A little open rate, with a dash of page views, and a heap of likes and shares … the cocktail of measuring marketing effectiveness is no straight order. There is an overwhelm of numbers to review that differs between channels and media. And most B2B companies are struggling to make true meaning of all the numbers they collect, though they feel the need to do so.
In fact, 93% of CMOs report being under greater pressure than ever to deliver measurable ROI (Leapfrog), and 50% of B2B CMOs struggle to attribute marketing activity directly to revenue results to justify budgets (Forrester).
These are major issues left untended, because measurements are vital to your B2B organization’s success in not only reviewing your past efforts but more importantly in delivering future campaigns and activities that are meaningful to your buying audiences. Measurements hold your teams accountable. They ensure the organization’s money is strategically invested,
