Marketing Measurement & Attribution Survey Report: B2B Organizations Double Down On Tried-And-True Methods With A Focus On Tracking Digital Engagement

As the B2B marketing industry emerges from the Covid-19 pandemic more flexible and digitally focused, organizations are continuing to realize the need for efficient, accurate systems of measurement and attribution. Although marketing teams doubled-down on their tried-and-true tactics in the face of uncertainty, they remain optimistic about improving them over the next several months.

As revealed in Demand Gen Report’s 2021 Marketing Measurement & Attribution Survey, 86% of marketers indicated that advancing measurement is a growing priority, with 39% admitting that their system needs improvement. This need for deeper metrics and attribution is driven by a strong desire to show ROI from all marketing investments (67%), as well as better identify marketing’s impact on pipeline and revenue (57%).

The following report details the changes marketing teams are implementing to clear those hurdles and set themselves up for future success, with an underlying focus on increasing internal alignment and creating a seamless omnichannel experience. Specifically, we’ll identify:

  • Common roadblocks marketing teams encounter and their plans to combat them;
  • The digital transformation’s impact on tracking and analyzing virtual engagement;
  • Challenges organizations face when implementing an omnichannel approach and promoting internal alignment; and
  • What the feature of measurement and attribution holds.

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