Wednesday Wisdom: The 2024 B2B Marketing Attribution and Contribution Benchmark (New!)

saraboostani

Hi all,

We're really excited to announce that we've just released 6sense Research's 2024 B2B Marketing Attribution and Contribution Benchmark Report. It's our second year doing this research and there are both some important differences and similarities to last year.

You can’t manage what you don’t measure. And, unfortunately, what's similar to last year is that the experiences of over 700 B2B marketers tell us that marketing teams are still not measuring what they are attempting to manage. While the adoption of Account-Based Marketing (ABM) is increasing, measurement practices are lagging, with most marketers still relying on traditional metrics such as leads and MQLs.

What's different, is that despite the unfortunate news, there are signs of progress, such as increased measurement of buying group engagement and opportunities from 3rd-party intent signals.

In this report, we discuss the following, among much else:

• metrics marketers use to measure their contribution to revenue,
• tools marketers use to track and report on them,
• whether they use pre-sales waterfall models or sales funnels,
• how they apply attribution to these measures through sourced and influenced conversions,
• and how marketers feel about the way they are measured.

Learn about about how your peers are doing things! You can access the copy via the link below 🤗

https://6sense.com/resource-library/the-2024-b2b-marketing-attribution-and-contribution-benchmark/

@Kerry