Report: Marketing Measurement and Attribution Benchmarks

Learn how increased tech adoption and data reliance are reshaping marketing measurement and attribution processes in this Demand Gen Report survey, sponsored by MX.

B2B marketers are feeling the heat. According to the 2024 Marketing Measurement and Attribution Benchmark Survey, 73% of B2B marketers are increasing their emphasis on measurement and attribution due to an increased push to show ROI from all marketing investments — a 14% increase compared to last year.

Download all the data from this year’s report.

The report includes:

• Drivers for enhanced measurement, including ROI from marketing investments, marketing impact on revenue, sales and marketing alignment, channel-specific investment tracking, buyer stage metrics, cross-channel performance monitoring and data integration platforms
• Challenges in marketing measurement, including data organization challenges, marketing resource constraints, platform integration issues, CRM data problems and marketing data accuracy
• Key metrics and tools for performance, including email engagement metrics, web traffic analysis, closed/won business measurement, paid search performance, marketing event evaluation, MQLs (Marketing Qualified Leads), SQLs (Sales Qualified Leads) and pipeline opportunity metrics
• Methods for marketing reporting, including CRM systems, Excel-based reporting, web analytics tools, marketing automation systems, marketing reporting methods and data-driven reporting
• Analysis of marketing attribution, including multi-touch attribution models, last-touch attribution, first-touch attribution, pipeline velocity measurement, conversion rates and marketing attribution analysis
• Balancing brand marketing and demand generation, including brand marketing attribution, demand generation, data accuracy in marketing, budget allocation, impact of brand investments and brand vs. demand marketing
• Account-Based Marketing (ABM) Measurement, including ABM metrics, inbound metrics integration, ABM data integration, ABM success metrics, account-based marketing measurement and ABM-specific reporting
• Future trends in marketing analytics, including advanced marketing analytics, granular measurement approaches, data-driven marketing decisions, future marketing trends and analytics in marketing 2024

MX is the second-largest independent, integrated B2B marketing agency in the U.S., with a mission to impact the marketplace for companies that impact the world.