Just over a year ago, B2B marketers reported that one of their biggest challenges was not being able to measure impact across channels – and that the top metric they wanted to use in the next 12-18 months was measuring ROI across channels.
One year later, a new Demand Gen Report (DGR) study – produced with LeanData and Vidyard – indicates that the desire to measure ROI by channel remains prominent.
Cross-channel measurement is clearly on the minds of marketers this year, with the IAB revealing it is a use case that will be taking up the time and attention of many marketers this year.
In this newest study, when more than 250 B2B marketing executives surveyed were asked which metrics they would like to use in the next 12-18 months, 56% cited ROI by channel, making it the most sought-after metric.
Additionally, cross channel engagement is a metric that half of the respondents say they would like to use in the near future.
B2B marketers have reported that engaging with prospects has been a particular challenge when they are trying to generate new leads.
Since buyers tend to look for information across different channels during their buying journey, being able to measure engagement across those channels can prove beneficial in order to see where engagement is highest. Read the rest at Marketing Charts.