement and attribution, with a focus on:
- The key channels and metrics businesses are tracking, with a focus on how sales and marketing are being measured;
- Where ABM fits into overall strategies and how practitioners monitor it;
- The ongoing battle in prioritizing brand or demand, with insights into maximizing both strategies;
- How to track and connect activities across all stages of the buyer’s journey; and
- A look into the future of measurement and attribution.
