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New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

Study: Many B2B Marketers Still Don't Use Data-Driven Measurement Tools


A new study shows that some B2B marketers are still slow to embrace the use of data-based metrics to assess their performance – although many of them are preparing to ramp up their analytics efforts.

The study, which was sponsored by marketing automation vendor Pardot, was conducted online last February. Among the B2B marketers surveyed, 37% say they don't currently track revenue generated by their campaigns, and 30% still are not tracking advanced metrics like marketing-sourced opportunities. The study also found that one in five B2B marketers today don't measure marketing-sourced leads at all.

Study: Many B2B Marketers Still Don't Use Data-Driven Measurement Tools


A new study shows that some B2B marketers are still slow to embrace the use of data-based metrics to assess their performance – although many of them are preparing to ramp up their analytics efforts.

The study, which was sponsored by marketing automation vendor Pardot, was conducted online last February. Among the B2B marketers surveyed, 37% say they don't currently track revenue generated by their campaigns, and 30% still are not tracking advanced metrics like marketing-sourced opportunities. The study also found that one in five B2B marketers today don't measure marketing-sourced leads at all.

New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

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