Metric Monday: Evolving Marketing Attribution and Measurement (2023 vs. 2024)

For the past two years, we've asked upwards of 1,000 B2B marketers how their teams' contribution to revenue is measured.

The tracking of nearly all measurements are down this year. Traditional legacy measures like MQLs and leads appear to be on the decline in favor of more strategic metrics aligned with our Three Principles of Modern Marketing. While some principle-aligned metrics have seen minor to substantial declines, others have become the most utilized metrics overall, marking a positive shift in how B2B marketers approach measuring success. It's encouraging to see buying group engagement on the rise, and we're interested to see how these trends evolve next year.

• Principle 1: Marketing and sales must focus on mutually agreed-upon cohorts of accounts, deemed the best-fit prospects to become profitable customers.
• Principle 2: B2B buyers are groups, not individuals. Effectively identifying in-market buyers requires recognizing and responding to signals from buying groups, not just individuals.
• Principle 3: To optimize productivity, revenue teams must identify in-market buying groups and prioritize engaging them throughout their entire journeys.

For more insights on marketing attribution and measurement, see our 2024 Marketing Attribution and Contribution Benchmark!
@Kerry