Metric Monday: Ten Insights from our 2024 Marketing Attribution and Contribution Benchmark

Hi everyone,

Last week, we announced the publication of our 2024 B2B Marketing Attribution and Contribution Benchmark. We surveyed over 700 B2B marketers to ask them how their organizations asses their contribution to revenue production. Here are ten takeaways from the report:

• Account-Based Marketing is still on the rise, practiced by 82% of the sample (vs. 78% last year).
• Unfortunately, half or more of marketers are still measured on traditional metrics such as leads and MQLs.
• There are signs of progress - there has been a 12-24% increase in the measurement of buying group engagement, opportunities from 3rd-party intent signals, and uncontested losses.
• Of the metrics we asked about, just two to three are reported to the board.
• Fifty-seven percent of marketers use both sourced and influenced attribution measures, with non-account-based teams favoring sourced metrics.
• ABM practitioners are more likely to use advanced waterfall models but rate their importance similar to simpler models.
• Marketers are now more likely to use multi-touch approach than either first- or last-touch, which are used equally. Like last year, most marketers do not use advanced analytics to measure attribution.
• For measurement tracking and reporting, marketers primarily use CRM systems, spreadsheets, and sales engagement platforms.
• 90% of organizations report on Marketing ROI.
• Under 25% rate their marketing measurement practices as fair. Those doing ABM, however, are more likely to give a higher fairness rating, likely due to their tendency to engage in more extensive measurement practices.

All of these findings (+ many more) can be found via the link below!

@Kerry