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2018 Marketing Measurement & Attribution Benchmark Survey Report

New Research Shows B2B Marketers Struggling With Metrics, But Striving For Specific Insights On Investments By Channel & Impact By Stage

Effective marketing measurement and attribution continues to be a top priority, as well as an ongoing challenge for B2B marketers. Findings from Demand Gen Report’s 2018 Marketing Measurement and Attribution Benchmark Survey show that the majority (87%) of respondents said that marketing measurement and reporting are a growing priority for their organization.

However, B2B organizations continue to struggle with measuring and demonstrating their marketing impact. More than half (58%) of respondents said that their current ability to measure and analyze marketing performance “needs improvement” or worse. This is an increase of almost 10% compared to last year.

Download this report to gain an in-depth analysis into the survey findings, including:

  • The challenges that continue to plague marketing measurement efforts;
  • Where respondents are currently focusing efforts to alleviate those pain points; and
  • Their goals for better measurement and attribution in the next 12 to 18 months.

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