40% of B2B Marketers Believe Their Company Could Do Better at Measuring Performance and Impact

Although B2B marketers are constantly working to achieve their top objectives, new research suggests that many of them have few ways of measuring their overall performance and impact on their organizations.

DemandGen recently conducted the “2020 Marketing Measurement and Attribution Survey Report,” and statistics showed that the majority of B2B marketers (40%) believe their company “needs improvement” when it comes to its ability to measure and analyze marketing performance and impact.


In terms of the challenges associated with measuring and demonstrating marketing performance and impact, the inability to connect and analyze data across applications and platforms (47%) tops the list. About 42% claimed that there simply aren’t enough resources, while 36% believe that data is a mess.

Leveraging Marketing Data with a Unified Strategy

Despite the fact that data has a history of being problematic for marketers and their organizations, previous research suggests that it’s becoming easier to piece together and leverage.

Ascend2 published the “Using Data to Make Better Marketing Decisions Survey,” and research showed that most marketers (45%) now have a unified marketing data strategy in place. While 32% still do not have a strategy, they claimed that there is one planned for development in the near future.

Thus far, 63% of marketers who have a data strategy intact claim that they have been at least “somewhat successful” in achieving their goals. Approximately 31% of the best-in-class marketers who responded to the survey stated that they have been “very successful.”

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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