“What’s Working In Marketing Measurement & Attribution In 2024”
There are several hurdles B2B organizations face when accurately measuring the success of their advertising efforts: Traditional metrics — such as clicks, impressions and conversions — often fail to capture the full impact and value of campaigns. Additionally, they overlook critical factors like audience efficacy, idea value and overall reach, hindering an organization’s ability to justify its advertising spend.
To help unify that disjointed system, new research suggests that unifying brand and demand marketing efforts contributes to a positive impact on demand generation results: Specifically, 26% of respondents estimate that brand-building investments make their demand generation efforts 26% to 50% more effective; while 24% report up to a 25% increase in effectiveness. That integration helps align marketing efforts with sales objectives, fostering a more strategic and unified approach to driving business growth — and more accurately attributing revenue and pipeline.
Throughout this special report, we’ll discuss marketing measurement and attribution practices through the lens of brand/ demand and account-based marketing initiatives. Key topics of discussion will include:
- Understanding the limitations of traditional digital advertising metrics and their impact on campaign effectiveness;
- Learning the importance of collaboration between brand and demand marketers for more cohesive strategies;
- Discovering the four essential components of a successful campaign and advertising strategy; and
- Recognizing the importance of courage and innovation in evolving marketing practices for B2B organizations.
